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 UK and Ireland social influencers. 

In April 2018, 47% of beauty PR mentions were generated by Social Influencers on YouTube and Instagram…

This week’s report focuses on the PR contribution of Social Influencers across the UK & Ireland beauty market in April 2018. They analyse YouTube and Instagram for PR mentions as well as social actions. The beauty categories include cosmetics, skincare, toiletries, fragrance, haircare and beauty supplements.

They focus on Social Influencers, brands and products that have performed well against key metrics such as PR mentions, earned media value (EMV) and social engagement. We will highlight how beauty brands are using the power and impact of Social Influencers for effective communications and this report will provide examples of both paid and unpaid Social Influencer activity for the different beauty brands and products.

UK Social Influencers ranked by PR Mentions on Instagram

UK Social Influencers ranked by social actions on Instagram

UK Social Influencers ranked by PR Mentions

Content summary:

• (UK) Gina Box (ohmygeeee) ranked within the Top 5 Social Influencers on Instagram in terms of beauty PR mentions as well as social engagement with 202 mentions and 5,542,757 likes respectively. In April 2018, she partnered with SportFX Cosmetics for a BRNDBX give away of her favourite SportFX cosmetic products. The coverage, which qualified as paid for advertorial #ad content, received 15,306 likes and an EMV of £4,672 which made up almost 37% of SportFX’s total brand EMV
• (UK) In April 2018, Sophie, known as sophdoesnails, generated the most the most beauty PR mentions on YouTube with 371. Her two most mentioned products were Morphe’s M557 Mini Detail Contour Brush and M501 Pro Pointed Blender Brush, each of which were mentioned 8 times. Combined, they received 142,418 likes and 2,056,682 views and an EMV of £268,333
• (Ireland) In April 2018, Keilidh Cashell was the top Social Influencer ranked by social actions on Instagram for PR in Ireland. She posted 16 posts featuring 57 different beauty products. Her most liked product was the Benefit Brow Collection Goof Proof Brow Pencil which received 148,538 likes and an EMV of €45,677

Download this month's report here. 

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

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