Summer 2022 special
Tuesday, May 11, 2021Tech / Digital

Cosmetics in the age of social networks

La cosmétique à l'heure des réseaux sociaux

Instagram, Facebook, TikTok… these platforms have become essential for cosmetic brands. They are also the voice of personalities who make the rain and the sun shine in the skincare universe. Kolsquare, a marketing agency, has carried out a study in order to take stock of the upcoming trends and give the keys to influence in the cosmetics world.

Reading time
~ 3 minutes

The goal of any brand is to be in the consumers’ bathroom. And to earn that right of entry, the battle is also fought on social media.

According to Kolsquare, Instagram is the ultimate cosmetic platform. As proof, 90.4% of the 1,210,622 beauty-related posts analyzed in 2020 are on Instagram.
On the other hand, in terms of engagement rate (likes, shares), TikTok takes the cake with 4.9%. Next is Instagram (1.7%), YouTube (0.5%), Facebook (0.15%), and Twitter (0.03%).

Unlimited creation

It’s clear that Instagram is taking the lion’s share of the cosmetic influencer world and offers quite diverse content creation opportunities for brands and influencers.
First of all, there is the news feed, where users can see all the posts.
Then there are the stories (short and ephemeral videos), the lives (which allow a live broadcast), the IGTV (longer video format) and the Real (video format enhanced with music, transition and effects). “This was the missing piece of Instagram. Since summer 2020, the network offers a new format. Similar to vlogs and TikTok features, one can now create short 15-second videos on Instagram from their smartphone. Instagram provides all the necessary options to edit and edit these videos before publishing …

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