The Beauty Industry Social Media Benchmark Report
In the latest TikTok, Instagram and YouTube benchmark reports, uncover which KPIs are critical to beauty brands’ social strategies.
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To win in today’s social media landscape, beauty brands must understand what truly resonates with their audiences to maximize ROI and achieve lasting success. While metrics like follower count and growth rate remain essential, beauty brands are focusing on metrics such as engagement, owned reach and posting cadence to gain a deeper understanding of how content is received.
Beauty Industry Benchmarks and Statistics
Average Monthly Social Media Growth Rate for Followers/Subscribers
TikTok
4.7%
0.8%
Youtube
1.3%
* Follower growth rate data taken from the September 2024 Benchmarks for beauty brands. See the report for the full methodology.
The Average Monthly Growth Rate measures the rate at which a beauty brand increases its follower count month-over-month. Brands can expect different growth trajectories per channel, with TikTok still seeing significant follower growth. Many brands in the beauty industry have well-established Instagram presences, leading to a natural saturation in growth. YouTube has recently experienced growth as users increasingly shift from traditional media to social media for entertainment.
Beauty Industry Highlights From Leading Brands
The beauty industry is maximizing its video content strategy across social platforms. Entertaining content shared through Instagram Reels, TikTok and YouTube Shorts is at the forefront, showing a significant shift towards more dynamic content to captivate beauty audiences.
Gisou continues to earn top TikTok engagement with its visually stunning posts that showcase the benefits of honey-infused hair care. Its tutorials and perspectives from creators deeply resonate with its audience, while its stunning, sunny aesthetic helps it to stand out in a saturated industry.
Gisou outperforms the beauty industry by 78.8%.
dae uses Instagram to share vibrant, sunny visuals that reflect its desert-inspired haircare line. Its content blends product marketing and resourcefulness, including demonstrations of hair care routines done in cars to show just how easy its products are to use.
dae outperforms the beauty industry by 184.3%.
e.l.f. Cosmetics dominates YouTube video views with its wide variety of content, from Roblox collaborations to podcast episodes. Its innovative content strategy and regular use of Shorts uses YouTube to its fullest potential as a channel.
e.l.f. Cosmetics outperforms the beauty industry by 144.9%.
In this Beauty Industry Benchmark Report you’ll learn:
- How the shift from static to video content on Instagram has fueled growth for beauty brands.
- Challenges and successes of the beauty industry on TikTok, highlighting its high Entertainment Score in a saturated market.
- Distinctions between YouTube Shorts and long-form videos in driving engagement versus reach.
- Strategies impacting key performance indicators such as video views, reach and Entertainment Score changes over six months.
For the 2H 2024 Social Media Benchmark Reports, Dash Hudson pulled a sample of global companies across TikTok (n=1,150), Instagram (n=2,956), and YouTube (n=631), analyzing their activity between January 1, 2024 – June 30, 2024, to determine average performance against a predetermined set of KPIs. These benchmarks include handles with a minimum of 1K followers, from both customers and non-customers.