Of course, the population of beauty shoppers who might be considered influencers is also growing, encompassing many individuals who don't have large followings. Fully 32% of all respondents indicated they've posted a photo or video of themselves using or reviewing beauty products to social media. That rate is as high as 54% among Gen Z but drops sharply to just 8% among baby boomers. When it comes to what kinds of beauty videos shoppers regularly watch, reviews are the most popular, followed by tutorials. More than 25% of respondents also regularly watch Get Ready With Me (GRWM) videos and shopping hauls. Street interviews are also gaining traction, with 16% of respondents regularly about, with millennials slightly more likely to watch product review videos. Otherwise, the popularity of beauty don't regularly watch any of the five types of beauty videos they were asked about.