Trying to find out which platforms work best for which beauty category—and which influencer tier realizes the best engagements rates for both—can be daunting. Data firm Traackr seems to have nailed down the analysis in their latest report where they studied more than 1,000 beauty brands in the U.S., U.K., and France to uncover the average engagement rates by influencer tier and platform (Instagram, TikTok, and YouTube), across four major beauty categories (cosmetics, skin care, fragrance, and hair care). Brands featured in the report include Morphe, Milani, e.l.f., and Olaplex with insights into their recent partnerships and content, and whether sponsored or organic content fared better—and why.
Some key findings in the Traackr report include:
- In the U.S., TikTok earned the highest average engagement rate for skin care and hair care, while Instagram still remains a leader for fragrance and makeup.
- Over the course of the year, Morphe has had 42 VIP influencers actively mentioning them across all platforms, yet only a few of those influencers were paid for sponsored posts. What’s working? For one, the brand’s “Morphe X” series where they partner with well-known influencers or brands on makeup collections. In 2021, the brand had huge partnerships with Charli and Dixie D’ Amelio, Avani Gregg, and Jaclyn Hill.
- Milani, a much smaller brand than Morphe, is only a tenth of a percent behind in average engagement rate. What seems to make this brand successful is its strong emphasis on inclusivity, both in diverse influencer partnerships, as well as with product price points.
To access the full report, please click here.