Beauty is one of the great universes of online culture. Amidst so many videos, brands and content creators, the challenge is to create content that is truly relevant to the audience and stand out more and more.
To increase engagement on the major digital platforms, you need to go beyond tutorials and getting data driven tips can be of great help when it comes to innovating content creation.
The 3 elements for successful content are:
- Bet on your audience's favorite subjects;
- Bet on the most engaging video formats;
- Create partnerships with content creators who are part of that conversation.
Thus, by cross-referencing your videos with other subjects that are also relevant to your audience, you can more clearly understand which topics they are also interested in and then produce relevant videos with much more agility and assertiveness.
In this article we'll introduce the 3 things the beauty audience is also watching on the internet, so your brand can better understand how to embrace this online culture giant.
All tips are taken from our proprietary video analytics tool, Winnin Insights.
What is People Also Watch?
Before I move on to the 3 issues, it's important that you understand how Winnin Insights' "People Also Watch" feature works and how the analysis is done from it.
This is a feature that helps you understand what other content the beauty audience is also spending their time on.
And how do you access this information? It's simple!
Winnin Insights delivers all the data from a list of the topics most engaged by your audience.
And also: the ranking of relevant topics can be sorted by different metrics:
- Medium Engagement;
- Views per video;
- Relationship Index.
The latter is a proprietary indicator of the platform. In other words, it's a metric that only Winnin Insights has!
It shows how much a topic is being watched by the same audience compared to another, ranging from 1 to 10. This gives you an even more assertive view of the topic you're analyzing.
Now, let's get to the analysis!
What is the most engaged topic within the beauty universe?
Currently, the most engaged topic within the universe is: Hair!
In other words, among other video topics that fall under the "Beauty" category, it is the videos about Hair that most arouse the interest - and engagement - of the audience.
Based on this data, we found out what are the 3 most relevant topics being covered in hair videos.
So, to know what they are, keep reading!
1. Organisation & Decoration
Would you imagine that one of the subjects that most attracts the audience of the beauty universe is related to the jars and packaging of cosmetics products? That's right! The topic Organization & Decoration is increasingly relating to the beauty category.
Vlogs, tutorials and hacks on how to reuse these containers as home organizers are gaining the attention of the audience.
And we're not talking about little foods, no. Are recipes with natural products that can be used as cosmetics, either to improve skin and / or hair, with a cost benefit that is already conquering the public.
This sharing of natural recipe tips and tutorials, which people can make indoors, are bringing the beauty universe - literally - into the kitchen.
Moms are sharing all about the changes a new baby represents.
When we look at how this universe intersects with beauty, it is possible to see a protagonism of tips videos and testimonials on how to deal with the new beauty routine in pregnancy.
Now we have no doubt that the universe of beauty category videos is huge and very engaged on the internet.
With the new cultural context of social isolation, the beauty universe has reinvented itself, not only in people's routines, but also in social media feeds.
The videos on the subject take the focus away from the famous tutorial videos and move towards an ecosystem of content more geared towards other entertainment formats.
As we told you here, the data shows how the Beauty category has changed and is driving new content creators to express their creativity and encouraging brands to better connect with their audiences.
Changing consumer behavior and a new lens on beauty videos continue to dominate the feed.
Being a relevant content creator among so many videos, creators and brands is a challenge for everyone looking to increase engagement on social media.
Therefore, to create truly relevant videos, you need to embrace and intersect the universe at hand with other engaging subjects.
Organization & Decoration, Recipes and Pregnancy are the 3 subjects that are most arousing the interest of the beauty public, and betting on videos that address these topics can be a great opportunity to attract, conquer and engage even more people.
Take advantage of the tips we've given throughout this post to take your brand to the next level in content production.
After all, against data there is no argument!
Want to get more data driven insights about the Beauty category in the online universe?
Download for free the complete report we produced on the subject.