SAN FRANCISCO (August 8, 2024) – Social media might seem saturated with magnificence content material, however audiences are extra engaged than ever, based on new analysis from Traackr, the main performance-driven influencer advertising and marketing platform. Traackr right now launched the State of Influence: Beauty report, together with insights from Pinterest, and highlights the sweetness manufacturers, creators and developments with probably the most affect on social media.
Analyzing content material from a choose panel of greater than 155,000 magnificence creators on its platform, Traackr discovered that engagement with creator content material throughout make-up, skincare, hair care and perfume elevated in H1 2024 in comparison with H1 2023. Skincare noticed the largest enhance in engagement (+44%), video views (+49%) and Brand Vitality Score (VIT) (+46%), Traackr’s proprietary metric for measuring influencer advertising and marketing efficiency. Magnificence manufacturers proceed to lean into sponsored content material and boosting, rising engagements and VIT at a better charge than natural mentions.
“Magnificence entrepreneurs are getting savvier about extending the influence of their creator partnerships, placing paid media behind boosting posts to supercharge attain and engagements,” mentioned Pierre-Loïc Assayag, CEO and co-founder, Traackr. “Though the variety of energetic influencers in magnificence is leveling out, all tiers of creators – from nanoinfluencers to VIP celebrities – are driving extra influence and VIT for magnificence manufacturers. This improved efficiency of magnificence content material demonstrates that entrepreneurs are optimizing their influencer applications and treating creator partnerships as a strategic media purchase.”
The report additionally reveals the highest 10 magnificence manufacturers throughout all 4 classes by VIT within the U.S., U.Okay and France and the rising magnificence developments on Pinterest thus far in 2024. Extra insights embrace:
- Magnificence powerhouses keep prime rankings: The highest 5 total magnificence manufacturers within the U.S. aren’t any strangers to the highest of the record, with Sephora, Uncommon Magnificence, L’Oréal, Kylie Cosmetics and Fenty Magnificence sustaining excessive ranks in 2024. SKKN jumped up 30 spots to the No. 7 total model with a 213% enhance in VIT after a relaunch of its make-up line in January 2024.
- Instagram creator content material drives the largest influence: Instagram earned the largest enhance in engagements, video views and VIT scores on magnificence creator content material in comparison with TikTok and YouTube. Regardless of having fewer energetic influencers in H1 2024, Instagram content material earned 68% extra video views and a 36% larger VIT, indicating that magnificence content material on the platform has been rather more profitable in participating viewers.
- “Ath-beauty,” shades of aqua and summer time glam dominate viral magnificence developments: Pushed by Gen Z, observe hair, lacrosse hairstyles and dance make-up searches on Pinterest, for instance, have elevated by 200%, 35% and 40% respectively. The reign of every thing aqua borrows from its connection to the planet, with merchandise using marine applied sciences and biotechnology to create enjoyable and energetic seems to be like shiny blue nails (+35%) and blue aesthetic grunge (+40%). Shoppers are sizzling for summer time, with easy seems to be, fake glow and radiant make-up on the rise on Pinterest.
“Magnificence displays broader societal developments and pursuits,” mentioned Rachel Goodman, head of magnificence and luxurious partnerships at Pinterest. “Pinterest is the go-to place for locating key magnificence developments, encouraging self-expression and new aesthetics. The most well-liked magnificence searches on Pinterest mirror the cultural zeitgeist. From a rising curiosity in girls’s sports activities to a stronger concentrate on eco-consciousness, magnificence developments are being formed on our platform.”
For the total report, go to http://www.traackr.com/resources/beauty-influencer-marketing-trends.
To study extra about Traackr, go to http://www.traackr.com.
About Pinterest
Pinterest is the visible inspiration platform the place individuals come to go looking, save, and store the very best concepts on the earth for all of life’s moments. Whether or not it’s planning an outfit, making an attempt a brand new magnificence ritual, renovating a house, or discovering a brand new recipe, Pinterest is the very best place to confidently go from inspiration to motion. Headquartered in San Francisco, Pinterest launched in 2010 and has over 500 million month-to-month energetic customers worldwide. Out there on iOS and Android, and at pinterest.com.
About Traackr
Traackr is the all-in-one influencer advertising and marketing platform that helps organizations construct performance-driven applications on a world scale. The platform allows entrepreneurs to optimize spend, unify information, streamline processes, standardize measurement, and guarantee compliance. Traackr powers probably the most superior influencer advertising and marketing applications on the earth for manufacturers together with L’Oréal, Tiffany & Co, Pandora, Diageo and Samsung. Traackr has hubs in San Francisco, New York, Boston, London, Paris and Singapore. Be taught extra at www.traackr.com.
Media contact:
Heather Sliwinski
Changemaker Communications for Traackr
847-722-0293
