As the sweetness trade navigates a dynamic social media panorama, influencer advertising and marketing has confirmed to be a driving power behind model visibility and shopper engagement. In keeping with market analysis agency Traackr’s lately launched State of Affect Magnificence Report, in 2024, magnificence influencer content material noticed document ranges of interplay, with video views on platforms like Instagram, TikTok, and YouTube rising throughout all main classes: make-up (+42%), skincare (+49%), hair care (+37%), and perfume (+48%).
The report confirmed that these engagement will increase additionally prolonged to total shopper interplay, with make-up, skincare, hair care, and perfume seeing year-over-year development of 13%, 44%, 17%, and 13%, respectively.
CosmeticsDesign spoke to Holly Jackson, Vice President of Influencer Advertising and marketing Innovation and Insights at Traackr, who defined the broader implications of those tendencies and the report’s key takeaways. “Total, customers are extra engaged with creator magnificence content material on social media than ever earlier than,” she stated, underscoring the vital function of influencers in shaping shopper habits and driving model success.
Tendencies in magnificence influencer engagement
The elevated interplay with magnificence content material on social media displays vital shopper preferences and platform dynamics shifts. Video content material continues to dominate, with audiences gravitating towards visible, immersive experiences.
“There is no such thing as a single path to success on social media,” Jackson stated. Manufacturers like Uncommon Magnificence, Kylie Cosmetics, and Fenty Magnificence every make use of distinct methods to attain impression.
In keeping with Traackr’s report, whereas Kylie Cosmetics derives 78% of its Model Vitality Index (VIT) from Kylie and Kris Jenner’s in depth following, Uncommon Magnificence and Fenty Magnificence take a extra balanced method by constructing communities of creators aligned with their model ethos.
E.l.f. Cosmetics stands out as a non-celebrity model, leveraging creators of all sizes. “E.l.f. Cosmetics is a first-rate instance of a non-celeb model within the prime 10,” Jackson famous, including that 91% of the model’s VIT comes from natural content material.
The model’s collaborations with smaller influencers, corresponding to TikTok star Mikayla Nogueira, who was named honorary CEO for a day, reveal the facility of affordability and accessibility in driving engagement.
Platform dynamics and shifting methods
As of the report’s publication, TikTok has continued to guide within the development of creator magnificence content material, with mentions rising 22% year-over-year. Nevertheless, engagement on TikTok has slowed, suggesting potential oversaturation of magnificence content material on the platform.
“This slowed development in engagement might sign an oversaturation of magnificence content material,” Jackson defined, pointing to Instagram’s quicker price of engagement development as an indication of its resurgence amongst creators.
YouTube stays the go-to platform for long-form content material and product evaluations, whereas TikTok has dropped in favorability amongst some demographics. “TikTok dropped two spots from final yr for consuming creator content material,” Jackson stated.
For Gen Z, TikTok stays well-liked, whereas Millennials gravitate towards Fb and X (previously Twitter). Nevertheless, TikTok’s unsure future looms giant over the trade, with regulatory points within the US threatening to disrupt established methods.
Authenticity and the evolution of partnerships
Authenticity stays the cornerstone of profitable influencer advertising and marketing, with micro and nano influencers driving increased engagement charges throughout classes. “Microinfluencers have constructed belief and group with their followers via a direct, one-to-one connection,” Jackson stated.
Hair care manufacturers, for instance, usually collaborate with stylists and colorists who create participating, instructional content material as microinfluencers.
Paid partnerships are additionally gaining traction. “Sponsored content material has more and more carried out higher for magnificence manufacturers than natural mentions,” Jackson famous.
This shift permits manufacturers to speculate extra strategically in creators who resonate with their goal audiences. Lengthy-term collaborations have gotten extra frequent, with some creators even taking part in product growth, corresponding to Hunter Schafer’s five-year ambassadorship with Shiseido, she famous.
Getting ready for the long run
Wanting forward, manufacturers might want to embrace hyper-targeted methods to stay aggressive. “Manufacturers can have a greater mixture of creators of their influencer packages and perceive how every tier contributes to their aims,” Jackson predicted.
Hyper-targeting area of interest communities, corresponding to Gen Z customers discussing particular skincare situations, will allow manufacturers to market extra effectively and successfully.
As AI instruments turn into extra built-in into influencer advertising and marketing, Jackson confused that “human interplay would be the core differentiator.” Whereas AI can drive efficiencies, empathy and authenticity will stay important for constructing shopper belief.
With video engagement surging and platforms like Instagram and YouTube poised to develop, the way forward for magnificence influencer advertising and marketing will rely upon a stability of data-driven insights and genuine connections. “Begin along with your model values and proceed with the tendencies which are genuine,” Jackson concluded—a roadmap for manufacturers navigating the complexities of the ever-evolving social media panorama.
