TikTok earned the highest average engagement rate for makeup and hair care.Hair care is the second most engaging category with an ER of 1.74%, followed by skincare at 1.67%, and fragrance at 1.57%. In the US makeup is the most engaging category, with a total average engagement rate (ER) of 1.95% across all platforms.Brands featured: Morphe, Milani, Framar, e.l.f., Makeup Revolution, Olaplex, Beauty Bay, Tarte Cosmetics, and Garnier.In FR, Instagram earned the highest average ER for all categories except fragrance.In the UK, Instagram is the highest average ER earner for most categories, with the exception of TikTok earning the highest for hair care.In the US, TikTok earned the highest average engagement rate for skincare and hair care, while Instagram still remains king for fragrance and makeup.On TikTok, micro influencers had the highest average engagement rate in France, while nano influencers had the highest average engagement rate in the US and UK.On Instagram, nano influencers had the highest average engagement rate of all the tiers (US, UK, FR).You will also find examples of top performing branded influencer content across categories and platforms, as well as, discussions on what some of the top brands are doing well. In this benchmark, we present average engagement rates by influencer tier and platform (Instagram, TikTok, and YouTube), across four major beauty categories (cosmetics, skincare, fragrance, and hair care). We analyzed influencer content mentioning more than 1,000 beauty and personal care brands on social media in three markets (United States, United Kingdom, and France) to provide a benchmark you can use to gauge performance and set targets for your campaigns.
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