Halloween is the biggest makeup event of the year in the US, driving 57% of video views for seasonal makeup tutorials on YouTube, according to this new infographic from Google.
As viewers flock to YouTube in search of costume tips, beauty creators provide them with a huge number of relevant videos.
The study breaks down beauty video trends across the year. For example, in the winter, holiday season searches (which often mention specific brands) ultimately give way to Valentine’s Day, which is the season’s premier beauty event.
View the infographic below:
Views related to the romantic holiday grew 13% between 2013 and 2014, according to the research.
In the spring, YouTube’s many teenage users flock to beauty videos to find prom advice. Those teens often watch from mobile devices, where prom-related searches rose 85% year on year.
The summer brings wedding season forward as a dominant topic. Interestingly, the people who search for wedding beauty videos also search for religious music more often than the average consumer.
Halloween tops all of these trends, and its popularity within the YouTube beauty community is only growing.
As Google’s data shows, views for Halloween-related makeup content grew three-and-a-half times over between 2012 and 2013. The study notes Michelle Phan‘s “Barbie Transformational Tutorial” as a particularly popular watch during the Halloween season, already garnering a huge 57 million views (see below):