I have designed this infographic based on my own experiences and those of my friends. What I am trying to show is how many products YouTubers and social media influencers in general have made me buy and how much power they have over the makeup market. Instead of just writing about it, I wanted to show it in more of a visual way. Influencers such as YouTubers are now, more than ever, a huge asset to beauty industries when it comes to marketing and this is only set to continue.
Many influencers have been known to talk about money on YouTube. Jeffree Star , for example, talks about his large earnings and his investments with Shane Dawson in their miniseries on YouTube. James Charles also talks about being a millionaire in his Singing My Hate Comments video.
The Role of the Influencer
The fact that beauty influencers are becoming millionaires now, shows that the beauty industry really is one of the biggest ones out there today. These influencers get paid to post content online for an audience who will buy the items that they are advertising, they wouldn’t get paid if it weren’t for social media. When YouTube and Instagram weren’t as big platforms for marketing, influencers would post photos and videos of their looks for enjoyment rather than profit. Influencers using these platforms for profit now could be seen as a bad thing as they may not get as much enjoyment out of it if they aren’t really choosing what to post. However, there are still plenty of people who will post makeup looks or what they think of products, purely for fun.
How has digital media affected the beauty industry?
This post is my final one of the series, after describing different aspects of the digital impact on the beauty industry such as men in beauty, holiday makeup and drag. All of these aspects have changed since makeup and beauty have become more prevalent online. There is more inclusion in makeup with the inclusion of men and drag queens, some being transgender. Makeup has always been seen as predominantly associated with females but that has changed due to the online presence of it. Men who want to do makeup may see others doing it online and feel as if they can express themselves in that way too as part of an online community. Social media is not the only thing that has shown progression in the makeup community, popular TV series such as Rupaul’s Drag Race also encourage inclusion in the beauty community.
However a main flaw of the online presence of beauty is the hate comments influencers and drag queens receive on a daily basis. Makeup has progressed but unfortunately some people have not kept up with their progression so there is still hatred and bullying surrounding men and makeup and drag queens. Although, perhaps not as much as there may have been in previous years, before men doing makeup and drag was normalised through digital media.
Overall, the digital impact on the beauty industry has been astronomical as there are more people creating original, artistic makeup looks than ever before. That includes all genders. It is so easy to market for makeup brands on social media and it will continue this way. Digital media has made the beauty market more powerful and the most powerful asset is the influencer. As the numbers of influencers begin to grow, their power in the beauty market will also grow.