My Market Insight, the company for data, commentary, and analysis across various media platforms, has revealed its weekly beauty insight, today with a focus paid Social Influencer activity across YouTube and Instagram for beauty mentions (cosmetics, skincare, fragrance, haircare and toiletries) in December 2018 in the UK and Ireland. They analyse YouTube and Instagram for PR mentions as well as social actions.

They look at the December trends, highlighting which Social Influencers led the way in terms of mentions and social actions.

The report also presents a case study of Imogen Hudson and her collaboration with Makeup Revolution.

Top 10 UK Social Influencers ranked by PR mentions

Top 10 UK Social Influencers ranked by Social Actions (Instagram)

Top 10 UK Social Influencers ranked by social actions (YouTube)

Content Summary: 

• (UK) In December 2018, Sophie (sophdoesnails) and Zoella both lead the ranking in terms of engagement for paid for activity on YouTube. Zoella’s coverage mainly focused on her own brand, Zoella Beauty. She mentioned 7 of her brand’s products such as the Milky Way Bath Milk Powder and Star Bather Gift Set which combined received 66,380 likes and 1,461,139 views. Meanwhile, 50% of Sophie’s total paid activity on YouTube was focused on Topshop. The brand worked together with Sophie on promoting the recent re-launch of their beauty line.
• (UK) With a total of 1,018,179 likes, Jamie Genevieve generated by far the most engagement on Instagram for paid activity. As one of the leading Social Influencers, Jamie works with many different beauty brands ranging from GHD to Urban Decay and NARS. In December, her paid activity focused mainly on Urban Decay. 9 different products such as the Heavy Metal Glitter Eyeliner and products from the All Nighter range were featured. Altogether, they had a social estimated reach of 11,286,907
• (Ireland) In December 2018, 71% of paid for content came from Instagram and Social Influencer Jen (toodollymakeup) in particular. She teamed up with e.l.f. Cosmetics on paid for advertorial campaigns in which Jen mentioned 22 different e.l.f products which had a social estimated reach of 780,080 in December

Download this month's report here. 

If these insights interest you, call My Market Insight for more information. You can gain access to My Market Insight's data for as little as £750, and DIARY directory subscribers receive a 20% discount.

Contact: Leo Eckley, leonora.eckley@mymarketinsight.com / 020 8831 7570

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