Q3 2016
BEAUTY Regional Insights & Benchmarks About Socialbakers
Socialbakers is the trusted social media analytics partner to thousands of enterprise brands and SMEs, including over 100 companies on the 2015 Fortune Global 500. Socialbakers’ solutions help companies of any size ensure their investment in social media is delivering measurable business outcomes and Turning Digital Relationships into Growth. With over 2,500 clients across 115 countries, Socialbakers is the industry leader in social media analytics, tracking over 8 million social profiles across all major social platforms including Facebook, Twitter, YouTube, Instagram, LinkedIn, Google+, and VK. Socialbakers has been a Facebook Preferred Marketing Developer since 2011.
About the Analysts
Michaela Branova
Michaela Branova is the Market Insights and Analytics Manager at Socialbakers. Her expertise is in looking for patterns and insights in social media data to uncover impactful conclusions for today’s social media marketers.
Fedor Filimonov
Fedor Filimonov is a Senior Solutions Consultant and Analyst at Socialbakers. He is responsible for advising strategic clients on their social media strategy and digital transformation journeys through the integration of social media data across discipline and departments. Fedor has delivered workshops for companies as diverse as SABMiller Europe, Philips, Avon, Weleda, Beiersdorf and others. This report looks at the Beauty industry on Facebook, Instagram and Twitter. We identify the quarter- to-quarter changes in a number of key performance metrics between Q3 2016 and both the prior quarter (Q2 2016) and year (Q3 2015).
Our team of analysts have identified the three major changes that you need to keep an eye on for each region in Insights by Region, while the Benchmarks and Top Content chapters provide you with context for your social media performance, as well as inspiration for creating even better content from your industry’s top performers.
Social media is a constantly-evolving landscape.
You need the latest data to give context to your performance and plan for the future.
Contents
Insights by Region Facebook Benchmarks
North America Facebook Top Content
Latin America Twitter Benchmarks
Brazil Instagram Benchmarks
Europe, Middle East and Africa Instagram Top Content
Japan & Asia Pacific
Australia & New Zealand Executive Summary North America
North American Beauty brands promoted the smallest share of Facebook posts in their industry worldwide.
In North America, Beauty Pages promoted just 10% of Facebook posts in Q3 2016, down 17.74% compared to Q2 2016. This explains the lack of Engagement growth (median Interactions on Page Posts grew by just 0.3%) and overall low figure of median Interactions per Page: with 5,051 Interactions North America is one of the worst regions in Beauty in terms of Engagement, despite being one of the leaders in community size and volume of published content. Tip for Beauty brands in North America: ensure you produce quality content and promote more than 10% of your posts to cut through the News Feed clutter – 5 out of the 10 most engaging Beauty brands in the region outperformed the market benchmark for share of promoted posts.
Facebook Videos are showing the highest growth in terms of Engagement per Post Type (37% quarterly, 110% annually)
While photos still represent the most engaging type of content for Beauty brands in North America, video content engagement is rapidly growing quarter-on-quarter (37%) and year-on-year (110%). North American Beauty brands still haven’t fully embraced this change – the average Beauty Page is publishing 7x more photos than videos. We expect videos to become the most engaging type of content in the Beauty industry in this market by the end of 2016, and strongly advise brands to diversify their content strategy through integration of various video formats such as Facebook Live, Facebook 360 videos and VR. For example, doTERRA International - Q3 2016’s second-most engaging Beauty Facebook Page in North America in Q3 - successfully leveraged Facebook Live videos by producing Q&A sessions and product reviews with their experts (a video of Dr. Hill talking about doTERRA Touch Kit generated 100,000+ views and 3,000+ shares).
Twitter Engagement is decreasing steadily with a -44% quarterly and -39% annual change
While Twitter is still more popular among brands & consumers in North America compared to other regions, we can see a significant declining trend across all metrics for Beauty profiles on this platform. Unless Twitter introduces significant innovations before the end of year, we expect the majority of brands to shift their budgets and resources to other more engaging and relevant channels in 2017. Executive Summary Latin America
LATAM Beauty brands were the most active beauty brands on Facebook worldwide in Q3 2016
LATAM Beauty brands were publishing new content every other day on average in Q3 2016. If we look at the top 10 brands by engagement, the trend becomes even more clear – they published on average two posts per day. This means that LATAM Beauty is a highly competitive market in terms of content volume and it is now more important than ever for marketers to focus on content quality, perfect timing and a smart paid strategy to ensure their posts reach their target audience on Facebook. The key question for marketers in 2017 is not “how do I create more content?”, but “how do I create better content?” Focus on quality and make sure you deliver value to your audience every time you post.
Average Share of Promoted Posts keeps slowly increasing quarter-on-quarter – but if you want to compete with the most engaging LATAM Beauty brands you have to promote a significantly bigger share of content
While an average LATAM Beauty brand promoted 17% of Facebook posts in Q3, the trend changes drastically if we look at the top 20 most engaging brands on the market – an average Page from that segment promoted 73% of its content. Our recommendation marketers in this highly-competitive market: do not instantly start promoting all of your posts, because a “paid-only” strategy is risky, expensive and can actually damage your brand if you are investing in under-performing content. Instead, rigorously analyze the most successful content published by your brand and your competitors, identify the key factors that made these posts so engaging and build your content strategy around that. Publish content organically, let it breathe and invest over-proportionately in posts that resonated well with your audience. Keep repeating this process until you have a solid understanding of what content works best for your target audience and then start decreasing the volume of content published to one post every 2-3 days and start increasing your share of promoted posts. This is the recipe for success for LATAM brands on Facebook in 2017.
Photos are still the most engaging type of content for LATAM brands - but videos are catching up.
While photos still proved to be slightly more engaging than videos in Q3 2016, significant annual growth of video engagement (175%) indicates that video content will play a vital role in the strategy of beauty brands in the coming quarter into 2017. For inspiration, take a look at this short educational video published by Mary Kay de Mexico (third-most engaging Beauty Page in LATAM in Q3 2016) featuring Mariela Bagnato. A quarter of a million views and nearly 8,000 shares – not too bad for an organic post! Tip: Mary Kay should have promoted this video to drive even more engagement. Executive Summary Brazil
Brazilian Beauty brands experienced the biggest growth in terms of Facebook Engagement in the Beauty industry worldwide
In Q3 2016, an average Brazilian beauty brand Facebook Page grew by 17.4% in comparison with Q2 2016, reaching a median figure of 20,202 Interactions on Page Posts - meaning that Brazilian brands are the most engaging brands in the Beauty industry worldwide as well. Brazil is also leading in terms of community size with on average 185,068 Fans per Beauty page. These factors, along with a steady decrease of Fan Growth (-41% quarterly and -52% annually) serve as an indicator of social media maturity in this region.
Video was the most engaging content type for Brazilian brands in Q3 2016
Brazilian Beauty brands were quick to notice the rise of native Facebook video and adapted their strategy to start driving engagement through this type of content. One of the best examples is Avon (one of the most engaging Brazilian Beauty brand Pages with 3,337,591 Interactions): videos accounted for 35% of content published by the brand in Q3 2016, supporting a variety of campaigns such as #OQueTedefine (#WhatDefinesYou) with more traditional TV-style spots as well as native video content featuring local influencers (for example, Brazilian feminist rapper and activist Lay). Tip: 85% of Facebook videos are played without sound so make sure to include subtitles for every video you produce for this platform!
Brazil Beauty posted 26% more Link posts on Facebook since Q2 2016
Brazil was the only region where links grew more quarter-on-quarter than any other content type, likely the result of two factors:
In line with overall market maturity, Brazilian Beauty brands strive to drive users from Facebook to their websites to purchase products or consume more content (meaning converting their Facebook audience into customers or newsletter subscribers, for example) We have noticed some of the most engaging Brazilian Beauty brands heavily leveraging GIFs in their strategy. This type of content is classified as “Links” by Facebook, therefore GIFs are partially responsible for this growth as well. Executive Summary Europe, Middle East and Africa
Facebook Fan Growth decreased by 41% in Q3 2016
Decreased Fan Growth of EMEA Beauty pages is an indicator of the maturity of this market – EMEA brands have stopped pursuing “vanity metrics” (number of Fans) and instead focus on retaining engagement with their current communities and on advertising to audiences beyond them. A slight quarterly decrease in median Interactions (11%) that accompanied slower Fan Growth appears to be a linked to changes in Facebook’s News Feed algorithm in June that are designed to prioritize more content from family and friends. Brands need to adapt to those changes by focusing on content that informs, entertains and in general delivers value to their audience to retain visibility on the platform. Tip: It’s all about shareability. Brands need to create the kind of content that their audiences will actually want to share with their friends and family.
Interactions on Tweets fell by 35% in Q3 2016
A decrease in Twitter engagement for EMEA Beauty brands, along with a 33% decrease in Follower Growth and a 15% decrease in number of published Tweets are all indicators of brands moving away from this platform to other channels that provide a better opportunity for authentic storytelling (such as Instagram). We expect this trend to continue in the future with more brands neglecting Twitter completely or treating it as just a passive channel for customer care and discovery of niche influencers.
Share of Promoted Posts on Facebook increased by 48% in comparison with Q3 2015
EMEA Beauty brands significantly increased their investment in paid content and advertising on Facebook in 2016 compared to 2015. Along with a 10% yearly decrease in the number of published posts, this illustrates a new approach of EMEA Beauty brands to Facebook marketing: focus on a lower volume of content with strong paid support behind the best performing posts. Although already popular in 2016, this strategy will become mainstream in 2017. Executive Summary Japan & Asia Pacific
Facebook engagement of JAPAC Beauty brands grew by 4.8% in Q3 2016
JAPAC Beauty brands managed to drive more Interactions on Facebook in Q3 2016 compared to the previous quarter without increasing total number of posts and decreasing the average share of promoted posts by 4%. The engagement growth was likely driven by more mature brands’ content strategies in the region, as well as the aggressive promotion strategy of the most engaging Beauty brands – the top 10 JAPAC brands by engagement promoted 80% of their content on average in Q3 2016.
Video is the most engaging content type on Facebook in JAPAC Beauty with 68% annual growth in engagement
JAPAC Beauty brands have been successful with driving engagement through video content in Q3 2016. One of the best examples of integrating video content into social media strategy came from the most engaging Facebook Page in the region – Wet n Wild Thailand, which published multiple make-up tutorials featuring their products, going from more simple educational videos to creative tutorials.
JAPAC Brands received 20% fewer public questions on Facebook in Q3 2016 compared to Q3 2015
Along with a 26% annual decrease in their Questions Response Rate, this is an indicator of consumers & brands moving into direct messages for social customer care. We expect direct messages to be the most popular channel for consumers to reach out to brands in 2017, so any company serious about social media marketing needs to have a strategy for integrating customer care via direct messaging for the upcoming year. Executive Summary Australia & New Zealand
Australia & New Zealand Beauty brands published the smallest number of posts on Facebook in Q3 2016 compared to other regions
An average page from this region published 29 posts in Q3 2016. Along with the highest share of promoted posts in the Beauty industry worldwide (21%), this illustrates brands’ focus on publishing less content with more paid support behind it. However, if you would like to compete with the most engaging brands in the region, you still need to publish more content with heavy paid support: 9 out of 10 top Facebook Beauty pages in Australia & New Zealand outperformed the market benchmark in terms of the volume of content, promoting on average 52% of their posts.
Photos were still the most engaging type of content on Facebook with 26% quarterly growth
In spite of the rapid growth of video engagement (20% quarterly and 112% annually), photos still remained the preferred choice of content for Australia & New Zealand marketers in Beauty. However, the most engaging brands have already embraced native Facebook video - a good example of a diversified content strategy came from Swisse (the second-most engaging Beauty brand in Australia & New Zealand), 42% of whose content was simple Instagram-style photos with hashtags and short captions (some examples), and 32% of whose posts were videos telling the story of brand ambassadors participating in the Rio Paralympic Games. Links proved to be quite important content type for Swisse as well, as the brand was redirecting fans to its blog with tips on beauty and living a healthy lifestyle (some examples). Along with significant paid content support (the brand promoted 61% of its Facebook posts in Q3 2016) this helped Swiss secure its place among the most engaging brands in the region.
Australia & New Zealand Beauty brands are fleeing Twitter
With a 76% quarterly decrease in Followers Growth and a 75% quarterly decrease in number of published Tweets (50% of Australian & New Zealand Beauty brands have either not tweeted at all or posted just one Tweet in Q3), it’s clear that Beauty brands in the region are moving from Twitter to other platforms more suitable for this industry (such as Facebook, Instagram, Snapchat, etc.). Benchmarks North America
Community Size
Total Fans Growing at 115 310 1%
Engagement Paid Media
Amount of Interactions QoQ YoY QoQ YoY Promoted Post 5 051 0.3% 15.2% 10% 17.7% 14.3%
Post Engagement by Type
Links Photos
Interactions QoQ YoY QoQ YoY 48 3.3% 25.7% 137 22.2% 36.2%
Statuses Videos
Interactions QoQ YoY Interactions QoQ YoY 13 no change 23.5% 127 37.3% 110% Benchmarks Latin America
Community Size
Total Fans Growing at 84 016 3%
Engagement Paid Media
Amount of Interactions QoQ YoY QoQ YoY Promoted Post 11 120 1.6% 7.7% 17% 2.4% 40.4%
Post Engagement by Type
Links Photos
Interactions QoQ YoY QoQ YoY 136 0.2% 135.6% 260 15.4% 10.9%
Statuses Videos
Interactions QoQ YoY Interactions QoQ YoY 29 3.6% 1.8% 239 0.2% 175.3% Benchmarks Brazil
Community Size
Total Fans Growing at 185 068 1%
Engagement Paid Media
Amount of Interactions QoQ YoY QoQ YoY Promoted Post 20 202 17.4% 29.1% 18.1% 9.5% 22.7%
Post Engagement by Type
Links Photos
Interactions QoQ YoY QoQ YoY 239 26.3% 228% 364 1.9% 1.1%
Statuses Videos
Interactions QoQ YoY Interactions QoQ YoY 44 5.4% 129% 350 4% 96.8% Benchmarks Europe, Middle East and Africa
Community Size
Total Fans Growing at 47 213 1%
Engagement Paid Media
Amount of Interactions QoQ YoY QoQ YoY Promoted Post 5 692 10.7% 3% 16.6% 1.9% 47.9%
Post Engagement by Type
Links Photos
Interactions QoQ YoY QoQ YoY 65 9.8% 31.5% 165 2.9% 16.1%
Statuses Videos
Interactions QoQ YoY Interactions QoQ YoY 25 4.2% no change 115 3.8% 90.8% Benchmarks Japan & Asia Pacific
Community Size
Total Fans Growing at 77 269 2%
Engagement Paid Media
Amount of Interactions QoQ YoY QoQ YoY Promoted Post 10 694 4.8% 14.1% 19.1% 4.4% 27.9%
Post Engagement by Type
Links Photos
Interactions QoQ YoY QoQ YoY 168 8.8% 137.5% 230 4.6% 13.6%
Statuses Videos
Interactions QoQ YoY Interactions QoQ YoY 35 7.2% 6% 235 2.5% 68.4% Benchmarks Australia & New Zealand
Community Size
Total Fans Growing at 37 506 1%
Engagement Paid Media
Amount of Interactions QoQ YoY QoQ YoY Promoted Post 2 545 13.4% 26.4% 21.5% 0.2% 41.7%
Post Engagement by Type
Links Photos
Interactions QoQ YoY QoQ YoY 41 10.6% 65.3% 115 23.3% 25.7%
Statuses Videos
Interactions QoQ YoY Interactions QoQ YoY 10 11.1% 33.3% 83 20.1% 112% Top Content North America Paid
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Total Interactions 149 397
Reactions 129 149
Comments 5 359 Total Interactions 135 876 Total Interactions 139 812 Shares 14 889 Reactions 134 097 Reactions 139 053 Comments 1 390 Comments 472 Shares 389 Shares 287 Top Content North America Organic
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Total Interactions 126 075
Reactions 42 722
Comments 29 859 Total Interactions 31 253 Total Interactions 33 105 Shares 53 494 Reactions 8 223 Reactions 3 686 Comments 19 599 Comments 694 Shares 3 431 Shares 28 725 Top Content Latin America Paid
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Total Interactions 724 832
Reactions 92 717
Comments 19 059 Total Interactions 151 717 Total Interactions 179 179 Shares 613 056 Reactions 148 765 Reactions 151 134 Comments 505 Comments 994 Shares 2 447 Shares 27 051 Top Content Latin America Organic
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Total Interactions 44 514
Reactions 25 273
Comments 2 507 Total Interactions 23 929 Total Interactions 38 602 Shares 6 734 Reactions 23 121 Reactions 37 732 Comments 182 Comments 343 Shares 626 Shares 527 Top Content Brazil Paid
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Total Interactions 383 356
Reactions 342 396
Comments 17 805 Total Interactions 296 555 Total Interactions 308 827 Shares 23 155 Reactions 282 609 Reactions 296 569 Comments 3 084 Comments 3 810 Shares 10 862 Shares 8 448 Top Content Brazil Organic
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Total Interactions 129 840
Reactions 99 805
Comments 10 217 Total Interactions 78 051 Total Interactions 80 067 Shares 19 818 Reactions 70 356 Reactions 72 890 Comments 3 253 Comments 2 165 Shares 4 442 Shares 5 012 Top Content Europe, Middle East and Africa Paid
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Total Interactions 262 731
Reactions 260 391
Comments 1 578 Total Interactions 220 585 Total Interactions 235 172 Shares 762 Reactions 215 156 Reactions 230 721 Comments 1 643 Comments 418 Shares 3 786 Shares 4033 Top Content Europe, Middle East and Africa Organic
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Total Interactions 116 653
Reactions 14 635
Comments 809 Total Interactions 48 340 Total Interactions 52 073 Shares 101 209 Reactions 25 559 Reactions 47 298 Comments 22 155 Comments 538 Shares 626 Shares 4 237 Top Content Japan & Asia Pacific Paid
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Total Interactions 748 663
Reactions 746 339
Comments 1 573 Total Interactions 614 338 Total Interactions 660 969 Shares 751 Reactions 612 529 Reactions 656 013 Comments 1 381 Comments 4 311 Shares 428 Shares 645 Top Content Japan & Asia Pacific Organic
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Total Interactions 124 389
Reactions 51 998
Comments 8 760 Total Interactions 35 363 Total Interactions 116 660 Shares 33 631 Reactions 35 123 Reactions 14 635 Comments 171 Comments 810 Shares 69 Shares 101 215 Top Content Australia & New Zealand Paid
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Total Interactions 51 166
Reactions 13 676
Comments 20 810 Total Interactions 17 642 Total Interactions 26 569 Shares 16 680 Reactions 6 973 Reactions 11 550 Comments 10 418 Comments 10 846 Shares 251 Shares 4 173 Top Content Australia & New Zealand Organic
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Total Interactions 6 468
Reactions 2 541
Comments 3 746 Total Interactions 4 557 Total Interactions 5 886 Shares 181 Reactions 2 842 Reactions 5 878 Comments 1 134 Comments 6 Shares 581 Shares 2 Benchmarks North America
Community Size
Followers Growing at 12 400 2.18%
Activity
Tweets Growing at 53 16%
Engagement
Interactions Growing at 322 42% Benchmarks Latin America
Community Size
Followers Growing at 4 371 1.2%
Activity
Tweets Growing at 30 9%
Engagement
Interactions Growing at 64 9% Benchmarks Brazil
Community Size
Followers Growing at 8 699 0.19%
Activity
Tweets Growing at 2 56%
Engagement
Interactions Growing at 42 8% Benchmarks Europe, Middle East and Africa
Community Size
Followers Growing at 6 156 1.84%
Activity
Tweets Growing at 32 15%
Engagement
Interactions Growing at 117 35% Benchmarks Japan & Asia Pacific
Community Size
Followers Growing at 8 188 1.51%
Activity
Tweets Growing at 25 29%
Engagement
Interactions Growing at 56 5% Benchmarks Australia & New Zealand
Community Size
Followers Growing at 1 888 0.38%
Activity
Tweets Growing at 1 75%
Engagement
Interactions Growing at 7 42% Benchmarks Global
Median Community Size
Followers Q2 Q3 33 363 22.5% 13.8%
Activity Engagement
Interactions Posts QoQ YoY QoQ YoY 68 4.6% 9.7% 17 612 3.8% 55.9%
Post Engagement Post Engagement
Interactions QoQ YoY Interactions QoQ YoY 345 6.3% 45% 289 4.6% 6% Top Content Global
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Interactions 310 435
Total Interactions 261 393 Total Interactions 289 221 For more information, contact [email protected]
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