SAN FRANCISCO (August 8, 2024) – Social media might seem saturated with magnificence content material, however audiences are extra engaged than ever, in accordance with new analysis from Traackr, the main performance-driven influencer advertising platform. Traackr at this time launched the State of Affect: Magnificence report, together with insights from Pinterest, and highlights the sweetness manufacturers, creators and developments with essentially 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 improve in engagement (+44%), video views (+49%) and Model Vitality Rating (VIT) (+46%), Traackr’s proprietary metric for measuring influencer advertising efficiency. Magnificence manufacturers proceed to lean into sponsored content material and boosting, rising engagements and VIT at a better price than natural mentions.
“Magnificence entrepreneurs are getting savvier about extending the impression 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 lively influencers in magnificence is leveling out, all tiers of creators – from nanoinfluencers to VIP celebrities – are driving extra impression and VIT for magnificence manufacturers. This improved efficiency of magnificence content material demonstrates that entrepreneurs are optimizing their influencer packages 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 to this point in 2024. Extra insights embrace:
- Magnificence powerhouses preserve high rankings: The highest 5 general 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 general model with a 213% improve in VIT after a relaunch of its make-up line in January 2024.
- Instagram creator content material drives the largest impression: Instagram earned the largest improve in engagements, video views and VIT scores on magnificence creator content material in comparison with TikTok and YouTube. Regardless of having fewer lively 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 far more profitable in partaking viewers.
- “Ath-beauty,” shades of aqua and summer season glam dominate viral magnificence developments: Pushed by Gen Z, monitor hair, lacrosse hairstyles and dance make-up searches on Pinterest, for instance, have elevated by 200%, 35% and 40% respectively. The reign of all the pieces aqua borrows from its connection to the planet, with merchandise using marine applied sciences and biotechnology to create enjoyable and energetic seems like shiny blue nails (+35%) and blue aesthetic grunge (+40%). Shoppers are scorching for summer season, with easy seems, 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 ladies’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/sources/beauty-influencer-marketing-trends.
To be taught extra about Traackr, go to http://www.traackr.com.
About Pinterest
Pinterest is the visible inspiration platform the place folks come to go looking, save, and store one of the best concepts on this planet 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 one of the 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 lively customers worldwide. Accessible on iOS and Android, and at pinterest.com.
About Traackr
Traackr is the all-in-one influencer advertising platform that helps organizations construct performance-driven packages on a world scale. The platform permits entrepreneurs to optimize spend, unify knowledge, streamline processes, standardize measurement, and guarantee compliance. Traackr powers essentially the most superior influencer advertising packages on this planet 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
