Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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Analysis of Beauty Content on YouTube - Male Beauty Influencers on YouTube -

뷰티 유튜브 콘텐츠 분석 - 남성 뷰티 유튜버를 중심으로 -

  • Soo Zy Kim (Dept. of Beauty Design & Science, Gwangju University) ;
  • Eun Sil Kim (Dept. of Beauty Design & Science, Gwangju University)
  • 김수지 (광주대학교 뷰티미용학과) ;
  • 김은실 (광주대학교 뷰티미용학과)
  • Received : 2024.01.12
  • Accepted : 2024.03.11
  • Published : 2024.04.29
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Abstract

As men's interest in grooming increases, YouTube videos teaching men about natural makeup that could help them look more presentable are becoming popular. An increasing amount of beauty content on YouTube now targets men. Therefore, this study aimed to identify the features of male-targeted beauty videos with the highest number of views and likes in order to help beauty influencers understand what subscribers want and apply effective marketing strategies. The research method set criteria for YouTuber characteristics, editing elements, and content through prior research, and analyzed through the YouTube website. The video upload date range was set from January 1, 2022 to January 1, 2024. The search keywords "male beauty YouTuber" and "male makeup" were used to find the 10 most viewed videos. The results showed that technical terms, standard words, and loanwords were generally used, and the age group was in their 30s, and the proportion of famous experts was high. The video duration of 10-15 minutes was most common, and the ratio of sound effects, background music, and subtitles was high. Makeup tips and product reviews or recommendations was the most common type of content. Especially, demonstrations of make-up application and product reviews had higher number of views. The findings of this study could provide new ideas and references to YouTubers who aspire to specialize in male beauty content, and help them produce videos that sufficiently satisfy the needs and desires of subscribers.

Keywords

Acknowledgement

본 연구는 2024년도 광주대학교 대학 연구비를 지원받아 수행되었음.

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