A new report by global market intelligence firm Netscribes has revealed the top three performing makeup brands on Instagram.
It was found that Shiseido, Maybelline and Avon garnered the best engagement of all the brands tested; going up against the likes of Lancôme, L’Oréal Paris and M.A.C.
Netscribes further found that a brands follower count was not a clear indication of high engagement, with Shiseido receiving the highest post engagement with less than half of the followers that M.A.C, Maybelline New York and L’Oréal Paris boast.
Further, Netscribes revealed that images were more likely to elicit a response than videos, and that followers were more likely to like a post that addressed them (the customer) directly, or featured real customers or relatable influencers.
