My Market Insight, the company for data, commentary and analysis across various media platforms, has revealed its weekly beauty insight today with a focus on the PR contribution of social influencers across YouTube, Instagram and Twitter for beauty mentions in May 2017.

In May 2017, social media PR for the beauty category was largely driven through Twitter; delivering 61% of all social beauty mentions. YouTube followed with 21%, whilst Instagram accounted for 18%. Conversely, YouTube significantly outperformed Twitter and Instagram in terms of social AVE. YouTube contributed £27,844,530 (93%) of all beauty social AVE, whilst Instagram supplied £1,950,648 (6%) and Twitter £33,116 (1%).

Content Summary

Top 10 influencers – YouTube

• FleurDeForce delivered 200 PR mentions across YouTube, which generated £3,160,550 social AVE. Her most popular brand was Glossier with 15 mentions
• In May 2017, Zoella received the highest amount of social engagement on YouTube, with 63,408,066 views and 3,243,869 likes. Her most popular brand was Real Techniques with 5,775,174 views and 312,999 likes
• Lydia Elise Millen’s YouTube channel achieved a significant social AVE growth, from £38,334 in April 2017 to £1,028,800 in May 2017. This was due to her increasing her PR mentions from 2 to 51

Top 10 influencers – Instagram

• Gina Box (Oh My Geeee)’s Instagram channel received 2,581,966 likes for beauty in May 2017. Her most popular brand was Tarte, achieving 341,035 likes which produced £98,155 social AVE
• The most popular new product on Instagram was L’Oréal Paris X Balmain Paris collection. The collaboration is set to launch in September 2017 and achieved 74,572 likes in May 2017
• Gracie Francesca (Grace Victory) achieved the highest increase in social AVE across Instagram, from £254 in April 2017 to £7,676 in May 2017. This was driven by a Smashbox brand mention which achieved 7,720 likes

Top 10 influencers – Twitter

• ReallyRee’s Twitter channel has consistently achieved 400+ PR mentions every month through 2017. Her most mentioned brand in May 2017 was M.A.C with 19 mentions
• Zoella produced the most engagement across Twitter in May, with 21,256 likes and 2,323 retweets. Zoella’s 4 beauty PR mentions generated £7,309 social AVE
• The brand LUSH achieved the most retweets in May 2017, with 9,012. This was driven by a retweet by Makeup Monsters endorsing its Silky Underwear Dusting Powde

"My Market Insight provides media intelligence and eCommerce analytics to the Fashion and Beauty industry. Our platform enables PR & Marketing and Sales and Pricing teams to monitor and evaluate their campaigns and promotional investments. Our data offers a total market view covering all companies, brands, lines and products within your industry. We help you build the most effective media and online sales strategies."

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