YouTube Marketing: A Success Story

Lauren Luke may not be the first person to own a successful makeup line, but she may get credit for the most uncommon way of starting her cosmetics business. This single mother was once a taxi dispatcher struggling to make ends meet. That is, until she began posting makeup tutorials on popular website YouTube.com to support her part-time eBay business.

Lauren began posting basic makeup tutorials, but discovered that her videos showing how to recreate celebrity looks were the most popular. Following the tide of popular opinion, Lauren has posted tutorials for celebrity makeup looks from Britney Spears to Angelina Jolie, her high page hits making her now the hottest YouTube celebrity in the United Kingdom. She also has posted popular videos showing how to create different looks for proms and weddings. Without spending a day in beauty school, this internet celebrity has made herself a makeup maven.

Lauren has parlayed her internet renown into a mini-media empire. Although she once sold makeup on eBay to supplement her income, she now has a makeup line being sold in Sephora stores called ‘By Lauren Luke’. She also has published several articles on the subject, is writing a book, and even will be featured in a video game being developed by Nintendo. Negotiations for a television show are also in the works. While her method of marketing is superb, Lauren Luke clearly knows how to seize opportunities.

Lauren Luke’s popularity is attributed to several factors. First, she posts videos on a subject that is near and dear to many women’s hearts, the same was as we create clothing logos and beauty salon logos. With women all over the globe clamoring to look like their favorite celebrity, it’s easy to see how videos addressing this subject would be popular. Second, she is friendly and natural on the camera. Although she clearly is an expert on her subject, she is down-to-earth and takes a conversational tone that makes viewers enjoy their time with her. In the end, this is what has kept viewers coming back to see Lauren’s next celebrity look. However, there is a bonus: Lauren is considered a credible expert on the subject of cosmetics because she has vowed to never recommend a makeup product that she does not actually use and enjoy.

This novel way of building a brand should not go unnoticed by small business owners. Like Lauren Luke, a small business depends heavily on its image to sell product and should be more responsive. Posting useful videos on related topics is one way to garner an audience, especially if your videos are high quality and informative. Best of all, YouTube is totally free both for video makers and their audience. Even if you don’t get Lauren’s level of results, your only loss will be a few minutes of your time.

There was a time when people wrote off social media networking as a waste of time. However, Lauren Luke is just one piece of proof that the internet is the most powerful marketing tool of our times. Beauty is an industry where image is everything, but every business can benefit from more positive exposure. YouTube is just one way to market to your target audience and make yourself a virtual expert on your product.

• Marketing Your Business on YouTube
• Guide to Video Marketing on YouTube
• YouTube Brands: 5 Outstanding Leaders in YouTube Marketing