1.
KEY TRENDS ON SOCIAL
BEAUTY INDUSTRY N. ASIA

2.
• Brands focusing more on social, quantity of content and interactions
increasing year-on-year
• Social video key in driving engagement and shareability
• Working with influencers & leveraging user generated content
KEY SOCIAL MEDIA TRENDS IN 2017

3.
115
Beauty Brands Analyzed
2,400
Contents Published
1,200,000
Total Interactions
N. ASIA MARKET – APRIL 2017
Promoted Interactions Organic Interactions
65% PAID
Out of all content monitored, 22% of content were promoted posts, from which 65% of all interactions were
generated - there is big focus on paid posts in the industry.

4.
2015 2016 2017
INDUSTRY IS MORE ACTIVE; INTERACTIONS INCREASING
Industry Average 2015 2016 2017
Ave. Posts
per month
1,975 2,066 2,325
Ave. Interactions
per month
0.975M 1.12M 1.25M
Ave. Interactions
per post
496.2 540.5 543.5
Most brands across Facebook are publishing less content today; focusing on quality not quantity.
However, our analysis of beauty brands in N. Asia have seen consistent growth in both quantity of content, and
interactions received. Brands investing more resources on producing content, consumers are also
increasing their interaction with beauty brands on social.

5.
TOP 5 CONTENT PILLARS
% Paid
Interactions
Cosmetics 73.80%
Facial
Products
36.25%
Perfume
Products
50.21%
Body Products 35.89%
Fashion 66.62%
COSMETICS
946 Posts
600k
Interactions
FACIAL
PRODUCTS
524 Posts
179k
Interactions
PERFUME
PRODUCTS
197 Posts
128k
Interactions
BODY
PRODUCTS
55 Posts
12.6k
Interactions
FASHION
52 Posts
57.1k
Interactions

6.
TOP ORGANIC & MOST SHARED CONTENT ARE VIDEOS
Organic engagement is still alive and driven by shares - from the analysis, 8 out of the Top 10 posts (based
on shares) are video posts.
Are you tapping into video content to drive your organic engagement and encourage users to share with their
friends about your story?
TOP PROMOTED POST TOP ORGANIC POST MOST SHARED POST MOST COMMENTED POST

7.
VIDEOS
SOCIAL VIDEO KEY IN DRIVING
ENGAGEMENT

8.
• Facebook CEO Mark Zuckerberg: "I see video
as a mega trend, same order as mobile”
(Facebook Q4 2016 earnings call)
• Further diversification of Facebook Native video
• Facebook Live
• 360 Videos
• VR
• Video strategy should be a key part of social
content strategy for brands in 2017
Sample: TOP 400 Largest FB Pages
Time range: January 2014 – January 2017
ADOPTION OF FACEBOOK NATIVE VIDEO REACHING ITS
PEAK FOR MEDIA & BRANDS IN 2017
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
100.00%
Adoption of Native Video
(% of Pages posting Native videos)
Brands Media

9.
• This is a huge missed opportunity for brands
especially in the beauty segment where
Facebook Live format can be used to deliver
educational & practical content to brand’s
community in form of tutorials and live Q&As
• For example this live video from Avon Brazil
featuring several beauty bloggers discussing
Avon BB Cream received 1.4 million views
and 11,452 Interactions
Sample: TOP 500 Largest FB Pages
Time range: January 2016 – February 2017
HOWEVER ADOPTION OF FB LIVE VIDEO BY BRANDS IS
STILL RELATIVELY LOW
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
Adoption of FB Live Video
(% of Pages posting FB Live videos)
Celebrities Brands Media

10.
WORKING WITH INFLUENCERS &
LEVERAGING USER GENERATED
CONTENT

11.
WORKING WITH INFLUENCERS
• Anastasia Beverly Hills – the most engaging beauty brand on Instagram
worldwide in 2016 with 325,379,039 Interactions (89,316 Interactions per
Post on average) with strategy based mainly on content from influencers

12.
WORKING WITH INFLUENCERS
• How to find influencers?
• Use social listening to monitor keywords in topics that are relevant for your brand
• Track users’ activity for each topic
• Identify the most active and most engaging content creators within each topic
• Use social analytics to evaluate relevance of pre-selected influencers
• Do they have an engaged community?
• Are they consistent with their posting strategy?
• Deep dive into influencer’s content analysis:
• What is their style of communication?
• Can your brand be integrated there in an authentic way?

13.
WANT TO FIND OUT MORE?
CONTACT US:
jonathan.see@socialbakers.com