Why The Beauty Community Feels So Different Right Now
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- Опубликовано: 4 июл 2024
- What I’m Wearing:
FACE
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LIPS
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Nabla Beyond Blurry - Afrodite * howl.me/cmcWHiED4Ns
OTHER
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Top is old
ARTICLES
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Intro 00:00
The Beauty Industry Is Growing, Not Dying 01:18
Why Are Some Beauty Brands Closing? 06:02
Why Are Some RUclipsrs Leaving The Platform? 08:36
So Where Are The Brands Now? 19:15
So How Can We Change It? 21:51
Conclusions 27:45
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Развлечения
Why am I alone ?! I LOVE long form beauty content 😂😊🎉
I love long form too. It’s hard for me to get into a 60s tutorial. But many have the short attention span right now.
I still love long form. I still don’t have TicToc (I don’t even know how to spell it 😂).
Right? Give me that ingredient break-down, I live for that stuff
Same!
You are not alone… I love long form content also.
I do miss the good old days from 2015 to 2019. So many creators and content that was strictly just beauty. I hope that that makes a come back.
To be honest, I wouldn't be surprised if it shifted back to that very soon. People have low attention span and get bored very quickly. They will soon complain that they want to watch something of substance and often love nostalgia. I really hope it gets back to that. The good thing about all of this is that it made us a bit more conscious of our spending habits.
💯 agreed. I prefer old RUclips.
I love make up; I love perfume. But is so damn expensive
I will never get fed up with makeup , love your channel and all the content you post thank you xx
I love these kind of "GRWM while I discuss a particular topic" videos. I always put them on in the background while I'm doing my makeup for the day
Love that!
I like this style & like to watch them. It's like a grooming mukbang 😊
Me too! It's like doing my make up with some else at the same time. 🤩
Same 😂
Me too!!
The biggest trend for me personally that I’ve noticed with creators I watch is that a lot of people have switched to motherhood/lifestyle content. I still root for them for a distance, but I subscribe to creators FOR beauty content, so when the shift happens, I just can’t force myself to watch anymore!
I totally agree! The first beauty channel I watched was enthralling but when she made the switch I just needed to let go. Lovely young woman but...
I’ve also noticed this with a lot of the creators that I’ve followed for a long time. I find that I don’t watch their videos as often anymore because their lifestyle content isn’t anything that I can relate to (I’m not a mom, nor do I have some of their lavish lifestyles) Whereas the make up was.
Same! OMG, I thought it was just me. I can be influenced to treat myself to a $50 eyeshadow palette but I have no use for a video about $5,000 purses.
I absolutely agree. I have zero interest in mom content, and almost none in unrelatable lifestyle content including prestige/luxury brands.
Yes, im not interested in motherhood and a lot of them goes in that way in content...
If you've never heard of "the lipstick effect" I think you'd find it interesting! it's basically how when economic times are hard, lipstick sales increase because people can't afford bigger luxuries so they treat themselves with something small like lipstick, which makes sense why prestige beauty is growing right now, because if you can't buy a designer bag, well a designer blush may be that luxury treat that's in your budget. It could be an interesting topic for one of these get ready with me types of video!
That is absolutely a great thought!
Robert Welch always says "just comment algorithm" so that's what I started doing
I do the same!
I will start doing this that's a good idea!
Welsh, babe.
I do that exact thing ever since I’ve heard him tell us that!!!
I love Robert's videos. I do the same.
I personally don’t like TikTok, I don’t even have an account and I never will. I love the old RUclips content, shop my stash, use what you have, new indie releases. You are right regarding the fast videos and the quick reviews. Although, I’m not one of those viewers, I’m possibly the minority. I love your content even when you were in Sweden. Sometimes I binge watch your old videos. But like I said and like you mentioned I’m the minority. I just hope we still get the same content like before, maybe with a twitch from time to time. I’m a creature of habit and I love consistency and old content. Love your videos Angie. ❤❤❤
This. TikTok is not good for your brain anyway!
I had this mindset and gave TikTok a try and I love it, I even started creating my own content 🙃
You don’t like TikTok because you don’t have it.
There are real makeup artists on there. Not creators or influencers. I watch them instead.
@@BekahBoo82seesyou I don’t have to have it to not like it. TikTok is everywhere, I seen it from other people it just doesn’t appeal to me. I am sure is great for other people. Like is also okay if I don’t like it, we don’t need to like the same things. That’s why there are many flavors of ice creams. 🤗
very very interesting.
i have to say , nowadays for me it is the personality of the creator that makes me consistantly come back
Agreed! I don’t even really wear makeup anymore, just lip gloss and mascara at the most nowadays, but I still watch a few beauty channels bc I like their personalities and simply listening to them talk.
I am not consuming beauty youtube as I used to myself, I am watching a lot more Booktube these days. You and Betty Jean are a few I still watch. Mainly because I like to hear you talk. Which sounds so weird lmao
You know, my partner always asks if Angie has released new video cos he likes the calming sound of hers 🥰
same!
They are the two I’m mostly watching now too-I’m not interested in creators doing natural/neutral makeup. I’m also watching Lauren Mae and her fragrance channel.
I don't know if others are interested but I want to see more old products being used and loved, shop my stash, palette bingo etc. All the new new, buy, buy is exhausting.
I completely agree! These are some of my favorite kinds of videos, because I’m always low/no buy and want to enjoy what I’ve already purchased.
I started to say how wild it is people are spending less time researching makeup but buying more, but then of COURSE they are. When you know less about what you want and what you're getting, you're setting yourself up for failure and buying even more later.
Same as with everything else, right??
I don’t think we can compare 80K views on a makeup launch/tutorial in 2016 to today and say it’s a failure because in 2016 we didn’t have the other platforms to see makeup content like we do now. Give me RUclips ALL DAY over TikTok or Instagram…I want my long-term video beauty content.
I’ve been hearing from the viewers on RUclips want OG beauty RUclips. They want reviews and tutorials. Problem is that the younger audience doesn’t want that and they’re the “audience” now 😵💫 I admit I dislike TikTok with a passion. 😅
Yes the ones that want ”old school” back are not enough ppl to give views to bigger channels to make it ”worth it” to them
The funny thing is, I'm 59 and spent $1,000 on makeup and skincare in March, and I spend hundreds each month. I guarantee the younger audience isn't spending that much.
@@chelseaswindle7982 This makes me think it's the advertisers that are changing the beauty world, they don't really care where the money is coming from, they just want young viewers and support whatever that is. They're always following what the 18-24 are into. Same as always.
@@chelseaswindle7982I’m in your camp but I think we are in the minority. People like us don’t spend as much time on YT, TikTok, etc. Content creators want the numbers of views and beauty brands want the same so they can sell more products.
@@chelseaswindle7982 Their parents are paying for them.
Long form content is still the best option for me! It’s relaxing, entertaining and informative
I started watching Beauty RUclips during the pandemic. I shopped and built up a nice stash/collection over the last several years. Now in 2024 I haven’t purchased anything because I’m happy using up what I already own. I still love watching beauty content. It feels like there are less videos on the platform. I’m always happy to see and watch Angie’s videos in my subscription feed. 💛💛💛
For me, I'd rather buy prestige beauty over drugstore when drugstore is getting to be nearly the same price, especially if I can find prestige on a sale.
I'm similar, but only with foundations and concealer. I absolutely have to be able to swatch or sample complexion products before I commit to buy. And with how gross people are in-store, I've limited myself to brands that ship samples from online!
I am newer to watching beauty content, only in the past 2 of 3 years. I have no desire to watch reels or clips. I much prefer the long form content. I work from home and listen/watch youtube all day. The longer the video, the more likely I am to watch. I know though, that this is not the way younger people prefer to get their content. Enjoy your views and opinions! I can't pull off your eye looks but I surely do enjoy watching you create them!
Same. Found all this in 2021 so is all shiny and new.
Me personally I feel that folks just can’t afford it anymore cause of what is happening in our country. Everything to maintain a house has doubled in price, groceries, gas, taxes, healthcare etc. people just can’t do or shop like they use to. I miss the good ole days. 😢
I don't have Twitter, IG or TikTok & I don't plan to. I still have a FB to stay in touch with friends & family that I no longer live close to. Most of the time my feed is nothing but ads & memes. Social media always gets dominated by marketing & money instead of actual socializing. I don't consume the same YT beauty content or as much as I once did. It became redundant after a while--all the same products in PR--& I just wasn't buying anymore makeup since I had enough. But I still want to be aware of what's new: new trends, new brands, drugstore gems, etc. So I have a handful of Beauty Content Creators that I watch regularly because I like them, respect their opinion & enjoy their content. But outside of that, I watch more special interest content & educational content (science & history)especially if it's long form & something I can listen to while I do other things or unwind.
They are charging more. I don’t think we’re necessarily buying more honestly ❤
that can explain some of it, but far from all of it :)
Omg Guilty as fuck! yes yes yes im buying so many fragance and lip balms; what in the actual hell? I though i alwayss love them, didnt i? 👀👀
Am i a target of the market? 🙀
I'm so glad you're talking about this, cause I'm sick and tired of hearing people say that beauty is dead.
BTW this eyeshadow look is freakin gourgeos 🤩
Regarding Tati, I somewhat understand what she's saying, cause she's the only of the former big beauty gurus I still watch. But it's annoying when she says the beauty community is dead, just because the gurus don't get the same views...
tati shouldn't be blaming anyone but herself for a lack of views. i used to really enjoy watching her but ever since she "came back" i have found her content lacking, am not interested in the various forms of woo woo she displayed and am annoyed every time james makes an appearance or is heard.
I'm still watching Tati now and still enjoy her detailed review of product, and she doesnt use a weird filter on the pores now so more transparency. Sometimes she does do sponsorship or ADs of brands I never heard before, but I can understand why, she used to have a much stronger influence that some products sold out and the brand owners send her some cash to show their gratitude. Now, not so much.
That's why I love your videos so much, I love colourful makeup and I love when people actually do the makeup while talking, I find it very relaxing and inspiring and lets be honest I can only do my makeup once per day so it works as a substitute of putting it on myself 😂
Same!
Well nothing last forever. But I still love watching RUclips and still prefer it over short form content. I love fragrance content too. I notice lots of creators have just abandoned their YT channels with no explanation, so I appreciate Tati and the ones that do these type of goodbye videos. Keep your viewers informed so they know what's up and know where to start watching and supporting you. Thanks Angie!
times are definitely changing. i used to watch every video of yours and a lot of other beauty youtubers, but personally i've been dealing with financial struggles so i just can't watch content about products upon products upon products anymore. i definitely still love these deep dives because it's content i enjoy about my other hobbies too, but yeah the oversaturation of new brands and all that is definitely too much for me now
That's a good point! In my country, beauty RUclipsrs are a dying species, so I watch mostly American content, however, most brands aren't available here, and even those that are are just too expensive to "try them out" just for fun.
I'm glad you made this video. People have biases and can't separate their personal experiences with reality for the rest of us.
They confuse their shopping habits and life priorities changing with everyone else's. There is a 14 year old looking for their first eyeliner every year, and now with TikTok they can get those videos from other teenagers instead of from 30 year old women, who are probably not into the same things as them.
And lots of people are blaming no makeup makeup for the apparent decline in beauty... These products cost more than ever! Girls are putting 5 different clear slimes on their face to look like the just washed their face all day long. The Emperor's New Makeup.
I started watchng beauty YT in early 2020. And started my interest in makeup after a few years of giving it a break. When I hear comments about the community dying and no one was wearing makeup during COVID, well... not for me. I was finally experimenting with all kinds of products I didn't know existed beyond the drugstore. Being home all day was the perfect way to practice more bold and colorful looks.
I have been subscribed to your channel for quite some time now, and I watch your channel because I like you and I like to listen to you talk about make up. I even only wear neutral eyeshadow and I love your channel. I think there is something fabulous to be said about liking the people more than the products. 💕🐛🦋💕🐛🦋💕🐛🦋
Awesome, thank you!
Good morning! As a late comer to the beauty community (last year or so) it's so interesting to hear perspective from those that have been participating longer!
Yes I think that too! I have watched many years but haven´t noticed things like I do now as a content maker. It´s so nice that Angie tells the perspective and the insider view ❤
Hello Angie, what are you explaining here is just the image of the society today: faster information and faster consumption. We are consuming a lot of information fast and we don’t have the time to sit and relax while watching a 20-30 minutes video of a in depth description of a product. I say we but I don’t identify with this, as a millennial that loves youtube beauty videos, and find the way information is consumed today is very superficial, even if I think that the generation before us thought the same thing about us. I also van see why podcasts become more and more popular, because while listening a podcast we can continue with our daily activities. I love your point of view and the way you explain ❤
I want to add too, that TikTok and Instagram or even RUclips Shorts rely on algorithm. So basically who I follow or subscribe to doesn't even matter. The platforms just continues to show me similar videos to what I've watched. And they are kind of right? Because I've honestly liked what they have been showing me, even though I wasn't interested in them before. So I believe the success for creators would be to push out more content daily, regardless if the video is not that produced. 🤔
Example is that YT mainly shows me long form world news documentaries, and organizing short form content. For the long form, it still shows me my main channels of interest, for the short form tho, I get random people, random types but basically the same video made by different people. Maybe they're also playing on our "creature comforts"? 🤔😅
I agree.. some of the most successful RUclipsrs.. Roman Atwood specifically comes to mind said that the key to be successful at RUclips/content creation is putting as much content out there as possible and not getting hung up on how polished it is. When he started out he put 1 video up a day every day until I believe he hit a million subscribers. He invested in cameras/quality as he went along.
I have actually never spent more time on RUclips than I have in the past 3 years. I think the market now is just more intentional about watching long-form content, but we’re still hooked on the channels we watch. Your channel is one of my favorites since I started watching in 2021. ❤
Honestly, this podcast style grwm is what I'm into. I don't care about products. I like to see the look for some inspiration or just because it's pretty and some food for thought
I really enjoy commentary type of videos as of late ! I don't mind to see them at least 1 a month on your Channel ❤
I still like RUclips videos but I’m from the 2010 ppl who would search for someone to do an in-depth review of what beauty product was the hot new item so we wanted to know everything about it and the longer the video the better to us back in that time but now with prestige and indie brands releasing new products almost weekly at this point it’s like we have to make a decision on which is worth the 60-70 dollars but this was a good video and I enjoy your content and you are one of the few RUclipsrs I still watch ❤
I love long form content! 😍🥳🥂 long live 2015/2016 beauty content & creators 🫶🏿
I think another reason people aren’t searching for specific releases and are rather watching quick content in releases in general is that the market is so saturated at this point that we don’t even know what to look for. Instead of releasing a few things a year and putting lots of effort into marketing, brands are collectively releasing at a rapid fire pace and we don’t even hear about it until it’s old news and they’re onto the next release. It’s also very overwhelming to keep up with releases unless it’s a favorite brand of yours and you’re on the mailing list. I usually don’t bother and wait for your new makeup releases videos, but if there were fewer and better releases, I would do extensive research and watch thorough reviews for everything.
I agree, wish they would slow down on the releases.
I personally don’t like TikTok or IG, I don’t even have accounts on either, nor will I!! Thank you for staying on YT! Fragrance can be a terrible bed mate for us with Asthma & allergies & can cause one who never suffered before to have horrible reactions!! I hope brands keep making scent-free too!
This is so interesting because I don't ever go to Tiktok! I just feel like those are almost like ads. The full story and the chatty stories are what I love. I was thinking if they did take TikTok away everybody would be running back to YT.
I started watching youtube beauty videos around 2016 and it's true that things have changed since then
Hi Angie!
I loved your perspective on the current beauty community.
I have a core group of content creators that I watch regardless of the subject. I watch THEM. I love vlogs for that same reason. Seeing a bit of the every day life of creators that I like….for themselves…as people!
The only subscriptions I’ve added over the past year are fragrance themed.
I haven’t bought makeup in over a year. The only exceptions are Oden’s Eye (your collab, but not all releases) and Amy’s collab with Adept. It’s time for Karen to have her turn! I’m waiting….
So I’m still here, and here I’ll stay…💛
I do miss old beauty RUclips at times but I also really enjoy the interesting and new content a lot of creators are coming out with to keep it fresh and relevant to mass audiences. You do a great job at it and so does Theresa is Dead. I love her new back from the dead series. Some content creators haven’t hit that mark (for me personally). I don’t want to watch someone reading Reddit stories while putting on makeup. Like not at all so I stopped watching the creators altogether. Life continues to evolve whether we’re ready or not. Took me a bit to get into the new changes but I’m now loving all the new and interesting content.
For me, it’s hard when my favorite RUclipsr are all get the same PR at the same time and when it comes to the eyeshadow and trying to figure out which RUclipsr to watch for the review. ❤❤ happy Mother’s Day to everyone and be safe out there😊😊
As someone who has been creating beauty content for over 14 years and as someone who has been consuming beauty content for far longer, I have to say that you are hitting the nail on the head when it comes to beauty reviews. I personally do not watch much beauty content these days. I watch some of my favorite people, but most of the content I see in the feed is the same products featured over and over again. It's boring. I love demos and I will watch the IG/YT shorts showing a quick demo of a product, but then I can move on. If I'm interested, I'll seek more content on it, but most of the time, I am not interested. I much prefer seeing techniques and art. I also enjoy putting on GRWMs (like this one) and playing it in the background as I listen and work at the same time. This is my favorite way to consume YT these days. :-)
I agree with all of the things you mentioned. However, what was a major turnoff for me about the youtube beauty community was the drama a few years back
I think a lot of why people don’t necessarily care about in depth product reviews or tutorials nowadays is because makeup as a whole is so good now and so accessible at all levels. There used to be a huge disparity in quality between higher end makeup and cheaper makeup whereas now it’s all pretty much on the same level. A bronzer from the drugstore is going to perform just as good if not better than a bronzer from Sephora. It used to be more critical to have ALL the information when considering a product because you were either a.) possibly taking a gamble buying something cheap that could be really bad quality or b.) spending a lot of money on something that was more exclusive in terms of accessibility and you wanted to know it was worth the time, effort, and money of jumping through the extra hoops of buying it. Also, collectively I feel most people know how to use makeup these days because the industry has grown so exponentially, so the interest in learning the nuances of a products formulation, texture, wear time etc are kind of pointless because we’ve seen or dealt with some variation of it and can correct or adapt fine as consumers to get that thing to work. I used to buy a lot of my makeup based on beauty RUclipsr recommendations, but now I purely buy on interest when I’m physically browsing a store because I know there’s a good chance I’ll like whatever it is cuz it’s more rare to end up with something awful now so I can be more carefree about my purchasing options. I personally prefer the elevator pitch cuz again it’s all pretty much on an equal playing field so why bother sitting through a dedicated review when there are SO many options. I watch all videos from my favorite creators because I’m interested in THEM. I don’t really care about products the same way as I used to because girl we’ve been there and done that lol. I’m here to connect with you as a person and just chat about makeup in a casual manner.
Good and interesting insight. I think you're onto something.
I think you make a great point. While there probably are new makeup wearers joining the beauty youtube community every day, I think the vast majority of the people watching videos on beauty youtube nowadays are people who've been in this community for years. Real community members, essentially. And those kind of people - myself included - just don't need super in-depth reviews, or tutorials where influencers are hand-holding me through how to apply eyeshadow, etc.. I've already passed that stage of discovering makeup and don't need help in that aspect. Makeup is a hobby for me, and I just want to hang out with other people with the same hobby as me, discussing things relevant to us and this community.
It's jarring to think of it with that perspective, but it really is no different than, say, knitting content. When I first got into knitting, I was watching all the tutorials on how to knit, yarn reviews, notion recommendations, etc.. Years later, I don't need that content anymore; I've already learned the skills I need in order to make those decisions myself. Makeup's the same. It's a skill, and once you "master" the skill, you don't need help anymore. You just need inspiration, ideas, and sense of community.
I love and prefer long-term content. Lately I have enjoyed videos where people have given their introspective thoughts or really analyzed an idea- more critical thinking than superficial reviews. That being said, I really enjoyed this video and I continue to love your content.
I think it’s just too over saturated and everything is the same. That and the fact that you can trust at least half of the people who do beauty content, lie to make money. IMO. 💜
a couple of times my mom has talked about how people buy less makeup nowadays, and being in the beauty community online I’ve always thought “there’s no way that’s true.” I think now it’s more acceptable for women to not wear any makeup, and maybe that’s why she thinks that, but that does not mean ppl are buying less overall!
To your points about indie online & people not watching single reviews … I can only offer my experience. But I have skipped more videos of my fave creators in the past year or 2 because my entire feed is full of the same video. Everyone got the Adept palette, the Unearthly palette, the Oden’s Eye palette - and I really can only watch so many. With “bigger” brands - I never felt like absolutely everyone was getting the same PR. I don’t know. I still love long-form, and single product reviews. But I do feel like (at least amongst the creators I watch!) there has been an over-saturation in Indie palettes - and everyone posts it on the same day - and my eyes go fuzzy. ❤️
I remember being in love with OCC. Then realised they closed years ago :( when i went to see new lip stuff
I only watch RUclips. I love the long form content ❤
The thing I love to see in beauty content is inspirational looks. I don't need tutorials. I like what you did here, where someone applies a look and talks about an interesting topic. It feels more like a podcast 😊
As an armature economist enthusiast I still thinking there’s a financial component. Target and IKEA both has issued statements that people are basically out of money and not spending. Sure prestige makeup is growing but it may be decently well off moms letting their 12 year old get Dior blush. Even if it’s not consumers not spending, if any of these makeup companies had private equity to support them as a startup and then pull out their investments that’s related to the economy.
Perhaps it’s maker burnout too. Companies just want to grow and grow exponentially and when they don’t they can hardly stay afloat. I guess it’s normal for some brands to close as the “beauty bubble” collapses.
Thank you for all the data you included in this video. It's inspiring how informed you are about the community and the numbers. I have a feeling a lot of this information you had before you filmed this video. You're amazing Angie!
honestly after dramagedden i haven’t been watching makeup youtubers. you and maybe two others
A lot of the content that’s on RUclips I no longer enjoy watching. I don’t watch beauty content on tik tok either tho 🤷♀️ still love most of your videos Angie, and I enjoy hearing your discussions/opinions
It’s unreal how dead on you were with consumers. Obviously I am one of those people and you basically told me exactly how I’m being towards makeup fragrance skincare ect and I didn’t even rest realize it until you said it haha.
Same!! I wanted to lie to myself and think I'm consuming long form content but I'm totally not, and it's too bad content creators aren't doing long form as much because short form pays better and gets more views, but this made me realize I'm part of the problem 😅
One of the biggest turn offs on RUclips is a double edged sword. Ads. Nothing more annoying than the video constantly being interrupted by ads. But we realise that is how the content creator makes their coin and pays for their time and effort. But from a viewer point of view, it disrupts the experience. Which is why shorts have became more popular IMO.
Thank you for this elaborated video! I want to address one thing - I generally do not like the videos about too many products and videos longer than 15 minutes (although I must watch them now because there are plenty of them). And I am not on Tik Tok or another platform, except of little bit the Instagram. But there is one reason for which I often search plenty of videos and click through them - it´s when I am interested in some product and want to buy it. I look for reviews, but also for the shades suitable for me, because here, in my country, we do not even have Sephora. So I need to purchase it online and have no chance to try it on my skin. And for this are ideal the videos with all the shades of the lipstick in it, or videos reviewing lots of products with a few I am interested in. In those cases you - creators, are just used as the sales assistants.
This is such a fascinating video! I love your commentary GRWM videos! I agree about the elevator pitch multiple product videos - I still prefer long form content, and I only watch videos on RUclips, but I hardly watch any dedicated palette videos any more, but I love videos like 4 palettes in one video etc (not just new purchases I love empities, rankings, reviews etc too just multiple things in one video instead of dedicated one product videos) . Beauty youtube is still my favourite, although I am down to just a few creators that I enjoy now - as I've gotten older and consumed more, the more I need to align somewhat with the creators values. Personal choice, I know it's not that deep for everyone but for me specifically, as a queer woman in this world, even my escapism needs to be vetted as a safe place. So that's also changed my viewing habits ❤
I started following you when Tati mentioned you in her video. I felt like your face and makeup style were pretty similar to mine, and I fell in love with your approach to doing videos. I remember at that time you've made a lot of "shop your stash" and "creating quads out of singles" types of videos. I couldn't stop watching your videos since then. You introduced me to warm toned blushes and makeup that suits warm toned skin, and I can't be more grateful to you for it! Love you, Angie ❤
I love hearing your perspective on this stuff.. I still love beauty RUclips, but the creators I still watch are the ones who’ve changed with the world. (Like Angie here) I also enjoy the channels that I can listen too while I’m cleaning my house, or cooking!
Fragrance has become the new hoarding. And its popular now to haul the expensive stuff (tom ford, parume demarly, creed, etc)
I had to get out of FB perfume groups. Fragrance was HUGE for me then. Now it is indie makeup. I go back and forth with both! I just realize there is ALWAYS something “better” that will come along. It is a horrible loop to get stuck in so let’s call it what it is - An addiction
Actually, my perfume, body wash/lotion/scrubs, hair products, candles go back about 30 years :/
I watch every single long form video from my favorite creators except lip videos
I agree, I stopped watching some because shaming if one buys higher end or continued complaining about money etc. we all are and I just want to talk makeup
I can’t do tik tok. I am here because i enjoy hearing your thoughtful takes 😊
The world has changed so much since 2020. Most things that are still successfully thriving have had to pivot and take a new approach.
These commentary videos are my favorite. I appreciate the thought and research you put into these videos, and I always learn something
Glad you like them!
Good morning Angie! Heads up that ‘feels’ would be the correct grammar in the title instead of ‘feel.’ Don’t want that to hurt you in the algorithm. Have a great day!! 🥰
Please Angie just dont stop giving us the beauty content. I look forward to your videos you are the best and most consistent in this beautiful community!!! 🥰
You're the only beauty youtuber I watch, mostly for your commentary, and recommendations for fragrances and some products here and there.
You know what I would watch, Angie? What are your thoughts on this year's Met Gala looks? Who was your favorite? (Or talk about that Pat McGrath makeup during fashion week?)
I think that the YT beauty community showed us the worst of them and damaged the beauty fam. Lies, sponsorships, extra flexing, even 'crimes'. We want content, good content, relevant products but without all the drama and the negativity some folks brought to the table. I think it will come back, at least I hope it! The world is changing and no one wants to be manipulated out of our money, and this is also a sign that us consumers did our homework and wants better products.
Good morning! Love your videos! You're such an inspiration! I bought the Blend Bunny x Ellis palette because of you! ❤ Normally I am much more of a neutral girlie 😂
I watch Beauty RUclips like I watch TV now - I'm interested in the RUclipsr (like a tv show character) and watch to see what they're up to. My life has changed a lot since I started watching, may be around 2018/2019, and it gives me a feeling of connection.
I will die on this or any platform for beauty content. Especially with my favorites creators!!
Wow this pink shadows are really vibrant
Fascinating video and great points, as always. I think Gen Alpha enjoy beauty content, they just prefer shorter videos than what has become the norm on RUclips, despite RUclips introducing shorts to compete - it will be interesting to see what happens now that TikTok has been banned by the US government. RUclips prioritizes watch time and TikTok wants users to watch as many videos as possible. Adsense is definitely a factor because people were making more pre-pandemic than they’re making now which is why they use affiliate links, take sponsorships and start their own businesses to make more income. I do think that poor behavior & scandals of larger creators damaged the trust viewers had in them, making it easier to stop watching them. Also undisclosed sponsorships has definitely become more of a hot topic among viewers, which I do think makes sense as people want to support creators that align with their values. Lastly, I think that many creators have felt the struggle to come up with new ideas for their content and because they keep creating the same videos (reviewing new items, declutters, best of drugstore/a brand/luxury), many viewers are not returning to watch because they’re bored or overwhelmed. I do think that inflation does explain the slowdown, as well, because people are still buying products but the retail cost has gone up. The same phenomenon is happening with groceries, as well.
I prefer the full form reviews! Miss them so much
I wish more people were like you becuase I would much rather make a video after using a product for awhile then first impressions but it seems like everyone only watches when the product is new.
I very much prefer the old deep dive palette videos, but am grateful that you cleared up why you made the content change. You do you! ❤
I totally agree. As for publicity on other platforms, since 2020 it has been very noticeable..
What is worrying is that not only transparency is left aside, it's those who are overexposed.. The youngest. Their criteria are in training, the impact on retention and level of attention. Sometimes tiktok dangerously seems like a teleshopping in which anything goes, no matter the type of content, be it beauty or anything, adds..
In the health sector, more and more places are reporting the impact on mental health, care, distortion between produced content and reality, overstimulation as part of a new era of addiction, especially on short content platforms. In the EU there're more and more specific centers and units for the treatment of addiction to social networks, which is why legislation is being proposed in more and more places.
The number of intertwined topics is interesting, the analysis of markets, brands, audiences, figures, platforms... and the entire impact. Absolutely Angie, the only way to have a formed opinion is information from various points of view, that's logical and critical thinking. It's being lost. In short content for being easy and fast entertainment more. These videos are greatly appreciated.💚
I notice that tutorials are doing well right now, which is what was first popular in the beauty community. I try to do research before I film and I'm noticing small channels getting a lot of views on Celebrity makeup tutorials. Which is what Michelle Phan used to do back in the day when the beauty community was first blowing up. I think everything just goes in a cycle. I feel people are tired of reviews right now, especially, because of TikTok and are just wanting beauty secrets and tutorials. I think reviews will make a comeback for sure.
I think the rise in sales might be an example of the Lipstick Index.
Hi! Agree with All...finding that TikTok the large influencers learnt from youtube and grew quicker however still think our connections and trust are with our youtube creators..however with Tati..it feels different to me...she seems to be on the other platforms sharing ALL more personal with a sprinkle of beauty....Platforms and interest may change the content too..however chasing a trend and the opinion on the trend when everyone jumps on it ..after you watch a few it is enough to know you do not need to watch others...Appreciate you and your content!
Good video! I also agree with everything you said! One thing I want to add:
I think there are 2 reasons why prestige is growing faster than drugstore:
- drugstore brands are becoming so expensive that people would rather pay the extra money for something they perceive to be higher quality. Why pay $20 for a drugstore eyeshadow palette when you’re primed to believe the $30 eyeshadow palette is going to be better quality? (I still buy mostly drugstore & I think the quality is in a lot of cases comparable but I see the logic that people are following even if it is out of my budget)
- makeup is more of a status symbol now than it has been before thanks how quickly something can go viral on tiktok even if that virility is manufactured. Yes this means that drug store brands are getting pushed too, but the impressionable young crowd wants high end products to show that they are part of the “in” crowd. RUclips used to be like this before dupes & anticonsumerist trends like project pan & antihauling.
I much prefer tutorials and multiple looks with eyeshadow palettes and information about the ingredients. Long live youtbers🎉
Yes!
I could definitely be better about leaving comments but I like nearly every youtube video I watch! It's such a mindless way to support the video creator!
Love listening to to your point of views, I feel like you’re so open minded. I don’t have the time I did before to watch a 20-30 minute video on a single shadow palette when there’s about 100 new products released each week. I DO miss tutorials though 😅
Hey Mrs Pretty Lady! Just wanted to let you know i have been seeing so many contact creators using your beautiful brushes lately! Awe, thats just so amazing and i sincerely hope that your proud of yourself! My birthday in July and I’ll be ordering them for myself ! Hoping they arnt all sold out by then !'
Cheers to you and your handsome
husband!!!! 🥂
I'm one of those people who enjoy watching on RUclips review videos on new releases or about a specific product. I enjoy what your thoughts and opinions are, swatches, tutorials, weartest, and would you recommend it. I think the biggest thing is so many people are in such a hurry these days that the beauty community has done away with RUclips and went to Tiktok but also not everyone has Tiktok so that is also something to consider too. Always enjoy your videos, and when I get the notification you uploaded ❤️
Thanks for this video, I appreciate your truthfulness and sharing. I admit it made me sad though. Maybe I'm a dinosaur but reality has me disappointed tbh
I'm here til the end, Angi! Right now, you're the only one I watch nearly all videos of. Only a handful a year escape me. I have to say, I agree that over-saturation is the cause for all this change. Also, I think the 2015-2017 beauty fans have matured, and now do want something different. That's why we're seeing TikTok grow exponentially. Plus, like Tati said, it's just easier to make content for it. However, I am not the average person. I am not interested in short-term content, be it Reels, or Shorts, or TikTok. So, I'm not following anyone over to other platforms if they leave RUclips. I'll stay right here, and watch whatever's left over. Also, I can only speak for myself, but I am also suffering for over-saturation. I find myself with over 100 palettes, and not enough time to wear them, so I am not buying or even watching content that features new palettes, untless they are extremely creative or do not resemble anything I already have. Which, I've realized is almost impossible to do. A couple of months ago, I saw a gorgeous look that someone did, and I noticed that there was no way I could say "Oh, she's wearing this particular palette." So, my FOMO changed dramatically, and I admit now, that I buy palettes mostly for the packaging or if they're a collab with someone I love. This realization depressed me and now I hardly watch any eyeshadow videos. Definitely way less tutorials, which back in 2016 was all I watched. Sad.
I love beauty content, I love to see the new releases and your thoughts on these. I love eyeshadow too, I normally search for specifics.. ie gold Smokey eye, halo eye, spotlight eye, I love the swatch videos too. I’d not ever thought o f buying from Indie brands until I came to you… well Jeffree Star I had bought from. Now I have your palette with odens eye, comic brushes, blend bunny I bought through you too and I’ve just ordered Ensley reign, £98 for palette and delivery… yeah the beauty space is poppin ❤ 🇬🇧🙌🏻
That red lip is perfect with your dress. Love it!
I enjoy long form beauty content on RUclips, along with declutter videos, makeup reviews, new release updates, GRWM videos, makeup swatch videos, etc. I don't have a Ticktok account, and I can live without it at this moment in time. I've been watching RUclips for years, and I never get tired of it.
Interesting perspective. TFS! 💜
Omg I love the eye look😍
Loved this video. So interesting ❤❤❤
Loved this insight, thank you 😁
I think one reason why short videos on insta, tiktok or shorts do better is that I only click on a 20+ minute video when I know I have the time and attention for it. But with the short form content it’s easy to „fall“ into a 40 minute spiral despite intending to only click on one lil video
Longform videos need to be much more of a conscious decision