I am admittedly a make-up enthusiast. Ulta and Sephora’s doors are the most welcoming to me in any mall. Since the age of three, I’ve been learning how to paint makeup on my face as a competitive dancer. I am that girl that takes forever to get ready, but I enjoy the process. On any random night you can find me clicking away from a paper to watch YouTube tutorials using the newest makeup products on the market. There are 10-12 channels that I have watched consistently for the past three years that I regularly go to for makeup inspiration. The people on these channels produce their videos in their bedrooms using their own cameras and computers to edit. They are typically not educated in videography or cosmetology. What started out as a hobby for them has now become a full-time business with some of their subscriber totals reaching over 950,000 people from around the world. These people have created their own brand from the comfort of their home. They have created a community of “beauty gurus” within the YouTube world. Women’s magazines regard them as experts on all things beauty. Some of the most well-known gurus are Missglamorazzi, JuicyStar01, AllThatGlitters21, PixiWoos, TanyaBurr, Emilynoel83 and FleurdeForce. Several of these channels also have spin-offs that reveal more of their day to day life because viewers feel so connected through the power of YouTube that they feel they actually know them.
As advertising transforms with the expansion of technology and media, the idea of branding becomes even more complex. Anyone can create a brand through YouTube or blogs. Advertisers have yet to figure out how to utilize these outlets as best as they can for their clients. As an advertising student focusing on branding, throughout the semester I will be analyzing how these people created their brands successfully and how advertisers can use them in the future.