Beauty-related content is one of the most popular types on social media today. Today, the beauty industry generates over $100 billion in revenue worldwide. Researchers at the influencer marketing platform Traackr recently released their latest report, Beauty State of Influence, with data from Q2 2022.
The report contains several interesting findings about which social media platforms did the best regarding engagement and video views. It also highlights today’s top beauty brands and key trends related to makeup, skincare, hair care, and fragrance content. Here, NetInfluencer summarizes some of the key takeaways from the report and insights into how to use the data to enhance your influencer marketing strategy.
Who Conducted the Survey?
The Beauty State of Influence: Q2 2022 report was conducted by Traackr, a data-driven influencer marketing platform. Traackr’s primary focus is to understand the impact of social content online. Founded over ten years ago, the company specializes in campaign management, influencer collaboration, and reporting for its clients. Traackr also provides its customers with the largest global influencer data set, one-of-a-kind market benchmarking, and a team of dedicated experts.
Founder and CEO Pierre-Loic Assayag leads the team at Traackr. Today, the company provides influencer marketing programs to top brands like L’Oreal, Michelin, and Shiseido. Traackr has locations worldwide, including New York, San Francisco, and London.
Traackr analyzed content from 52,483 creators located in the United States and Europe. They targeted creators with audiences interested in common lifestyle categories. The content used to analyze specific trends was created and shared by influencers between April 2020 and March 2022.
Traackr looked at influencers in the United States, the United Kingdom, and France specifically for brand benchmarking. They targeted content that mentioned at least one of the 1,413 brands from their Brand Leaderboard. Notable brands on the leaderboard include Sephora, Ulta Beauty, and Neutrogena.
Three Key Takeaways
1. Traackr found a 51% increase in video views in content mentioning skincare and DNA or genetic testing compared to Q4 2022. There was also a 3% increase in social media posts and a 101% increase in video views in content where skincare was mentioned alongside hormones.
2. Data shows a 14% increase in video views of content featuring natural gray hair. Additionally, video views of content featuring wigs and hair extensions increased by 14%.
3. Report findings show a 6% increase in engagements and a 7% increase in video views of content, including non-comedogenic (or non-pore-clogging) makeup products.
What Does This Mean for Influencer Marketing?
The first takeaway shows a growing interest in customized skincare amongst consumers. Skincare needs differ significantly from person to person, and brands are beginning to offer personalized products tailored to specific needs. Consumers are also growing concerned with how makeup and skincare products impact their bodies, including hormones.
Given these current trends, the rise in video views covering these topics makes sense. Skincare and makeup influencers may benefit from including this type of content in their strategy. Results from Traackr’s report show a significant increase in posts, engagements, and video views of skincare-related content on TikTok.
The second takeaway speaks to the rise in the inclusivity of content featuring a variety of different hair types. Gray hair is said to be the next booming hair care category as more aging women embrace the look. Additionally, content related to wigs and hair extensions continues to gain traction, starting with a significant uptick in interest in 2021.
Traackr analyzed engagement rates for hair care and found that nano influencers received higher numbers on Instagram and TikTok than any other influencer size category. This is good news for smaller influencers just getting started or those with a niche audience. If you’re an influencer with gray hair or love to use wigs and extensions, this could be your time to shine.
The third takeaway echoes the same consumer concerns with skincare as it relates to health and wellness. The uptick in interest in non-comedogenic makeup reflects a rise in consumer purchases of clean makeup. Market research suggests the clean beauty industry will be worth $22 billion by 2024. Makeup influencers should consider incorporating clean and non-comedogenic products into their content to boost engagement and grow their audience.
As with hair care, data from the report shows that nano influencers received higher engagement rates on Instagram and TikTok than those with larger audiences. Nano influencers who have trouble getting the attention of prominent brands for sponsorships should consider partnering with smaller indie brands in the clean makeup space.
Overall, Traackr’s data suggests a growing demand for video content. While metrics were down for Instagram across all categories, TikTok’s metrics rose for each beauty category. In terms of engagement and conversation, skincare-related content was at the top of the list. Beauty content creators who have been hesitant to try TikTok should consider taking the plunge, given these recent statistics. While Instagram did see an increase in video view metrics for makeup and skincare, TikTok significantly outperformed.
Top 10 United States Beauty Brands
The report ranked the top 10 beauty brands in the US, UK, and France according to Brand Vitality (VIT), loyalty, and influencer content efficiency. Traackr calculates VIT scores using data on account visibility, impact, and brand trust. Influencer loyalty is measured by which brands have the most mentions per influencer. VIT per influencer mention determines efficiency.
Here’s Traackr’s list of top brands in the US:
Link to the Report
The Beauty State of Influence: Q2 2022 report can be found on Traackr’s website, along with additional insights and case studies on influencer strategies.