Instagram has changed the way beauty marketers and social media managers approach their strategies. The platform has become a critical part of a honing a brand's image and the way it communicates with consumers. Perfecting tactics on Instagram can ensure that a brand is constantly top of mind for thousands, even millions of people.
A new report from Instagram data company, Dash Hudson, has revealed some valuable information around strategies and goals for beauty brands using the platform. By providing suggested KPIs and benchmarking them against brands that are leading in these areas, helps clarify what success looks like on Instagram.
Here's a handy summery of the report.
KPI 1: Average engagement rate
Average engagement rate measures the ratio of likes and comments to the number of followers at the time of posting. Dash Hudson explains that this is helpful when assessing the resonance of your content with viewers.
Industry average: 2.95%
Beauty brand leaders: Glossier, Jo Malone London and Diptyque.
Dash Hudson reveals that these three brands all share one thing in common: a beautiful assortment of images that truly capture their audiences attention. The report mentions Glossier's dedication to its unmissable colour palette and Diptyque's visual displays of perfume and candles that, "are so alluring their scent is almost discernible through the screen".
KPI 2: Average weekly earned reach
This measures the number of impressions a brand received through user-generated content (UGC) on a weekly basis. This is especially important for brands that seek endorsement from influencers and content created by fans of the products.
Industry average: 15.8 million
Beauty brand leaders: M.A.C, Sephora and tarte cosmetics.
Dash Hudson calls out M.A.C's Instagram page that is, "a rush of artistic makeup energy", mostly from its own M.A.C artists who bolster the brand's authoritative image.
KPI 3: Average weekly follower growth rate
The average weekly follower growth rate measures the rate at which a brand's audience is growing on a weekly basis. These metrics will help you determine whether your Instagram activity is accelerating or slowing growth.
Industry average: 0.78%
Beauty brand leaders: Brave & Bearded, ARTDECO Cosmetics and Sephora Collection.
An example of how Sephora Collection has grown its followers is by hosting frequent giveaways that capture the attention of new followers, alongside its unique captions and hashtags. ARTDECO has seen success with high profile collaborations (Claudia Schiffer), influencer regrams and pristine product shots.
To read more about Instagram best practice, visit Dash Hudson's website.