Creator content sees rise in engagement on social media

A new report has revealed that beauty businesses are optimising their influencer campaigns as engagement with creator content on social media rises. 

Analysing content from more than 155,000 beauty creators, influencer marketing platform Traackr has revealed that engagement with creator content across makeup, skincare, haircare and fragrance increased in the first half of 2024.

Skincare saw the biggest increase in engagement at 44%, with video views up 49% and Brand Vitality Score (VIT) - Traackr’s proprietary metric for measuring influencer marketing performance - up 46% against the first half of 2023.

It also revealed that beauty brands are continuing to lean into sponsored content and boosting, increasing engagements at a higher rate than organic mentions.

"Beauty marketers are getting savvier about extending the impact of their creator partnerships, putting paid media behind boosting posts to supercharge reach and engagements," said Pierre-Loïc Assayag, Co-founder and CEO of Traackr.

"All tiers of creators - from nanoinfluencers to VIP celebrities - are driving more impact for beauty brands and retailers.

"This improved performance of beauty content demonstrates that marketers are optimising their influencer campaigns and treating creator partnerships as a strategic media buy."

Instagram earned the biggest increase in engagements, video views and VIT scores on beauty creator content compared to TikTok and YouTube.

Despite having fewer active influencers in the first half of 2024, Instagram content earned 68% more video views and a 36% higher VIT, indicating that beauty content on the platform has been much more successful in engaging viewers.