Are beauty YouTubers like James Charles becoming irrelevant?

I miss the days when beauty influencers ruled YouTube. Nikkie Tutorials, James Charlesand Jeffree Star were some of the platform’s biggest creators — Tens of millions of people join the channel for product hauls, makeup tutorials and, of course, drama.

Never Forget ‘BYE SISTER’: A Seemingly Never-Ending Feud James Charles When Tachi Westbrook It started with a recommendation for a supplement brand that Charles posted to get into Coachella’s VIP area, but it quickly spiraled. Avengers: Endgame of internet beef. Ecstatic comments flooded the internet, but something even more sinister emerged from the influencer’s altercation. When allegations of sexual misconduct and reports of inappropriate and harmful behavior by James Charles came to light, it was a blast, but sadly, I wasn’t all that surprised. In, racism, abuse, and general shit allegations plagued quite a few of Beauty YouTube’s biggest darlings – I was used to it.

And then came the apology. In 2020, a hysterical mass apology cycle hit beauty YouTube. The YouTuber was called out for his history of racism, homophobia, and other hateful behavior, was nervous, endless memes Apology, “correction”, applause. I couldn’t look away.These Makeup Lovers In A Stratospheric Moment Of The News Cycle — Contour palettes and beauty blenders have dominated the popular culture landscape (most of the time) for all the wrong reasons.

It’s only been two years, but changed a lot Dramageddon 2.0 and later. Blurred eyes for 2023 — Are you a big influencer? cancel, marriage Also farming yak — It’s clear that the heyday of beauty (especially makeup) YouTube is over. how did you get here

are you still watching?

TikTok and short videos in general are currently king. Our attention spans are getting shorter and the ability to scroll through a 10 second video instantly releases an addictive dose of dopamine. YouTube executives are also concerned about this shift. YouTube Short launched in September 2020. Revenue sharing program Designed to bring creators from TikTok to YouTube.

Please do not make any mistakes.Youtube still thriving — YouTube Premium subscriber numbers continue to grow year after year, and even TikTok finds it difficult to compete successfully with YouTube Premium as far as long-form video content is concerned. But beauty YouTubers, who have long thrived on the platform, appear to be at least partly caught up in the rise of TikTok.

Let’s shoot beauty YouTube most hated creator, James Charles. He has uploaded his 52 videos to his YouTube in 2022. Compare that to 2021 when James uploaded his 47 videos and averaged about 5.6 million views per video. Looking back on 2019 — In addition, we will exclude videos that contain the “BYE SISTER” drama and videos made after 2020. — Charles averaged about 15.2 million views per video. From 15.2 million views he to 1.4 million views. A significant decrease in 3 years.

Note that Charles’ subscriber count is actually higher than in 2019 as well. At the beginning of May 2019, he had around 16 million subscribers. At the height of the drama, his subcount plummeted to about 13.5 million. At the time of his writing, he has 23.8 million subscribers to his channel, but a much lower average number of views per video. interesting. However, Charles is doing better on his TikTok. He has 37 million followers.

Jeffrey Star, who stepped into the ‘BYE SISTER’ drama almost the same as the related scandal, was announced just a month ago He has completely exhausted YouTube. It’s a shame! “Nobody’s watching anymore,” he told scandal-ridden YouTuber Shane Dawson.see here, if you must). “There’s literally no point in doing it anymore because no one is watching. No one cares. No one cares about YouTube. As far as I know, no one goes to see her for fun or enjoyment.” There is no one else.”

However, the star can hardly be blamed for his decline on YouTube: his history of racism and other bigoted behavior in the spotlight (again) 2020, and seriously Allegations of Sexual and Physical Abuse Years swirl around the star. Society’s tolerance of alleged perpetrators of violence, such as Post Me Too and Black Lives Matter, is not what it used to be. Maybe we all ended the star bullshit together? I know that.

Star’s work on YouTube can also be said to emulate a broader trend of beauty influencers. He only posted his 23 videos in 2022. This is less than half of Charles’ post. Other once-huge beauty gurus have also seen their share drop significantly in the last year. Bethany Mota said she only shared 11 videos in 2022 (she has over 100,000 views despite having almost 10 million subscribers on her channel). hard to get). Between Mota and her 2022 work on RCLBeauty101, only 3 of her 18 total videos were about cosmetics. If you look through Charles’ content, here are some of his most popular videos in 2022: Several Beauty videos, but often Charles’ best performers are those that shamelessly address trends outside the community (“Wear nothing but thrift store outfits for a week”, “Trying to cook a viral recipe from TikTok do”). Which leads me to my next question…

Do we still care about makeup?

Teenage beauty YouTubers may be struggling to whip out their own contour palettes, but interest in celebrity cosmetics has barely waned. His COTY, owner of Kylie Cosmetics, financially booming in recent months; selena gomez Rare Beauty made $60 million in its first year aloneand Rihanna is just an American Youngest woman to become a self-made millionaire Rather than releasing music (grr), from her wildly popular makeup line, Fenty Beauty.

Something is different about beauty (and beauty content) these days.More than ever, we feel obsessed with skincare and makeup designed to show off our ‘natural’ beauty. I am “Makeup Skinship”OG skincare master Hyram is dominating YouTube When TikTok (he first went viral after criticizing Kylie Jenner’s own skincare line).Skin specialists such as estheticians Cassandra Bankson and dermatologist Dr. Munib Shah Inevitable on social media, at least in my feed.and i have to mention The complete entertainment empire of Dr. Pimple PopperA heavy contour tutorial is out.? Glossy skincare and almost no makeup in it. I’m sorry, James Charles.

YouTube after Dramageddon

The decline of beauty YouTube has given way to a new era of viral YouTubers. am. Mr. Beast is by far the biggest creator on YouTube right now and his content is meant for big budgets and bigger rewards. With one upload, Mr. Beast promises to give you more money than most people will make in their lifetime. (Remember when he made real squid game? There was a lot. )

A quick glance at trending videos on YouTube at the time of this writing reveals super celebrities (Kim Kardashian, The Royals), tons of video game content, and deep dives into how YouTubers flaunt their wealth in every possible way. I can (“Survived 50 hours in Antarctica“, “100 gifts in 24 hours!!“, “I’m building my first YouTuber theme park from my bed“) and the barbie Trailer (<3). It seems to me that for all the money social media creators raise, YouTube users want that money to be spent on bigger, better productions. If creators can't do that, move on to TikTok. No production budget required.

I have no idea where beauty YouTubers go from here, but I know it Review Lady Gaga’s makeup line I’m not going to cut it anymore. I want the winged eyeliner lesson you’re offering 60 seconds or lessthank you. Still, sometimes I can’t help but be reminded of YouTube’s heyday of beauty and utter chaos. What an era we lived in!