The beauty industry has been a natural fit for influencer marketing campaigns since the beginning. With video-forward platforms like Instagram and YouTube, it’s easy for influencers to share tips, tricks, and product reviews with fans. As such, beauty consistently generates large volumes of sponsored content, which in drive high engagement. 

Below, we dive into the new beauty industry Share of Influence report from influencer marketing platform CreatorIQ. This monthly report reveals the global beauty brands that are capturing attention and gaining–or losing–influence each month. 

CreatorIQ processes tens of millions of creators and billions of posts to generate Share of Influence (SOI) reports, which consider the volume of creator activity, the realness of creators’ audiences, and the performance of content (views, likes, comments, shares) for each contender brand. These three measures make SOI a powerful representation of a brand’s influencer marketing presence and impact in relation to competitors and the overall industry. The higher the SOI percentage, the bigger impact a brand’s influencer campaigns have had within their specific industry.

In September, the beauty industry generated 228,000 sponsored posts from 85,000 creators with 1,000 brands sponsoring content. Among those brands, Huda Beauty was the No.1 brand, with an SOI of 7.43%.

Key findings:

  • 2.67%—average engagement rate on Instagram for sponsored content within the beauty category in September
  • 181K—average estimated post reach 
  • Huda Beauty was the No. 1 brand with 7.43% SOI and an estimated media value of $27.7 million. 
  • MAKEUP LIVE had the most-engaged-with sponsored post; it brought in 342.5K likes, 2K comments, and an estimated reach of 6.2 million people.

How brands are stacking up

Although Huda Beauty was No. 1 for SOI in September and had the most estimated media value, Morphe Brushes received the highest engagement rate of the top five brands (4.06%). 

And, while the top creator by reach and views for Huda Beauty was YouTuber Janaína Taffarel, the brand’s top-performing posts all came from MAKEUP LIVE. Notably, each of the Instagram account’s videos featured a different theme: In the No. 1 post (which also happened to be tops for the industry overall) a mom juggles a baby while applying mascara. Another video is a timelapse of someone using makeup to create the illusion of eyes on an arm, while the third is more of a tutorial on different techniques

Straight brand rankings are good, but it’s also worth keeping an eye on the brands that are experiencing SOI increases or decreases month-over-month. In September, the biggest SOI rank increases went to Axe, Paradox, and Elke, while the brands that saw decreases included Revlon, Playa, and MUGLER Perfume

Nano influencers had the best average engagement rate

As CreatorIQ studies have shown, influencer size can play a key role in average engagement rates. Creators with smaller audiences often command a better engagement rate than mega-celebrities, partly because their followers tend to be passionate and less broadly distributed across niches. 

For the beauty industry in September, nano influencers (1K-10K followers) had the highest average engagement rate (6.69%), followed by micro influencers (10K-100K followers) with 3.4%. Macro influencers (100K-1M followers) were in third place with 2.39% average engagement, and mega influencers (1M+ followers) had the lowest engagement at 2.613%. 

Methodology: Share of Influence considers the volume of creator activity, the realness of creators’ audiences, and the performance of content (views, likes, comments, shares) for each contender brand. These three measures make SOI a powerful representation of a brand’s influencer marketing presence and impact. SOI uses data from the core CreatorIQ platform, which processes tens of millions of creators and billions of posts. Every verified creator on Instagram and every creator with more than 50K followers is included, along with millions of smaller creators across multiple social platforms.

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