SlideShare a Scribd company logo
Kylie Cosmetics
&
Shareablee
Background
Kylie Cosmetics
Created by Kylie Jenner
Online store and have experimented with pop-up shops
Products sold:
	 Lipsticks, Lip Kits
	 Eyeshadow, Eyeliner
	 Concealer, Blushes, Highlighter
	 Brushes
Instagram following as of May 29,2018: 16.1 Million
Shareablee
World’s largest online data performance system
Collects brand data from social networks
Gives companies opportunity to see what content is most successful
through
	Likes
	Comments
	 Overall actions
Question...
Does using a
hashtag increase
engagement?
1
Metrics
2 3Likes
Total Actions
Comments
Content
Content posted on the @KylieCosmetics Instagram
All posts from March 1, 2018 through March 31, 2018
Anaylzed close to 200 total data entries
	 Posts that included a hashtag
	 Posts that did not include a hashtag
Sample Content
Method
1. Export data from Shareablee
2. Code all data in Excel
4. ANOVA in SPSS
6. Anaylze data to see findings
Findings
Overall, posts that included a hashtag had on average more
engagement with:
Likes
Comments
Total Actions
Total Actions
Mean Likes
Mean Comments
No Significance.
But...
Significance
Likes Comments Total Actions
p=.114 p=.114 p=.332
While graphs show hashtags to be benefical on average the significance is...
Question...
Does using a
hashtag increase
engagement?
NO
What hashtags had
most engagement
during month of
March?
Hashtags
#lipkits had average total actions over 100,000
#weathercollection had average total actions over 150,000
#repost and #throwback had average total actions under 100,000
Limitations
I only anaylzed month of March data
No way to know if hashtag engagement are users already following
Instagram account or people searching for the hashtag
&
Suggestions
Continue using hashtags despite not having significant impact.
Use hashtags that include specific collection names and general
product titles such as:
	#lipkits
	#wintercollection
Future Research
Look at an entire year worth of posting to get a more accurate look
at what hastags are most effective.
Compare Kylie Cosmetics to other brands using hastags on their
posts.
Thank You
Heather Barkee
Works Cited
https://www.kyliecosmetics.com/
https://www.shareablee.com/about/

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Kylie andshareablee