a Pixability beauty study, 97% of videos on YouTube are related to beauty brands (Pixability, 2014). Maybelline features a hashtag on their website for Instagram and Twitter inviting consumers to #MNYitlook to share their favorite Maybelline moments (maybelline.com).
Television
Television is the largest advertising medium with 39% of US major media ad spending, which is more than what is spent on the internet (AdAge, 2013). Even with the availability of watching TV on computers or notebooks, the average American spends an about five hours watching TV a day (Koblin, 2016).
The trend of television watching has decreased slightly for those over the age of 50 over the past few years, but those ages 24 and under are watching two hours less tv a week this year, than last year. (Koblin, 2016). Streaming on a tablet or a computer has increased in popularity (Koblin, 2016). Although, consuming media in general has increased from nine hours daily last year, to more than 10 hours daily (Koblin, 2016). Maybelline uses television commercials as part of its marketing mix. After viewing a few of its commercials on YouTube, it appears that Maybelline likes to advertise one product at a time, generally a mascara, a lipstick, or an eyeshadow versus advertising a complete line of products.