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.