Traackr's "State of Influence: Beauty" reveals the brands, creators and trends powering the beauty industry this year, including insights from Pinterest SAN FRANCISCO , Aug. 8, 2024 /PRNewswire/ -- Social media may appear saturated with beauty content, but audiences are more engaged than ever, according to new research from Traackr , the leading performance-driven influencer marketing platform. Traackr today released the State of Influence: Beauty report, including insights from Pinterest , and highlights the beauty brands, creators and trends with the most influence on social media.
Analyzing content from a select panel of more than 155,000 beauty creators on its platform, Traackr found that engagement with creator content across makeup, skincare, hair care and fragrance increased in H1 2024 compared to H1 2023. Skincare saw the biggest increase in engagement (+44%), video views (+49%) and Brand Vitality Score (VIT) (+46%), Traackr's proprietary metric for measuring influencer marketing performance. Beauty brands continue to lean into sponsored content and boosting, increasing engagements and VIT at a higher rate than organic mentions.
"Beauty marketers are getting savvier about extending the impact of their creator partnerships, putting paid media behind boosting posts to supercharge reach and engagements," said Pierre-Loïc Assayag, CEO and co-founder, Traackr. "Although the number of active influencers in beauty is leveling out, all tiers of creators - from nanoinfluence.