SOCIAL MEDIAINDUSTRYBENCHMARKSBeauty & Cosmetics
EXECUTIVE SUMMARYKey takeaways for the Beauty & Cosmetics IndustryThe beauty industry's social media landscape is evolving fast, and brands can no longerafford a one-size-fits-all approach.Facebook still holds potential when video is prioritized. Photo dumps and static link postsunderperform, while video content significantly boosts engagement.Instagram remains critical but demands smarter strategies. The highest Instagramengagement rates for cosmetics came from brands prioritizing storytelling overaesthetics.X (formerly Twitter) offers moderate opportunities through brand-driven storytelling.Engagement is strongest when brands focus on Brand Story & Leadership, Behind-the-Scenes insights, and Beauty Tips & Tutorials, rather than traditional promotional content.TikTok is the ultimate engagement playground for beauty brands. The data shows thatauthentic, raw content wins hard.And across every platform? Content pillars like Beauty Tips & Tutorials, ProductLaunches & Promotions, and Self-Care & Wellness are the real MVPs.
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ACROSS ALL INDUSTRIESAverages for all industriesAvg. eng. rate by followersAvg. eng. rate by reachAvg. eng. rate by impressionsAvg. impressionsAvg. video viewsAvg. sharesAvg. commentsAvg. likesAvg. no. of posts/monthFacebookInstagramTwitterTikTok0.7%2.7%1.2%5.5%4.5%9.2%--4.4%6.9%1.6%4.6%5K944K24K-20K17K-160K26.7128.571.0155.723.264.718.344.5252.43K183.94K6K31K684.611K
BEAUTY & COSMETICS INDUSTRY � TOP 5 AI CONTENT PILLARSACROSS CHANNELSRanked by average number of posts publishedPost Count8373755265775798596562813529054558839901276315069305444693842875819171189071519612796FacebookInstagramTwitterTikTokBeauty Tips & TutorialsProduct Launches & PromotionsSelf-Care & WellnessSeasonal & Trend-Based BeautySustainability & Ethics020000400006000080000100000120000Source Socialinsider data | Data range Jan 2024 � Dec 2024Beauty brands should expand theireducational content strategy by creatingmore specialized, niche tutorials focusingon unique techniques, uncommon productapplications, and solutions for specificbeauty concerns that aren't widely covered.
FACEBOOK SUMMARYKey takeaways for the Beauty & Cosmetics IndustryFacebook remains a relevant platform for beauty brands, but the content strategy mustevolve. While video consistently delivers the highest engagement, photos, statusupdates, and link posts show minimal engagement and should be deprioritized.Top-performing content pillars include Behind-the-Scenes Insights, InfluencerCollaborations, and Seasonal Beauty Trends.
BEAUTY & COSMETICS INDUSTRY � FACEBOOK ANALYSISBreakdown by size of Facebook pagesAvg. eng. rate by followersAvg. eng. rate by reachAvg. eng. rate by impressionsAvg. impressionsAvg. video viewsAvg. sharesAvg. commentsAvg. likesAvg. no. of posts/month1K � 5K fo...
