YouTube Shorts: A Promising Frontier for Short-Form Beauty Content
As the future of TikTok remains uncertain, YouTube Shorts emerges as a potential next frontier for short-form beauty content. Data from Dash Hudson reveals that Shorts views have grown by 24 percent this year, in contrast to declines on TikTok and Reels.
The viewing retention rate for beauty brands on Shorts is at 77 percent, significantly higher than the 29 percent on TikTok. Despite Instagram Reels having a similar average view count to TikTok, YouTube Shorts shows promise for early-adopter beauty brands.
Quinn Yung, Dash Hudson’s customer insights manager, noted that brands like Laneige and Fenty Beauty are leveraging their presence on Shorts for success. While other brands like Laura Geller and Belif, not typically top performers on other platforms, are seeing growth on Shorts.
The platform’s cross-generational appeal, a significant number of Gen X and Baby Boomer viewers, sets YouTube Shorts apart. This diversification in audience is seen as a strategic move in case of shifts in other popular platforms like TikTok.
According to Jillian Robinson, director of global communications and events at Dash Hudson, declines in TikTok and Reels views are possibly due to saturation and changing consumer behavior, making the rise of Shorts intriguing.
While it’s uncertain how the landscape of short-form video platforms will evolve, YouTube Shorts is proving to be promising for beauty brands. Top performers like Laneige, Glow Recipe, Fenty Beauty, Sephora, and Drunk Elephant on Shorts are setting the stage for an interesting future.