El éxito de los vídeos en YouTube. Un estudio de los factores clave en los contenidos de moda y belleza.

Abstract

YouTube has become a mass consumption medium that has favored the creation of new forms of content and the birth of celebrities with great influence. This study analyzes the content of the main fashion and beauty youtubers in Spain with the aim of identifying the keys linked to their success. The results point to a combination of factors such as activity, communication, technique, style and creativity. To these factors, the research adds as determinants the exposure of private life, the game with expectations and the reinforcement of content with the collaboration of other prominent personalities on YouTube.