The U.K.’s Lauren Luke is a YouTube celebrity. Luke’s instructional makeup videos have received over 34 million hits—that’s more than Barack Obama, National Geographic or even CBS News.
The 27-year-old started an eBay business selling makeup. After receiving a number of questions from buyers about how to use the makeup, Luke began making videos to answer them. She doesn’t know how to edit the videos and says that her success is due to the fact that she’s not a person that other women feel threatened by.
Viral YouTube How-To's
Lauren Luke's Makeup Lessons Top YouTube Downloads
Trend Themes
1. Beauty Tutorial Videos - Creating tutorial videos for beauty industry products can open up opportunities for creators to run independent channels, establish their own brands, and reach a wider audience than traditional advertising can reach.
2. Crowdsourced Influence - The trend of crowdsourcing information and influence can be leveraged by industries and businesses outside of the digital world seeking to cut through traditional advertising methods and attract more customers.
3. DIY Advice for Consumers - Companies can tap into the trend of interested consumers seeking to learn how to use products effectively, by offering DIY advice and creating content that discusses industry-specific techniques that customers can use to get the most out of their purchases.
Industry Implications
1. Beauty - The beauty and cosmetics industry can benefit from the power of influencer marketing, leveraging consumers' interest in tutorial videos and using creators to reach a wider audience that respects authentic opinions and is looking for genuine product recommendations.
2. Marketing and Advertising - Marketing and advertising agencies need to recognize the impact of digital communities and consumers' willingness to trust recommendations from online personalities, devise campaigns that take advantage of this trend, and identify influencers that will resonate with target audiences.
3. Consumer Electronics - Providing easy-to-follow videos and advice on how to effectively use consumer electronics, in addition to traditional user manuals, can lead to increased customer satisfaction, repeat business, and word-of-mouth recommendations for companies within this industry.