The How-to/Style category is a big one on YouTube. That’s probably not too surprising to you, dear reader, but if you need an idea of exactly how big the category is, a recent Pew Research study found that 50% of all internet-using adults watch educational videos on the web. What’s more, videos specifically defined as “how-to” clips are watched by 56% of all online adults. And we certainly know how big of a business the beauty category, which has its fair share of how-to/style clips, is on YouTube.
The thing is, with the category being as large as it is online, and especially on YouTube, it can be hard to determine which creators to listen to (if you’re a consumer) or partner with (if you’re a marketer). The fact is, there are so many — and you and everybody else already know who the top experts are.
But what about the ones you don’t know — at least not yet? The How-to/Style creators who are on the way up on YouTube, and will soon become influencers you’ll have to pay attention to, because everybody else also is.
Earlier this year, YouTube analytics provider Outrigger Media partnered with digital ad agency DigitasLBi to solve that problem for DigitasLBi’s clients. And thanks to a new partnership between VideoInk, Outrigger, and DigitasLBi, they have agreed to share some of that intel for you, from Outrigger’s OpenSlate analytics platform, beginning with the How-to/Style category.
“The how-to space is the backbone of YouTube,” says John McCarus, SVP, social content, DigitasLBi. “And it has a huge talent landscape that is evolving very quickly. The goal here for brands is to identify who is building loyal audiences with velocity and to partner with them on the way up — doing so consistently is a game-changing proposition for marketers.”
Indeed it is, and the list of five creators below takes that into account. The Emerging Talent Tracker tool from Outrigger’s OpenSlate data platform assigns upcoming creators a signal that represents how well they are able to build audiences and engage with them on YouTube. The list below is not only a ranking of which emerging talent scored the best, but is also curated to reflect the entire How-to/Style category, which can sometimes be dominated by make-up and beauty channels.
So without further ado, here are the top five emerging How-to/Style creators, ranked by OpenSlate’s SlateScore measure (as of November 14):
- SlateScore: 236
- Subs: 2,536
- Monthly Views: 14,040
We’re going to be honest. This channel just makes us really hungry. And for a cooking channel, that has to be the ultimate compliment, right? What, you need more? OK, how about this: Mad Hungry with Lucinda Scala Quinn is 9.1/10 on OpenSlate’s consistency scale. Which means, there will consistently be a new recipe for you to salivate over. Listen, Thanksgiving is right around the corner, you might want to check out some of Quinn’s videos before you decide to “wing it” the night before the big feast.
- SlateScore: 370
- Subs: 11,256
- Monthly Views: 37,170
iluveglamour125’s (real name Brianna) subscriber and monthly view numbers might not impress you right now, but don’t take her lightly. She’s only in high school and has already topped 8.6/10 on OpenSlate’s influence scale. In fact, she’s already in the top 21% of “all measured producers” on YouTube — and not just in the How-to/Style category. And remember, if the name of the game on YouTube is about engagement and connecting with your audience, who better than a high-schooler to give advice on things that high-schoolers really care about — how to look good?
- SlateScore: 475
- Subs: 47,749
- Monthly Views: 422,970
Men have forgot how to be manly. And the ArtofManliness channel is here to fix that, teaching you things from how to execute the perfect manly handshake to how to fillet a salmon. These videos can be both funny and educational, which is always going to be a good recipe for success on YouTube (and in life). The channel only scores 6.4/10 on engagement, but fret not, as videos like “Man to Man Returns” indicate that the Men behind ArtofManliness know how to connect with you, Man to Man.
- SlateScore: 515
- Subs: 47,540
- Monthly Views: 365,640
BeCraftsy is a utopia for everyone who loved home economics in middle school. The channel offers classes on topics ranging from knitting to cake decorating — you know, for that special sweater-loving fat person in your life. In all seriousness, though, BeCraftsy is quickly building an audience that is demonstrating that it’s willing to learn. Where the channel could improve is in its engagement, which is scored 6.3 out of 10 by OpenSlate. But the fact that the channel is still very influential (8.8/10), shows that at the end of the day, when BeCraftsy publishes a video, there are a lot of people paying attention.
- SlateScore: 543
- Subs: 65,929
- Monthly Views: 158,400
A fast-rising make-up, fashion, and beauty guru, MarissaLace scores an 8.9 out of 10 under consistency and 8.6 out of 10 under influence in Outrigger Media’s OpenSlate platform. She’s consistently influential — and why should she not, as a whopping 86% of her videos are strictly in the How-to/Style category. She dabbles in other types of content from time to time, but it’s clear that her fans to go to her to get her advice on a variety of beauty-related topics.
OpenSlate is a video analytics platform producing targetable data about the nature and quality of content on YouTube. The SlateScore is a uniform quality rating based on measures of engagement, consistency, influence and momentum. It’s on a scale of 1–1000, with 1000 being better and the average usually around 300.