Which Cosmetics Brand is Heating Up Instagram this Winter?

Jonathan Gardner

It’s been a frigid start to the year, but the competition is heating up for top cosmetics brands building their audiences on Instagram, according to an analysis by ShareIQ, the earned media performance platform for brands.

In the period stretching from the end of 2017 to January 22, 2018, L’Oreal emerged as the clear winner in building its Instagram audience, growing its followers at 4 times the rate of the worst performer for the month, Lime Crime. It’s quite a different look for Lime Crime, which as reported in a previous ShareIQ analysis, has been doing very well at creating engagement for its content on social media platforms. As top brands we work with know, building both audience and engagement is critical.

Nearly catching up with L’Oreal was Estee Lauder, which grew its follower base by more than 3 times the rate of Lime Crime. Maybelline and Revlon were basically neck and neck in building their Instagram audiences from December 23 to January 22. The showing for Maybelline was middling and not what was expected for a brand that topped our earlier report on social media engagement.

When it comes to follower totals, one brand is far and away the king of Instagram: Too Faced, with amonster 9.8 million followers, double the size of the report’s fastest grower, L’Oreal. Too Faced also simply crushes Revlon (which does poorly for engagement as well), with a 6.5-times bigger Instagram audience

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This analysis was conducted using ShareIQ Audience Trends, which gives up front and at a glance the most critical information a marketer needs to benchmark and optimize their campaign performance across Pinterest, Instagram, Facebook and the web. Audience Trends answers important questions for brands, such as:

  • How much have I grown my audience in the most recent period?
  • Is engagement per post growing or shrinking?
  • What is my reach compared with the competition?
  • Am I growing faster than the competition?
  • What metrics can I use to show growth or where there’s room for improvement?

Audience Trends can be configured to benchmark a brand’s performance against any competitive set. Marketers then take the insights across the ShareIQ analytics platform and apply them to their visual content programs, and then take action for targeting with paid media through ShareIQ Custom Audiences.

Have a look at this case study of how a top CPG brand used ShareIQ tools to discover new earned media value.

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The competition is heating up for top cosmetics brands building their audiences on Instagram
Jonathan Gardner

Jonathan is vice president of marketing for ShareIQ, based in New York City.