A new study by Influence4You, specialist in influencer marketing technology, reveals the brands that stand out on Instagram, the leading social network in the field of influencer marketing. Here are the “top” and the “flops”.
Based on the performance of 200 brands over a two-year period, this study reveals the brands that dominate the cosmetics sector on Instagram, those that are engaging and those that are struggling to keep pace.
The panel of brands was compiled from those most cited by 250,000 influencers. The data was compiled by measuring the number of followers, engagement and growth in the number of followers over 24 months, between 1 July 2022 and 1 July 2024.
The study identified a number of key points.
Emerging stars
Some cosmetics brands stand out for their dazzling growth. For example, Les Secrets de Loly in the hair care sector and Typology in make-up, have posted impressive growth rates of 73% and 110% respectively, making them potential leaders for the coming years.
The Declining and Sleeping
By contrast, once-dominant brands such as MAC Cosmetics France and Bourjois Paris are experiencing a decline in their subscriber base and engagement, with negative growth rates over the last two years. The study warns against the risks of not adapting their digital strategies for these brands.
The rise of skincare
The skincare segment also saw some notable changes. Cerave France stands out with an exceptional engagement of …
