Instagram Beauty and Cosmetics Report
Our Instagram database features data on 34 million Instagram profiles. Since it was built over time, it also contains deleted or inactive profiles. In this report we will only consider those profiles that are not deleted and have been active in the last 30 days. We will also restrict our analysis to profiles with 1,000 followers or more. We currently track 169,096 profiles that are in the beauty and cosmetics industry. Quick facts:
What do these values tell us? If you are looking to run campaigns in this niche you should look for micro-influencers with a followers to following ratio greater than 14.5 (which represents only 10% of the total number of micro influencers). On the other hand, if your campaign needs major influencers, you should look for profiles with a followers to following ratio greater than 12098.7 (10% of the total number of major influencers).
In the beauty and cosmetics niche, this is the distribution of the engagement rate across micro and major influencers:
The engagement rate and the followers to following ratio are related, but their relationship is not as simple as a linear one, as the chart below illustrates:
We can therefore conclude that the engagement rate can be used in combination with the followers to following ratio to evaluate Instagram profiles in the beauty and cosmetics niche.
The chart above is fairly dense but very informative. It contains two different histograms, overlaid on the same axes, that display the distribution of the ratio between the engagement rate for image posts and the engagement rate for video posts. If one thinks that image posts have a higher engagement than video posts, then they would expect this ratio to be higher than 1. The chart confirms this belief. The methodology that we followed in order to produce such an image is the following: for each profile in our database we took the average engagement rate for image posts and the average engagement rate for video posts and we computed the ratio between them. Then we created the histograms above, which display the frequency of each value.
The result is that, on average, for a micro influencer in this niche image posts have 1.65 times more engagement than video posts, while for major influencers this multiple increases to 2.26 times. Note: this is not to say that video posts have terrible engagement, but the conclusion is that with respect to image posts and as calculated by the formula above the engagement is lower for videos. This may be explained by the fact that the Instagram application itself facilitates the action of liking image posts over video ones. However, investigating systematic biases like that one is outside the scope of this post.
- 7,509 (4.44%) are private profiles
- 3,839 (2.27%) are verified profiles
- 111,189 (65.75%) have less than 10,000 followers (micro influencers)
- 9,782 (5.78%) have more than 100,000 followers (major influencers)
- the top two countries for this niche are United States and Italy
That is only one side of the coin: the engagement quality is also determined by replies and likes. For beauty and cosmetics influencers, the number of likes is much higher than the number of replies. In the beauty and cosmetics niche, on average the profile of a major influencer will have 177.6 times more likes than replies, while for micro influencers the multiple is lower at 40.9 times. Replies are usually considered stronger engagement than simple likes, so this should also be considered by those that have to decide which influencers to partner up with for sponsored campaigns.