beauty industry on social media - january 2015
TRANSCRIPT
PRESENTACIÓN JULIO 2014
Special ReportTop 10 Beauty Industry on
Social Media
January 2015
Target
The purpose of this report is to compare the global social media profiles of the 10 most successful Beauty Companies regarding their turnover volume. The report aims to analyse and identify their strategies and actions regarding social media.
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Analysed Beauty Companies
Top 10 KPIs in the Beauty Industry - January 2015
Industry Unique
Audience:702,873
Average # of Posts:416
Average Engagement Rate (ER) per
Post:14
Industry Unique
Audience:91,695
Average # of Posts:
3
Average Engagement Rate (ER) per
Post:10,239
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Industry Unique
Audience:68,872,400
Average # of Posts:
25
Average Engagement Rate (ER) per
Post:747
Top 10 Beauty Companies - Benchmark:Source Alianzo Analytics
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Facebook is the most important social network for the Beauty Marketers
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AUDIENCE
● Beauty Industry brings together more than 68.8 million of unique users (among the top 10 brands). AMAZING!● Dove and Nivea gather 58% of the audience, making a big gap with respect to the other leading brands.
KINGS OF BEAUTY ON FACEBOOK!
CONTENT
● Beauty Brands are active on their profiles, with an average of almost 1 post/day. ● Avon stands out as the most active brand with 2.5 times higher (64 posts/month) published content than the average.
Shiseido is also working hard with their 50 posts/month. GREAT JOB!● Beauty Brands content strategy is: Text + Photo (product or model) + Link. Some of them use customized hashtags.
DO NOT FORGET THEM!
ENGAGEMENT
● The average industry engagement is 28,297 interactions per month. This is the number of interactions that users make per month.
● Estee Lauder has almost 4 times more engagement than the average industry. AWESOME!● Women are the fans who present the highest rate of interactions. Women stand out as the only ones making
interactions in some brands such as L'Oreal, Lancôme and Pantene. 100% OF INTERACTIONS!
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● The main countries for the two leading brands (Dove and Nivea) are Brazil and The United States. ● The average fan is a Brazilian woman.● Dove talks about: photos of products, quotations about healthcare. (Text + Photo).● Nivea talks about: beauty quizzes, beauty tips, infographics and photos of products. (Text + Photo + Link
+ Hashtag).
Brazil and The United States are the countries where the main audience is
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Photos with Beauty tips achieve the best result of engagement
1. Olay (24,944 interactions)
3. L'Oreal (4,878 interactions)
4. Avon (4,398 interactions)
2. Estee Lauder (12,637 interactions)
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AUDIENCE
INTERACTIONS /MONTH
INTERACTIONS / CONTENT
9
1º
2º
3º
CONTENT
ENGAGEMENT
1º
2º
3º
1º
2º
3º
Top 3 Beauty Companies on Facebook – January 2015
1º
2º
3º
Top 10 Beauty Companies - Benchmark: Source Alianzo Analytics
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Twitter is the social network where Beauty Brands are more active
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● Shiseido, Nivea and Lancôme do not have a global profile on Twitter.
AUDIENCE
● The Top 10 Beauty Companies have a unique audience of 702,873 unique users.● Estee Lauder and Dove bring together a 46% of the audience, concentrating almost half of the market.
AUDIENCE LEADERS!
CONTENT
● All the brands post an average of almost 14 tweets per day. ● Dove is the most active brand with 1,968 tweets/month. MORE THAN 65 PER DAY!● Beauty Brands talk about: retweet of positive content and mentions of their brand, photos of products
and beauty tips videos.
ENGAGEMENT
● The average engagement generated per month in this industry is 2,062 interactions/month. ● Estee Lauder has the highest engagement per month (5,265 interactions/month), although they are not the
ones who tweet the most (Dove). FANTASTIC PERFORMANCE ESTEE LAUDER!
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Retweets of videos and models' photos get the best engagement result
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1. Pantene(7,717 interactions)
3. Estee Lauder (701 interactions)
4. Neutrogena (630 interactions)
2. Olay (1,904 interactions)
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AUDIENCE
INTERACTIONS /MONTH
INTERACTIONS / CONTENT
13
1º
2º
3º
CONTENT
ENGAGEMENT
1º
2º
3º
1º
2º
3º
Top 3 Beauty Companies on Twitter – January 2015
1º
2º
3º
Top 10 Beauty Companies - Benchmark: Source Alianzo Analytics
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Youtube generates the highest engagement on the Beauty Industry
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● L'Oreal does not have a global profile on Youtube.
AUDIENCE
● The unique audience that the Top 10 Beauty Brands in the Beauty Industry reach is 91,695 unique users. ● Avon and Pantene are the brands that bring together the biggest audience with a 44% of the total market.
BOTH HAVE MORE THAN 20,000 SUBSCRIBERS
CONTENT
● The total average content generated per month on YouTube is almost 3 videos. NOT TOO MANY!● The brands that upload more videos are Estee Lauder and Olay. Both have uploaded 6 videos. ● Their video content includes: makeup tutorials, commercials and beauty tips.● Dove and Nivea do not upload any videos. PLEASE, WE WANT VISUAL CONTENT!
ENGAGEMENT
● The average engagement content is 57,976 interactions per month. This data indicates interactions made by users with content posted by Beauty Brands. USERS LOVE VIDEO CONTENT!
● Estee Lauder gets the highest engagement with 481,555 interactions per month. ESTEE LAUDER TRIUMPHS ON YOUTUBE!
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Model research and Beauty tips were the most viewed video topics
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1. Estee Lauder (385,440 views) 2. Olay (7,981 views)
3. Avon (2,573 views) 4. Lancôme (2,064 views)
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AUDIENCE
INTERACTIONS /MONTH
INTERACTIONS / CONTENT
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1º
2º
3º
CONTENT
ENGAGEMENT
1º
2º
3º
1º
2º
3º
Top 3 Beauty Companies on Youtube – January 2015
1º
2º
3º
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● Beauty Industry brings together more than 68.8 million of potential buyers .● Dove and Nivea gather 58% of the audience, making a big gap with respect to the other leading brands.● Beauty Brands generate little content on their profiles, with an average of almost 1 post/month. ● Estee Lauder achieves the best engagement, almost 4 times higher than the average.● Beauty Brands content strategy is: Text + Photo (product or model) + Link. Some of them use customized hashtags.
● Twitter is the social network where Beauty companies publish the most. Dove is the most active company with more than 65 tweets/day.
● Being the most popular brand (Estee Lauder) means in this case being the one with the best engagement.● Beauty Companies talk about: retweet of positive content and mentions of their brand, photos of products and
videos of beauty tips.
● Youtube generates the best engagement in the Beauty Industry.● Estee Lauder and Olay were the ones that more videos uploaded (6) but Estee Lauder achieved the best engagement result.● The main published content includes: makeup tutorials, commercials and beauty tips.
Conclusions
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GOOD PRACTICES
In general, Beauty Companies have a global profile on Google+, Instagram and Pinterest.
L'Oreal has had a great idea, using people in the street as their image. They take photos of girls in the street and interview them later.
In general, all the Beauty Brands give tips about how to use their products (make up, hair, dressing etc).
It is really useful to use customized hashtag on Beauty content. These items create generated memories. L'Oreal, Avon, Estee Lauder, Olay and Lancôme use them.
Mistery Shopper: Shiseido, Nivea, Estee Lauder and Lancôme answer very well to user enquiries. The quality of their responses is perfect.
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BAD PRACTICES
L'Oreal does not have a global profile on Youtube. It is very important to show the products of the company through a global channel.
Beauty Brands should publish more videos on Youtube because it is the most important online TV for all the companies.
Shiseido, Nivea and Lancôme do not have a global profile on Twitter. Remember that is a very important social network that can be used as customer care in many ocassions.
*Mistery Shopper: We have analysed the degree of real interaction between Beauty Companies and their customers/followers. We have used real profiles on various social networks.
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METHODOLOGY
Analysed Period: From 01/02/2015 to 02/02/2015 (1 month)
CriteriaThe analysed profiles have been those that have a global appearance (they do not refer to a specific country) and whose main language is English, but sometimes it is not the main language.
Sources- http://www.wwd.com/beauty-industry-news/beauty-features/the-2013-beauty-inc-top-100-7824155- http://www.rankingthebrands.com/The-Brand-Rankings.aspx?rankingID=196&nav=industry- http://www.hkstrategies.co.uk/bandg-preen/posts/2014/april/28/the-top-50-global-beauty-brands-of-2014.aspx- http://www.forbes.com/pictures/lmj45jdlf/top-10-global-beauty-brands/- www.alianzo.com
● 'Alianzo Rank'● 'Alianzo Analytics'
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