Can TikTok, whose make-up videos and views increase rapidly, compete with YouTube which has 2.6 billion monthly visitors in the cosmetic industry?
The cosmetics world has long been fed by far more than catalogs and classic campaigns. Actually, we can say that the digital beauty community has been driving the way of the industry for about 10 years. Instagram and YouTube are the cornerstones of the multi-billion-dollar industry. So, does YouTube ready to give throne for TikTok? TikTok’s data shows that the answer is yes!
Launched in 2005, YouTube has approximately 2.6 billion monthly visitors. It is the second largest search engine after Google and about 95% of global internet users choose YouTube, women who are including this percent watch beauty videos mostly. YouTube is also very convincing as a marketing tool. According to research conducted by Google, 70% of the viewers shopped from mentioned brands after watching a video on YouTube.
By introducing the terms “tutorial” and “haul”, YouTube has already created its own celebrities and millionaires. Viral videos, products that are exhausted or left to dust on the shelves with a single comment of YouTubers, beauty trends that are suddenly become popular and more… The platform opened the doors of beauty with such names Nikkie, Tutorials and Michell Phan, and brought the industry to life with million-view videos like Patrick Star, Jeffree Star, James Charles and Tati Westbrook. Contents like 9-30 minute “how to” themed make-up videos, make-up videos challenges, product reviews, prepared according to the changes in the site’s algorithm, has been a kind of guide to viewers about what should buy and how to use what they bought.
On the other side, keeping a platform under control becomes more and more difficult as it grows. YouTube also became more complex as it grows. The complicated algorithm, colorless video contents, the ego war of YouTubers who have become famous and toxic atmosphere of the beauty community caused the down of glamorous period of YouTube, and at this point, TikTok comes to our lives.
When it comes to TikTok, it also achieved to reach good numbers. Launched in 2017, the TikTok application reached 2 billion downloads in the first quarter of 2020. Although the application, in which videos ranging from 15 seconds to 3 minutes are uploaded with audio and editing options, is considered as a rival to Instagram, the positive aspects of TikTok have made it a rival for YouTube as well.
And one of the biggest advantages of TikTok is its audience. Roughly 43% of TikTok users is between 16 and 24 years old, which means it appeal to Gen Z. It cooler, more creative and effortless than YouTube. According to the report of market and consumer data research company Statista, users spend average 858 minutes per month on TikTok. Beyond, TikTok works more effectively than YouTube in terms of algorithm. Post with similar contents added one after the other not only connects the audience to the application more, but also creates an opportunity for brands to introduce their products to the right user group.
The short video concept of the application is also one of its big pluses against YouTube since time is precious and limited. Instead of spending time and giving attention on half-hour YouTube videos, a few-second videos that present a concept that seems a capsule and more useful in the tumult of the day.
The friendly atmosphere of TikTok also make the app more appealing especially for those who don’t like YouTube’s ego-centric and Instagram’s pose. With showing their acne and skin problems in a natural and confident way without hesitation, video creators turn TikTok into a platform where people can find something from themselves. The non-perfectionist character of the application, which adopts “Be yourself” motto, creates a stress-free and positive atmosphere without pressure.
The application, which is far from the barren content options of YouTube, comes with fun and creative videos mostly. Whether it’s pan stick recommendation for your dry skin, practical eyeliner application methods, a popular make-up series or a recreated celebrity look: the topics on TikTok are endless. Furthermore, you can find a wide range from hair care to skin care.
Brands also have adapted TikTok, which has a rapid rise on social media world. The application, which is more practical platform to produce content compared to YouTube, provide brands to promote themselves much faster. With its wide range of content, the application reduces competition between brands, giving everyone an equal playground.
Despite all pros, of course there are some cons. For instance, one of the advantages of TikTok, which is the Gen Z also makes the app huckleberry more inconvenient for advertisers, since their purchasing power is not very high yet. The application does not feature a “shop now” button, which is a big deficiency for brands. And more, TikTok is behind Instagram and YouTube in terms of video quality and content detail. Case in point, after watching a makeup video, users feel compelled to go to the video creator’s Instagram page and examine the look in more detail. Those factors delay the application’s growth and getting ahead of its competitors.
Anyhow, the “friendly” TikTok, which is growing at a high rate and has the best engagement rates, has deeply shaken YouTube’s egocentric beauty gurus. The conclusion is that the application has already proven its worth, even though it is just at the beginning of the road. It has a long time to eliminate its deficiencies and young and energetic spirit. Considering all these graphics, it is not a remote chance that TikTok will be able to look down on YouTube in a few years, thanks to its fun, accessible and positive perception.