How beauty brands can navigate the media landscape in 2022

By Becky Bargh 15-Feb-2022

YouTube saw one of the biggest declines in beauty mentions in 2021 – but which platforms are taking over? And how can beauty brands keep up with shifting behaviours online?

2021 saw a dip in beauty influencer content

2020 and Covid-19 pandemic forced beauty brands to pivoted to online. As a result, a spike in online influencer activity and beauty chatter across all media outlets began.

But 2021 did not see the same outcome. Instead, online mentions, particularly on one digital platform, took a rapid decline.

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So, how can beauty maximise their media presence in the modern day? Leonora Eckley, Marketing Director, mmi Analytics, explains.


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