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Among the presented beauty and makeup influencers on YouTube as of May 2026, Yuya was the most subscribed content creator on the video platform, with around **** million subscribers to the channel. Beauty and makeup creator Jeffree Star had approximately **** million subscribers. Fashion and beauty-related videos such as makeup and skincare tutorials, cosmetics hauls, and product recommendations are among the most popular content on YouTube.

Social video platforms

As of the beginning of 2024, more than **** in ** users worldwide reported watching videos online, with music videos being the most popular category. As of July 2024, around ** percent of the global digital population accessed YouTube, while the short-video app TikTok saw a reach of approximately ** percent among internet users worldwide. In recent years, video content has become increasingly more popular with users, with even text-based social media platforms like Reddit planning to include this format in their libraries.

Content creators and influencers marketing

Video content creation has become a popular industry in the U.S. with the rise of social media and online platforms. From YouTube to TikTok, video creators produce engaging and shareable content that is gaining audience traction. Moreover, Influencer marketing is becoming increasingly popular among both genders in the US. According to a 2022 survey among adults in the United States, around ** percent of men and ** percent of women stated they followed influencers or content creators on social media. In addition, the market for influencer representation has witnessed significant growth, with its size increasing by more than twofold since 2019. As of 2024, the industry has reached an all-time high value of ** billion U.S. dollars, highlighting the growing importance of digital influencer marketing.