Beyond TikTok: How Beauty Brands Can Leverage YouTube for Deeper Engagement

YouTube may not be the first platform that comes to mind in today’s TikTok-dominated beauty landscape, but it remains a powerful space for community and education. Skincare brand Bubble has leaned into this opportunity, amassing nearly 450,000 subscribers by blending product education, engaging Shorts, and authentic collaborations. Its efforts were recently recognized with an industry award for standout YouTube strategy, proving that even in an era of fleeting attention spans, there’s value in cultivating deeper engagement through longer-form and structured content.

Bubble’s approach shows how tailoring content to platform strengths pays off. While TikTok thrives on cultural trends, YouTube offers more space for product storytelling and detailed education. Bubble’s humorous short-form collaboration with creator Conner Chant generated over 4.6 million views, while a product teaser for a new acne cleanser surpassed 1 million views. Compared with TikTok, where Bubble has 3.6 million followers, the YouTube numbers may look smaller. Yet the brand reports stronger engagement there, pointing to the platform’s ability to attract highly invested beauty enthusiasts.

The growth of YouTube Shorts is also reshaping how beauty brands diversify their social strategies. With TikTok facing regulatory uncertainty in the U.S., many marketers are increasing ad spend on YouTube, drawn to its established safety standards and targeting tools. Bubble itself launched in the same year Shorts debuted, positioning the brand to grow alongside the format. The company sees Shorts not just as a fallback but as a long-term channel for product-driven storytelling, community building, and creator partnerships.

For the professional beauty industry, this strategy underscores the importance of diversifying digital engagement and prioritizing education alongside entertainment. YouTube’s mix of short and long formats offers opportunities for brands, salons, and educators alike to connect with younger consumers in ways that feel both fun and informative. In a market where authenticity and knowledge drive trust, beauty professionals who embrace multi-platform strategies can build stronger communities and stay relevant amid shifting digital trends.

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