Beauty Industry Social Media Performance: Insight Report 2024
In today's dynamic social media landscape, beauty brands must understand what truly resonates with their audiences to maximize ROI and achieve lasting success.
While metrics like follower count and growth rate remain essential, beauty brands are focusing on metrics such as engagement, owned reach and posting cadence to gain a deeper understanding of how content is received.
As revealed in Beauty Industry Social Media Benchmark Report - By Dash Hudsan
TikTok: The Engagement Powerhouse for Beauty Brands
TikTok remains a stronghold for beauty brands, offering the highest engagement rates among social platforms. With an average engagement rate of 4.1%, beauty content on TikTok continues to captivate audiences.
However, the platform's saturation presents challenges, with video views (103.5K) and reach (85.4K) showing slight declines compared to previous periods.
Key TikTok Insights:
- Beauty brands post an average of 5 times per week
- The industry boasts a high Entertainment Score of 3.7
- Large brands (110K+ followers) see the highest engagement at 4.6%
- Monthly follower growth rate: 7.3%
- Average shares: 55
- Average reach: 85,400
- Entertainment score: 3.7 out of 5
Gisou TikTok Success
Gisou exemplifies TikTok success with its honey-infused haircare products.
The brand features founder Negin Mirsalehi, which resonates strongly with audiences. Gisou's main content strategy focuses on product education and behind-the-scenes glimpses, driving high engagement and fostering a loyal community
@gisou Post-styling finisher: @Negin Mirsalehi applies Honey Infused Hair Oil to lock in hydration and boost shine 💫 Get it during @sephora Savings Event ✨ (Offer exclusive to North America) #gisou #honeyinfused #haircare #hairoil
♬ original sound - Gisou
Instagram: Reels Drives Beauty Brand Growth
On Instagram, beauty brands are embracing video content, with Reels taking center stage.
Instagram Performance:
- Average engagement rate: 0.2%
- Video views: 96.7K (11% decrease from previous period)
- Rising Entertainment Score: 4.2 (up from 3.9)
- More Reels (7) than static content (5) posted on average each week
Dae Instagram Success
Dae has mastered the art of Instagram content. The haircare brand's aesthetic-driven feed showcases its products in sun-soaked, desert-inspired settings. dae's strategy combines lifestyle imagery with product demonstrations, effectively communicating its brand ethos while driving engagement
YouTube: Balancing Shorts and Long-Form Content
Beauty brands uses YouTube in both short-form and long-form content.
While Shorts receive fewer views, they generate more likes. Conversely, long-form videos attract higher view counts but fewer likes.
YouTube Strategy:
- Shorts: Focus on engagement and quick tips
- Long-form videos: Ideal for in-depth tutorials and brand storytelling
e.l.f. cosmetics YouTube Success
e.l.f. Cosmetics has successfully build YouTube's dual content approach. Their channel features a mix of short, trend-driven content and longer, educational videos.
This strategy allows e.f.l. to cater to different audience preferences, maximizing both engagement and reach.
Social Media Cross-Platform Insights
Across all social platforms, the beauty industry shows strong content creation capabilities:
- TikTok leads in engagement with a 4.6% cross-channel engagement rate
- Instagram offers the broadest reach, surpassing TikTok by 75%
- YouTube shows promise with a 3.9% cross-channel engagement rate
What the Beauty Brands Should Look Forward
As the beauty industry continues to evolve on social media, brands must adapt to platform-specific strengths:
- Leverage TikTok for high engagement and community building
- Utilize Instagram's broad reach for brand awareness
- Experiment with YouTube's dual content approach for comprehensive storytelling
You can find the complete report here
