The Beauty industry has strongly invested in Social Media since its inception. Beauty companies discover new ways to engage their customers on Social platforms, leveraging their potential. Consider, for example, experiential content made by brands: from how-to videos to try-on filters to test new makeup shades. Also, several YouTube and Instagram natives have reached immense popularity even beyond the web. Lastly, we cannot fail to mention that many brands are communicating exclusively through Social Media and their followers. Think of the Glossier phenomenon. Considering the close relationship between Beauty and Social Media, we analyzed the impact of approximately 130 notable brands on Facebook, Instagram, Twitter, YouTube, and Weibo from January to May 2020. In our report, we include a ranking of the top Celebrities and Influencers for the Beauty industry during the above period. The report is also available at this link. Here is what we discovered.

THE RANKING OF THE TOP CELEBRITIES AND INFLUENCERS FOR THE BEAUTY INDUSTRY

Considering DMR Group panel, which includes more than 25K selected Social Accounts, Kylie Jenner ranked #1 of the top Celebrities and Influencers for the Beauty industry both by engagement and by reach. The US entrepreneur made 96 posts on different platforms, which achieved total Engagement over 92.4M and total Reach over 1.2 billion. In the second place, Rihanna made 22 posts reaching Engagement over 32M and Reach of 571.2M. Makeup artist Karen Sarahi Gonzalez rounded out the Top 3 with Engagement of 15.5M and Reach of 320.2M from 172 posts.

However, if we consider the average Engagement of a post, South Korean singer Jisoo ranks #1 in the celebrity and influencers category; whereas she ranked in seventh place by total engagement. Jisoo is followed by Rihanna and Kylie Jenner, respectively. Comparably, if we consider the average Reach of a post, Rihanna ranks #1 with Jenner and Jisoo in the second and third ranks, respectively. These results highlight Kylie Jenner and Rihanna’s focused strategies as they each post content frequently for their makeup and skincare brands. Jenner was also the undisputed star of the Top 3 Organic Posts, all linked to her beauty lines. The post below (shared on April 25^th, 2020) is the top-ranking organic post by Engagement; the post achieved Engagement of 9.6M and Reach of 115.5M.

Sponsored content represented only around 1% of the total posts shared over the monitored period. Regarding the Top 3 Sponsored Posts, singer Becky G supported the brand Ole Henriksen. The post achieved Engagement of 625K and Reach of 9.2M. Italian digital entrepreneur Chiara Ferragni shared the second and third top-ranking sponsored posts by engagement.