A mini-fridge stuffed with honey-infused hair items. The #FineMenUseTopicals hashtag, embraced by social networks’s preferred male design influencers and “Love Island” stars. A collection of Glossier staff members checking out Balm Dotcom dislike remarks to reveal the return of the cherished OG formula. Sol de Janeiro (complete stop).
Such are simply a few of the minutes that have actually caught social networks’s attention in current months, moving appeal’s buzziest brand names– consisting of Gisou, Glossier and more– to brand-new heights.
According to social networks marketing platform Dash Hudson’s first-half 2024 benchmarking report, which evaluated brand names’ engagement levels throughout TikTok, Instagram and YouTube, the pattern towards entertainment-focused material has actually resulted in an increase in engagement rates on both TikTok and Instagram.
When it concerns typical reach, TikTok has actually formally reached Instagram Reels– lagging just 4 portion points behind when it concerns short-form video. Still in its relative infancy, YouTube Shorts drags both in reach, however is proliferating, with typical views increasing 153 percent versus 6 months back.
According to the report, Sol de Janeiro is the only appeal brand name which ranks amongst the leading 5 by engagement on all 3 platforms. This remains in part thanks to its positioning with numerous of appeal’s most noteworthy “booms” of late (body care, Gen Alpha, gourmand aromas and scent mists). Other repeat winners consist of K-beauty OG Laneige and Negin Mirsalehi’s Gisou, both leading entertainers on TikTok and Instagram.
On Instagram, engagement is still primarily driven by fixed or carousel posts, according to the report. This finding tracks amongst the majority of the platform’s heaviest players, though tidy hair care brand name Dae stands apart for its Reels-led method, with its Reels seeing a 13.4 percent engagement rate, versus the 0.9 percent engagement rate of its fixed posts. This can in part be discussed by the larger reach of its hair styling and care video tutorials, as is typically the case with hair care brand names.
When it concerns TikTok audience retention rate, Gisou nets out at 41 percent, vanquishing the market average of 28 percent thanks to a varied material method which covers behind-the-scenes beekeeping, product-adjacent state of mind boards and more. While skin care brand name Topicals does not split the top-five ranking by TikTok engagement, it connects with Sol de Janeiro by audience retention on the platform at 38 percent.
The brand name has actually benefited over the in 2015 from its recruitment of “Love Island” audience-favorite cast members– consisting of the viral U.S. model’s latest winners, Serena Page and Kordell Beckham– as ambassadors.
The leading 5 appeal brand names on TikTok by engagement rate throughout the very first half of 2024, per Dash Hudson. (Market average: 4 percent).
1. Glossier
- Engagement rate: 10.4 percent
- Typical video views: 110,400
2. Gisou
- Engagement rate: 9.2 percent
- Typical video views: 294,700
3. Tatcha
- Engagement rate: 8.9 percent
- Typical video views: 35,800
4. Sol de Janeiro
- Engagement rate: 8.8 percent
- Typical video views: 943,700
5. Byoma
- Engagement rate: 7.7 percent
- Typical video views: 97,000
The leading 5 appeal brand names by Instagram engagement rate. (Market average: 0.2 percent).
1. Dae
- General engagement rate: 4.9 percent
- Reels engagement: 13.4 percent
- Static/carousel post engagement: 0.9 percent
2. Laneige Canada
- General engagement rate: 2.6 percent
- Reels engagement: 3 percent
- Static/carousel post engagement: 1.8 percent
3. Sol de Janeiro
- General engagement rate: 2.5 percent
- Reels engagement: 1.4 percent
- Static/carousel post engagement: 2.9 percent
4. Gisou
- General engagement rate: 2.1 percent
- Reels engagement: 2 percent
- Static/carousel post engagement: 2.3 percent
5. Starface
- General engagement rate: 1.5 percent
- Reels engagement: 1.7 percent
- Static/carousel post engagement: 1.3 percent
The leading 5 appeal brand names by YouTube Shorts views. (Market average: 47,700).
1. Laneige U.S.
- Typical views: 482,800
- Typical likes: 23,400
2. Genuinely Appeal
- Typical views: 405,100
- Typical likes: 12,000
3. Shine Dish
- Typical views: 181,700
- Typical likes: 8,200
4. Ulta Appeal
- Typical views: 153,600
- Typical likes: 1,400
5. Sol de Janeiro
- Typical views: 129,500
- Typical likes: 3,400
Source: WWD.