Makeup videos on social media have topped the most-watched categories for years. Especially on YouTube, the most watched channels in Turkey and the rest of the world are those related to makeup. However, there is one feature that sets Bailey Sarian, who has 6.4 million YouTube subscribers, apart from other YouTubers: Sarian, a makeup artist, tells the stories of true crimes, murders committed and murderers while wearing makeup. .
BECOME A STAR WHILE TRYING TO PAY YOUR BILLS
Sarian, who lives in Los Angeles, USA, makes money by combining two seemingly disparate subjects such as makeup, mystery and crime. Collaborating with Netflix’s social media channel, Sarian, 33, suddenly became a big name making videos about his hobby:
I was thinking what it would be like to make money on YouTube to pay my bills. Now that I’ve reached six million subscribers, it’s really too many. I never thought it would happen at this point.
The formula in Sarian’s videos is simple: she stands in front of the camera, puts on makeup while talking about a true crime that interests her. Behind each video is a long research process.
WHY MAKEUP AND MURDER?
One of Sarian’s most-watched videos is when he talks about American serial killer Jeffrey Dahmer, who killed 17 young men between 1978 and 1991 while wearing green eyeshadow and eye makeup.
This video has over 22 million views to date. So how come these videos get so many views? Sarian isn’t too sure either:
To be honest, what I still can’t figure out is why people care about makeup.
A PSYCHOLOGICAL ADVICE EXPLAINS WHY IT LOOKS SO MUCH
Forensic psychology consultant Dr. Ruth Tully says the secret to Sarian’s success is how we look at content these days:
For one thing, she’s doing something that people find appealing to watch, and makeup videos are an immersive concept, much like kids watching unboxing videos. That’s why people find it appealing on its own and add a story to it. We both think about the crime in the story it tells and watch something that can be mesmerizing.
MEN WATCH TOO
Women watch 60% of Sarian’s videos. The most watched age group is 25-35, followed by 18-25. Dr. Tully says the reason most women watch the videos might be to deal with anxiety. Sarian agrees:
When I’m afraid of something, I try to figure out what it is, which can be good for my anxiety. At least for me, that’s why I’m obsessed with these issues.
ACCIDENTAL SUCCESS
This concept was created by accident. Sarian has been uploading her makeup videos to the platform since 2013. Sarian, who started earning most of her income from YouTube after signing a deal with beauty and skincare company Ipsy, wants to talk about Chris Watts one day, who killed his two daughters and his wife in 2018, on his channel.
While describing how an ordinary person turns into a murderer, she still thinks that wearing makeup would be better than sitting in front of the camera:
I thought it would be weird to stand in front of the camera and talk about this issue, so I wanted to distract myself with something.
While Sarian puts on makeup and thinks talking about terrible crimes will make people react, the flashbacks are the exact opposite of what she feared. Within 24 hours of uploading the video to the platform, the number of views increases very quickly.
Since he wants to see what the number of views will be in other videos, he tries it and finds that all of them are watched very well. The pandemic also has an important role in increasing the number of views.
Sarian’s career has expanded further by watching a series of stay-at-home videos during the pandemic, now hosting a podcast program called “Dark History”.
Sarian says he is also careful about the language he uses in order to be respectful to the families who have lost loved ones to the crimes he has chronicled on his channel.
Source: Turkish BBC
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