“Helloooooo everyyyyboooody!”. The ‘haul video’ trend began around 2007. Teenage girls record short home videos while sitting at home or on their beds and showing the YouTube world what they just bought, including some product details or even price information. So far this trend didn’t stop. There are many successful young girls on YouTube who post videos on a daily basis and they have unimaginable success by getting more then 1 million views per video. But what makes haul videos so successful? And can we as marketers even profit from them?
The Authenticity element
The key of many successful haul videos is the authenticity that comes along with them. Most videos take place at home, on the bed, in the girl’s rooms or next to a bunch of fresh flowers on the living room table. These settings create a private and personal atmosphere and automatically trust, when talking about purchased products and their advantages, just as famous haul girl Bethany Mota is doing it:
Her success is even visible: a certain dress she talked about from the online retailer ASOS, was quickly sold out after she published the video on YouTube.
The Mirror effect
Girls are very sensitive to the subject ‘beauty’. Teenage girls love to go shopping and if they don’t talk about boys then they want to know what kind of make-up makes them look pretty and what creams and lotions can help them to get rid of pimples? Which lipstick will make them look like models and what shoes will be the coming winter hype? Many teenage girls automatically mirror themselves with the ‘video hauler’, especially when they tell them secret beauty tips and share their experiences. The mirror effect creates the illusion to be able to copy that certain look and style. Observing this behavior also increased the interest for many big companies and retailers to get in touch with successful haul bloggers.
Big companies from the beauty industry realized that 50% of all beauty shoppers watch videos on YouTube to get more information about the product. This image gives a nice overview:
Why spending thousands of euros for marketing in professional videos when teenagers can do it more successful with their mobile phone camera at home? They simply created a big fan base and people follow and trust them. Many companies identified the advantages of cooperating with haul girls. Providing them with their products can obviously turn into a big success of sales, as the experience from Cory Pulice, VP Ecommerce for e.l.f. Cosmetics shows. She is convinced from haul videos and mentioned in a press release:
“Understanding the important role of video in the beauty industry is a given, so we had the foresight to fully integrate YouTube into our marketing several years back and it paid off,”.
Not only haul girls can earn an incredible amount of money with these kind of videos, but also retailers. Would you consider to make use of such videos to increase your business? Let us know, if you think that a corporation with successful haul girls could benefit your company.