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Vibeke Holmquist
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STUDIENUMMER
Student No.
EKSAMENSNR. (6 cifret
411404
eso-BA-1/4120510073/bachelors
HOLD NR.:
Class No.
Ex.: U02
U01
FAGETS NAVN:
Course/Exam Title
Bachelor Thesis
VEJLEDER:
Name of Supervisor
Lone Laursen
ANTAL TYPEENHEDER I
DIN BESVARELSE
(ekskl. blanktegn):
Number of Characters in
your Assignment
(exclusive of blanks):
53893
A study of the
YouTube Beauty Community
By: Vibeke Holmquist
Abstract
This thesis is a nethnographic research of the YouTube beauty community based upon social
constructionism. The thesis presents the benefits for marketing purposes y engaging with the YouTube
beauty community. In order to do so, it describes and analyzed the YouTube beauty community in the first
section. It then moves to analyze the Beauty Gurus, which are the communitys content creators, thus the
most important members for marketing purposes. Lastly it provides recommendations for marketers who
might consider engaging with the community.
The YouTube Beauty community is found to be a content consumer community as all the community
markers are present. Using the three dimensional taxonomy of community space, the community is found
to be an open, regulated and for-profit community. Furthermore, it is argued that the YouTube beauty
community is an informal reference group with informational, utilitarian and self-expressive influence in its
members.
It was determined that beauty gurus enjoy a position of opinion leaders with a high personification of
values, perceived competence and a strategic social location. They were also found to have a high degree
of perceived credibility as members of the community consider them to be attractive, trustworthy and
experts. Beauty gurus are admired by their viewers who can easily relate to them. Beauty gurus
motivations to constantly contribute new and relevant content was based in their passion towards the
community and the consumption activity, as well as revenue creation. Lastly based on the communitys and
beauty gurus unique characteristics, they were found to have an array of diverse and interesting value
propositions for marketers who wish to engage with them.
Acknowledgments
I would like to thank my thesis supervisor, Lone Laursen, for her invaluable guidance and expert advice
throughout this thesis. I would like to thank her for listening with patience to my endless rants of ideas as
well as for setting clear expectations for this thesis, which helped me find my way. And most importantly I
would like to thank her for her kindness and rigor when they were needed the most.
As well, I would like to thank my parents, for their constant encouragement, support and believe in me,
even at times when I failed to do so myself. Every accomplishment in my life has come to be thanks to
them. Lastly, I would like to thank my boyfriend, because in spite of the stress and sleepless nights he was
patience and supportive.
Vibeke Holmquist
Table of Contents
1.
Introduction ............................................................................................................................................... 8
1.1 Problem statement .................................................................................................................................. 9
1.2 Theory of science ..................................................................................................................................... 9
1.3 Methodology and structure .................................................................................................................... 9
1.4 Delimitations ......................................................................................................................................... 10
2.
YouTube ................................................................................................................................................... 11
3.
4.
5.
Community analysis................................................................................................................................. 16
5.1 Community markers .............................................................................................................................. 16
5.2 Online consumer communities ............................................................................................................. 18
5.3 Three dimensional taxonomy of the online community space ............................................................. 18
5.5 Reference group theory......................................................................................................................... 20
6.
Discussion ................................................................................................................................................ 27
8.
Conclusion ............................................................................................................................................... 29
1. Introduction
In todays world marketers are facing new challenges reaching out to customers in the internet. Nowadays
consumers interact with each other and with brands resembling two-ways communications. According to
Cole et al. (2011:92) Communication with consumers has shifted from one-way channel where companies
tell customers what they need to know, to a dialogue where companies listen to and engage with
consumers. The term 2.0 is used to refer to this shift where consumers interact with each other through
social media. Social media is defined by Mangold (2009: 357-358) as a variety of new sources of online
information that are created initiated, circulated and used by consumers intent on educating each others
about products, brands, services, personalities, and issues.. Mayfield identifies six kinds of social media:
social networks, blogs, wikis, podcasts, forums, content communities and microblogging (2008: 6).
In content communities users generate content, share and consume it. These communities can originate
from interest in consumption activities, as it is in the case of the YouTube beauty community. According to
Scaraboto et al. (2012: 247) members of a community will use rhetorical strategies to influence each
others consumption decisions, report decisions back to the community, and gauge their influence on each
others choices. which will have an impact in the relationship with and attitude towards the brand.
(Zaglia 2012: 216) Thus, The existence of united groups of online consumers implies that power is shifting
away from marketers and flowing to consumers. (Kozinets 1999: 258) Unlike traditional media, in online
communities, marketers do not have control over the messages consumers create and share among each
other about their companies and brands.
YouTube is the second most used and largest search engine online, however when one searches beauty
brands related key words, there is only 2.5% chance that beauty brand appear in the results. (Appendix 1)
They are not present in the conversation as beauty brands have only 3% (Appendix 1) of share of voice, the
rest belonging to the YouTube beauty community. Furthermore, the most popular beauty gurus have 115x
more subscribers and receive 2600% more comments on average than beauty brand channels. (Appendix
1-Pixability 2014: 3). Thus it is becoming increasingly important for marketers to be present and engaged in
these communities. Marketers can engage with the YouTube beauty community through beauty gurus,
whom are the most active and engaged members. In order to successfully engage with them marketers
first need to: understand what the community is; how it works; who beauty gurus are; how do they relate
to the rest of the community and what opportunities are present to marketers by engaging with them; this
being the focus of this paper.
1.4 Delimitations
This paper will not go into detail of viral marketing strategies although the final recommendations are
directed to marketers who wish to engage in viral marketing campaigns with the community and the
beauty gurus. This is due to lack of time, space and because viral marketing strategies depend at large on
the specific objectives a company has when engaging with the YouTube beauty community as well as
characteristics specific to their brand identity. Moreover this paper will not draw conclusions on any
specific product category or company in the beauty industry but rather the focus of the analysis will be in
the YouTube beauty community and the beauty gurus upon which generalized recommendations will be
given.
An additional limitation was lack of a variety of qualitative data. According to Seraj (2012: 212) Using a
variety of methods is crucial for qualitative studies including netnography. Qualitative data in the form of
interviews with the beauty gurus was initially intended to be used as a part of this paper; however they
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2. YouTube
YouTube is a video sharing site where videos are watched and shared for free. YouTube was founded by
Chan Hurley, Steve Chen and Jawed Karim in February 2005 and in 2006 it was acquired by Google
(Appendix 5). Worldwide, YouTube has more than 1 billion unique visitors, more than 100 hours of
video are uploaded every minute and approximately 80% of YouTubes traffic comes from outside the
United States (Appendix 6). According to Alexa Rank, a web information company, YouTube is globally the
third most popular website after Google and Facebook. (Appendix 7)
In YouTube, videos are uploaded to the users channel, which can be customized. Videos can be set to be
private or public. Users can watch other users content and subscribe to their channels in order to get new
video update under my subscriptions section. Users can like, dislike and comment on a video, comment
on other comments as well as commenting in other users channels and send each other private messages.
YouTube is a content community (Smith 2012: 104) in which users share content generated by
themselves and consume it in a VOD-system (video on demand) (Simonsen 2011: 77). The content
generated by users is called user-generated content or UGC and it is defined by Kaplan as the various
forms of media content that are publicly available and created by end-users. (2010: 61), and it includes
text, photos, videos and power point presentations. (2009: 63) UGC in YouTube can be personal as well as
professional, thus according to Simonsen (2011: 51) there is a difference between ordinary users who are
merely publishers and the YouTube celebrities who now dominate the popular sphere of YouTube.
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4. Theoretical framework
4.1 The Community
4.1.1 Groundswell
The YouTube beauty community is embedded in the social media platform YouTube, which is a
Groundswell technology. The groundswell is a social trend (Bernoff and Li 2011: 9) in which people
connect, interact, collaborate, create, organize, share and consume content together. This movement
provides people with a platform to express themselves and share their voice, which united with the many
others in web 2.0, creates the groundswell movement.
4.1.2 Community markers theory
In order to categorize the YouTube beauty community as one, the community markers theory will be used
which states that three community markers should be present in the community: consciousness of kind,
shared rituals and tradition, and moral responsibility (Zaglia 2012: 217) According to Zaglia (2012: 219) a
community has consciousness of kind when they are aware that they belong in a community and they
separate themselves from outsiders. Members also feel a strong connections with one another and
consider they sort of know each other (Laroche 2012: 1757). Shared rituals and traditions are the
symbolic representation of common past experiences thus they communicate expectations of roles within
the community. Through this community marker the community develops their identity and a sense of
belonging working as a boundary spanning mechanism to distinguish between in-groups and out-groups.
(Zaglia 2012) (Laroche 2012) The third community marker is moral responsibility, through which members
communicate expectations of expected behavior, thus successfully integrating new members by
communicating what is accepted as right or wrong within the community. This community marker can be
formal when it is explicitly communicated by the administrators of the community or informal, emerging
from social interactions among members of the community making sure members comply with them.
(Zaglia 2012) (Laroche 2012) (Valck 2009) Moral responsibility is a `truth which emerges from social
interaction among members relating to social constructivism.
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13
14
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5. Community analysis
5.1 Community markers
In order to categorize a community as such, three community markers must be present, consciousness of
kind, shared rituals and traditions and moral responsibility. In the YouTube beauty community
consciousness of kind can be found as they categorize themselves under the same group referring to each
other as Beauty gurus or Beauty vloggers. These beauty youtubers maintain close relationships with
each other and users acknowledge this in the comments, being either because they are relatives
(appendices 10, 11) or close friends (appendix 12). These social ties can also be seen when they support
each other by commenting in each others videos (appendix 13) or by asking each other to watch each
other videos (appendix 14). These social ties are seen especially through the collaborative videos they do
with one another (appendix 3) where in many they refer to one another as friends.
Share rituals and traditions are present in the YouTube beauty community in videos like Things beauty
gurus say (appendix 15), where they mention similarities shared throughout the community and trough
which they acknowledge differences between in and out groups. Some examples of these rituals and
traditions are the widespread love for scented candles, starting the video with hi guys!, asking for viewers
to comment, like and subscribe in order to enter a giveaway (videos in which they give away products) or
doing a disclaimer at the beginning of some videos (stating they do not intend to offend anyone in videos
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6.2 Credibility
In order to assess the credibility of beauty gurus three variables will be explored: attractiveness,
trustworthiness and expertise. Attractiveness is present in beauty gurus whom seek physical attractiveness
through the purchase and usage of beauty items, furthermore their videos communicate this with videos
for healthy eating and exercise like Elle Fowlers video Glit Fit High-Protein snacks + Fitness Favourites
and Ingrid Nilsen who did a series called Ingrid Dishes she made for POPSUGARGirlsGuide chanel. (
Appendix 44) Aattractiveness of character is also present in beauty gurus, as they communicate positive
values through, for example motivational videos (aforementioned in the opinion leadership section) which
reflect in their attractiveness as role models.
Regarding trustworthiness, beauty gurus create a close relationship with their viewers by looking directly
to the camera and addressing them directly, although at time voice-overs or text-overs were used, the
communicative style resembled that of a conversation. Furthermore, beauty gurus share many of their
personal experiences through their videos. In some type of videos, viewers have the opportunity to know
get to know beauty gurus in a more personal level. There are vlog videos, which are video blogs in which a
beauty youtuber shares personal moments of their life, usually posted in a second vlog channel. Out of the
nine beauty gurus analyzed in this paper, eight had a second vlog channel. (Appendix 3) There are Q&A
videos, which stand for questions and answers or Draw my life a popular type of video, done recently by
Fleur Bell, where she explained her life and shared personal memories with her viewers, or TMI Tag!
videos, (too much information) done recently by Ingrid Nilsen. (Appendix 3) In these videos beauty gurus
share personal information, sending a message of transparency and honesty. The commonality across the
successful beauty creators is that they are honest, authentic, and easy-to-understand, (Appendix 36) Some
examples are Bethany Mota who was bullied in her young teenage years (Appendix 8) and Michelle Phan
who grew up in a family of scarce resources and her dad abandoning the family, resulting in her being
affected by it which she explains in her Draw my life video. These are common problems young girls face
which are difficult for them to deal with and beauty gurus sharing this makes them relatable. Furthermore,
beauty gurus include several brands in their videos, resembling real consumers who purchase more than
one brand in each product category, making them relatable to the average consumer and implying that
their opinions are unbiased. Thus beauty gurus have characteristics-based trust, one of the components of
trust, as they are normal relatable girls with whom their viewers can identify.
Regarding expertise, the term beauty guru directly expresses expertise as a guru is someone
knowledgeable in a certain topic. Beauty gurus communicate expertise in part based on their reputations,
brand image, number of subscribers and level of engagement with the community. This is because
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600000
500000
400000
Pantene Gurus
300000
Pantene
hiarstyles
200000
100000
0
Views
24
25
12000000
playlists
that
were
10000000
analyzed, a maximum of 10
videos were used as samples.
8000000
Bethanny Mota
6000000
4000000
Aeropostale
collection
2000000
0
Views
26
7. Discussion
This section will provide recommendations on how companies can best engage with the community.
Marketers must keep in mind that beauty on YouTube is a community, as such, members have a need of
belonging towards it and need for recognition from other members. Marketers can use this by indirectly
making references to relating their brand to values and behavioral expectations set by the community.
Rituals and traditions can be used by sending the message that this behaviour will reinforce users status as
an in-group of the community. Events and meet-ups are important because they present the opportunity
for marketing campaigns to be done both online and offline as Aeropostale did. Marketers have the
opportunity to sponsor events as BeautyCon to create brand associations with the community as well as to
meet and engage with large amounts of their consumers at once. Shared moral responsibilities can be used
in the advantages of marketers by creating campaigns alongside the community about corporate social
responsibility campaigns of topics which the community is passionate about, like cyberbullying.
The YouTube beauty community is a consumer community, thus companies should not expect exclusive
relationships with the beauty gurus, and understand that their competitors will as well have a possibility of
benefiting from engagement with them. Therefore it should not be a share of voice competition in the
community; rather it is about quality of relationships brands have with their customers.
The YouTube beauty community is an open, regulated and for-profit community. As a result anyone can
access the community and marketers have no control over the type of users that might be part of the
community, as opposed to corporate-based brand communities in which membership availability can be
denied by the company if the case so required. Marketers do not have control, there are certain rules and
regulations in YouTube which should be followed by members as well as marketers. Expected behavior of
the community, which is constantly defined and re-defined by members also applies to companies.
YouTube is a for-profit community therefore beauty gurus are already familiar with business environments,
as them having business mails specific for business enquires indicate. Therefore, they should be
approached as reliable business partners rather than simple customers.
Beauty Gurus position as reference groups and the extent they influence their followers adds to their
importance. Their informational, utilitarian and value-expressive influence in members presents
opportunities for marketers. Often the informational influence is the most used by marketers when aiming
for positive product reviews which focus mainly in product attributes; however the utilitarian and valueexpressive influence can be much stronger as they can be used to improve brand image by finding points of
commonality between the brand identity and the identity proposed by the community as desirable.
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8. Conclusion
The YouTube beauty community was found to have several characteristics in their value proposition
towards marketers. The community acts as a reference group, thus members of this community have a
need for belonging which they fulfill by complying with the expected and desirable behaviors set by the
community. Points of commonality between these set of desired behaviors and the brand identity can be
added in viral marketing campaigns to create, by association the idea that buying the brand will validate
their membership to the community. Furthermore, reference groups are ideal for beauty products because
they reduce perceived risk by consumers as these products cannot be tested.
The community has a history of traditions of meeting offline, trough events and meet-ups between beauty
gurus and followers, allowing marketers to engage in an integrated marketing campaign including viral
marketing campaigns as well as more traditional ways of offline marketing. The community is embedded in
YouTube, therefore the community is open to all type of users and rules and regulations are out of the
marketers control therefore some unexpected outcomes can be anticipated when engaging with the
community. Furthermore beauty gurus are to some extent motivated by profit, as the they earn a
substantial amount through views and subscriptions.
Other value propositions include listening to the community to learn from best- practices from beauty
gurus engagement with their followers and downsizing the great volumes of online information by
listening to their consumers through the beauty gurus. Companies can as well borrow from beauty gurus
identity and the positive perceptions followers have towards them as they are perceived knowledgeable in
beauty topics and are highly relatable to viewers being normal young women with a camera. However, they
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References
Bernoff, J. and Li, C. (2011) Groundswell: Winning in a world transformed by social
technologies. Boston, Massachusetts: Harvard Business Review Press
Broner, F. and Hoog, R. (2008) Consumer-generated versus marketers generated websites in
consumer decision making. International journal of market research 52, 231-248
Burr, V. (2001) An introduction to social constructionism. Routledge
Cole, M. Long, M. Chiagouris and Gopalakrishna, P. (2011) Transitioning from traditional
todigital content: An examination of opinion leadership and Word-of-mouth communications across
various media platforms. Journal of Internet Commerce 10, 91-105
Harwood, T. and Garry, T. (2009) Infiltrating an e-tribe: marketing within the Machinima
[computerised games] community. Journal of customer behaviour 8, 67-83
Hinz, O. Skiera, B. Barrot, C. and Becker, J. Seeding strategies for viral marketing: An
empirical comparison. Journal of Marketing 75, 55-71
Hoffman, D and Fodor, M. (2010) Can you measure the ROI of your social media marketing?
MIT Sloan management review 52, 41-49
Jason, H. and Dempsey, M. (2010) Viral Marketing: Motivations to forward online content.
Journal of Business Research 63, 1000-1006
Kaplan, A. and Haenlein, M. (2009) Users of the world, unite! The challenges and
opportunities of social media. Business Horizons 53, 59-69
Kotler, P. Keller, K. Brady, M. Goodman, M and Hansen, T. (2009) Marketing management.
Harlow: Paerson Education Inc.
Kozinets, R. (1999) E-Tribalized marketing?: The strategic implications of virtual communities
of consumption. European Management Journal 17, 252-264
Kozinets, R. (2002) The field behind the screen: Using Nethnography for Marketing Research
in Online Communities. Journal of marketing research 39(1), 61-72
Kozinets, R. (2010) Nethnography: Doing ethnographic research online. York University,
Canada: SAGE publications Ltd
Laroche, M. Habibi, M. Richard, M. and Sankaranarayanan, R. (2012) The effects of social media
based brand communities on brand community markers, value creation practices, brand trust and brand loyalty.
Computers in human behavior 28, 1755-1767
Liu-Thompkins (2012) Seeding Viral Content: The role of message and network factors.
Journal of Advertising Research, 465-478
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Appendices
Appendix 1
Pixability (2014) Beauty on YouTube: How YouTube is radically transforming the beauty
industry and what that means for brands. [online] Available at: http://www.pixability.com/industrystudies/beautystudy/ [Accessed: 29 April 2014]
Appendix 2
Beauty Gurus videos and comments-usb
Appendix 3
Field Notes Date: 01-04-2014
Bethanny Mota
YouTube name: Bethany Mota
Subscribers: 5,850,300
Total views: 433,325,592
Videos:388
https://www.youtube.com/user/Macbarbie07
10 most recent videos:
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
Brand
mentio
Video Duration Views
ned
Type of video
tutorial and giveaway of t-shirts she made for her fans to have
1 00:10:27
2155355 yes
the same as her
33
00:09:45
00:09:52
00:10:34
00:07:58
00:07:34
00:10:47
00:07:32
1:31:57
2644920 yes
2355238 yes
2857115
2389280
3043639
3587844
2012328
2442088
2310384
25798191
yes
yes
yes
yes
yes
yes
yes
10 yes
Notes:
Elle Fowler
YouTube name: allthatglitters21
Subscriptions: 1,222,721
Views: 157,553,610
Videos: 437
https://www.youtube.com/user/AllThatGlitters21
10 most recent videos:
1.
2.
3.
4.
5.
34
1 00:03:16
86054
2 00:00:44
3 00:10:27
4 00:12:16
115700
217466
258744
5 00:11:22
198668
6 00:04:54
7 00:04:09
8 00:13:43
191902
221972
199363
9 00:21:13
10 00:10:09
Total
01:32:13
258859
321877
Brand
mentioned Type of video
Hair tutorial + outfit of the day, promotes at the end a series
they are making with a channel called I love makeup, which is
yes
channel doing collaborations with a lot of youtubers.
Channel advertisement, youtube has recently implemented this
no
option.
yes
unbox video of two subscription services IPSY and birchbox
yes
Haul of different stores with a giveaway
Favorites type of video, including promoting luvocracy a web
yes
page
Lifestyle video about working out, promotes Fabletics nd has a
yes
related link in the info bar and bout another fitness blog
no
DIY Beauty treatments, text over video.
yes
Favorite video, used affiliate links
Tour video/ organization video. Mentions several partnerships
yes
she had in the past.
yes
Tour video, organization and home decor video
8 yes 2 no
Notes
The second video she has is a channel ad. More information on what this is should be given.
Has a mail specific for business enquires.
She has links to her blog and all of her other social media sites.
She has links in her about information box to other videos she has done previously
In the about information box sometimes she has affiliated links, and sometimes she comments on
how none of the links are affiliated links.
In her information box she always has links to the product lines she has collaborated with like their
cellaris phone cases or her own store glitzyglam.
Sometimes will mention what is the name of the song featured in the video.
If it is a DIY video she will include the steps.
Has her own beauty blog and a lifestyle blog, has also her own online shop and is in twitter,
facebook, instagram, thumbler, pose, luvocrazy, pinterest.
Has a second vlog channel called EllesGlitterGossip
Fleur Bell
YouTube name: FleurdeForce
35
Duration Views
00:13 135347
00:12 208464
00:08:49 231827
00:14:54 209485
00:13:07 334258
00:09:21 188734
00:13:11 141563
00:09:59 172486
00:12:57 247753
00:12:46 272729
02:01:34 2142646
Brand Mentioned
yes
yes
yes
yes
no
yes
yes
yes
yes
yes
10 yes
Type of video
favourites video
showcasing products she dislikes
showing the contents of her bag
a "haul" video
tag video draw my life
tag video of questions
showcasing a collection
showcasing good but affordable products
favourites of the month
"haul"
36
Has a second vlog channel called FleurdeVlog and a bridal channel called BridedeForce
Ingrid Nilsen
YouTube name: Miss Glamarozi
Subscriptions: 2499911
Views: 165495204
Videos: 380
https://www.youtube.com/user/missglamorazzi
10 most recent videos:
1.
2.
3.
4.
5.
6.
7.
8.
9.
Video
Duration Views
Brand
mentioned
1 00:03:16
86054 yes
2 00:00:44
115700 no
3 00:10:27
4 00:12:16
217466 yes
258744 yes
5 00:11:22
198668 yes
6 00:04:54
7 00:04:09
8 00:13:43
191902 yes
221972 no
199363 yes
9 00:21:13
10 00:10:09
Total
01:32:13
258859 yes
321877 yes
8 yes 2 no
Type of video
Hair tutorial + outfit of the day, promotes at the
end a series they are making with a channel called I
love makeup, which is channel doing collaborations
with a lot of youtubers.
Channel advertisement, youtube has recently
implemented this option.
unbox video of two subscription services IPSY and
birchbox
Haul of different stores with a giveaway
Favorites type of video, including promoting
luvocracy a web page
Lifestyle video about working out, promotes
Fabletics and has a related link in the info bar and
bout another fitness blog
DIY Beauty treatments, text over video.
Favorite video, used affiliate links
Tour video/ organization video. Mentions several
partnerships she had in the past.
Tour video, organization and home decor video
37
Notes:
Links to other social media or other relevant videos are provided in the about information box.
Promotes the music she is featuring in the video in the about information box.
She has a mail specific for business inquiries.
Lists the stores where she got some of her products and provides links to these web pages.
She includes the makeup brands and clothing or jewellery she is using in the video.
She adds an asterisk to any product which was given to her, rather than her purchasing it herself.
In the tag videos she posts the questions of the tag video and the people she is tagging.
Sometimes they will put secret messages saying if you read this then comment a ice cream
She has annotations at the end of the video redirecting viewers to other videos of her.
She is in Instagram, Facebook, twitter and has a blog.
Has a second channel called TheGridMonster
Raye Boyce
YouTube name: ItsMyRayeRaye
Subscribers: 433,743
Total views: 16,422,518
Videos: 100
https://www.youtube.com/user/ItsMyRayeRaye
10 most recent videos:
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
ItsmyRayeRaye
Video
Duration
1
00:05:17
Views
Shares
10682 n.a.
Brand
mention
Video description
no
38
00:06:59
66300
4 no
00:07:51
60442
0 yes
00:02:19
88630
11 yes
00:11:50
65468
12 yes
00:02:25
129238
23 yes
7
8
00:04:32
00:05:03
108459
100879
3 yes
12 yes
00:15:02
101136
7 Yes
10
Total
00:06:37
104816
01:07:55 836050
77
5 yes
8 yes 2 no
Notes
39
Meredith Foster
YouTube name: StilaBabe09
Subscribers: 2,268,633
Views: 155,296,502
Videos:266
Video
1
2
3
4
5
Duration Views
00:09:50 422718
00:08:02 711926
00:09:12 1382407
00:07:37 738499
00:08:09 987011
Brand
mentioned
yes
yes
yes
yes
no
Video description
Tutorial DIY and Outfit ideas, used voice and text over.
Monthly favorites + giveaway, not sponsored
Morning routine
Seasonal kind of video, St. Patricks. Tutorial cooking
Tag kind of video
Tutorials spa and cooking +Giveaway, not sponsored.
Seasonal Valentines
Tutorial, home decor, clothe. + Giveaway, Seasonal type of
video, Valentines
Sponsored video cover girl, tutorial
OOTD "Outfit of the day" + Giveaway
40
Notes:
Michelle Phan
YouTube name: Michelle Phan
Subscribers: 6038565
Views: 901377807
Videos: 302
https://www.youtube.com/user/MichellePhan
10 most recent videos:
1. Ultimate Prom giveaway
2. Color Explosion: Party Makeup
3. The Silver Lining
4. Remember The Girl
5. Matte about you
6. How to look like a Bad Girl
7. Girlfriend changes boyfriend tire
8. Em is not international with new lower prices :D
9. My Long Distance Relationships story and tips
10. Love Me for Me
Videos
Duration
1
2
00:04:36
00:04:27
Views
Band mention
915315 yes
1041722 yes
Vido description
Makeup and outfit tutorial, she promotes her own
brand and a hair tool company NuMe, also in the
about section there are links with discounts, also has
a giveaway. Also promotes the song in the video.
Uses voice and text over.
Makeup tutorial, voice and text over
41
Total
00:06:35
1228215 yes
4
5
00:03:16
00:05:10
1556680 no
1491299 yes
00:04:11
1619793 yes
00:07:49
1508671 no
00:01:07
754935 yes
00:05:45
1734763 no
10
00:08:29
00:51:25
2031409 yes
13882802
Notes:
She includes what she has used in the video with links
She is also promoting the song that she features in the video.
Her videos seem to have a more professional background than others.
Even though she has her own makeup line her makeup tutorial include a mix of different brands,
however she always uses at least one product from her makeup line.
Ends every video with the same line, good luck.
Could not access statistics in her channel.
Her makeup tutorials seem to be done around a specific product, like the silver lining is about
featuring specifically for a eye liner from her makeup line, whereas Matte about you is centered
around Nars Matte multiple.
Will put links of her related videos in the about information box
Her videos seem more professionals than other youtubers.
She has a business specific mail.
She includes her links to other social media and is on Instagram, Twitter, Facebook and has a blog.
She is also one of the creators of FAWN (For All Woman Network) and has her own makeup
company EM Cosmetics. She also created IPSY a monthly subscription service for beauty products.
She has a second channel called RiceBunny
Sonia Castaneda
YouTube name: sccastaneda
Subscribers: 330,338
Views: 60,109,082
42
1 00:02:21
2 00:05:41
3 00:10:21
4 00:10:48
38212
34065
33258
7 yes
2 yes
3 yes
5 00:04:00
39393
9 yes
6 00:05:25
22803
6 yes
7 00:16:17
57080
3 yes
8 00:09:32
40967
6 yes
9 00:03:46
14008
5 yes
10 00:03:48 26187
Total 01:11:59 343028
Notes:
12 yes
53 10 yes
Lists the products she has used in the about information box.
Mentions in the information box how it is not a sponsored video, when they are not.
Mentions the name of the brand in the video title.
43
When doing a haul of products she asks in the about section if anyone wishes her to make a review
about a specific product.
She had links in her about section to her other social media pages only in some videos.
Had one direct sponsored video by IPSY but it was only mentioned in the about section that it is
sponsored, and mentions the brand throughout the video.
Has a mail used only for business purposes.
She also has a second vlog channel called Sonia Castaneda and mentions it in some of the videos in
the about section.
Sometimes she will have a link to the products she has mentioned
She would only include a link in the about box to another video of hers if it was closely related to
the video.
Some of her videos are related to a current event, the videos about the superbowl.
Zoe Sugg
YouTube name: Zoella
Subscribers: 4301377
Views: 158889662
Videos: 148
https://www.youtube.com/user/zoella280390
10 most recent videos:
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
Videos
4 00:06:08
Brand mentioned
917729 no
Video description
Challenge type video in collaboration with
another YouTuber
Tag video, two truth one lie, in
collaboration with another Youtuber
tutorial type video, how to
1182070 no
1200134 yes
no, but those
featured in the video
1329164 are listed in the
Collaborative video with another Youtuber
44
Total
5 00:11:51
6 00:15:25
7 00:10:56
1295006 yes
1257809 yes
1160598 yes
8 00:11:32
9 00:05:01
2083491 no
1448701 yes
10 00:08:01
01:32:02
1833289 no
Notes:
Terminology
DIY: do it yourself
Tag words in a YouTube video: words that aid the video to be found when certain words are
searched, these words are decided by the person uploading the video.
TAG video: a video with a specific format, a set of predetermined questions to be answered.
Subs: subscribers
Box opening: it can stand for opening a monthly subscription box with beauty product, products
that were recently purchased from an online store, or opening a box sent by a company.
45
Favourite the video: a request for the user to add this video to the predetermined playlist of
favourite videos
FTC: can also mean federal trade commission, usually used by beauty youtubers to present any
disclosure of sponsorship.
Appendix 4
Aeropostale and Pantene videos- usb
Appendix 5
YouTube5Year [online] Available at:
https://sites.google.com/a/pressatgoogle.com/youtube5year/home/short-story-of-youtube [Accessed: 29
April 2014]
Appendix 6
YouTube Statistics [online] Available at: http://www.youtube.com/yt/press/statistics.html
[Accessed: 29 April 2014]
Appendix 7
Alexa [online] Available at: http://www.alexa.com/siteinfo/youtube.com [Accessed: 29 April
2014]
Appendix 8
TheGuardian (2013) [online]
http://www.theguardian.com/theguardian/shortcuts/2014/feb/05/bethany-mota-haul-video-motavatoraeropostale [Accessed: 29 April 2014]
Appendix 9
Meerman, D. (2008) The new rules of viral marketing: How word-of-mouth spreads your
ideas for free. [online] Available at: http://www.davidmeermanscott.com/documents/Viral_Marketing.pdf
[Accessed 30 April 2014].
Appendix 10
46
Appendix 11
Appendix 12
Appendix 13
Appendix 14
47
Appendix 15
Appendix 16
VidConFAQ [online] Available at: http://vidcon.com/faq [Accessed: 30 April 2014]
48
Appendix 19
Appendix 20
Imats [online] Available at: http://www.imats.net/los/about.php [Accessed: 30 April 2014]
Appendix 21
Appendix 22
BeautyCon [online] Available at: http://www.beautycon.com/ [Accessed: 30 April 2014]
Appendix 23
BeautyConAbout [online] Available at: http://www.beautycon.com/about/ [Accessed: 30
April 2014]
Appendix 24
49
Appendix 25
Appendix 26
50
Appendix 27
Appendix 28
Salah, A. (2013) Google changes outrage YouTube community. Available at:
http://guardianlv.com/2013/11/google-changes-outrage-youtube-community/ [Accessed: 29 April 2014]
Appendix 29
YouTube terms of service [online] Available at: https://www.youtube.com/t/terms?gl=GB
[Accessed: 29 April 2014]
Appendix 30
YouTube copyright [online] Available at: http://www.youtube.com/yt/copyright/what-iscopyright.html [Accessed: 29 April 2014]
51
Appendix 39
52
Appendix 40
Appendix 41
Appendix 42
Appendix 43
Fan finder [online] Available at: https://www.youtube.com/yt/fanfinder/ [Accessed: 30 April
2014]
Appendix 44
53
Appendix 45
Appendix 46
Knebl, C (n.d.) Bring on Beth! From Her New Aropostale Collection to What She's Watching
Now, Bethany Mota Tells Us All About Her Winter Faves Available at:
http://www.teenvogue.com/fashion/winter-trends/2013-12/bethany-mota-clothing-line-aeropostale
[Accessed: 29 April 2014]
Appendix 47
54
55
56
Appendix 53
Benefit [online] Available at: https://www.youtube.com/watch?v=oJZQH2b-W1o [Accessed:
30 April 2014]
57