Two of beauty’s strongest social media players, L'Oréal Paris and (Estée Lauder Companies NZ) have shown the influence of social media in generating media value through a study conducted by marketing company Tribe Dynamics.
YouTube was the primary channel of social influence for L’Oréal’s brands collectively, with 59 per cent of media earned through its various brand channels, generating $US24.8 million. Blogs came in at a close second with 14 per cent, Facebook 11 per cent, Twitter 9 per cent and Instagram 7 per cent.
Twitter was at the forefront for the Lauder brands, with 35 per cent of media earned in the twittersphere, generating $US10.4 million dollars. Lauder also embraced YouTube as a close second to Twitter, with 32 per cent of earned media value. Facebook and blogs were equal third at 12 per cent and Instagram 9 per cent.
Both companies utilised Instagram, although (M.A.C NZ) drove most of Lauder’s performance while Maybelline New York drove L’Oréal’s. Facebook and blog content are both still important but dwindling in value, as both brands explore alternative forms of sponsored content.
