The mini-fridge is packed full of honey-infused hair care products. The #FineMenUseTopicals hashtag has been adopted by popular male style influencers and Love Island stars on social media. A compilation of Glossier employees reading hate comments on Balm Dotcom announcing the return of the beloved OG formula. Sol de Janeiro (period).
These are just some of the moments that have captured social media attention in recent months, propelling some of the beauty industry’s hottest brands to new heights, including Gisou, Glossier, and more.
According to social media marketing platform Dash Hudson’s H1 2024 Benchmarking Report, which assessed brands’ engagement levels across TikTok, Instagram, and YouTube, a trend toward entertainment-focused content is increasing engagement on both TikTok and Instagram. This has led to an increase in the rate.
TikTok has officially caught up with Instagram Reels when it comes to average reach. For short videos, the difference is only 4 percentage points. YouTube Shorts is still in its relative infancy and lags behind both in reach, but it’s growing rapidly, with average views up 153% compared to six months ago.
According to the report, Sol de Janeiro is the only beauty brand to rank in the top five for engagement across all three platforms. This is in part due to its collaboration with some of the most notable recent “booms” in beauty (Body Care, Gen Alpha, Gourmand Fragrances, Fragrance Mists). Other repeat winners include K-beauty OG Laneige and Negin Mirsalehi’s Gisou. Both are top performers on TikTok and Instagram.
According to the report, engagement on Instagram is still primarily driven by static and carousel posts. While this finding holds true for most of the platform’s heaviest hitters, clean hair care brand Dae stands out with its Reels-led approach, with an engagement rate of 13.4% for static posts compared to 13.4% for Reels. 0.9%. This can be partially explained by the widespread distribution of hair styling and care video tutorials, which is common among hair care brands.
When it comes to audience retention on TikTok, Gisou clocked in at 41 percent, higher than the industry average of 28 percent, thanks to a diverse content approach that ranges from behind-the-scenes beekeeping to product-adjacent mood boards. Skincare brand Topicals doesn’t rank in the top five for TikTok engagement, but it’s tied with Sol de Janeiro for audience retention on the platform at 38%.
Last year, the brand benefited from hiring audience-favorite cast members of Love Island as ambassadors, including the latest winners of the US hit series, Serena Page and Cordell Beckham. I have received it.
Top 5 beauty brands on TikTok by engagement rate in the first half of 2024, according to Dash Hudson. (Industry average: 4%).
1. Shinier
Engagement rate: 10.4% Average video views: 110,400 Courtesy of Glossier You Doux and You Rêve
2. Giso
Engagement rate: 9.2 percent Average video views: 294,700 Presenting Giso Honey Infused Lip Oil
3. Tatcha
Engagement rate: 8.9 percent Average video views: 35,800 Tatcha Moisturizer. courtesy
4. Sol de Janeiro
Engagement rate: 8.8% Average video views: 943,700 Presented by Sol de Janeiro Queirosa 71 Body Cream
5. Sickness
Engagement Rate: 7.7% Average Video Views: 97,000 Brought to you by Bioma Sensitive Retinol Oil
Top 5 Beauty Brands by Instagram Engagement Rate. (Industry average: 0.2%).
1. De
Overall Engagement Rate: 4.9 percent Reel Engagement: 13.4 percent Static/Carousel Post Engagement: 0.9 percent Courtesy of Dae Cactus Fruit 3-in-1 Styling Cream + Taming Wand
2. Laneige Canada
Overall engagement rate: 2.6 percent Reel engagement: 3 percent Static/post-carousel engagement: 1.8 percent Courtesy of Laneige Lip Sleeping Mask
3. Sol de Janeiro
Overall engagement rate: 2.5 percent Reel engagement: 1.4 percent Static/post-carousel engagement: 2.9 percent Courtesy of Sol de Janeiro Queirosa 71 Body Cream
4. Giso
Overall engagement rate: 2.1 percent Reel engagement: 2 percent Static/post-carousel engagement: 2.3 percent Courtesy of Gisou Honey Infused Lip Oil
5. Star Face
Overall engagement rate: 1.5 percent Reel engagement: 1.7 percent Static/post-carousel engagement: 1.3 percent Starface Star Balm
Top 5 most viewed beauty brands on YouTube Shorts. (Industry average: 47,700).
1. Laneige US
Average views: 482,800 Average likes: 23,400 Courtesy of Laneige Lip Sleeping Mask
2. True beauty
Average views: 405,100 Average likes: 12,000 Courtesy of Truly Beauty
3. Glow Recipe
Average views: 181,700 Average likes: 8,200 Glow Recipe Blackberry Retinol Blemish Serum Presentation
4. Ulta Beauty
Average views: 153,600 Average likes: 1,400 Ulta Beauty
5. Sol de Janeiro
Average number of views: 129,500 Average number of likes: 3,400 Provided by Sol de Janeiro Queirosa 71 Body Cream
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