Thank you so much to Jose Cuervo for sponsoring this episode. Buy Jose Cuervo here: https://www.danmurphys.com.au/list/jose-cuervo

In this week's episode, I explore how and why beauty YouTube review content has faced such a serious decline in recent years, despite an increased consumer interest in review-backed recommendations.

Timestamps:

4:36 History & psychology of online reviews

8:28 The beginning of beauty review content

9:40 Michelle Phan & the ‘Golden Age of Beauty YouTube’

12:11 The rise of 'fast beauty'

13:40 Why we stopped consuming YouTube beauty review content

18:08 Short-form video: The next wave of influencer reviews

20:40 AI generated reviews

22:56 The future of influencer review content

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Sources:

https://www.reviewtrackers.com/reports/online-reviews-survey/ 

https://results.shopperapproved.com/blog/the-history-and-evolution-of-online-reviews

https://centennialworld.com/the-demise-of-online-product-reviews-from-shady-influencer-practices-to-ai-generated-content/

https://fashionjournal.com.au/beauty/i-think-its-time-we-stopped-glamourising-beauty-hauls-dont-you/ 

https://www.gartner.com/en/digital-markets/insights/what-is-social-proof#:~:text=Social%20proof%2C%20the%20idea%20that,to%202023%20Software%20Buying%20Trends. 

https://www.washingtonpost.com/technology/2023/11/07/kids-youtuber-influencer-camps-creators-learn-how/#:~:text=Nearly%2030%20percent%20of%20kids,States%20found%20that%20more%20than 

https://www.theguardian.com/money/2023/jul/15/fake-reviews-ai-artificial-intelligence-hotels-restaurants-products 

https://www.cosmopolitan.com/uk/beauty-hair/celebrity-hair-makeup/a23505391/netflix-youtube-beauty-industry-documentary/