The beauty industry thrives on influencer marketing,
with Instagram hosting the largest number of beauty influencers, while TikTok
excels in follower engagement.
According to Upfluence's 2022 report, Instagram had
1,288 beauty influencers, followed by YouTube with 1,090, and TikTok with 167.
Many influencers are active across multiple platforms, with 1,034 using both
Instagram and YouTube, and 165 of TikTok’s influencers also maintaining Instagram
accounts. Instagram’s audience is predominantly female (82%), with nearly half
aged 25-34. However, only 10% were teenagers, indicating Instagram’s waning
appeal to younger users.
Engagement rates tend to decrease as an influencer’s
follower count grows. On Instagram, mega-influencers (over 1 million followers)
had a 1.5% engagement rate, while nano-influencers (under 15,000 followers) had
the highest at 2.7%. On YouTube, mega-influencers averaged 518,560 video views,
with mid-size influencers (100,000-500,000 followers) averaging only 43,365
views. Interestingly, micro-influencers (5,000-50,000 followers) outperformed
some larger influencers with 88,301 views per video.
TikTok had the highest engagement rate at 7.52%,
surpassing Instagram (1.87%) and YouTube (0.56%). This is attributed to
TikTok’s smaller influencer pool and more active follower-influencer
interaction.
#Makeup was the most used beauty hashtag on
Instagram and YouTube, while ranking third on TikTok. Other popular hashtags
include #makeuptutorial, #skincare, and #beauty across all platforms【Beautynury,
September 16, 2024】. |
