How beauty has become the most engaging category on social media

The category generates engagement at 5.5x higher than the average brand. Here's how to maximise your exposure according to Shareablee

Tania Yuki

Over 1.5 billion people have engaged with beauty brands on Facebook, Twitter and Instagram in 2017 in the US. That's according to analysis conducted by Shareablee, and the figure is set to rise as the beauty industry taps into the social media sweet spot.

The beauty category has become the most engaging on social media, seeing engagement at 5.5x greater than the average brand.

While there has been more content overall across the US compared to beauty brands, at 28% to 14%, beauty exceeds the US in average actions, at 78% compared to just 14%.

Across all platforms, Kylie Cosmetics was the most popular beauty brand in terms of total actions across the above social media platforms, according to a Shareablee data analysis, with almost 250 million total actions.

Anastasia Beverly Hills and MAC Cosmetics rounded out the top three in total actions, with 200 million and 100 million actions respectively.

Tania Yuki began her career as a media and internet attorney before she founded Shareablee the worlds first industry-level measurement solution for media companies. She talks to Cosmetics Business about the company's insights.


"Every day, there are over 2 million posts published to every major social network, drawing billions of eyeballs and interactions.

With consumers being inundated with so much content each day, it becomes a challenge to stand out from the crowd, and even more so to have someone engage with that post.

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