It’s probably safe to assume that most of the makeup tutorials you watch and the channels you subscribe to are those of relatively young ladies. Am I right? Probably between the ages of 16 and 26? I know my subscription feed comprises this age demographic. Yours probably does, too. But is that because we feel younger girls are more relatable and enjoyable to watch? Or is it because there’s a severe lack of beauty gurus beyond their 20s? I’ve come to realize that the real reason is likely the latter. I know this to be true mainly because of Jessi Nagy (Scrappy Jessi).
What sets her apart, you ask? Her age.
In an email interview with Jessi, she told me she began producing videos because “there weren’t very many gurus over 40” on YouTube. This makes Jessi a true rarity in the beauty community. As one of very few middle-aged beauty gurus, Jessi’s message and intent is clear, pure and selfless. “Over 40 is fabulous,” she said. “And I want everyone to feel good about themselves.”
This drive is what makes her videos as unique and intriguing as they are; the content she puts out on her channel is not cookie-cutter productions similar to the vast number of reviews and hauls hosted on the video-sharing site. They have a distinct flavor that women of all ages can savor and enjoy.
And, clearly, I’m not the only one who thinks so. With over 4,000 subscribers and 200,000 views, Jessi has drawn a significant following of dedicated and loyal followers in the past two years.
This drive is what makes her videos as unique and intriguing as they are; the content she puts out on her channel is not cookie-cutter productions similar to the vast number of reviews and hauls hosted on the video-sharing site. They have a distinct flavor that women of all ages can savor and enjoy.
And, clearly, I’m not the only one who thinks so. With over 4,000 subscribers and 200,000 views, Jessi has drawn a significant following of dedicated and loyal followers in the past two years.
Reaching those numbers took a little time for Jessi, though. “It hasn’t happened overnight,” she said. But her subscriber count now is quite an accomplishment. Jessi recalls one of her greatest YouTube milestones being related to those numbers. “I remember being so happy and grateful when I reached 100 subscribers,” she said.
She has a theory now about how her channel has grown in popularity and viewership. “I adore my subscribers. I think they spread the word,” she said.
What do they highlight when telling others of Jessi’s channel? Probably that her videos are super informative, incredibly detailed and so fun to watch. They likely note her obvious passion for makeup, beauty and shopping. And they almost certainly mention her bubbly personality and upbeat attitude that can easily incite a smile on any viewers face (she opens every videos with a huge grin and her catchphrase "Hey, beauty friends!").
At least, this is what Jessi would hope. Her goal is to reach subscribers on a personal level.
“I love sharing new finds, and letting people know about products that really work,” she told me. Jessi said she’s even received emails from her subscribers “that let me know I’ve helped them personally.” How rewarding must that be?!
She’s truly there to offer advice and support to any and all of her many followers. Her purpose goes beyond entertainment. She desires a real connection with all 4,159 of her beauty-loving subscribers. “I adore my subscribers,” she repeated. “I’m here to help them with any questions or concerns they have.” Could she be any sweeter?? It’s clear YouTube isn’t about making money or gaining fame for Jessi.
Through her channel, she loves “letting people know some of the tips and tricks I’ve learned over the years.” The knowledge she shares through her videos is what, I’m sure, draws in viewers and makes their mouse fly instantly to the “Subscribe” button. As a fabulously 40-something-year-old guru, Jessi has more life and beauty-related experience than younger YouTubers. And all she wants to do is impart what she’s learned through ample experience with viewers around the world. “I just want to keep sharing my knowledge,” she said. “And have a good time.”
She has a theory now about how her channel has grown in popularity and viewership. “I adore my subscribers. I think they spread the word,” she said.
What do they highlight when telling others of Jessi’s channel? Probably that her videos are super informative, incredibly detailed and so fun to watch. They likely note her obvious passion for makeup, beauty and shopping. And they almost certainly mention her bubbly personality and upbeat attitude that can easily incite a smile on any viewers face (she opens every videos with a huge grin and her catchphrase "Hey, beauty friends!").
At least, this is what Jessi would hope. Her goal is to reach subscribers on a personal level.
“I love sharing new finds, and letting people know about products that really work,” she told me. Jessi said she’s even received emails from her subscribers “that let me know I’ve helped them personally.” How rewarding must that be?!
She’s truly there to offer advice and support to any and all of her many followers. Her purpose goes beyond entertainment. She desires a real connection with all 4,159 of her beauty-loving subscribers. “I adore my subscribers,” she repeated. “I’m here to help them with any questions or concerns they have.” Could she be any sweeter?? It’s clear YouTube isn’t about making money or gaining fame for Jessi.
Through her channel, she loves “letting people know some of the tips and tricks I’ve learned over the years.” The knowledge she shares through her videos is what, I’m sure, draws in viewers and makes their mouse fly instantly to the “Subscribe” button. As a fabulously 40-something-year-old guru, Jessi has more life and beauty-related experience than younger YouTubers. And all she wants to do is impart what she’s learned through ample experience with viewers around the world. “I just want to keep sharing my knowledge,” she said. “And have a good time.”
She has about six videos in the series.
Here's my favorite:
(I'm a sucker for nude lipsticks. Who isn't?!)
Jessi confesses she really does find great joy in creating content for YouTube. But it’s a lot of work, too. “It takes time to put together a good video,” she said. “When it’s all complete and live, that’s when it becomes fun.”
I bet it’s fun receiving free products from companies hoping you’ll incorporate them into a video, too. Don’t you?? You can’t deny often envying gurus that get free makeup to talk about on their channel. I know I sure do. Jessi participates in these PR promotional moves at times, but very selectively. “I will only accept and do a video on products that I’m interested in and are good for my fan base,” she said. When she does make videos involving product placement, she’s brutally real in offering her opinion. “I’m always honest,” she said. She especially gets excited about reviewing products for companies “that do a giveaway for my subscribers.”
Because she loves her viewers so much! Duh! And they love her back (and those giveaways, too!)Those subscribers are the reason she is where she is today, in terms of YouTube status. And that’s right where she wants to be.
“I enjoy where I’m at,” Jessi said. “It’s been a fun journey.”
I bet it’s fun receiving free products from companies hoping you’ll incorporate them into a video, too. Don’t you?? You can’t deny often envying gurus that get free makeup to talk about on their channel. I know I sure do. Jessi participates in these PR promotional moves at times, but very selectively. “I will only accept and do a video on products that I’m interested in and are good for my fan base,” she said. When she does make videos involving product placement, she’s brutally real in offering her opinion. “I’m always honest,” she said. She especially gets excited about reviewing products for companies “that do a giveaway for my subscribers.”
Because she loves her viewers so much! Duh! And they love her back (and those giveaways, too!)Those subscribers are the reason she is where she is today, in terms of YouTube status. And that’s right where she wants to be.
“I enjoy where I’m at,” Jessi said. “It’s been a fun journey.”
And, of course, big BIG thank you to Jessi for participating in this interview! I'm so thankful and appreciative.