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This study aims to explore the impact of different levels of content commerciality on the performance of beauty videos on YouTube.

Rethinking Commerciality: How Content Commerciality Contributes to YouTube Beauty Content Performance

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This study aims to explore the impact of different levels of content commerciality on the performance of beauty videos on YouTube.
Analyzed 286 short-form videos from a Korean beauty creator agency.
Tested effects of three revenue models: organic, sponsored, and content-driven commerce.
Compared two content types: context-focused and product-focused.
Employed multiple regression analysis to assess performance outcomes.
Content-driven commerce generates higher engagement but lower immediate revenue compared to sponsored content.
Product-focused content outperforms context-focused content in driving engagement.
In sponsored videos, context-focused content mitigates the negative impact of overt commercial intent.

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Analysis demonstrates how content commerciality affects performance in beauty videos, suggesting implications for creators and brands.

Park et al. (2026) studied this question.

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