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When it comes to YouTube, beauty companies need to turn up the volume. Although consumers are tuning in to the site in record numbers, according to research by Pixability, beauty brands have been slow to adapt to the new medium, losing considerable share of voice to vloggers. Consider the numbers: Of the 14.9 billion beauty-related video views on YouTube, 97 percent were generated by non-beauty-brand creators. When it comes to search results, beauty brands show up in results 2.5 percent of the time versus 97.5 percent for bloggers, and tutorials by vloggers are viewed 1200 percent more than those created by brands. Here, a side-by-side comparison of how the industry is stacking up against YouTube’s standout performers.
This story first appeared in the March 21, 2014 issue of WWD. Subscribe Today.