With more consumer touch points than ever before meaning social teams having to perform across numerous channels, new data from Dash Hudson shows you how to channel time and effort
In its new ‘2024 Cross-Channel Benchmark Report’, Dash Hudson – leading social media management platform – analyses beauty’s performance across socials and shares key insights to help you streamline your strategy.
To kick things off, speaking exclusively to the British Beauty Council, CMO, Kate Kenner Archibald, said: ‘Despite increasing competition across channels, beauty brands continue to excel by maintaining strong engagement rates.
‘Some themes that we see across leading beauty brands are creating authentic content to show product benefits, leveraging the right creators, and having a community-based approach.
‘By leveraging these insights, social media managers can stay ahead of trends and drive success within the highly competitive beauty sector.’
A quick look at the data surfaces three key themes, which are all key to ensuring you come out on top on social media over the next 12 months.
Utilise different platforms for their unique strengths:
We repeat, to reap the real benefits of socials you need to steer clear of using the same snippets of content across every platform.
TikTok should be used for engagement, Instagram for reach and Youtube for awareness.
So, content that your existing community love should be reserved for short-form, sub-40 second, TikTok snippets. Whereas, Instagram is where you’ll reach new customers. So, consider taking a fresh approach to educating people and converting them to community members through highlighting the benefits, efficacy and USP of your offerings.
YouTube gives you an opportunity to take a deep breath and really slow things down. Use this platform for founder stories and brand ethos building. Give people content that they can really get their teeth into.
Beauty ranks highly on TikTok:
It’ll come as no surprise that beauty content is seeing marked success in both entertainment score and follower metrics in comparison to other industries.
When it comes to follower count, beauty accounts have seen a +317.5K increase, being pipped to the post by media and publishing thanks to the boom in ‘Booktok’ content.
Consumer Packaged goods comes out on top with a growth of 452.7K. But, it could be argued that beauty plays into this category as a product category that consumers use in everyday life.
Video content is still the winning content form:
Due to the visual nature of beauty and its products, video comes out on top across all platforms. This is reinforced by the high viewing numbers witnessed on Youtube, a platform often neglected in many social strategies.
Beauty content has witnessed an 86% watch rate over the past 12 months, equal to fashion and luxury content and beating all other sectors. So, it’s clear that once people are enticed enough to click play, they stick around to watch – making YouTube a great source of retention.
