DIARY Influencer: Lewys Ball
Date Posted: Friday 13th December 2019
DIARY directory recently caught up with 20-year-old YouTube star, Lewys Ball. The fashion, beauty and lifestyle social-media influencer became popular for his make-up tutorials, hauls and music covers on his channel Looking for Lewys. In 2016 Lewys was featured in The Guardian's Teen Power List and in 2017 he was named the first male brand ambassador for Rimmel London.
| Date of Birth: | 07/06/1999 |
| Country of residence: | Scotland |
| Biggest readership: | UK and USA |
| 3 main areas of focus: | Pop culture, beauty and fashion |
| Show size: | UK 8 |
| Who are your audience? | 90% female, aged 18-24 40%, 25-34 20% |
"The story feature enables me to feel so much closer and actually in the moment with my audience..."
As a make-up and beauty YouTuber, how do you decide which brands to feature on your channel?
I generally just feature the products I’m actually using, and that I am intrigued by. If there’s a new collection, which catches my eye or a super unique product, then I usually gravitate towards it. Other than that, I tend to stick with the products that I love.
What is your preferred social media platform and why?
For me, I think Instagram. It’s right there and then and you can do pretty much everything on it: stills, short videos, lives, or longer content. In addition, the story feature enables me to feel so much closer and actually in the moment with my audience much more than other platforms might do.
What are your opinions of TikTok? Do you think it will change YouTube’s popularity with a younger audience?
I personally love TikTok, I really enjoy the short style of videos and the creativeness that it allows. I do think it will become increasingly popular with younger people, but I don’t think it will have an effect on the popularity of YouTube.
What challenges do you think the beauty industry currently faces with a younger generation?
I think the industry is oversaturated with so many new products. There are constantly new products coming out. Everyday influencers are using and displaying different products. Not only is it easy for a younger generation to feel overwhelmed but it is difficult for influencers and new products to catch their eye in the noise and constant traffic.
If you could collaborate with any brand, which one would it be and why?
MAC Cosmetics, they were one of the first brands I ever used and used to save up all my money to buy their lipsticks, and I’m completely behind everything that the brand stands for. It would also be a dream to launch a unisex clothing line.
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