During the month of January, MAC again outperformed its peers with more organic blog content than others, while newcomers NYX, Clinique and Benefit Cosmetics made waves in social influence. Most interestingly, a key trend emerged among the top performing brands showing that integrative digital strategies lead to long-term engagement and success.
January was no exception to MAC’s success amongst bloggers, who were abuzz with the brand’s new collections and products for 2014. In addition, the brand’s announcement of its collaboration with Kelly Osbourne and Disney’s Maleficent were both heavily discussed among influencers within the beauty community, said Tribe, which uses proprietary data analytics software to measure a brand’s earned media value [EMV] among the top 50,000 influencers in health, beauty and fashion.
Relative social media newcomers NYX, Clinique and Benefit Cosmetics may still have a way to go towards creating cross-channel engagement rates on par with some of other identified leaders, these brands created meaningful waves of their own on their respective social channels.
A key trend among the top performing brands shows that integrative digital strategies lead to long-term engagement and success. The leading brands in social influence are those creating content that creates a trail of activity, so to speak, for followers across the various social channels. The best content is shareable in a variety of capacities and interesting on any platform. More and more leading beauty brands, both prestige and mass market, are taking a cue from the luxury industry, creating digital shorts and films. More so than perhaps any other form of digital content, these videos capture the voice and feel of a brand. As a result, they garner the greatest engagement numbers from fans when compared to other forms of social content.
1. NYX: $12,228,701
2. NARS: $9,929,274
3. Maybelline: $4,948,507
4. MAC: $4,899,523
5. Urban Decay: $3,794,064
Caption: The beauty brands that generated the greatest social influence measured by earned media value, number of impressions, audience size, number of publishers, and post count in January.
Tribe sources its data from the top 50,000 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 January, click here.
