The Beauty Industry Social Media Benchmarks
The Social Media Benchmarks for Beauty Brands To Maximize ROI
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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.
In Dash Hudson’s latest TikTok, Instagram and YouTube benchmark reports, uncover which KPIs are critical to beauty brands’ social strategies and learn how leading brands are staying ahead of the competition.
Beauty Industry Benchmarks and Statistics
Average Monthly Social Media Growth Rate for Followers/Subscribers
TikTok
7.3%
0.8%
Youtube
1.2%
* Follower growth rate data taken from the 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.
florence by mills
florence by mills continues its streak as the most engaging Beauty brand on TikTok. By leveraging playful and authentic content paired with founder Millie Bobby Brown’s relatable energy, the brand understands what resonates with Gen Z.
florence by mills outperforms the average engagement rate for beauty brands by +234.15%.
Rhode
Rhode has risen as a standout Beauty brand on Instagram with its minimalist and clean aesthetic. On a platform saturated with beauty content, Rhode distinguishes itself by focusing on authenticity and setting a new standard for engagement.
Rhode outperforms the average engagement rate for beauty brands by +1000%.
Ulta Beauty
Ulta Beauty has an extensive approach to YouTube, catering to broad audiences with diverse content, including makeup tutorials, interviews and beauty tips from industry experts. This has led to the brand achieving high video views and engagement.
Ulta Beauty outperforms the average video views for beauty brands by +1,294%.
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.
Dash Hudson pulled a sample of global and international companies across TikTok (n=1,073), Instagram (n=2,965), and YouTube (n=685), analyzing their activity between Jul 1, 2023 – Dec 31, 2023, to determine average performance against a predetermined set of KPIs. We have included handles with a minimum of 1K followers.