For the month of November, Chanel generated valuable buzz where it counted most: blog traffic, while MAC dominated the video landscape and Urban Decay beat out longtime leader MAC in social media likes and actions.
According to Tribe Dynamics, the San Francisco-based influencer relationship management startup with proprietary data analytics software, the beauty brands with the most social influence for the month of November measured by earned media value, number of impressions, audience size, number of publishers and post count were:
1. MAC: $3,418,848.00
2. Urban Decay: $2,556,257.10
3. Maybelline: $2,228,954.50
4. Chanel: $2,029,465.65
5. Revlon: $1,858,082.10
INSIGHTS:
During November, Chanel extended its reign as lead generator of blog traffic and related social content. Once again, some of the most valuable earned media produced by the brand came via publications including The New York Times’ Style section, in addition to industry-specific sites such as StyleBistro, MTV Style, and Refinery29.
MAC out-produced other brands in both video views and videos created, and the brand has clearly captured the attention of the beauty blogger community that flourishes on YouTube: it garnered an impressive 14,468,420 views, compared to the Estée Lauder brand, with 922,336 views. A majority of the most valuable content created came straight from beauty bloggers who chose to include MAC products in their “November Favorites” videos.
Urban Decay achieved the greatest increase in earned media value, rising from the number 10 slot to a commanding second place position from the previous month. Hardly an underdog, the brand managed to exponentially increase fan engagement across all channels. In particular, the brand excelled for the month in Twitter actions and Facebook/Instagram likes outdoing longtime leader MAC cosmetics. Although a less than significant number of posts were created over the month, followers engaged with this content at an incredibly higher rate than what other brands experienced. The buzz was largely due to the beauty community’s excitement for the long-anticipated launch of the third and the newest member of the Naked Palette Collection, amplified by the product’s surprise early-release at the end of the month.
*Tribe sources its data from the top 20,000 influencers in health, beauty and fashion. The brands included in each study are the most popular based on publicly available information of these brand’s annual revenue, reviews from consumers and retailers. To see the full report for the month of November, click here.
