How YouTube Influencers Promote Botox: Emotion, Trust, and Beauty Procedures

What is this article about?

This article explains how Spanish-speaking YouTubers promote Botox through tutorial-style videos that mix personal narrative, emotional appeal, and persuasive strategies. Castillo-Abdul, Jaramillo-Dent, and Romero-Rodríguez conducted a content analysis of the 50 most-viewed videos to assess how these influencers portray Botox, interact with viewers, and establish credibility in the context of health and beauty content.

Why is it important?

This article explores how user-generated content can shape perceptions of medical procedures like Botox in potentially misleading ways. While many videos convey useful or balanced information, the focus on positive emotions, personal stories, and commercial motivations raises concerns about health literacy and online influence.

Key Findings

1. Positive emotion dominates Botox promotion

• Joy (96%) and amazement (66%) were the most common emotions expressed.

• Fear (64%) appeared mainly to acknowledge procedural risks—but was typically outweighed by optimism.

2. Influencers use personal experience, not medical authority

• 100% of videos cite personal experience as the basis for credibility.

• Only 80% include experts, and training credentials negatively correlate with views and likes.

3. Most content is a mix of tutorial and promotion

• 94% are full step-by-step tutorials.

• 66% contain promotional messages for clinics, professionals, or products.

4. Risks and aftercare are underrepresented

• While 100% explain benefits, only:

  • 44% mention side effects

  • 26% describe contraindications

  • 20% advise on post-procedure care

Data and Method

• Sample: Top 50 most-viewed Spanish YouTube videos on Botox from 221 candidates.

• Variables: Emotions, interactions, credibility, procedure framing, source quality.

• Tools: Coded using a validated content analysis sheet (7 dimensions, 75 indicators).

• Statistical findings: Personal experience videos attract more views and comments than those referencing professional training.

FAQs

Q: Are YouTube Botox videos reliable sources of medical info?
A: Partially. Many convey incomplete or biased info, emphasizing personal stories over scientific balance.

Q: Do viewers prefer emotional appeal over expertise?
A: Yes. Videos with more personal narrative and positive emotion receive more engagement—even when expert sources are absent.

Q: What’s the main risk?
A: The normalization of DIY or commercial Botox use without full awareness of contraindications, risks, or aftercare.

Q: How can this be addressed?
A: By promoting media and health literacy, regulatory oversight, and ethical influencer practices in beauty content.