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How The YouTube Beauty Review Became Irrelevant (And Will it Ever Make a Comeback?)
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.
25:22
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Quick takeaways
- The decline of beauty YouTube reviews stems from growing skepticism about influencer authenticity and transparency regarding sponsored content.
- The rise of platforms like TikTok has shifted consumer preferences towards crowd-sourced reviews that emphasize diversity and genuine feedback.
Deep dives
The Rise and Fall of Beauty YouTube Reviews
Beauty YouTube reviews once held significant sway over consumer purchasing decisions, particularly during the golden age of beauty content from 2014 to 2018. This era saw drastic increases in views, with beauty-related content on YouTube skyrocketing from 25 billion to 169 billion annually. Initially, viewers viewed beauty influencers as accessible and trustworthy sources of information, fostering a strong parasocial relationship. However, as the influencer marketing landscape evolved, skepticism towards these reviews began to grow, leading to a decline in their influence.
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