Kin Community Australia, in collaboration with B&T, has released episode three of its Women to Watch video series, which showcases Aussie female YouTube creators.
The series is part of B&T’s recently launched Changing the Ratio initiative and gives an insight into how these successful women run their businesses, connect with their audiences, their passions, and their amazing entrepreneurial spirit.
The third episode features Tina Yong, one of the world’s biggest beauty YouTube creators. Yong’s channel has over 2.1 million subscribers and has garnered 200 million views.
In the video, Yong shares insights into how she grew her extensive global audience, how she connects with them and how YouTube has become the springboard for launching multiple businesses.
Beauty is big business on YouTube, as the platform lends itself to tutorial formats that audiences love. Last year, Google reported that 40 per cent of YouTube users surveyed turned to the platform to learn more about a product before they bought it.
Yong attributes the rapid growth of her channel to her video series, Tina Tries It – a vehicle for Young to try and review new and innovative products for her fans.
“I get to connect with my audience worldwide. They want to see what’s the latest product? Is it worth buying? They’re curious beauty lovers just like me!” she said.
Liz Ferguson, managing director of Kin Community Australia, said the best beauty YouTubers connect with their audiences on a level that goes way beyond the superficial.
“This video series in collaboration with B&T gave us the perfect opportunity to investigate how Tina views her audience as an integral part in the development of her media company and product lines,” she said.
Women to Watch is distributed via YouTube, the B&T website and via email. If you missed the first two episodes, you can check them out here and here. Otherwise, stay tuned for another episode next week!
Putting a certain global pandemic aside and despite its innumerable detractors, television ad spends in Australia were nudging the $4 billion-mark annually before COVID arrived and pummelled the numbers. Putting that in perspective, linear, free-to-air TV in Australia still pulls about one-in-four of every ad dollars spent. Despite the competitive and growing fight for eyeballs […]
Influencers are a key factor in helping Generation Z make beauty purchases, but their influential power drops when it comes to all other women, Are Media’s first BEAUTYVOICES consumer survey has revealed. Sampling beauty products is the most successful form of marketing likely to drive purchase for all women aged 18 to 74, followed by […]
New Zealand’s Anchor Dairy has switched strategies for its 2020 Christmas campaign, with the company this year drawing attention to the need to give during the festive season. The Fonterra-owned company is encouraging Kiwis to fundraise for the New Zealand Food Network, following the release of research that showed one in five people risk going […]
The ‘It’s Your Energy’ campaign, delivered via Icon Agency, encourages Victorians to take advantage of recent energy reforms and ensure they’re getting the best deal possible. Essential Services Commission, the regulatory body for Victorian energy and gas, water, local government, and transport sectors, has engaged Icon Agency to develop an integrated communications campaign to help […]
In the insurance company’s latest campaign, NRMA Sleeper depicts a road trip, like any other, except everyone in the car is asleep, even the driver. Yet they arrive unscathed. According to production company FINCH, which is behind the work, the spot dreams up a world where cars drive themselves to remind us that until they […]
Children’s cancer charity, Bailey’s Day, has teamed up with full-service international communications agency Noisy Beast to launch ‘The Big-Hearted Bear’ campaign, voiced by Channel 9’s Livinia Nixon. Each year, Bailey’s Day hosts a charity golf day, auction and luncheon to raise funds for children’s cancer research at Monash Children’s Hospital, but with the COVID-19 pandemic, […]