Beauty video trends - Video leaderboard August 2020

Author: Kim French, Head of Marketing

Each month the team at Preen look at the data provided by Tubular Labs to find the top performing videos in multiple sectors. This month we have an analysis of the top performing video channels on Facebook within the beauty sector. We're able to learn so much about beauty video trends and what has captured people's attention. Here is the breakdown for August, top 5 videos under beauty video on Facebook in the UK.

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NUMBER ONE - NAIO NAILS

Naio Nails have dominated the leaderboard for sometime Naio Nails are getting something very right with their video strategy. 

Video style and structure - Extreme close-ups of incredible and extravagant nail art. Hosted by nail artist Kirsty Meakin who narrates the video and then appears at the end to round up with a casual chat and then a music driven recap of the nail art to close the video. Naio Nails branding in the form of a logo in bottom right corner of the video.

Average video length - Naio Nails videos can be anywhere from 3 minutes to 13 minutes (based on last 10 videos) depending on the complexity of the nail art. 

Video aspect ratio - The majority of Naio Nails videos are in a square video format 1:1 ratio.

Video posting frequency - Naio Nails post at least one video a day.

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NUMBER TWO - FESTIVAL OF THE DEAD

Festival of the Dead is an events based business and they have shot up the leaderboard this month seemingly out of nowhere. When you look at their recent videos though you can see why. It's Halloween makeup tutorial videos galore, a perfectly relevant subject that the brand has successfully maximised to increase their exposure, despite not being a make up brand. The looks are incredibly unique and unlike any I've seen, including Iron Burn SFX and Rainbow Apocalypse Skull. 

Video style and structure - The makeup tutorials are simple in their execution. One locked off shot of the makeup artist from shoulders up applying the Halloween makeup look. Opening the video on the final look and then cutting to the makeup artist applying the makeup look. The videos feature lots of stylistic jump cuts and often ominous sounding techno music. 

Average video length - The Festival of the Dead makeup tutorial videos are short and sweet, the videos are between 1 minute and 4 minutes depending on the complexity of the Halloween makeup look. 

Video aspect ratio - The majority of The Festival of the Dead makeup videos are in a square video format 1:1 ratio.

Video posting frequency - The Festival of the Dead have been posting a video everyday, mostly makeup tutorial videos but also other short clips that are relevant to their audience. 

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NUMBER THREE - SOPHIE HANNAH

Sophie Hannah is a beauty and lifestyle vlogger/ blogger who started her vlogging journey on YouTube in 2013. Her most popular video 'How To: SPLIT HAIR DYE in Blue & Turquoise' amassed over 1 million views.  

Video style and structure - Sophie Hannah creates beauty, fashion and lifestyle videos. The majority of her last ten video uploads have been focused on hair tutorials, colourful, unicorn inspired hair dyes and short hair cut styles. Her makeup videos are punky, colourful and have some great split screen moments and stylised jump cuts. 

Average video length - Sophie Hannah keeps her video tutorials very short, her videos tend to be between 45 seconds and 1 minute. 

Video aspect ratio - The majority of Sophie Hannah's makeup videos are in a portrait video format 4:5 ratio.

Video posting frequency - Sophie Hannah posts her videos between two and seven days apart. 

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NUMBER FOUR - FOUR NINE LOOKS

Four Nine Looks is the go-to for all things beauty video, hair video and fashion video, from transformations to tips, tricks and beauty hack videos to improve your daily routine. Part of Jungle Creations - a global media company with an audience of 110 million.

Video style and structure - The videos Four Nine Looks create often have a quirky, comic tone to them with bright coloured backgrounds and time-lapse and jump-cut edits. 

Average video length - Four Nine Looks videos are between 3 and 15 minutes depending on the look or hack they are working with in the video tutorial. 

Video aspect ratio - The majority of Four Nine Looks videos are in a square video format 1:1 ratio.

Video posting frequency - Four Nine Looks post daily videos and occasionally videos every other day.

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NUMBER FIVE - SHAKE MY BEAUTY

Shake my Beauty - showcases physically extraordinary women who are ahead of the curve - redefining what beauty means in 2020. For many young people with unique bodies, the journey to self-confidence and body positivity isn’t always an easy one.

Video style and structure - Shake my Beauty videos are documentary in style, they usually involve an interview with one main subject and is edited with b-roll footage of them living their daily lives and talking about their condition and how it relates to their self perception and interpretation of beauty. The videos feel informative and upbeat, positive in tone and encourage the viewer to relate to the subject.

Average video length - Shake my Beauty videos are usually around 6 minutes long. 

Video aspect ratio - The majority of Shake my Beauty videos are in a square video format 1:1 ratio with some videos in 9:16 portrait format.

Video posting frequency - Shake my Beauty post daily videos and occasionally videos every other day.