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 social influencers in August 2017.

This week’s report focuses on the PR contribution of social influencers across YouTube, Instagram and Twitter for beauty mentions in August 2017. We look at the month on month trends, displaying which influencers led the way in terms of mentions, earned media value (EMV) and social actions. We also highlight influencers and examples of bloggers and brands who have successfully build long-term relationships.

Content Summary

Brands have fully embraced Influencer marketing due to the power of Social Influencers shaping their audience’s spending habits. Brands have recognised the importance of working with specific Influencers who fit their brand and whose audience match the brands key demographic. Followers engage with brand collaborations that they are interested, this engagement enables brands and Social Influencers to work on long-term partnerships instead of just one-off projects. This report highlights examples of brands who have built long-term relations with influencers, for example, appointing Social Influencers as brand ambassadors.

In August 2017, Lydia Millen generated the greatest engagement for Paid for Advertorial content on YouTube. Lydia produced 23,571 likes across two #ad videos, one for L'Oréal and the other Rodial.

FleurDeForce teamed up with Collection in August to generate coverage across her social platforms including an Instagram post and YouTube video to celebrate the brands 30th anniversary.

CocosTeaParty (Ella Gregory) is a long-time blogger who has grown a loyal following. Between July and August, Ella created an uplift in her Twitter beauty PR mentions, growing from 6 to 68.

Social influencer focus –YouTube, Instagram

Carly Rowena is a health and fitness Social Influencer who has a popular following across her blog and social channels. In line with Carly’s wellbeing message, the beauty content on her platforms has recently increased. In August, Carly grew her beauty PR mentions on YouTube by 42% compared to July. In her August favourites video, Carly featured Lush, generating £7,322 EMV for the brand.

Epiphannie A, whose tagline is “black British beauty blog,” has a growing social following who seek out her beauty content. Between July and August, the beauty content on Epiphanniea’s Instagram increased from 6 to 30 PR mentions, enabling her account to rank in the top 10 for PR mentions. Epiphanniea featured 14 different brands in her posts, generating mentions and audience engagement for brands such as Stila.

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