Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
권호 표지
DOI QR코드

DOI QR Code

Analysis of Nail-related YouTube Content -Focusing on Most-Viewed Videos -

네일 유튜브 콘텐츠 분석 - 조회 수 상위권(1~10위) 영상물을 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 : 2024.05.28
  • Accepted : 2024.06.20
  • Published : 2024.06.30
Download PDF
⟨ Previous Next ⟩

Abstract

Fingernail-related content on YouTube is gaining popularity. This study aimed to present a new direction for nail content marketing and video production by identifying the current status of nail-related content on YouTube and factors affecting views. As for the research method, the study used the YouTube website, and the elements under analysis were classified into YouTuber characteristics (verbal characteristics, age group, gender, professional status, and celebrity status) and content characteristics (nail field, editing elements, and content). The results showed that standard language and terminology were generally used, and the proportion of YouTubers in their 30s was high. All nail-related content creators on YouTube were women, and they were found to be experts who worked as nail artists and nail content creators. As for the content characteristics, the proportion of art videos was high, and the video length was found mostly to be between 10 and 20 minutes. The editing elements included images, videos, and subtitles, and sound effects and background music were used frequently. Finally, it was found that the proportion of videos providing nail tips and know-how, product information, and procedures was high. This study identified factors that influence the number of views for nail videos. As a result, the study was able to present video production ideas for newcomers starting a nail-content YouTube channel, and this will be helpful in the development of nail content.

Keywords

Acknowledgement

본 연구는 2024년도 광주대학교 대학 연구비를 지원받아 수행되었음.

References

  1. A woman who does nails. (2020 February 4). National nail certification practice [Video]. YouTube. https://youtu.be/mBGYbw9NKFs?si=eyziUMFyGxu84UPy
  2. An, S. H. (2023). The effect of virtual influencer attributes on product attitudes by mediating content attitudes. Journal of Communication Design. 82, 455-471. doi:10.25111/jcd.2023.82.31
  3. An, J. H. (2013). Consumer segmentation upon online community behaviors characteristic [Master's thesis, Dongduk women's University]. Riss, https://www.riss.kr/link?id=T13266732
  4. All-YoungTV. (2021 July 21). It's really easy and pretty [Video]. YouTube. https://youtu.be/NR5Z0LPnaAU?si=qIo3tUWJdCiNDvbf.
  5. Choi, M. H. (2023). Development and validation of scale for the motivation of using beauty YouTube content [Doctoral dissertation, Gwangju Women's University]. Riss. https://www.riss.kr/link?id=T16599649
  6. Han, Y. J. (2022. May 1). "I'm not going to the nail shop, but doing it alone." nail art YouTuber is popular. THE FACT. Retrieved January 28, 2023, from https://news.tf.co.kr/read/livingculture/1935128.htm
  7. Hwang, J. H., & Hwang, C. S. (2010). Characteristics of online child-rearing community and their effects on community loyalty and purchase intention of baby wear. The Korean Society of Clothing and Textiles, 34(7), 1138-1148. doi:10.5850/JKSCT.2010.34.7.1138
  8. Kim, Y. J. (2019). A study on fun elements of YouTube kids contents for toddlers and preschoolers [Master's thesis, Hanyang University]. Riss, https://www.riss.kr/link?id=T15334049
  9. Kim, S. J. (2021). A Study on the Personal-Media Contents in the Domestic Makeup [Doctoral dissertation, Gwangju University]. Riss. https://www.riss.kr/link?id=T15777981
  10. Kim, Y. J. (2013). A study on women's nail care and service satisfaction [Master's thesis, thesis, Sookmyung Women's University]. Riss. https://www.riss.kr/link?id=T13054329
  11. Kim, C, L. (2023). A study on the reduction of the use of disposable nail products for the sustainability of the beauty industry [Master's thesis, Daegu Haany University]. Riss, https://www.riss.kr/link?id=T16675254
  12. Kwon, M. J. (2020). The effect of motivation on the user satisfaction of using beauty YouTube channel [Doctoral dissertation, Dankook University]. Riss. https://www.riss.kr/link?id=T15654261
  13. Korean Nail. (2023 May 3). Self nail tip extension [Video]. YouTube. https://youtu.be/_9cSKX6EvPE?si=JIDBoJZVOiS8xov2.
  14. Lee, S. J. (2019). Exploratory study of producing government public relation video contents in the video platform. [Master's thesis, Chungnam University]. Riss. https://www.riss.kr/link?id=T15372717
  15. Lee, M. T., Yi, J. Y., & Shim, S. W. (2020). An exploratory study on the effect of YouTube beauty influencer attributes on contents attitude, product attitude, word of mouth intention, and purchase intention. The Korean Journal of Advertising. 31(5), 117-142. doi:10.14377/KJA.2020.7.15.117
  16. Lee, J. E. (2021). Effects of beauty YouTube content characteristics and personality disposition on behavioral intention [Master's thesis, Changshin University]. Riss, https://www.riss.kr/link?id=T15927177
  17. Lena Nail School. (2019. October 25). How to take good care of your nails [Video]. YouTube. https://youtu.be/2zwGZkXGKiQ?si=MvkbBFByqVMgh_NI
  18. Lena Nail School. (2019 July 25). Character nail art [Video]. YouTube. https://www.youtube.com/watch?v=DsyG4DM_Fj4&t=282s.
  19. Nailgrandma. (2020 July 17). Application of the criteria for examination [Video]. YouTube. https://youtu.be/mdRzSs-Ki-E?si=ildbWi4rL71A_j7M
  20. Nailgrandma. (2021 December 24). Hound tooth check [Video]. YouTube. https://youtu.be/qI2iY3vmYyg?si=bebymdlpkCRa1REs.
  21. Nailgrandma. (2021 May 28). Application of check art [Video]. YouTube. https://youtu.be/kspSWhGkER8?si=kxDdWllBR_fN3T-W.
  22. Nailgrandma. (2021 February 12). If you follow this method [Video]. YouTube. https://youtu.be/Fucr3qgy1P0?si=Mgix8K7d6zwJL0wb.
  23. Nailgrandma. (2023 September 1). This gradation is too easy [Video]. YouTube. https://youtu.be/Lzeof8yrCAA?si=3AEojSNSM9xpSzMf.
  24. Nailgrandma. (2023 August 4). Self nail care [Video]. YouTube. https://youtu.be/vFXqmHx0LGs?si=_PTvN9oyZdoI9FWW.
  25. Nailgrandma. (2020. October 16). examination criteria are applied [Video]. YouTube. https://youtu.be/2fqofp3Ue1M?si.
  26. RIRIJOO. (2020. March 10). Acrylic extension [Video]. YouTube. https://youtu.be/6rWoxVKfQSs?si=RE6dnbVh1E-b6L5T.
  27. Sohn, H. J. (2018). The analysis of beauty Youtuber's video contents. [Master's thesis, Konkuk University]. Riss, https://www.riss.kr/link?id=T14906831
  28. Ssinstyle. (2020 April 28). White gradation [Video]. YouTube. https://youtu.be/X4CMBHI68bw?si=M7vYQHP9p4U7sv9X.
  29. Sun, B. H. (2020). A study on the impact of YouTube influencer during public relations in public institutions to intention of policy participants [Master's thesis, Chung-Ang University]. Riss, https://www.riss.kr/link?id=T15658156
  30. Woo, J. Y. (2022. March 12). The pluralistic world of 7 nail creators. VOGUE. Retrieved September 28, 2023, from https://www.vogue.co.kr/?p=269370
  31. Yang, D. Y. (2019). The influence of SNS influencers' characteristics as advertisement model on advertisement attitudes and purchase intention according to their involvement [Master's thesis, thesis, Hongik University]. Riss, https://www.riss.kr/link?id=T15355032