We looked at the latest social media report by Dash Hudson so you don’t have to and here is what you need to know.
TikTok remains the king of the Beauty Industry social media platforms when it comes to engagement. It is continuing to grow, with the average established brand page growing by 8% every month.
Instagram isn’t losing out though. It has a wider average reach of 54% higher than TikTok, and just Reels have a larger average reach than TikTok posts by 15.8%. Overall, Instagram reaches 75% more users than TikTok.
Let’s not forget about YouTube. Beauty brands with big followings post much more regularly than smaller brands, and YouTube is rewarding this regular and consistent video content. On average, long form content receives higher views (+48%), while Shorts receive more likes – a whopping 89% more.
How do you fare against the average amount of posts per week?
TikTok Beauty brands and accounts post an average of 5 times per week.
Instagram is more than double at 5 static or carousel posts a week AND 7 Reels posted per week on average.
YouTube falls in the middle with an average of 8 posts per week. This covers both the classic long form videos and Shorts.
Beauty Industry Specific Stats (compared to 6 months ago)
TikTok leads in engagement
Instagram broadest reach – 75% more people reached than on TikTok
Instagram – Static and carousel posts outperform Reels with +57% higher reach and 0.3-0.4% higher engagement rate.
Youtube – accounts/brands with more subscribers post more regularly than smaller brands. Youtube rewards regular content.
Long form content receives higher views (+48%) while shorts receive a higher cross-channel engagement rate (+8%) and a higher number of likes (+89%)
Top performing TikTok accounts in engagement
Florence by mills – ave views 283.6k – engagement rate 13.7% - outperforms the average engagement rate by 234%
r.e.m. beauty – ave views 434.6k – engagement rate 9.7%
Sol de Janerio(spellcheck) – ave views 669.6k – engagement rate 8.6%
Gisou – ave views 311.1k – engagement rate 8.4%
The 7 Virtues (growing brand) – ave views 2.4k – engagement rate 8.2%
Top engaging Instagram accounts
The Outset – ave reel engagement 2.0% - ave static/carousel engagement 5.6% - overall 3.1%
Laneige CA (growing brand) – ave reel 2.8% - ave static 2.7% - overall 2.8%
Rhode – reel 1.4% - static 3.1% - overall 2.2%
Sol de Janeiro – reel 2% - static 2.2% - overall 2.1%
r.e.m. beauty – reel 1.4% - static 2.6% - overall 2%
Most Youtube Video Views
Ulta Beauty -ave likes 1.2k – overall 692.8k
Sol de Janeiro – likes 621 – overall 669k
L’Oreal Paris USA – likes unknown – overall 347.5k
BOTOX Cosmetic (growing) – ave 27 – overall 338k
GarnierUSA – likes 14 – overall 295.9k
Shorts Views
Ulta Beauty – ave likes 4.4k – overall views 492.1k
LANEIGE US – likes 12.9k – overall 286.9k
Rare Beauty – likes 8.3k – overall 214.1k
NYX Cosmetics – likes 4.1k – Overall 168.7k
Bubble – likes 7.2k – overeall 164.3k
All Industries
Follower Growth Rates (compared to 6 months ago):
TikTok – 7.7% - down 32%
Instagram – 0.7% - down 13%
YouTube – 1.2% - down 52%
Video Engagement Rates:
TikTok – 4.6% - down 6%
Reels – 3.0% - up 7%
Shorts – 4.0% - up 3%
