Bubble's Strategic YouTube Engagement for Community and Education
In an era where digital beauty communities often gravitate towards Instagram and TikTok, the skincare brand Bubble has strategically chosen to double down on YouTube, fostering both educational content and a strong community connection. This approach has led to significant growth, evidenced by nearly 450,000 followers and a prestigious award. Bubble's success on YouTube underscores the platform's continued relevance, particularly for brands aiming to engage deeply with their audience through informative and product-centric content, rather than solely focusing on broader cultural trends.
A decade ago, YouTube was the primary digital hub for beauty enthusiasts, a position that has since been challenged by the rise of newer platforms like Instagram and TikTok. Many brands have shifted their focus and resources to these emerging social media giants. However, Bubble, a skincare brand primarily catering to a Gen-Z demographic, recognized the unique value proposition of YouTube and decided to maintain a strong presence there. This decision proved fruitful, distinguishing them from competitors who might have overlooked the platform's potential.
Bubble's strategy on YouTube involves a multi-faceted approach. They utilize the platform to tease upcoming products, generate anticipation, and provide valuable educational videos. Additionally, they have embraced YouTube Shorts, the platform's answer to short-form video content, to experiment with new formats and reach a wider audience. These initiatives have not only contributed to their substantial follower count but also led to Bubble winning the 'Best Use of YouTube' at the 2025 Glossy Pop Awards, a testament to their innovative and effective digital strategy.
Shai Eisenman, CEO and founder of Bubble, emphasized that many brands overlook the significant activity and passionate beauty community thriving on YouTube. She views the platform as a "new TikTok" in terms of its capacity for incredible engagement with consumers. Eisenman highlighted that while TikTok excels in cultural content, YouTube provides a more suitable environment for product-focused discussions and deeper interactions. This distinction is crucial for brands looking to build a loyal customer base rather than just fleeting viral moments.
Illustrating the impact of their YouTube engagement, a humorous Short created in collaboration with content creator Conner Chant to promote Bubble's Cosmic Silk toner garnered over 4.6 million views. Another video teasing a new acne cleanser achieved more than 1 million views. While these numbers might seem smaller compared to Bubble's 3.6 million followers on TikTok, Eisenman stresses the qualitative aspect of YouTube's audience, noting stronger engagement on the platform. This indicates that YouTube attracts a more dedicated and interested viewership, leading to more meaningful interactions.
YouTube launched Shorts in 2020, enabling the platform, traditionally known for long-form content, to compete directly with short-video formats offered by TikTok and Instagram Reels. With TikTok's future facing uncertainties in the U.S., more brands are exploring YouTube Shorts to diversify their social media presence. Eisenman believes that YouTube's robust content moderation and distribution processes ensure that content reaches the appropriate audience, making it a safer and increasingly stronger option for brands. Industry data supports this, with marketing agency Awisee reporting that 62% of brands increased their YouTube Shorts ad spend in 2025.
Bubble launched around the same time YouTube debuted Shorts, making their growth intrinsically linked to the platform's evolving capabilities. Young consumers and content creators have been pivotal to Bubble's expansion, which now includes major retailers like Target and Ulta. As the brand continues to mature, Eisenman affirms their ongoing commitment to investing in emerging platforms such as Shorts, recognizing their potential for sustained engagement and community building.
Bubble's commitment to YouTube showcases a forward-thinking approach to digital marketing. By recognizing the platform's unique strengths for educational and product-centric content, and by actively engaging with its community through various formats, Bubble has cultivated a dedicated audience. This strategic investment in YouTube, particularly Shorts, positions the brand for continued success, demonstrating that even amidst the rise of new platforms, established ones can offer invaluable opportunities for deep consumer connection and brand growth, particularly for niche audiences seeking in-depth information.