My Market Insight, the company for data, commentary and analysis across various media platforms, has revealed its weekly beauty insight today with a focus on social influencers in April 2017. In April 2017, social media delivered 51% of all PR mentions across the three channels of print, online and social. Twitter was a key platform for social delivering 50% of all PR mentions across the three social channels of Twitter, YouTube and Instagram. YouTube generated the most social AVE for the cosmetics category with a £12,851,938 AVE contribution. Instagram followed with £1,831,379, while Twitter generated £20,732.  

Content Summary

Top 10 influencers by social actions – Twitter

Hannah Hearts’s social media presence outperformed any other social influencer with 900 product mentions through 390 tweets (averaging 3.2 products per tweet). She mentioned L’Oréal Paris Infallible Total Cover Full Foundation 32 times, which achieved 42 likes and 19 retweets. 

On Twitter, Zoella drove the most engagement for the cosmetics category, delivering 7,632 likes and 461 re-tweets. Remarkably, Zoella generated this engagement from one tweet promoting her Instagram post endorsing Maybelline’s Lash Sensational Mascara.

Top 10 influencers by social actions – YouTube

Rosanna Pierce delivered the most cosmetics mentions across YouTube in April 2017, experiencing a 61% increase. Her most mentioned brand was Maybelline New York, which she mentioned 8 times. 

Lisa Eldridge received the highest amount of engagement on YouTube, with 10,461,930 views and 436,228 likes for the cosmetics category. Subsequently, in April 2017, Lisa Eldridge generated £1,104,548 social AVE for the cosmetics category. In addition, Lisa produced 82,984 likes and 1,993,704 views for the Lancôme brand which generated £208,364 AVE.  

Top 10 influencers by social actions – Instagram

Kaushal Beauty delivered the most cosmetic PR mentions across Instagram (89). Her most mentioned product was Tarte’s Tarteist Creamy Matte Lip Paint with 6 mentions, which achieved 170,636 likes. In April 2017, her Instagram channel generated £721,570 of social AVE for the cosmetics category, of which £121,933 was generated for the Tarte brand.  

Jake-Jamie experienced a large increase in social actions on Instagram in April 2017 when compared to March 2017. In March he achieved 3,385 likes whereas in April 2017 he achieved 41,730 likes through 11 posts (averaging 3,793 likes per cosmetics post).  

My Market Insight delivers to the beauty industry, a PR and Communications business tool that can track any brand in the market across print, online and social media. If these insights interest you, call for more information. You can gain access to My Market Insight's data for as little as £750 and DIARY directory Subscribers receive a 20% discount.

Leo Eckley, leonora.eckley@mymarketinsight.com / 020-8831 7570