infinite scroll How The YouTube Beauty Review Became Irrelevant (And Will it Ever Make a Comeback?)
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Oct 31, 2024 The podcast dives into the decline of beauty reviews on YouTube, tracing their rise from the golden age of creators like Michelle Phan. It discusses how trust in online reviews has eroded due to influencer manipulation and the surge of AI-generated content. The conversation also explores the shift to platforms like TikTok and the growing demand for authenticity and transparency in reviews. Finally, it speculates on the future of influencer marketing and whether beauty reviews can regain their previous significance.
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Evolution of Online Reviews
- Online reviews evolved from seller sites like eBay to dedicated platforms like E-Pinions and Rate It All.
- Google's acquisition of Deja's technology and Yelp's introduction of business responses were pivotal moments.
Michelle Phan's Influence
- Michelle Phan, credited as the world's first influencer, pioneered beauty content on YouTube starting in 2007.
- Her tutorials and reviews spurred the growth of beauty content and the rise of beauty gurus.
Golden Age & Fast Beauty
- The "Golden Age" of Beauty YouTube (2014-2018) saw a massive increase in views and mainstream recognition for beauty gurus.
- This era coincided with the rise of "fast beauty," where brands rapidly released new products, benefiting both brands and influencers.