Influencer marketing platform Traackr has released its “State of Influence: Beauty 2024” study.
The report, which analyzed content from over 155,000 beauty creators across the United States, United Kingdom, and France, indicates a shift in platform performance for beauty brands and influencers.
Platform Performance
According to the research, Instagram is experiencing a resurgence in the beauty content sphere.
Despite modest decreases in activated influencers and mentions, the platform saw a 68% year-over-year increase in video views for beauty content in the first half of 2024.
Source: Traackr, Inc.
While TikTok continues to see growth in activated influencers and mentions, it has not translated into significant increases in engagements and video views, contrasting with trends observed over the past three years.
Traackr’s data shows that Instagram now accounts for 64% of YSL’s Brand Vitality (VIT) score in 2024, up from 40% in the first half of 2023.
The VIT score is Traackr’s proprietary metric for measuring brand performance in influencer marketing, taking into account visibility, impact, and brand trust.
Influencer Tiers and Sponsored Content
The report also highlights changes in influencer tier performance.
Mid-tier (50K-250K followers) and macro-tier (250K-1M followers) creators have seen the largest increase in impact on brands’ influencer marketing performance in 2024.
VIT earned by mid-tier influencers increased by 26% year-over-year, while macro-tier influencers saw a 24% increase.
Source: Traackr, Inc.
Brands are increasing their reliance on sponsored content, with activated influencers up 9% and mentions up 23% year-over-year for sponsored posts.
However, the report suggests audiences may be growing weary of sponsored content, as engagement and video view increases for sponsored posts have been relatively modest compared to the growth in mentions.
Emerging Trends and Top Brands
The study, based on data from Pinterest, identifies several emerging beauty trends.
These include “Real Beauty,” which rejects hyper-healthy lifestyles in favor of more realistic routines, and “A.I. Aqua,” a color trend gaining traction across various beauty categories.
YSL emerges as one of the most improved brands in the U.S. market, climbing 17 spots to reach the 8th rank overall and increasing its VIT score by 82% year-over-year.
Source: Traackr, Inc.
The brand’s success is attributed to a strategic mix of VIP partnerships and effective engagement with beauty and fashion creators.
In the UK, Charlotte Tilbury maintains its second-place ranking, increasing its VIT score by 34% year-over-year. The brand’s success is linked to long-term paid partnerships and viral PR strategies, including an oversized lipstick box that gained significant traction on social media.
Garnier performs well in France, ranking fourth overall and first in both skincare and hair care categories. The brand increased its VIT score by 102% year-over-year, with substantial engagement growth (870%) and video views (3,232%).
Garnier’s success is largely attributed to viral TikTok campaigns, including partnerships with comedy creators that generated over 25 million video views.
The report also identifies rising creators across different markets, including Abby Fraley and Noel Thomas in the United States, Arthur Garros in the United Kingdom, and Nur Gedikmelis Ekrem in France.
Nii A. Ahene is the founder and managing director of Net Influencer, a website dedicated to offering insights into the influencer marketing industry. Together with its newsletter, Influencer Weekly, Net Influencer provides news, commentary, and analysis of the events shaping the creator and influencer marketing space. Through interviews with startups, influencers, brands, and platforms, Nii and his team explore how influencer marketing is being effectively used to benefit businesses and personal brands alike.
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Influencer marketing platform Traackr has released its “State of Influence: Beauty 2024” study.
The report, which analyzed content from over 155,000 beauty creators across the United States, United Kingdom, and France, indicates a shift in platform performance for beauty brands and influencers.
Platform Performance
According to the research, Instagram is experiencing a resurgence in the beauty content sphere.
Despite modest decreases in activated influencers and mentions, the platform saw a 68% year-over-year increase in video views for beauty content in the first half of 2024.
Source: Traackr, Inc.
While TikTok continues to see growth in activated influencers and mentions, it has not translated into significant increases in engagements and video views, contrasting with trends observed over the past three years.
Traackr’s data shows that Instagram now accounts for 64% of YSL’s Brand Vitality (VIT) score in 2024, up from 40% in the first half of 2023.
The VIT score is Traackr’s proprietary metric for measuring brand performance in influencer marketing, taking into account visibility, impact, and brand trust.
Influencer Tiers and Sponsored Content
The report also highlights changes in influencer tier performance.
Mid-tier (50K-250K followers) and macro-tier (250K-1M followers) creators have seen the largest increase in impact on brands’ influencer marketing performance in 2024.
VIT earned by mid-tier influencers increased by 26% year-over-year, while macro-tier influencers saw a 24% increase.
Source: Traackr, Inc.
Brands are increasing their reliance on sponsored content, with activated influencers up 9% and mentions up 23% year-over-year for sponsored posts.
However, the report suggests audiences may be growing weary of sponsored content, as engagement and video view increases for sponsored posts have been relatively modest compared to the growth in mentions.
Emerging Trends and Top Brands
The study, based on data from Pinterest, identifies several emerging beauty trends.
These include “Real Beauty,” which rejects hyper-healthy lifestyles in favor of more realistic routines, and “A.I. Aqua,” a color trend gaining traction across various beauty categories.
YSL emerges as one of the most improved brands in the U.S. market, climbing 17 spots to reach the 8th rank overall and increasing its VIT score by 82% year-over-year.
Source: Traackr, Inc.
The brand’s success is attributed to a strategic mix of VIP partnerships and effective engagement with beauty and fashion creators.
In the UK, Charlotte Tilbury maintains its second-place ranking, increasing its VIT score by 34% year-over-year. The brand’s success is linked to long-term paid partnerships and viral PR strategies, including an oversized lipstick box that gained significant traction on social media.
Garnier performs well in France, ranking fourth overall and first in both skincare and hair care categories. The brand increased its VIT score by 102% year-over-year, with substantial engagement growth (870%) and video views (3,232%).
Garnier’s success is largely attributed to viral TikTok campaigns, including partnerships with comedy creators that generated over 25 million video views.
The report also identifies rising creators across different markets, including Abby Fraley and Noel Thomas in the United States, Arthur Garros in the United Kingdom, and Nur Gedikmelis Ekrem in France.
The full research is available here.