What Actually Sells on YouTube Shopping

追加: 2026-04-29

[00:00:00]Hi insiders, I'm Lauren Solensky, head of content and community at YouTube shopping, and this is our podcast series.

[00:00:07]Oh my gosh, you guys, I'm here with Lisa J Makeup, otherwise known as Lisa Eldridge, the founder and CEO of BK Beauty, a direct-to-consumer cosmetics brand that she launched in 2019 just with her in her living room with her small savings and a vision to redefine the beauty tools category.

[00:00:29]Lisa is a former makeup artist turned beauty content creator with over 100,000 subscribers at the time of launching BK Beauty, and she is living proof that you don't need millions of followers to launch a wildly successful brand.

[00:00:44]Instead, she leveraged YouTube and the genuine connection she has with her community, and that's how she built BK Beauty into the leader in its category that it is today.

[00:00:54]And Lisa, let me tell you, it is every time I say BK Beauty, someone's like, "I have that brush. I have that brush." But before BK Beauty, there was Lisa J Makeup. There's still Lisa J Makeup. Tell us, you know, tell the viewers what kind of content you initially started making on YouTube and what you do today. Yeah, so I started on YouTube back in 2011 and it was 2012, somewhere around there, about 12 years ago. We're coming up on 12 years. And I started because I'd been a makeup artist and I was starting to have children and I realized that I was no longer going to be able to do the long days of wedding makeup. So I found YouTube, I started watching videos, I discovered this like community of beauty enthusiasts and makeup lovers like myself, and I thought YouTube would be a great way for me to continue this passion and have it in my life, but on just a more flexible, you know, more flexible terms. And that's how I started YouTube. So my original videos videos were makeup tutorials, makeup product reviews, and I really have stuck to that formula for the last 12 years, and so I continued to make content for I like to say women over 40.

[00:01:59]That's a demographic [clears throat] that I'm in and I just want to make their makeup routines a little bit more simple, more fun, and take out like the guesswork in the complication from makeup.

[00:02:08]And you did Well, you had a lot of success with that, right? So where did BK Beauty come into play? At what point did you decide to launch this brand and why this brand? Yeah, so I actually would say I didn't have a whole lot of success with my YouTube channel in the early days. I was a very slow and steady grower.

[00:02:26]I will never forget after year three, I think I had like 20,000 subscribers. But you know what the beautiful thing about that was is I wasn't focused on the growth at that time. I was truly just like one of those creators that had a passion and saw YouTube as a way to like share that online. I didn't really concern myself with numbers and growth and all of that. So I grew very slow and very steady.

[00:02:46]>> Okay. All right. Um in fact, I like to tell people that for the first three years I was on YouTube, I didn't even try to monetize it. No affiliate links, no ads, like nothing for three years.

[00:02:55]And about year You stuck with >> I stuck with it because I loved it and I had this community I I'll never forget I went about three weeks without uploading a video and I was actually contemplating closing my my channel down and cuz life was getting busy, I had two young kids, and a viewer wrote to me and asked if I was okay. They were like, "Are you okay?

[00:03:11]We've been wondering where you're at, you haven't uploaded a video." And it hit me then, I was like, "Wow, like I have people that, you know, maybe not a massive amount of people, but I have people here that enjoy my content, that enjoy following me," and that meant something. And so the next video I uploaded, ironically enough, went viral-ish for me. It was a sign.

[00:03:28]>> It was. It was and I gained a lot of followers in that short time frame. And then shortly after that, I started to use affiliate marketing and started to earn a little bit of income, and then it was about year four, year five when the idea for BK Beauty popped into my head.

[00:03:43]It took us about a year to develop the brand and then we launched it with a YouTube video that I launched on my channel.

[00:03:48]So clearly the content you were making was such a natural fit for YouTube shopping cuz you were already doing affiliate marketing. So tell me about how YouTube shopping changed the course of your content, if it did. Yeah, so I was very excited when YouTube shopping rolled out. I guess it's been a couple years now.

[00:04:05]>> Yeah, 2023. Yeah, and I was already using affiliate marketing like you said, listing those links in the description box, always directing people down to those links.

[00:04:14]So when YouTube shopping launched, it to me it just seemed like a much easier, seamless way for my viewer to shop the the products that I was sharing.

[00:04:24]It was it was just more seamless and just easier. The products would pop up.

[00:04:28]In terms of it's changing my content strategy, in some ways it did in just the terms of like helping educate people on how to use it >> Yeah. and what it was. This was a new feature and so I just wanted to educate, but in terms of like actual planning my content, it didn't shift too much. I think I still stick to like the same original formula of the types of videos and the format that I share.

[00:04:51]>> Well, that's a good thing, right? That's the point is that we hope you wouldn't have to shift and change your behavior just for this product, right? It's more of a additive than a redirection, right?

[00:05:02]>> Definitely, yes. And I And I was actually really surprised when YouTube shopping launched. I thought that that might impact Like I basically thought that, you know, the the affiliate commission links that I was using before in the description box would go down and YouTube shopping would go up, but I've actually found it's been supplemental.

[00:05:18]So So it's been incredible I think it what it did for people was the people the people that weren't shopping the links in the description found this as a much easier way to shop. One of the things that's so great about your content is not only are you Of course talking about your own product, but you highlight so many other beauty products as part of this, you know, of course full makeup look.

[00:05:38]How do you find the other products that you want to feature? Are you utilizing YouTube shopping and the products that you know are available? Are you like just talk to me about the process of picking out products. Yeah, so I there's a few filters that I kind of run through when I'm featuring products. One is is something that I use and like and enjoy and then I would recommend.

[00:05:59]Two is it easily accessible for people?

[00:06:01]Is it something that people can find online? It's It makes sure it's not sold out, right? You want to make sure that there's inventory of that product.

[00:06:07]And three, I want to use retailers that people are comfortable with, people feel safe shopping.

[00:06:13]So Sephora, Ulta, Nordstrom, those are retailers I link to a lot.

[00:06:18]Fortunately for me, I can I can usually find anything I'm talking about because I'm in the beauty category, I can find those on a Sephora and Ulta and Nordstrom.

[00:06:26]I will check YouTube shopping if I'm going outside of the beauty category to see if a retailer is on before before featuring. But But the first filter that is just like, you know, is it something that I would recommend? Is it something that I use? Is it something that I feel comfortable sharing and recommending to my audience?

[00:06:42]>> Yeah, this is a theme that's coming up with every creator we talk to, right? Is that it's content and audience first and then the products that you choose or feature are additive, not again taking away from what you're already doing. So that makes total sense to me.

[00:06:57]Speaking of brands and things like that, when you started tagging your own brand, how did your audience respond to that? Because I imagine some creators who have their own products or their own merch might be worried about backlash of selling out or something. My audience and my my community [clears throat] was very excited for me and supportive, and they've always been.

[00:07:20]And so I actually didn't struggle with that like, "Oh, I don't want to sell my product." And also, we're primarily makeup brushes. So that's like our you know, that's the category that we're really known for. And in every makeup video, I'm going to be using makeup brushes, right? So even though I don't really consider my content to be necessarily selling or pushing my product, I'm using them in every single video to support the other products that I'm talking about. So I never really had any of those like that those concerns with like selling or pushing my product.

[00:07:49]My audience responded, you know, like I said, they're always excited for me.

[00:07:53]Like whenever we land in on a new retailer's website or we get opportunities, they're excited about it. You know, they just see it as like another step of growth for for us and especially the ones that were there in the beginning and they saw it from those early days of like on our kitchen table, me and my mom and my husband and my hair stylist packing, >> Yeah. you know, and then seeing now we're on YouTube shopping and we're on Nordstrom.com and we're like that is I think something that I like to celebrate with them. Well, that that's also what's so interesting, right? Not only are you a creator, but now you're one of our merchants in the affiliate program.

[00:08:27]Your relationship with creators is really unique in the sense that again, you're a merchant, but you also collab a lot with creators. So can you talk to me a bit about like how you find the creators you partner with from both a sponsorship, partnership perspective and a collab perspective? Yeah, so we we are very like we believe I'm a creator first, like you said. So I think I I have the interesting perspective on both sides, right? I'm a creator, I know what it feels like to be approached by a brand, like what feels good and what feels doesn't feel good. And then I'm also a a brand founder, so I know, you know, I know the what the creator's thinking, right? And I think I know what they're incentivized for and I know what what peaks their interest. And just kind of So I have this I I have two perspectives really on how that relationship should look and feel.

[00:09:19]And so we've always been pretty pretty generous in terms of seeding our product and developing those relationships and really like investing in nurturing those creator relationships. In terms of like paid sponsorships, we've done a little bit of that. We haven't done a whole lot of that. We you know, we offer affiliate commission on all the platforms, YouTube shopping, and we like to partner with YouTube to extra incentives and support them in that way. We have done a couple of like product collaborations like with Nikki LaRose and Angie Hot and Flashy, who are also YouTubers here. And to answer your question about how we work with creators and on that level, you know, both of those relationships started because they were both like fans of the brand. They were sharing the product in their content already and we could see the impact that made. Anytime Angie mentioned the 101 back in the early days, we could see the sales spike. Anytime NikkieTutorials mentioned one of our brush, we could see the sales spike. We would have people emailing us like, you know, Nikkie said this, Angie said this. So that was first like the that was like, okay, these are creators that are, you know, fit naturally, they're already fans of the brand.

[00:10:20]Um and we just look for creators that that have that authentic love before there's the the collaboration piece to it. Also, I think what's so interesting about both Angie and Nikkie, they may not have, you know, 20, 50 million subscribers, but their subs are so passionate and engaged and we've seen them have a lot of success in YouTube shopping because of that.

[00:10:47]>> Yeah. So I think it's a reminder, you know, as a brand and as a creator, Lisa, I'm sure you see that the size of the audience does not so much matter as the engagement, right?

[00:10:58]>> Totally and I'm glad you brought that up because actually when, you know, Nikkie, I mean she's growing like crazy and keep in mind we engaged with her a few years ago. I think we launched 3 years ago her first set.

[00:11:08]You know how many subscribers Nikkie had at the time we 30,000. When I reached out to >> 30,000?

[00:11:13]>> 30,000. But I knew I could see the engagement on her videos. I could see how her audience responded. The just the back and forth like she I knew like Nikkie was something special and I knew that this she's just getting started and I wanted to develop that relationship with her early and it's been incredible.

[00:11:29]Now she's one of my best friends, but I'm not surprised where Nikkie's where Nikkie's at and where she's going. She's amazing. Uh no one's surprised, but I think, you know, it's a good reminder for the creators out there, you know, believe in yourself and Lisa will find you. Absolutely. I think and I I want I want to expand on this because I think if you're a smaller creator and you're watching this, like numbers are not everything. Don't get hung up on how many subscribers you have. I mean obviously views are important, but I find that the micro creators what if I were just to like take a step back and look at conversions and who has the most conversions like when when they share our product, who's selling the most?

[00:12:02]It's actually those micro creators.

[00:12:03]We've had creators with millions of subscribers share us and I couldn't tell you if there was a impact on sales that day. We've had creators with 20,000 subscribers and of a sudden like, what's happening today?

[00:12:14]Who's sharing us? So really understand your your the power that you have. And brands notice, right? I think, you know, through YouTube shopping as well as just brands on their own are looking to see who's making impact for them. So of course having your own product and being such a strong creator in affiliate marketing, what is the mix between both of those?

[00:12:35]What do you highlight more of and how does that all contribute to your overall monetization strategy? Well, I think again the beauty about of our product is that it works so well with all the other products I'm talking about, right? I I can't make a video about makeup and not apply makeup and BK Beauty we sell brushes. So I'm using our brushes to support the products that I'm applying.

[00:12:55]Um and I've I look at affiliate I look at YouTube shopping as a service to my audience, right? I don't necessarily look at it as like trying to sell product. Like these people are watching this video, they're wanting to learn, they're interested in the products. If I don't share it, I'm going to get asked, can you link this? Where did you get this, right? So I really feel like tagging the products in YouTube shopping, time stamping them so that as I'm talking about the product, it pops up and then at that point they can make a decision on, okay, I want to order this or I don't, but I know I can come back to it later if I want to make that purchase. It's really a service.

[00:13:26]Um and so I've never really looked at like, you know, my product and other products as as having a different approach in my video. I never really have because our products have always supported the products that I'm using. So, you know, we'll hear from creators. I get asked about what shirt I'm wearing in the video, what mic I'm using and so now they can tag these things and not have feel like an ad.

[00:13:52]They're going to be highlighting the brands and talking about the brands in their comments, why not be compensated for what they're doing? 100%.

[00:14:01]>> Yeah. So now I'm going to ask you, you know, about some of your top performing videos which you have many.

[00:14:07]Um but we'll dive into two in particular. Let's show a clip from your first one around the Nordstrom Anniversary Sale. If you're not familiar with how Nordstrom Anniversary Sale works, they basically take brand new products, brand new items and they mark them down and then after the sale they go back up. So it's not things that have been sitting on the shelves for weeks or months and they are marked down, they're actually brand new things and then they are actually marked up after the sale.

[00:14:28]So the sale price is $45.99, the regular price is $69. I think it's going to be great with jeans, it'll be great with shorts. I think you can wear it also with a skirt. When I'm shopping for clothes, I find that I'm I want easy to style options. So that was one of your top performers. Why do you think it did so well? What are the components of it that led to its success? So that video was actually a success from a sales perspective.

[00:14:53]That video more than doubled what my highest like generating revenue generating videos that had twice as many views got. Hope that made sense.

[00:15:02]>> [laughter] >> It basically >> All I heard was ka-ching.

[00:15:05]It basically got half the amount of views, but more than double the sales I typically get.

[00:15:09]>> [clears throat] >> I mean it's a Nordstrom Anniversary Sale video which we know converts really well. It's one of the biggest sales of the year. My audience waits for that sale. They plan. They're asking me for my recommendations. I think particularly a few takeaways that I would share on what made that video so successful in terms of sales is one timing. I published that video the first day of the sale which is a big day. So kind of thinking through the key sale dates and making sure that you have content ready to go live on that date. Which could be challenging for Nordstrom Anniversary Sale because you can't really access the products or shop them until the day. So if you wait till the day to shop, you know, then you're at least a day or two away. So what I did was instead of having the products or clothes to try on, I did a lot of screen records so people could see the products and I picked products that I knew people were going to be shopping during the sale.

[00:15:56]You know, staples.

[00:15:57]>> you know? How yeah. Yeah, I just kind of went for staples. Like everyone's looking for the perfect pair of jeans.

[00:16:02]They're looking for those, you know, basic tees that they can wear all the time, right? We're not necessarily shopping for our evening gowns or our evening clutches or this or that. We're really finding staples to wear.

[00:16:12]So I really focused on that. I also focused on price point.

[00:16:16]So I wanted to find pieces that felt elevated, that were pieces that I would wear and love, but that were also accessible, right? So I really kind of kept that lens on the type of products that I picked and how I organized it.

[00:16:26]And did you know that price point based on what had been selling for you historically with your audience or like how did you know what price point was the right one for your audience?

[00:16:36]Definitely. Yeah, so I my analytics, you know, going in and seeing what people are purchasing really gives you a clear snapshot of who's watching your content, who your audience is. Sometimes you might be surprised. You might think you are, you know, sometimes I will think I need to do drugstore videos, but my audience is always shopping luxury high-end. So it's the analytics can be very telling and can really kind of navigate [clears throat] and guide you on what type of content and products to share.

[00:17:01]>> I think that's a really good reminder just to like interject real quick because I think you may have in your mind that the creator you want to be and the type of products you want to sell, but if your audience is continually telling you this is not what we're in it for, it could just be worth considering if if redirecting your energy is the way to go. Right.

[00:17:22]>> Right? So okay, that's a that's a really valid point. I'll get back into the video. So another takeaway that I want to share is organizing the content so it's easily easily shoppable, right? So in my intro of that video I told people what to expect. I'm going to be sharing these types of products. I'm going to be organizing this video into chapters and I said actually said in the video, if you don't want to watch this whole thing, but you know you're looking for jeans, look down in the chapters, you can see where I talk about jeans. So I just made it easy for the viewer so that they didn't have to spend 45 minutes watching a video if they knew exactly what they wanted information on.

[00:17:52]I also told them about YouTube shopping.

[00:17:53]I'm going to be tagging all these products down below. This is what it's going to look like when you're watching my video, you can click the product, it'll take you to another window, you can check out while you're watching the video. So just really educating and giving the information and organizing the video in the intro of the video and letting people know what to expect.

[00:18:08]>> that took out some frustration, right?

[00:18:09]Because you're watching this video, this is taking too long to get to the thing that I'm really interested in. I'm just going to leave the video. You gave them a reason to keep sticking around or you gave them a reason to get to the place they needed to be for the product they had in mind. Definitely.

[00:18:24]>> Made a lot of sense.

[00:18:25]>> Mhm. And then another takeaway that I want to share when it comes to things like the Nordstrom Anniversary Sale or the Sephora Savings Event, you know, it's like look at the the entirety of the sale and those key dates and planning content to drop on each of those dates. I know I mentioned that already, but you know, you could change that so like maybe video one is what are your recommendations, maybe video two is what you purchased and then maybe video three is what you would purchase again or something. Just find new creative concept ideas, but to maximize the length of the sale. A creator once told me that specifically for a sale like that, she would put together her wish list, right? This is what I'm going to be getting. Then she would do an in-store shop with me showing the items, the shop along, that engagement there.

[00:19:05]Then it was that haul of going through everything. And so yeah, I think that's exactly right. A lot of consumers are going to need seven, eight touch points before they make the purchase. So we've talked about this before, but mentioning the same product several times is not a bad thing. If it's something you're passionate about, if it's something you like, telling your audience again and again, this is the thing I like, there's that's not a bad thing, right?

[00:19:32]>> No, and it actually builds trust and credibility. You know, sometimes we think that we have to always have new products to show, otherwise it's going to get boring, but my most converting products are the ones that I share over and over and over again because I genuinely love them. And I think the best thing I can best comment or DM I can receive is, I passed by this product and it made me think of you. And I'm like, "Oh, I love that."

[00:19:53]>> Yeah, I mean, I think that's a just it's a good reminder that like you don't have to always reinvent the wheel. So, let's take [snorts] a look at the second video. This is around the Sephora Savings Event. Roll tape. So, let's start first with if you want a matte uh finish and you want something long-wearing. No surprise, the Dior Forever Matte Foundation Forever is my is forever my favorite. I've been talking about this product for years. I think in every Sephora Savings Event video, I always recommend this. If you like a matte finish, this one I just don't think can be beat. It's a very beautiful velvety finish. Not too dry, it doesn't look heavy, and it lasts all day long. So, tell me what elements of this video led to its success. Yeah, so Sephora Savings Event, if you're a beauty creator, you know this is like our Super Bowl, right? This is the content that um everybody's viewing and everybody's shopping. So, it's like successful in both uh sales and views.

[00:20:46]Uh when I plan my Sephora Savings Event videos, I have a few buckets that I look at. So, one of course I want to talk to people about my product picks and my recommendations, right? These are the products that I that I would recommend.

[00:20:58]These are the products that I love. Um and then I also have the bucket of like your staples, right?

[00:21:03]>> Yeah. For a lot of people, they are stocking up on those essentials during these sales. So, they're buying the mascara, they're buying their skin care products, they're buying those just staple pieces where maybe a lipstick or a lip liner or a blush. Those are fun and they try different shades and different brands, but usually people are pretty loyal to a few categories, right?

[00:21:21]Brows, mascara, foundation, concealers, all of that. So, keep the the staples in mind. Also, like higher price point products. So, like luxury or prestige beauty that people might want, but they never want to splurge and pay full price for it. So, this might be the time that they're willing to buy it if they can get 20%, 15% off. So, those are a couple buckets that I have. And then the other bucket is kind of like what I'm going to be buying and what's on my wish list. Um so, those like four to five buckets really give me this map of content that I can create videos and content throughout the entire of the sale cuz the sale is like two or three weeks, right? So, I'll look at those key dates and the different status levels and when those those shopping days open up for each status and I'll plan my content around those dates using those different types of buckets.

[00:22:02]I'm sure that also helps you organize what you're going to review. I mean, there's so many products out there, especially in the beauty category. So, I have to imagine for many beauty creators, it's overwhelming to Well, where do I even begin? What How do I even know what I want to talk about? So, that organization must help focus you.

[00:22:23]Do you also ask your audience what they're liking? Do you engage with them in that sense to find out what you should be talking about and reviewing?

[00:22:31]>> I do. I use the community post and I'll tab and I'll ask like what products do you want me to review and I'll pick those in advance, try them so that I have an opinion to share during the sale. So, yeah, definitely af- asking your audience for feedback will really help kind of guide so that you know that you're creating content that they're actually interested in. Right. Also, another thing I want to share is utilizing cards and end screens for those sales. So, during, you know, a Sephora Savings Event video, I might have old Sephora Savings Event videos carded or on the end screen. Even if it's a year-old video, typically I usually do like my most recent or one the viewers interested in, but for those specific videos, I will link back to Sephora Savings videos cuz just like you said, there are I've been covering the sale for 12 years, you know? What I loved two years ago, I still might love, so why not share that? And those products are still available. Yeah. And if you auto tag and back tag your catalog, you can still monetize those old videos. So, they're going to still keep generating uh money for you. Totally. It's all about like how do I keep people on my channel?

[00:23:29]How do I get them to the next video that they're going to be interested in? So.

[00:23:31]>> Yeah. So, both of these videos, I'm assuming that after the fact you did a deep dive into the analytics. What did it tell you? And how did that affect the direction you took the next video you made and the one after that? Yeah, so really just looking at what people shopped, right? Um and those would be products that I might continue to share in other videos that were not sale related, right? So, if I saw that, oh wow, everybody bought this mascara, well, let's use this mascara in more videos because even though a lot of people purchased it, it might it's obviously a product that people are interested in. Um or they might have questions on how to use it and I can share that in content. So, really understanding like what people purchased and continuing to integrate that into content is super helpful. Um and sometimes I'd be surprised, you know, I would look at my uh analytics and I'd see, oh wow, someone bought you know, this I didn't even talk about this product, but this product was purchased.

[00:24:23]And so, it it'll give me again some direction into who's watching my videos, what they're buying, what they're interested in, which kind of helps me create future concept ideas from that. Yeah, and to be, you know, as a reminder, the products that you're talking about are products you like, so it's not like you're pandering, right? You're not saying, oh, I'm going to just talk about products that they bought because that's what they like. It's stuff you liked that they also liked, right? I think that's also just a good Absolutely. And also too, I'd find brands that I don't necessarily share because maybe they are very prestige and at a high price point, but I'm seeing, wow, a lot of people actually bought this Sisley product or this or Sisley products in general. So, I'm like, maybe I could do a full face of Sisley or, you know, just something else to to kind of expand on the data that I have and how I can use that in my content.

[00:25:12]>> Right.

[00:25:12]What does the future look like for Lisa J, the creator, and BK Beauty, the brand, as far as YouTube shopping goes?

[00:25:19]Where do you plan on going from here content perspective? So, I've always said this and it's so true, but YouTube is my favorite platform. And it's not because I'm just sitting here with you, I promise. I always tell creators, it is the one platform that you can really monetize in so many different ways. It's the one platform where your content lives on and lives on and lives on. So, I love YouTube. So, in terms of my future as like Lisa J Makeup on YouTube, I look forward to just continuing to grow. I do have plans to kind of phase out of like doing um paid brand sponsorships in my videos.

[00:25:51]Still sharing videos like I am, but really sticking more to my affiliate strategy rather than like paid videos.

[00:25:58]Um and that's partly b- because, you know, BK Beauty will be expanding and growing into other categories, maybe [clears throat] color cosmetics.

[00:26:05]And I just feel like it's the kind of the time where I um I I maybe stop working with brands in a paid capacity. Uh I still talk about their products, but it's just in a very organic way. Um so, that's that's one change that I see ahead for me. Uh but BK Beauty, you know, we love YouTube and we're just going to continue to invest our resources and um strengthen our partnership with YouTube. We love YouTubers. And so, my hope is that the future is just continuing to grow.

[00:26:33]You are a huge success story. What advice would you have for any creator out there who's interested in starting YouTube shopping or affiliate marketing?

[00:26:42]What advice do you have?

[00:26:44]I would say, I mean, a lot of advice, but I think the one that jumps out to me and it seems like the obvious piece of advice, but strangely enough, I think that it uh people lose this sight of this a lot, but really just s- stick with being honest in your reviews. Don't get so caught up in who's paying a higher commission or how much money you can make on sharing products. Like first and foremost, really authentically love the products. Know that that's something you'd recommend to your mom or your best friend because if you get very short-sighted on just the affiliate income that you can make in that one piece of content, you're really losing sight of the bigger picture and your value because our real value is our trust. Our real value is our trust. And once we lose that, then then um you know, it's time to close shop. Close literally. [laughter] Um close YouTube shop. Um >> [snorts] >> Obviously, not every product that somebody asks you to review, right? Your audience asks you to review is going to be something you love. How do you handle discussing a product that may not be great? Yeah, that's a good question and I've had to struggle with that because I I never want to get on and like bash a brand or bash a product. So, what I usually the approach I always take is, you know, this didn't work for me. This is what I didn't like about it. However, makeup is such a personal preference kind of product that you might love this if you have XYZ skin or if you're looking for XYZ type of a product. Um but to be totally honest, I didn't love it. I was disappointed and for these reasons. So, it's very clear that the attributes that didn't work for you might work for somebody else and vice versa. Absolutely, yes. And it's And again, it is very personal because again, I might hate it, but someone else might love it, so. Yeah, and and by the way, you're still sharing that uh honest truth, but also giving them the option to see for themselves. So, you're not not tagging it because it didn't work for you. You're still tagging it, right?

[00:28:37]But you're at least giving the honest perspective about why you may not personally be buying it.

[00:28:42]>> And I think that that builds credibility, too. If every product you talk about is amazing and you love it and everyone should buy it, um I think people really appreciate that that honesty. Even though I don't give a lot of negative feedback in my content, the one when I do, I just get appreciation.

[00:28:54]Thank you so much for telling us. Thank you so much for sharing that. Like I think people really appreciate and builds trust.

[00:29:00]Well, Lisa, thank you so much for sharing your success story, which is a huge one. We are rooting for you so hard here at YouTube. Insiders, let us know if you have any questions or comments, and we'll be back with more soon.