Online video content is one of the most important social media marketing channels for beauty brands. In June 2016, beauty-related content generated more than 5 billion views per month on YouTube alone. Most beauty content on YouTube is generated through beauty vloggers or beauty creators rather than through official brand accounts. During that same measured period, about 97.4 percent of the conversation and buzz on social media about beauty brands on YouTube were generated by beauty vloggers and independent content creators. The most popular type of beauty content video created by beauty vloggers is makeup tutorials. In terms of leading YouTube beauty and style channels, Mexican beauty YouTuber Yuya ranks first in number of subscribers with just over 16 million as of late 2016. English YouTuber Zoella and American vlogger Bethany Mota have the second and third most popular beauty and style channels on YouTube.
Online mobile photo-sharing, video-sharing and social networking services are important tools for beauty brands to reach the increasingly growing mobile audiences by appealing to the social sharing aspect of the medium. Many customers use digital mediums to gather information about beauty products before making in-store retail purchases. With the goal of enhancing their appeal and presence on social networking sites, brands often turn to celebrities and YouTubers for partnerships and endorsement of their brands/products, or have advertising contracts with them. YouTubers can generate millions in revenue with partnerships and advertising as well as sponsored content and event appearances.