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Beauty in Social - A social Media Study

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Beauty in Social - A social Media Study

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Beauty Trends in Asia is constantly changing. Socialbakers analyzed 115 beauty brands across North Asia, studied 1.2million content engagements, and covered key trends:

- 22% of content was promoted, which generated 65% of interactions
- Quantity of posts published are increasing - Total engagement also on the rise
- The most shared content : video

Beauty Trends in Asia is constantly changing. Socialbakers analyzed 115 beauty brands across North Asia, studied 1.2million content engagements, and covered key trends:

- 22% of content was promoted, which generated 65% of interactions
- Quantity of posts published are increasing - Total engagement also on the rise
- The most shared content : video

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Beauty in Social - A social Media Study

  1. 1. KEY TRENDS ON SOCIAL BEAUTY INDUSTRY N. ASIA
  2. 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. 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. 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. 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. 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. 7. VIDEOS SOCIAL VIDEO KEY IN DRIVING ENGAGEMENT
  8. 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. 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. 10. WORKING WITH INFLUENCERS & LEVERAGING USER GENERATED CONTENT
  11. 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. 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. 13. WANT TO FIND OUT MORE? CONTACT US: yangping.wong@socialbakers.com

Notes de l'éditeur

  • Now 1/3 of digital ad spend is social.

    In 2019 it is expected to rise to 2/3 of digital ad spend.

    20 % of the marketing budget will be social.

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