YouTube Shopping Strategies from a Top Beauty Creator

Hi insiders. I'm Lauren Sinsky, head of content and community at YouTube Shopping, and this is our podcast series. I'm here today with Magdalene Janet, as in that Janet uh is a corporate turned beauty creator and proud Latina based in Los Angeles with eight years of experience on YouTube. She delivers elevated yet attainable glam, in-depth makeup reviews, skincare education, and step-by-step techniques that empower women to master their beauty routines with confidence. What a intro, Magdalene. Thank you

for joining us today. >> Thank you so much for having me. >> So, yeah, give me the pitch, the elevator pitch, right? What kind of content do you make? Tell everybody at home what kind of content's on your channel. So, I created my channel based off of beauty needs that I saw were lacking in YouTube, especially for women of color and Latina representation. And my love for teaching kind of is what started it because I liked

it. I wanted to be a teacher actually, but that didn't happen. Well, I'm now a teacher on YouTube. >> Yes, you are. Um, >> YouTube University. >> Yes. Yes. [laughter] and it has evolved so beautifully into makeup reviews, beauty products, makeup tutorials, anything beauty related, I feel like I cover on my channel and I am so happy to be here still doing it after eight years. >> I mean, you quit your day job. >> Yes, I

did. I did. >> How like how how did that happen? Explain cuz that's pretty cool. >> It was in the making for a while. I did both my corporate job and YouTube for five years straight. And I left my job and that was the moment where I decided that it was meant for me to do this full-time. And literally because of YouTube, I've been able to sustain financially and grow my audience because I'm now able to

focus 100% on my channel. And I'm so excited. So, YouTube shopping as another monetization method must have made so much sense for you and the content you make or did you have to sort of evolve your content to accommodate? I think it really just went well together because I do product reviews, makeup reviews. I'm always being asked, "What shade am I? Where can I buy it? Where did you get it? When can I get it?" I

can easily tag products for my audience to watch and look at while I'm reviewing, buy it, know exactly where to buy it, know exactly what shades, where to get it. So accessibility became really important when YouTube shopping when I added YouTube shopping into my channel. >> And so for you, did your audience like notice a difference in your content? meaning when they started to see products tagged into the video, what was the reaction? >> I think

it was a very smooth transition because I was already linking products. So, naturally, I would just kind of suggest and let my audience know that, hey, the products are tagged, the exact product that I'm using is tagged for you to shop and look at while I'm trying it on. So, I think that feedback it was great because it was a natural transition into where to buy the product. And it's nice that as I'm using the product,

you can see it and it's like a match and correlation. And what's most important to me also is visuals. So, when you can see something being applied or used and see textures and stuff, I think it really helps people understand the process and wanting to buy it right there and then. And I have to imagine, you know, historically when you would just copy links in the description, >> they would click on those and then they'd be

taken away from your content, right? So, they actually couldn't do that organic, literal shopping with you as you're describing the product. Well, now they can. Right now, they're not being taken away from your content. They're able to click on the product and still keep watching your video. You still get that watch time. >> Yes. Exactly. [laughter] and they can make the purchase. So, you're another creator that I know utilizes both long form and short form to

make your content. When do you choose to do one versus the other? For me, it's always been important long form. I started with long form and that's the format that has always worked for me. With long form, I can give very detailed information about a product as opposed to short form content because when I started my YouTube channel, it was a long it was already long form. So naturally, that for me is the easiest >> contrary

to some people. But I love love long form. I think I can get to know my audience. My audience gets to know me. I get to know the product, touch it, feel it, wear it for a few days, test it out in different lighting, do all sorts of thing with a a long form content. I think I have more creativity with that. And I can tag products a lot more and a lot more efficiently and effectively

for my audience to find it. >> Like, how many products are we talking about in one of your videos would you tag? Let's say >> it could be from five to maybe 25. It could be 30 depending how long the video is because sometimes it could be 20 minutes, it could be 45 minutes, it can be an hour. So when I edit my videos, I try to keep it at a pro talking about a product for

a few minutes and then I move on to the next. So every opportunity I have, I'm able to tag the product as I'm talking about it. >> Time stamps. >> The time stamps, oh, those have been a game changer for my channel. the retention, watch time, and again, people can see the actual product in action, and it's most likely they'll click to buy when it's like that as opposed to links. >> And also, don't sleep on

this, you guys. A fun fact is that when you actually get someone to click on one of your products, you get commission on the whole cart, right? So, if they click on the lip gloss and then while they're there, they get some hairspray, they get some eyeshadow, they get some foundation, you're getting commission on all of that. >> Yes. Yes. It happens a lot with shops like Nordstrom, like Macy's because >> they offer so many different

types of products that I've seen in my analytics where I'm like, "Oh, okay. That looks like it was a full cart purchase." >> Right. Right. So then short form, switching gears, when do you decide to make something a short? >> Typically a short is I'll talk about one product or it's going to be something quick. I try to make my short content 30 seconds to a minute and with that time it's so much you can talk

about unless you want to shove so much in. However, since YouTube started the three minute short form content, I've found that hauls work very well. >> Really? >> Yes. For example, I did a Ulta haul and it was very random. I was shopping. I'm like, let me just do a quick YouTube shorts and it ended up being like two and a half minutes and I was looking yesterday at my analytics and there was a lot of

purchase from that particular haul because it was reby. It wasn't anything new. It was stuff that I love works and I was explaining how it can work. So that works also, but typically I try to keep it to a minimum amount of product so it's not also overwhelming to my audience. >> So you brought up something super interesting and that's rebies, right? Repetitive talking about the same product more than once. Some people might be like, well,

every time I make content, I have to tag a new product, review a new product, do something that they haven't heard before. But we've actually heard a lot of successful creators say no. They talk about and tag the same products repeatedly. >> Why? >> I used to think that too. I used to think I need to review the latest and greatest, which I do. But I also notice when you love a product, your audience knows you

love it. And something that's very important to me is trust. So they trust and know that because I love that product, they've seen it multiple times, I'm rebying it. then it's more like a trust thing where it's like if you like it then I know I'm going to like it. I think it's one of those >> that is [clears throat] yes we hear trust a lot on this platform. Anyways um okay so switching gears again back

back to shorts and you said this little anecdote to me that I thought was so interesting. You said that lip gloss sells really well on shorts. >> Yes. Because lip gloss, lip products typically they're usually affordable. They depending on if it's high-end, but on average it could be $20. And I typically lip swatch things in studio lighting, in daylight, in different ways where I feel like it shows the it shows my audience how the product looks,

especially because I have brown skin, so not everything looks great. And I found a lot of success with lip swatches. But generally speak generally speaking, lip products do sell because they're easy and they're quick and you can see the pigment right there and then. You could see texture. Also, speaking of lip swatches, they've always been very successful on my channel. Um, because for multiple reasons, but something that has really helped is showcasing them in studio lighting

and in natural light. So, it gives people different experiences in a short form video where it's most likely they'll click to buy. And I always tag my lip products there. And I find that so successful. And who doesn't want a new lip product? >> Well, yeah. And also, >> I need 500. >> Yeah. And you Yes. And um and I think to your point, it's low consideration, right? These aren't a high consideration, high price point item

where they really have to >> debate over it. Really have to know like is this worth my money. It's a quick impulse buy. Yes. Um I also love that you talk about the different lighting that you use to showcase something. I think look like if you're making gaming PCs, if you're making lip glosses, whatever it is that you're talking about, the more descriptive, the more >> in the field in action you can show the audience that

a product is being used in, the more likely they are to purchase it, right? It's >> Yes. >> It's research that you're doing. >> Exactly. >> On their behalf. >> Exactly. And that's also where trust comes in where they know I'm going to lip swatch it in different lighting. So I hear a lot of my comments say, "I'm waiting for your swatches. I'm waiting for your swatches." And it really really helps when you can deliver like

that deep research for them to watch quickly on a YouTube video or shorts. >> And it's cool that you sort of came up with your own thing, right? your own tweak on. There's a ton of beauty influencers out there right now, right? So, you're like, how am I going to take >> all of this saturation of content and find my unique little spin? So, that's your thing. That's your stick. >> Yes. Yes. >> It's great. >>

Yes. It happened on accident. I did it one day in one long form video and it turn it worked out very well and now I'm like I have to do it all the time and now it's expected which is great because after years of doing it I thought maybe someone else would start doing it and I still get comments from new subscribers saying they've never seen lip swatches like this before. So it makes me proud >>

and you should be proud. Um, and and also I think what's interesting is you >> took an analytical approach, right, to your content. You're treating this like the corporate businesswoman you are, uh, and looked in and did a deep dive into your content >> and figured out, okay, I see a a spike here, right? I see a peak here. I see a lot of interest in this and I'm going to double down on it. >> Yes.

I think that's also interesting because also a lot of creators might feel like they always have to change up the style of their content or they always have to try something new. I think there's a lot of merit in if it ain't broke, >> don't fix it. Exactly. reinventing the wheel can work, but I found a lot is that you create your own style of editing, of filming, of talking, of length of video, of the type

of video where that's where people know you from. I think if you're doing 36 things, sure, it could work, but it's like we can't really niche down to you. We can't what what are you showing us? Because most people are on YouTube looking for something specific. So now that YouTube shopping is a huge part of how you monetize right on YouTube, how does that change how you plan content? And what I mean by that is, you

know, are you looking at products first and then building the content around them? Are you coming up with a concept and then finding the products you want? Like how does it work from ground zero? So typically I look and research my analytics about once a week and I see what is trending and what people are buying. Usually I review new products. So that's always going to be expected. I also get into what my audience is asking

for the la the last maybe three weeks. So that's how I start kind of that's how I start the wheels turning into when I'm going to create content. I also post two times a week so my audience knows that I will be posting on Mondays and Thursdays. So typically it's analytics which YouTube offers a plethora of detailed information as to how we can do well on our channel which is >> we love data. >> Yes, it

helps so much and it's very clear and concise. For me, it's easy to read because I've been reading it for years, but it is by far the most detailed data we have that I see in any social media platform. And I think you are able to be successful if you really look at your channel, take care of your channel, and gain your audience trust. And that with all that said, that's kind of how I start. >>

Yeah. Yeah. Yeah. >> Um creating content. But I always have YouTube shopping in mind because not only is it going to help with commissions, it's going to help with watch time and it's going to help my audience know what to buy, when to buy, exactly where to buy it. >> Okay, so speaking speaking of data, right, speaking of all this information, we have the shopping hub within Creator Studio that informs you of where the highest commissions

are from brands. uh maybe who's running a special campaign where they've temporarily increased commissions um things of that ilk. Is that something that you utilize when you're looking for what type of products to feature? >> Yes, usually it's very helpful that it's right underneath the analytics so I'm able to quickly quickly do a snapshot on what is trending and what's working and what has higher commissions so I can make sure to add at least one of

those products in that video. Yeah, but obviously you're only going to tag things or talk about things that you really believe in, right? >> Yes. Yes. Exactly. And luckily, YouTube does offer a lot of different types of products with higher commissions. You have a lot of options to pick one, two, and then you can use the other products you had planned. Or maybe that week I may not use it, maybe the following week I will. It

really just depends on the type the time period and the type of products that's being offered on the hub. You talk about engaging with your audience and asking them what they like and trying to get products that you think might appeal to them. Something I've seen some creators do. Historically, they would just reply to the comment and write the product. >> But now they will take the the comment and make it into a short responding with

the product, showing it, talking about it. So, not only is that creator engaging with the community, in one way they're also using it as a avenue to create new content that is serving the audience. Is that something that you've done? >> Yes, I've done that. I used to screenshot with my long form videos and then with YouTube shorts I noticed that we have that option and it just helps with engagement I feel and it helps your

your audience to feel seen. Yeah. Like imagine commenting and then someone replying like for you specifically. That is the ultimate like cool moment. I would think the fact that the comment was seen and you're being seen when we when I'm reviewing the product. I love that feature >> and so do I. So speaking of planning content, the holidays, right? It is the Super Bowl for YouTube shopping. the highest sales times of the year. And actually, fun

fact, uh from Halloween to November 2nd, views of shopping related videos with holiday or Christmas in them more than doubled. People are watching, they are interested. How do you plan your content for that? >> I start planning content Labor Day. Labor Day for me, it always reminds me of going back to school after the summer of the fall starting, Halloween, Thanksgiving, December Christmas and >> pumpkin lattes. >> Yes. So, that is the jump start as to

when I'm going to I'm planning around what I'm going to talk about. Something that's very very popular in the beauty space is beauty sets. >> All sorts of sets. And at that time, people are already talking about and thinking about buying gifts because I I hear all the time and generally speaking, I feel like people plan for the holidays a couple months in advance because it's coming. So, beauty sets for me are extremely popular and there

are a lot of sales also at the end of the year because that is the heaviest time and the most popular time to shop. And I have to imagine you look back at previous years, right, and see the types of products that your audience bought or that they were interested in. And so I'm assuming you have that in mind when you're thinking about what you're going to make contentwise for the holiday period. >> Yes. Yes. Again,

not reinventing the wheel works. You can do the same thing year after year, and it tends to work a lot of times. Um, one brand makeup looks help. A Ulta Beauty typically has their 21 days of beauty around September. Sephora has a savings event happening usually in September. So, a lot of those times those beauty sets and holiday sales are already available to where people can start purchasing and planning for the holidays. So it usually it

feels like it's a long time, Labor Day, September, but when you think about it, it's only two and a half, three months tops for everyone to get all their gifts together for their family and friends. >> Do you change your content style during that time or do you remain true to what you do through the rest of the year? >> I'll change it a little bit. I do include holiday because people are looking into holiday sales,

any sort of holiday set, that type of thing really, really tends to work in like the beauty space and shopping. I find that shopping one brand like full face of Sephora makeup, Ulta makeup, Nordstrom, that tends to work because it also helps someone think like I could just shop at one store instead of buying from everywhere else. >> Well, yeah. And I have to imagine like if they're getting down to the wire and they need to

like buy a bunch of stuff for a bunch of people, having like a one-stop shop. >> Exactly. >> And I have to imagine for you, it's a great way for a brand to notice you, right? Like if you have a full >> video short or whatnot that you've made around them, um it's a great way for them to get in touch with you and say, >> "Let's do something together." >> Yes. Yes. >> Is that is

that any part of your strategy when you think about what products you want to tag? like a potential brand sponsorship or >> yes and no. I feel like if a brand wants to see me, they will see me. Um I always think about my audience first and foremost because that's why I'm here. That's how I'm able to be successful. Is it back in the back of my mind? Sure. But is it priority? Not really. Brands are

finding me a lot more now through YouTube as opposed to before. So that's always nice to Yeah. to know >> and you know having your analytics then to show them as proof of hey I'm driving sales for you I'm driving specifically these products is probably incredibly useful information >> YouTube also I don't know if you know but they offer probably don't >> they they offer a media kit now where you can download your analytics and it's

like one sheet where you can send a brand or you can send or you yourself could look at so that's very helpful when as a creator if you want to know how you're doing for the month it's like a quick one sheet you can look through and send out >> it's like your stats your usually like you make that >> like it's known for you to manually do it or whatever but >> so you've mentioned before

to me that you use Labor Day as this kickoff period and almost like a litmus test for what your audience is interested in talk a bit about that for how you plan holiday in relation to that >> typically because Labor Day for me is the start of the end of the year, so to speak. I think that is a pivotal time to know exactly what my audience wants, what they're looking for, especially through analytics. And because

analytics is updated pretty frequently, it's very helpful to know, and to start working through the rest of the year with what September can offer us, which is Labor Day, back to school, which are huge. And I'm sure at that point you can then pivot, right? And say, "I thought I was going to do this for holiday, but my audience seems to want this." So maybe you meet in the middle and and make sure you're serving their

needs, but also introducing them to something else. >> Exactly. Yes. Yes. >> Around the holidays, there's so much content, right? With the saturation of holiday content, how do you in particular stand out? What do you do to make sure you're getting those eyeballs? Besides my glowing personality, >> obviously [laughter] >> I um okay, this might sound cliche, but trust is very important for me to keep and maintain with my audience. Consistency so that my audience knows

I'm always going to be there updating them with new products, new beauty, new advice. And also, no one is you. No one is going to review like you. No one's going to talk about a product like you. No one's going to speak like you, act like you, talk like you. And that's truly different. And with consistency and trust, I think that's how you can easily stand out. It sounds very basic, but a lot of things are

I feel like can be basic and be successful at the same time. So, I always try to also try new things, see what works. Sometimes I'll try new things and it does not work and it flops. And sometimes I just stick to what I know. For example, the lip swatches when I do studio lighting and natural lighting. And that has been successful the last seven years. And I always think, oh, it's kind of old, but no,

it's new and fresh for a lot of new people coming to my channel. >> To that note, and you you kind of got at this already, but I'll just ask anyways. I'm sure there's a lot of creators out there that are thinking, "Why would I join shopping if so many other people are already doing it? Why where's this white space going to be for me?" What would you say to a creator that's worried that there's just

too much out there? Do it. Do it. There's too much of everything out there. [laughter] I think it is important for you to trust yourself and know that you can do it. Just like anything new, things are hard, and there's a way to learn, and things will fail, things will work, things will double, things will not. I think putting yourself out there is what's important. And I promise consistency will make you stand out, especially with content

creation, because it is about consistency and really repetition. And that's really my formula, and it's worked thus far. So what are those big sales periods for you during the year where you see you know a big increase in viewers purchasing? >> Typically the end of the year like I said I would start to um starting Labor Day definitely October, November, December very popular. I see people just wanting and asking for advice for holidays because holidays is

very important. There's many holidays within those four months where I think that's what makes it a lot more sort of popular. Something I started doing last year consistently was letting my audience know that they are able to shop on screen with YouTube because YouTube shopping is fairly new. I know a lot of people don't know about it and educating and letting my audience know that that is available has been a gamecher and I think it's important

just to let people know what new things are happening especially you as a creator. You're sort of the professional at the YouTube thing. >> Yeah. And it doesn't have to feel clunky. doesn't have to feel salesy, but >> they probably want to know what is this thing >> popping or just let them know like a quick note like hey if you see popups shop you can shop it does help my channel out but no pressure that's

typically what I say and it's true there's no pressure it's just a something to help you view the product >> and the the return on that was positive. >> Yes. Yes. I haven't heard anything negative personally from YouTube shopping, especially when it comes to long form because it's a relaxing time for people just to watch the video, look at products, buy or not. I don't know, it just works. >> And on that relaxing note, uh we

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