YouTube was introduced to the world in 2005 and with its grand debut, individuals and corporations alike were able to readily share content with audiences.
Before its popularity, it was difficult to find mass uploads of videos from particular events or even the ability to share videos on a more personal level with loved ones. Now, with over millions of uploads and users, YouTube is a hub for information and social connection. Organizations and individuals alike use this resource to build brands and closely connect with their audiences.
YouTube as a Resource
Not only is YouTube a hub for those who want to learn more, but it has also turned into a career path for many people. Many YouTuber’s have made a living off of endorsement deals, becoming a YouTube partner and receiving monetization through advertisements. Despite the amount of popularity that is centered on making a career out of YouTube, there are thousands of passionate individuals out there who are sharing content—people who have turned their hobbies into careers.
My first YouTube beauty tutorial experience is one I will never forget. I was sitting on my bed at my parent’s house when I started Googling ways to make my mascara longer and thicker. After pressing “go” on my Google search, a video appeared at the top of the results. It was a closeup screenshot of a video created by Carli Bybel. I clicked on the link and was opened to a whole new world of information. Before this, I had used YouTube, but I didn’t realize just how much content was readily available. The suggestions on each video led me down the rabbit hole of hair and beauty and since that day, I’ve been a devoted subscriber to so many channels—all ranging on topics of beauty to cooking.
It’s Harder for Brands to Stand Out in the Saturation
With all of the buzz that is created on YouTube, it’s becoming more difficult to stand out in the sea of makeup gurus.
The well-known gurus like Michelle Phan, Jaclyn Hill, Carli Bybel, Nicole Guerriero, Lauren Curtis and Zoella receive a lot of attention in the media along with their collaborations with brands all across the globe.
While the lesser known YouTuber’s like Chrisspy, Partick Starr, Kathleen Lights, Manny MUA, Desi Perkins and LustreLux are equally as loved but have a smaller fan base. With each guru, who is building their brand, comes an audience that has resonated with them in some way. There is something about each one of these YouTuber’s that connects with each member of their audience on a personal level. For me, it’s Chrisspy.
Your Story — the Connection Between You and Your Audience
Your story is incredibly important to the integrity of your brand. It shapes who you are, what you do and how your audience views you. Without it, you may come across as unqualified and difficult to approach. When you use your story, you will connect with your audience on a deeper level. Chrisspy has a grounded connection with her fanbase because she stays true to who she is and isn’t afraid to show the world where she’s been.
In one of her question and answer videos, Chrisspy was asked about her older videos and why she chooses to keep them on her channel. In more or less words, she said the reason why she keeps them active is because it’s a part of her journey and she wants her fans to have the ability to relate to her on a personal level. Now, if you look at the quality of her old videos from her more current videos, you will see that things have drastically changed. The lighting is better, her makeup techniques have improved and the content stands out.
Not only is Chrisspy’s response commendable, it is marketing gold. Most of her audience, if I were to guess, are most likely amateur makeup lovers who are looking for inspiration and guidance. The act of keeping her old videos active shows her inexperienced viewers that she once came from the same place that they are currently in.
She didn’t start YouTube as expert, but rather a student herself. As time went by, she learned more tips and tricks that enabled her to grow into a guru. Chrisspy began YouTube as a hobby — to share her passion for makeup with the world and her journey has taken her to new heights.
Using What We’ve Learned
Your beginning is never something to be ashamed of. Everyone has to start somewhere and you’re no different. Now, we don’t want you to give everyone the nitty gritty details of your every move, but it is important to show your audience what makes you different and why you have such a passion for what it is that you do. It’s a look at the journey that got you to where you are today. It’s a power you can harness to differentiate your brand from others, like Chrisspy is doing in the saturated YouTube beauty scene.
Chrisspy does an excellent job of displaying her story. Not only does she reference it several times throughout her newer videos, but her channel has a trailer that is a compilation of her older videos to the newer ones. The caption cleverly says,
“This is a compliation [sic] of all my tutorials, starting with my very first upload in 2012. What I see when I look at this video is how bad my lighting quality and makeup was. Jk, jk… I see growth and learning, and above all else I see a passion for makeup and connecting with my audience. Thank you for growing with me and I’m excited to continue on this journey together! Anything is possible! I love you guys!!”
What this says about her character along with her channel is that she isn’t afraid to be honest about her humble beginnings. In fact, Chrisspy goes out there and displays her past for you—instead of you having to search for it. She’s proud of her journey and wants you to be proud of yours.
Telling your story isn’t about a long drawn out narrative, it’s about connecting with your audience. It bridges the gap between stranger and friend.
One of the best ways to utilize your story is to do it in a way that isn’t overbearing. Chrisspy refers to her story, but she isn’t pushy. She is subtle and appreciative of her journey and hopes that her audience will be kind to themselves on their own path. Considering the person behind the product or service you are trying to sell is going to speak volumes over a pushy sales pitch. At the end of the day, shouldn’t we want to do good for others by sharing our passion of what we do rather than focusing solely on a dollar figure? YouTube was created to bridge the gap between a great distance and I believe Chrisspy is staying true to that.
As you go forward with your brand, don’t be afraid to embrace your genuine personality as a differentiator. When leveraged and utilized properly, it can quickly become your greatest power.