An Analysis of the Dissemination Status of Makeup and Skincare Videos on the Bilibili

This paper explores the dissemination characteristics of videos related to makeup and skincare on Bilibili, a prominent video community in China. Through analyzing the annual distribution, content creators’ characteristics, and video view counts of 88 makeup and skincare videos, we observed a growing trend in video production from 2019 to 2022, followed by a decline in 2023. The study reveals that creators who have distinct personal styles, produce short-duration videos, and utilize suspenseful titles are more effective in spreading their content. Consequently, it suggests that novice creators can improve their videos’ visibility by focusing on personalized content and crafting titles that ignite viewer curiosity. This research not only provides strategic insights for producing makeup and skincare content but also contributes to the broader understanding of beauty content dissemination on social media, particularly within the Chinese context.