Beauty content on social media - Statistics & Facts
Statistics and facts about beauty content on social media
Most beauty brands discovered the marketing and advertising potential of social networks, making great use of the visual medium and user engagement to increase brand loyalty. Instagram is popular in the beauty industry, as nearly all major beauty brands had an Instagram profile in 2016. As of February 2017, MAC Cosmetics was the leading beauty brand on Instagram with just close to 14 million followers. The cosmetics brand is also the most popular health and beauty brand on Twitter. Anastasia Beverly Hills is the second most popular brand on Instagram, followed by Sephora. Another popular social network where beauty brands interact with customers and fans is Facebook. Industry rankings indicate that Dove, L’Oréal Paris and NIVEA are the most popular beauty brands Facebook based on the number of followers. Instant messaging app Snapchat is growing in popularity amongst beauty brands as well – nearly 60 percent of beauty brands already had a profile on the platform in 2016.
Online video content is one of the most important social media marketing channels for beauty brands. In June 2016, beauty-related content generated more than 5 billion views per month on YouTube alone. Most beauty content on YouTube is generated through beauty vloggers or beauty creators rather than through official brand accounts. During that same measured period, about 97.4 percent of the conversation and buzz on social media about beauty brands on YouTube were generated by beauty vloggers and independent content creators. The most popular type of beauty content video created by beauty vloggers is makeup tutorials. In terms of leading YouTube beauty and style channels, Mexican beauty YouTuber Yuya ranks first in number of subscribers with just over 16 million as of late 2016. English YouTuber Zoella and American vlogger Bethany Mota have the second and third most popular beauty and style channels on YouTube.
Online mobile photo-sharing, video-sharing and social networking services are important tools for beauty brands to reach the increasingly growing mobile audiences by appealing to the social sharing aspect of the medium. Many customers use digital mediums to gather information about beauty products before making in-store retail purchases. With the goal of enhancing their appeal and presence on social networking sites, brands often turn to celebrities and YouTubers for partnerships and endorsement of their brands/products, or have advertising contracts with them. YouTubers can generate millions in revenue with partnerships and advertising as well as sponsored content and event appearances.
Picture: istockphoto.com / Gordo25, jhuting
- YouTube: monthly beauty content views 2009-2016YouTube: monthly beauty content views 2009-2016
Amount of beauty-related content views on YouTube from 2009 to 2016 (in million views per month)
- Instagram brand post and interactions share 2016, by verticalInstagram brand post and interactions share 2016, by vertical
Distribution of brand posts and user interactions on Instagram as of 3rd quarter 2016, by vertical
- Most-followed beauty brands on Twitter 2017Most-followed beauty brands on Twitter 2017
Leading beauty and cosmetics brands on Twitter as of January 2017, by followers (in 1,000s)
- Facebook: number of followers of popular beauty brands 2017Facebook: number of followers of popular beauty brands 2017
Leading beauty brands with the most followers on Facebook as of May 2017 (in millions)
- Instagram: most-followed beauty brands 2017Instagram: most-followed beauty brands 2017
Leading beauty brands ranked by number of Instagram followers as of May 2017 (in millions)
- Number of daily active Instagram users 2017Number of daily active Instagram users 2017
Number of daily active Instagram users from October 2016 to April 2017 (in millions)
- China: monthly Consumer Price Index (CPI) by region March 2017China: monthly Consumer Price Index (CPI) by region March 2017
- Revenue of the Unilever Group worldwide 2005-2016, by product segmentRevenue of the Unilever Group worldwide 2005-2016, by product segment
- Sales of the leading shampoo brands in the U.S. 2016Sales of the leading shampoo brands in the U.S. 2016
- Male grooming market size worldwide 2012-2023Male grooming market size worldwide 2012-2023
- Pharmacy and drug store sales in the U.S. 1992-2015Pharmacy and drug store sales in the U.S. 1992-2015