Research & Data 2 minutes, 16 second read Mark Johnson, Editor, Just.Marketing
A benchmarking study has analysed 122 brands across makeup, skin care and hair care categories to measure the visibility, impact and trust that content mentioning brands earns on social media.
The study, by Traackr, used its Influencer Market Benchmark technology platform to analyse the performance of influencer generated content in the USA, UK and France from August 2018 to July 2019 to create a Brand Vitality Score (VIT) ranking.
Many of the brands in the study were clients of Traacker while some were not.
With tens of thousands of influencers out there, it’s important to select the right one for your campaign, says the report. But the study points out that even the most talked about brands are only activating about 40% of their influencer market while most activate a mere 3-15%.
‘When you’re making decisions about who to invest in and who to send product to, knowing who outperforms for you and your category becomes a deal breaker,’ the report explains.
In the UK and French markets, VIPs or celebrity-status influencers are less numerous and impactful than in the USA. They have far smaller audiences generating 17% and 21% of total VIT for the market. By contrast, VIPs in the US market drive 51% of all VIT for makeup.
In the USA, the top and VIP influencers account for 82% of all VIT earned in the category. There are more VIPs talking about makeup (413) than in hair care and skincare combined.
In the USA, macro, mid-tier and nano influencers in skin care tend to generate nearly half of all VIT (46%). This means they can deliver disproportionate levels of visibility, impact and trust for brands, compared to those in makeup. So investing in micro and mid-tier influencers for skin care brands could be more important than for cosmetics brands.
Skin care also earns higher engagement rates (ER) among influencers with US audiences, especially at the nano and micro influencer levels. The same notable difference is not present in the UK and French markets between tiers.
Macro and top tier influencers in France account for only 10% of influencers talking about hair care brands. However, these tiers drive more than 50% of all VIT earned. The top tier also earns the highest ER (3.38%), outperforming even the nano tier.
In the UK, all tiers perform quite well (3.03 – 3.85%) with the exception of VIPs.
By contrast, the US hair care influencer market is dominated by an army of well-performing mid-tier and micro influencers. They collectively represent 67% of total activated influencers while responsible for 42% of all VIT earned. This is the only category and market where this class of influencer drives such a strong performance.