Makeup Artists: 3 changes that will drive significant traffic to your YouTube Channel

Among all the influencers that are trending on social platform, a group of them has been getting most attention since the beginning. They are the makeup artists that share their routines or favorite products to the public. Since there are no professional classes for applying makeup, a lot of people rely on these videos to learn more about beauty and makeup and I'm of them. I found these two videos that are very helpful and, as a a graduate student studying Integrated Marketing Communications in Medill, Northwestern University, I would also like to share my take on them.

Wesley Benjamin Carter often shared amazing makeup style on his YouTube Channel. He is genuinely an artist. In this video, Natural Male Makeup Tutorial, he shared a more natural and everyday style. He talked a multiple of his favorite products and his routine in applying them. The products he talked about are all quite affordable and I believe it's very useful for any guy trying to learn how to apply an everyday style make up.

Image Source:  https://www.cakapcakap.com/mengulik-tentang-serba-serbi-influencer/

The second video is by EMAN. In this video, The Best Makeup for Work / School/ Everyday, she introduced her make up routine that is suitable for work or school. She focused on the needs of this group of people, that is they need their makeup to stay on for an entire day. As this video was published in the beginning of fall, she also introduced colors that are suitable for fall weather and outfits. 

I learned a lot just from watching these to video. But as an audience and a student in marketing, I believe there are improvements that can be made which will further increase the traffic to their channels.

• What is it?: List the product's name in the video instead only in the intro area will make video easier to follow.
• What about me?: Everyone has different skin situations, so keep in mind to make differentiate tips for different group of audiences. 
• Hong long will it take?: The audience would be interested to know how long the routine will actually take (minus the introduction process), so maybe include the time consumed somewhere. 

Makeup tutorial video is a highly competitive market. Thus, if you are looking to become a makeup artist YouTuber, make sure you keep these three points in mind.

Richard is currently studying in the Integrated Marketing Communications program at Medill, Northwestern University. He has great passion in branding and hope to make a career in marketing or advertising industry. Outside of school, Richard has great interest in photography. He believes taking photos is a way of sharing how he sees the world. He is also very fond of the fashion industry. He always stay on trend by following the latest styles and newly released collections. Learn more about him on his LinkedIn and Instagram.

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CMOs: 3 Changes You Should Know about Reduced Attention Span

As a marketer, you are always trying to cut through the daily clutter as your high value markets become less patient and more forgetful. Being a graduate student in Integrated Marketing Communications at Northwestern, I have found two powerful articles around reduced human attention span and Google’s six-second solution. 

In a 2015 study from Microsoft, people on average lose their concentration after 8 seconds, even shorter than the goldfish. Researchers also found that heavy media users are easily distracted when multiple stimulus are presented. This is due to the emerging lifestyle of multitasking, especially among the younger generations. The good news is, consumers can also better memorize your messages during high attention bursts. With that being said, now your ads have to be more outrageous to get your brand memorized. 

Source: mobileday

To stay ahead of the trend, Google is promoting their new six-second ads. In the past three years, Google find it harder to engage their audience with 15, 30 and 60 second commercials on YouTube, so they turned to the six-second spot; it is too short to be annoying but long enough to trigger interest. Google also kicked off a competition between major ad agencies at Sundance 2017 to explore impactful story-telling within 6 seconds. They certainly have high hopes for this new format. Here is one of the entries:

Based on my understanding of the two articles, and relevant studies I have done in the IMC program, here is three action items you should put down now:

• Focus on video - Quality of your video ads are critical to your brand’s future success.

• Creativity is king - Your message should tell a story, rather than the repetition of logos.

• Make Them short - Stay creative on the 15-second spots and be prepared for the 6-second future. 

Remind yourself of these three action items every time you develop a new video ad.    

Jess Yang is a master of science candidate in Integrated Marketing Communications at Medill, Northwestern. She is graduating in December, 2017. Jess has four years of experience in social media marketing, and her major client @ShibaSommelier now has almost 20 thousand twitter followers.

find her on LinkedIn and Twitter @RocK_YanG.