REPORTS BEAUTY BRANDS ON YOUTUBE A NA LY ZI NG YOUTUBE CHA N N ELS O F 7 2 B EAUT Y B A S ED FM CG P R O DU CT S Video Intelligence & BEAUTY BRANDS Cross Platform Analytics Software ON YOUTUBE 1 SUMMARY COSMETIC/BEAUTY product market has had a consistent growth For example, in the year 2018, beauty brands videos on over the last decade. But with ever-increasing UGC (user YouTube generated more than 1.5 million likes on their video generated content) on video platforms like YouTube, Facebook, ads. This significant engagement clearly shows how viewers are and Instagram, there’s been a demand surge due to rising acknowledging the advertisements. preference for specialized products especially the ones recommended by celebrities. Thus, to showcase how well beauty brand uploaded content is performing on YouTube for the year 2018, we created this This increase in demand is proportional to the rise in ad content report that showcases various aspects like device-wise pattern, of these beauty products on YouTube especially. Customers demographic segmentation, 50 most viewed brands, popular watch a lot of tutorials/ videos before purchasing a product. keywords used and other factors. They trust the views of celebrities & beauty bloggers when they see the real application and usage of these products. While designing the report, we divided beauty products into various subcategories like personal care, skin care, hair care, Smartphone users have the leverage to check out the products make-up products, etc. This will help us to understand which and their reviews right at their fingertips. This factor plays a vital category is more prevalent in terms of viewership, likes, and role for marketers in designing ads and video engagement on dislikes. YouTube. This report is highly beneficial to marketers and advertisers who Marketers now have mastered the art of creating effective in- can scan the content performance of 2018, and imply their stream ads, pre-roll video ads and bumper ads on YouTube’s learnings in upcoming video campaigns. platform. Video Intelligence & BEAUTY BRANDS Cross Platform Analytics Software ON YOUTUBE 2 TABLE OF CONTENTS OVERALL BREAKDOWN MONTHLY BREAKDOWN OF BEAUTY (FMCG) PRODUCTS 1. METHODOLOGY …………………………………………………… 3 1. JANUARY …………………………………………… 12 2. LIST OF BRANDS SELECTED (2018/19) ………………….. 4 2. FEBRUARY ………………………………………… 17 3. SUB-CATEGORIES BREAKUP (2018/19) …………………. 5 3. MARCH ………………………..…………………… 22 4. DEVICE-WISE PATTERN (2018/19) ………………………… 6 4. APRIL ………………………………………………… 27 5. DEMOGRAPHIC SEGMENTATION (2018/19) …………. 6 5. MAY ……………………………..…………………… 32 6. TOP 50 MOST VIEWED BRANDS 6. JUNE …………………………….…………………… 37 CHANNELS (2018/19) …………………………………………… 7 7. JULY ……………………………..…………………… 42 7. TOP SEARCHED KEYWORDS (2018/19) ……………….… 8 8. AUGUST ……………………….…………………… 47 8. TOP 15 YOUTUBE ADS (2018/19) ……………………….... 8 9. SEPTEMBER ………………….…………………… 52 9. BEST PERFORMING ADVERTISEMENTS 2018 ..………. 9 10. OCTOBER ……………………..…………………… 57 10. MOST VIEWED CELEBRITY 2018/19 ……………………… 10 11. NOVEMBER ………………….…………………… 62 12. DECEMBER …………………..…………………… 67 Video Intelligence & BEAUTY BRANDS Cross Platform Analytics Software ON YOUTUBE 3 METHODOLOGY For this report, we tracked every Indian beauty/cosmetic brand’s YouTube channel and analyzed their videos uploaded in the year 2018. The viewership, likes, and dislikes of 2,526 YouTube videos are calculated from the time frame of January 2018 to April 2019 conducted on videos that were uploaded in the year 2018.. This process will help us identify the performance more accurately. Beauty Brands On YouTube - 2018 is divided into two parts. Part one measures overall performance of 72 brands selected. Part two is month on month analysis of 2018 uploaded videos, where we identify best performing beauty brands. We measured 2500+ videos in eight factors before analysing it month on THIS IS AN ANALYSIS FOR THE PERIOD OF JANUARY month (M.O.M) for the year (2018/19) . 2018 TO APRIL 2019 CONDUCTED ON VIDEOS DEVICE WISE PATTERN : Pattern of viewership on Smartphones, Laptops UPLOADED IN THE YEAR 2018. and Tablets. TOP CHANNELS: Brand specific YouTube channels where the ads are 2,526 109.4 uploaded. VIDEOS SCANNED HOURS OF VIDEO DEMOGRAPHIC SEGMENTATION: Shows the age group of ad viewers. SCANNED AD- DURATION: Divided into 3 categories: under 30 seconds, between 30 to 90 seconds and above 90 seconds. 7 72 STAR POWER: How much a celebrity endorsement has helped the SUB CATEGORIES BRANDS SELECTED product/brand to gather views. KEYWORDS ANALYSIS: Keywords and tags used in the ads description were analysed using R software. 1.88 1.56 LIST OF MOST VIEWED YOUTUBE ADS (2018) BILLION TOTAL MILLION TOTAL VIEWS TILL DATE LIKES TILL DATE LIST OF MOST VIEWED YOUTUBE CHANNELS (2018) Source: Vidooly Analytics Video Intelligence & BEAUTY BRANDS 4 Cross Platform Analytics Software ON YOUTUBE LIST OF BRANDS SELECTED AMWAY INDIA GARNIER INDIA MAYBELLINE NEW YORK INDIA SHAHNAZ HUSAIN GROUP AVON INDIA GARNIER MEN INDIA MEN'S FAIR & LOVELY SOULFLOWER AXE INDIA GILLETTE INDIA MSM BOX STREAX BAJAJ ALMOND DROPS GILLETTE VENUS INDIA MY BEAUTY NATURALLY SUNSILK INDIA BBLUNT INDIA HAMAM INDIA MYGLAMM THE BODY SHOP INDIA BRYLCREEM INDIA HEAD & SHOULDERS INDIA NIVEA INDIA THE PANTENE INDIA CITRA INDIA HIMALAYA PERSONAL CARE NYKAA TIGI PROFESSIONAL CLEANANDCLEAR INDIA INDULEKHA NYX PROFESSIONAL MAKEUP INDIA TONI & GUY CLINIQUE INDIA JOVEES HERBAL CARE INDIA LTD OLAY INDIA TRESEMME INDIA COLORBAR COSMETICS KERASTASE INDIA ORIFLAME INDIA VASELINE INDIA DABURINDIALTD KAMA AYURVEDA PARACHUTE ADVANSED VEET INDIA DERMALOGICA INDIA KIEHL'S INDIA PARK AVENUE STYLE UP VENUS CREAM BAR DOVE INDIA L'OREAL PARIS INDIA PATANJALI AYURVED VIVEL EMAMI INDIA LAKME INDIA PEARS INDIA VLCC INDIA ENGAGE DEO LEVER AYUSH POND'S INDIA WELLA INDIA FAIR AND LOVELY LIFEBUOY PURE DERM INDIA WHISPERINDIA FIAMA LIVON SERUM REXONA INDIA WILDSTONE OFFICIAL FOREST ESSENTIALS MAC COSMETICS SETWET STYLING MARICO LIMITED NOTE: THIS IS AN ANALYSIS FOR THE PERIOD OF JANUARY 2018 TO APRIL 2019 CONDUCTED ON VIDEOS UPLOADED IN THE YEAR 2018 Source: Vidooly Analytics Video Intelligence & BEAUTY BRANDS Cross Platform Analytics Software ON YOUTUBE 5 SUB-CATEGORIES BREAKUP VIEWERSHIP BREAKUP 3% 2% OF SUB CATEGORIES 1. SKIN CARE: Products that provide CTME -> Cleanse, Tone, Moisturize and Exfoliate. SKIN CARE 8% 2. MAKEUP: Products that accentuate facial features to provide confidence. HAIR CARE 36% 3. HYGIENE: Products for Oral care, Sanitary Pads, Hand Sanitizers etc. 12% MAKE UP 4. BATH: Products like soap and body wash, for bathing purposes. MEN'S GROOMING 5. HAIR CARE: Shampoo, Conditioners, Hair Oil , Serum, Hair Masque. 16% HYGIENE 6. MEN’S GROOMING: Shaving creams, gels, after shave lotions and face washes. MISC 7. MISCELLANEOUS: List of items considered together for brands with varied products. 23% BATH TOTAL VIEWERSHIP: 1.88 BILLION TOTAL VIEWS TOTAL COMMENTS TOTAL LIKES TOTAL DISLIKES SUB CATEGORIES IN 2018 TO APRIL SUB CATEGORIES IN 2018 TO APRIL SUB CATEGORIES IN 2018 TO APRIL SUB CATEGORIES IN 2018 TO APRIL 2019 2019 2019 2019 SKIN CARE 678.96 MILLION MAKEUP 25.22 THOUSAND MAKEUP 265.58 THOUSAND MEN'S GROOMING 46.22 THOUSAND HAIR CARE 439.89 MILLION SKIN CARE 10.88 THOUSAND SKIN CARE 167.35 THOUSAND SKIN CARE 40.87 THOUSAND MEN'S MAKEUP 307.10 MILLION 6.23 THOUSAND MISC 108.70 THOUSAND MAKEUP 38.47 THOUSAND GROOMING MEN'S MEN'S 232.34 MILLION MISC 5.91 THOUSAND 91.80 THOUSAND HYGIENE 25.22 THOUSAND GROOMING GROOMING HYGIENE 150.10 MILLION HYGIENE 3.47 THOUSAND HYGIENE 60.75 THOUSAND HAIR CARE 11.74 THOUSAND MISC 51.93 MILLION HAIR CARE 3.03 THOUSAND HAIR CARE 54.19 THOUSAND MISC 4.86 THOUSAND BATH 26.16 MILLION BATH 1.00 THOUSAND BATH 4.46 THOUSAND BATH 0.99 THOUSAND NOTE: THIS IS AN ANALYSIS FOR THE PERIOD OF JANUARY 2018 TO APRIL 2019 CONDUCTED ON VIDEOS UPLOADED IN THE YEAR 2018 Source: Vidooly Analytics Video Intelligence & BEAUTY BRANDS Cross Platform Analytics Software ON YOUTUBE 6 DEVICE-WISE PATTERN (2018/19) DEMOGRAPHIC SEGMENTATION ( 2018/19) 90.44 % VIEWS MOBILE 30.05 89.05 % EST. WATCH TIME (IN HRS.) 5.43 % VIEWS DESKTOP 21.34 6.07 % EST. WATCH TIME (IN HRS.) 16.66 2.73 % VIEWS TABLET VALUES IN 3.37 % EST. WATCH TIME (IN HRS.) PERCENTAGE % 11.99 6.99 1.38 % VIEWS 5.66 TV 1.47 % EST. WATCH TIME (IN HRS.) 2.61 1.5 1.35 1.1 0 0 0.61 0.13 0.03 % VIEWS GAMING 65+ 55-64 45-54 35-44 25-34 18-24 13-17 CONSOLE 0.04 % EST. WATCH TIME (IN HRS.) Male Female OBSERVATION: WITH HIGHEST VIEWERSHIP AND AVERAGE OBSERVATION: ADVERTISERS ARE TARGETING FEMALE AUDIENCE ESTIMATED TIME; MOBILE IS ALWAYS THE PREFERRED DEVICE FOR FROM AGE 25-34. OTHER HIGH FOCUS AREA IS MALE AUDIENCE ADVERTISING FROM THE AGE 35-44. NOTE: THIS IS AN ANALYSIS FOR THE PERIOD OF JANUARY 2018 TO APRIL 2019 CONDUCTED ON VIDEOS UPLOADED IN THE YEAR 2018 Source: Vidooly Analytics Video Intelligence & BEAUTY BRANDS Cross Platform Analytics Software ON YOUTUBE 7 TOP 50 MOST VIEWED BRAND CHANNELS (2018/19) VIEWS IN VIEWS IN VIEWS IN BRAND BRAND BRAND 2018/19 2018/19 2018/19 LAKME INDIA 273.29 MILLION THE PANTENEINDIA 29.34 MILLION CITRA INDIA 9.19 MILLION GARNIER MEN INDIA 8.53 MILLION INDULEKHA 28.15 MILLION DOVE INDIA 263.06 MILLION VIVEL 7.37 MILLION BRYLCREEM INDIA 152.88 MILLION VEET INDIA 27.63 MILLION STREAX 7.08 MILLION SET WET STYLING 24.10 MILLION BBLUNT INDIA 6.92 MILLION GARNIER INDIA 140.73 MILLION WELLA INDIA 6.36 MILLION HAMAM INDIA 22.83 MILLION POND'S INDIA 127.44 MILLION VENUS CREAM BAR 4.77 MILLION WHISPER INDIA 21.58 MILLION KERASTASE INDIA 3.81 MILLION LEVER AYUSH 88.85 MILLION PARACHUTE