Interactivity within the makeup community is natural since people want to put a creative spin on an already existing look. This is great because it allows an expansion on different challenges and different ideas. Challenges are the most interactive components in the community because people challenge other beauty influencers to try the challenge to see how it turns out. One of the challenges that I think right off the bat is Jaclyn Hill's where she does a full face of makeup using only highlighter and at the end of the video she even challenges her subscribers to try this look.
This type of interactivity isn't only with challenges, but also in general people try to recreate other influencer's looks to see if they are able to pull them off. This is across the whole industry but James Charles does this to give credit to his followers for being so talented. This is amazing because if you are a local makeup artist or have a small brand these big influencers can give more traffic to your page if they notice your look.
Interactivity is widely used on YouTube because of challenges but they can be throughout many social media platforms. This encourages personal creativity to be shown while having restrictions on a certain challenge or look. I like to think of this type of creativity as a sonnet. With this type of poem you have certain restrictions on the format, look and sound but not one sonnet is identical. With these challenges and looks you have restrictions as well but there are still aspects of creativity in each influencer's take.
