So you come home from the mall after a particularly successful shopping excursion and all you want to do is show off your new purchases to your friends, right? Well, did you know that this age-old happening has been give a whole new life on YouTube?
Haul videos, if you haven’t heard, are a big deal. Its become an obsession for teen girls and young women, who are both tuning in and uploading their own versions, to excitedly show off new purchases on camera. Most of the videos you’ll find are filmed on a webcam in the girl’s bedroom, and feature items you can find yourself at the local mall. The haul here comes in many flavours: from over the counter make-up to designer duds and almost everything in between. Some videos, especially from the girls with established followings, delve a bit deeper and give ideas of how the items can be worn or applied.
So that’s it. There’s no editors, stylists or established fashionistas giving their take on what’s trendy. Just a girl in her room with shopping bags full of stuff you can find at the local mall talking about why she’s obsessed with what she just bought.
So what’s the big deal?
The big deal is that this DIY after-mall exercise has exploded into one of the most popular, not to mention lucrative, genres online. YouTube personalities are the new influencers for millennials, and haul videos are the perfect way for girls to get inspired and get the 411 on what’s trending right now. It’s another sign for marketers that what teenagers really want is to watch is themselves. Much like with beauty gurus, brands have taken notice here too.
A lot of the haul being showcased is affordable for the demographic, and major companies have reached out to the big stars producing huge viewership to get product tie-ins to direct their fanbases towards the closest outlet.
And the market keeps getting bigger. Recent studies show that searches for “back-to-school haul” on YouTube are up 70% this year. To decide what they’ll need to bring, college students are turning to this forum for inspiration as well. Enterprising students are increasingly creating ‘dorm room’ uploads to show how they transformed a small, impersonal space into their first home.
So there you have it: if you want to know what’s trending in high schools or dorm halls, YouTube the latest haul uploads and discover what’s hot and what’s not.