Tribe Dynamics, a San Francisco-based influencer/relationship management start up, has proprietary software that allows it to give beauty companies a Big Picture outlook on trends that can help build effective influencer marketing strategies and boost brands’ ROI. Here’s what Tribe’s data found regarding beauty brands with the most social influence:
For the month of July, the following beauty brands generated the greatest social influence measured by earned media value (EMV) and post count. Analysis takes into consideration a brand’s EMV and the quantifiable dollar amount assigned to publicity gained through word-of-mouth endorsements:
1. MAC: $42,788,761 / 7,603 posts
2. Maybelline: $31,090,738 / 3,767 posts
3. L’Oréal: $27,114,314 / 2,442 posts
4. Urban Decay: $23,011,230 / 2,239 posts
5. Revlon: $22,308,394 / 3,305 posts
Insights:
• The Value of Original User-Generated Content: Although Facebook and Twitter endorsements are valuable in large numbers and indicate popularity, original user-generated content is far more instrumental in turning customers into committed users and ambassadors, gaining new influencers and driving sales.
• MAC far outperformed other beauty brands, earning the most valuable user-generated content: MAC generated 2,962,623 in blog traffic and 83,446,823 YouTube views of videos endorsing the brand, compared to L’Oréal who earned 552,888 in blog traffic and 33,166,663 YouTube views.