YouTube: gaining popularity as a ‘search engine’ for cosmetics purchases
UK-based digital content agency Greenpark conducted research into the consumer journey people take when they wish to purchase a new skin care products and found that 83% of consumers conducted online research about a product before they bought it.
The survey results showed similarly high conversions for both colour cosmetics (80%) and hair care products (76%), which the company said: “demonstrates the power of online search as a sales driver in the beauty and personal care industry.”
The research, which aimed to track changes in search behaviour among beauty consumers, analysed data from 1,300 respondents, focusing on overall search usage within specific channels and the variations in search types, cross-channel usage for the same search topics and differences across demographics.
YouTube is gaining popularity as a ‘search engine’
Although Google continues its dominance as the primary search engine and, according to the research, is used by 57% of consumers, it highlighted that YouTube is rapidly gaining ground – as 45% of respondents stated that this was now their first choice when searching for a beauty product.
Instagram (39%), Facebook (35%) and TikTok (33%) also emerged as key players in the beauty search landscape.
The consumer insights captured also revealed that product search preferences varied among different generations too. It found that:
- Gen Z shoppers are more likely to search on TikTok (58%) and YouTube (55%).
- Millennials tend to use Google (55%), followed by YouTube (50%) and Instagram (48%).
- Gen X shows a clear preference for Google, with 64% choosing this platform for their searches.
“These trends highlight the key platforms where brands should focus their marketing efforts for each demographic,” said the content agency.
What and where are beauty consumers researching?
In addition to these trends, respondents revealed they looked for a variety of content when searching for beauty products.
Nearly half (47%) said that Google was their first port of call for information about different products. While, for tips and hacks, TikTok was the leading choice at 35%, followed closely by Instagram at 31%.
For product reviews, YouTube was the preferred choice, with 30% of users choosing it for this purpose.
The survey also revealed that 10% of respondents are now trying AI chatbots, such as ChatGPT, for beauty-related searches, with men more likely than women to engage with this technology.
It appeared that although AI is in its infancy, there is a growing interest among consumers for the technology and brands should consider integrating it into the beauty search experience, to deliver personalised and efficient results.
Opportunities for social search and cross-channel engagement
According to head of omnichannel search & insights at Greenpark, Sam Barker, this survey is a clear signal that cosmetics brands should recognise the opportunities presented by social search and cross-channel engagement.
“Consumer search behaviour has shifted. Traditional search methods are no longer easily defined with the rise of search in social media and AI technologies,” said Barker.
“They need to seize this evolving opportunity,” said Barker. “Using audience insights from holistic search data to adapt their strategies with an omnichannel search approach, brands can capture consumers on a range of platforms leveraging the power of informative content to drive conversion. This isn’t just a trend in beauty, we are seeing a rise in omnichannel search behaviour across sectors.”
