Report - Beauty Brands and Instagram

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An overview of social media community and engagement for beauty brands, and how they’re leveraging Instagram.

Brands analyzed are Chanel, Clinique, Covergirl, Dior, Estee Lauder, L’Oreal Paris, Mac Cosmetics, Maybelline NY, NARS Cosmetics and NYX Cosmetics.

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Report - Beauty Brands and Instagram

  1. 1. An overview of social media community and engagement for beauty brands, and how they’re leveraging Instagram. Report: Beauty Brands and Instagram Reporting for April 1-30, 2014
  2. 2. Executive Summary As our recent report “7 Brands Generating More Engagement on Instagram than Facebook” highlighted, brands are definitely connecting with their audience on platforms outside Facebook. This reports delves into the beauty category. Looking at how activity compares between Facebook and Instagram, and what brands are doing to success on Instagram. The report compares ten top beauty brands across 6 social networks: Facebook, Twitter, YouTube, Google+, Instagram, and Pinterest. Data highlights and key takeaways: ● Facebook is the dominant social network in terms of fan count: Average of 72% of all communities reported on ● Instagram is only the 4th largest community based on industry average. ● Industry-wide, 77% of all social content engagements are happening on Instagram. Facebook garners 27%. ● NYX, the brand with the smallest overall fan count, has the most overall engagements (97% of those engagements happened on Instagram.) ● Engagement rates for the top industries are: Facebook = .13%, Twitter = .019%, Instagram = 3.14% Brands analyzed: Chanel, Clinique, Covergirl, Dior, Estee Lauder, L’Oreal Paris, Mac Cosmetics, Maybelline NY, NARS Cosmetics, NYX Cosmetics. Those ten brands were selected from a larger pool based on their overall social media community size. All data in report for the period April 1-30, 2014.
  3. 3. On average, Facebook has 72% of total audience Global Network Leaderboard After Facebook, it’s Twitter, Google+ and then Instagram. Relatively small audiences on YouTube and Pinterest, although YouTube content is typically distributed and viewed outside the brand’s YouTube channel. Zuum publishes a monthly report “Where The Fans Are”, featuring this chart for 100s of brands across numerous industries. [ Click to subscribe ]
  4. 4. Brand with lowest fan count has most engagements Global Engagements Leaderboard NYX not only has the smallest overall fan count, but also the smallest Facebook size, yet has a dominant lead over the rest of the industry in total engagements with content. 97% of NYX engagements happen on Instagram. Zuum publishes a monthly report “Where Engagement Happens”, featuring this chart for 100s of brands across numerous industries. [ Click to subscribe ]
  5. 5. Industry-wide strong engagement rates on Instagram Instagram Leaderboard Industry average engagement rates for: Facebook: .13% Twitter: .019% Instagram: 3.14% Engagement rates calculated as the ratio of total engagements to total fans.
  6. 6. Rapid fan growth rate on Instagram Instagram Leaderboard Industry average community growth rates for: Facebook: 1.78% Twitter: 3.73% Instagram: 14.74% Brands are not only adding fans at a rapid pace, but engaging them in the process.
  7. 7. Where Engagement Happens Instagram “Share Of” MAC, with an already strong lead, continues accelerating on Instagram. Dior, already a large community on Instagram, grew at over 26%. NYX is posting with heavy volume, and generating 33% of all Instagram engagements for this group.
  8. 8. Average posting volume of once per day “Posts by Day” and “Engagements by Day” - Instagram Industry average is 31 posts per day, with brands rarely going over 4 posts per day. NYX leads posting volume with 56.
  9. 9. Weekends showing strong engagement but less posting Day and Time Posting Analysis - Instagram Weekend engagement could be due to Instagram and photography being a more leisure activity.
  10. 10. 3 most engaging posts on Instagram Brand Posts by Most Engagements Instagram’s photo-centric platform suites the beauty category well. Interesting number of Twitter handle references in posts.
  11. 11. Most of social impact is content engagement Community Impact Leaderboard Despite relatively large communities on Facebook and Twitter, the majority of total impact on those communities is due to content engagement. There’s little brand endorsement beyond direct content interactions.
  12. 12. Notes The comparison between Facebook and Instagram could extend along a number of different lines. Some additional things worth considering in light of this report include: ❖ Facebook owns Instagram. ❖ Facebook has a more advanced paid advertising platform. That gives brands more options for marketing. ❖ Some Facebook posts are probably promoted, further increasing the overall engagement levels for the network. ❖ Instagram is a mobile experience. This could likely affect engagement rates. ❖ Instagram is a photo app. That focus on content creation could increase engagement. ❖ Instagram doesn’t have a native way to share. While this is likely a temporary situation, Facebook post engagements can get a considerable lift from sharing. ❖ Facebook and Instagram have different feed approaches. Facebook’s is a filtered feed whereas Instagram’s feed shows content in the sequence it’s posted.
  13. 13. For more information regarding capabilities and pricing, please contact sales@zuumsocial.com ZuumSocial.com Zuum is a social content strategy tool

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