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Beauty content is always popular on social networks. However, certain platforms seem to stand out. Instagram is establishing itself as the application on which this type of content is most successful, as affirmed by the latest report from Traackr, an influencer marketing platform.
In one year, views of beauty videos have exploded on Instagram. This is what the results of the report suggest.State of Influence Beauty 2024“*led by Traackr in the US, UK and France.
If the Meta group’s social network saw the number of influencers drop by 10% between the first half of 2024 and 2023, as well as mentions by 14%, engagement increased by 5% while the number of views jumped 68%. “Given the improvement in the performance of beauty content on Instagram, creators and brands will perhaps turn more towards this platform and lead to a rebound in the number of beauty creators who are active there,” notes the report.
A score which largely dominates those of the competitors. Although performing well in mentions (+22%) and in the number of activated influencers and views (+6%), TikTok did not observe any growth in terms of engagement.
If YouTube has established itself as one of the most popular platforms in the world, the giant of streaming video platforms has suffered a decline in all categories: -30% in mentions, -25% of activated influencers, -24% on the number of views and -21% on engagement.
It was mainly influencers with less than a million subscriptions who benefited from this increase in views. Mid-influencers (between 50,000 and 250,000 subscribers) saw an increase of 46%, micro-influencers (10,000 to 50,000 subscribers) by 41%, nano-influencers (from 1,000 to 10,000 subscribers) by 39% and macro -influencers (between 250,000 and 1 million subscribers) by 35%.
In France, Sephora stands out as the most mentioned brand. Its VIT, a metric used to assess the performance of social media influencers in terms of visibility, impact and trust, increased by 90% compared to 2023. Yet the Huda Beauty brand beats all other brands with an exceptional growth of 200%, thus gaining 16 places in the ranking to find itself in sixth position.
As in France, Sephora takes the lead in the United States while the Skkn brand has gained 30 places with an increase of 213%.
In the United Kingdom, French brands are popular. L’Oréal Paris takes the lead with growth of 84% while YSL shows the second best growth with an increase of 137% in one year. It is Armani which stands out with growth of 193%, yet brings up the rear in tenth place.
*Traackr analyzed influencers in the US, UK and France who mentioned at least one of 2,190 beauty brands. To better understand the beauty creator category, content from over 155,000 beauty creators based in these three countries was examined.