Traackr’s Beauty Influencer Engagement Report Reveals Key Trends for 2024
Traackr, a data-driven influencer marketing platform, has released its Beauty Influencer Engagement Report, analyzing the engagement rates of beauty influencers for 2,518 brands across the U.S., UK, and France. The report examines creator statistics from these markets in four major beauty categories: makeup, skincare, fragrance, and hair care.
The study evaluated influencer engagement based on audience size across six creator tiers: VIP (5M+), Mega (1M+), Macro (250K+), Mid (50K+), Micro (10K+), and Nano (1K+). The report provides valuable insights into the engagement rates of these creators and how they vary across regions and categories.
Overall Key Takeaways from Traackr’s Report
- Creators with small-to-mid-sized audiences continue to have the highest engagement rates across all beauty categories and countries.
- Engagement rates (ER) have plateaued overall, but growth was seen in specific creator tiers.
- In the U.S., only nano creators in hair care and fragrance categories saw engagement rate growth, while mega and VIP creators in France also experienced ER growth.
- Makeup was the most engaging category in the UK and France in 2024, while hair care led in the U.S.
- Fragrance was the only category to achieve higher engagement on sponsored content than on organic content. Meanwhile, hair care, skincare, and makeup performed better with organic content.
U.S. Engagement Insights
In the U.S., hair care led with the highest overall engagement rate at 1.81%, followed by makeup (1.56%), skincare (1.52%), and fragrance (1.44%). Engagement growth in the U.S. has slowed, with only nano creators in hair care and nano and macro creators in fragrance showing year-over-year increases in ER.
UK Engagement Insights
In the UK, makeup emerged as the most engaging category, boasting a total average ER of 2.38%. It was followed closely by hair care (2.3%), skincare (1.99%), and fragrance (1.79%). Engagement rates grew for creators across several tiers, including nano and micro tiers for makeup, skincare micro tiers, and multiple hair care and fragrance tiers.
France Engagement Insights
France saw the highest engagement rate growth in 2024, with makeup leading the way at a 3.23% average ER, followed by hair care (2.89%), skincare (2.47%), and fragrance (2.38%). Interestingly, creators in the fragrance category, particularly those with larger audiences, experienced significant growth in engagement rates. Additionally, in France, organic content outperformed sponsored content across all beauty categories, with skincare seeing the most significant difference.
This report highlights the evolving trends in beauty influencer marketing, showing that smaller, highly engaged creators are essential for beauty brands across various markets. It also suggests that while engagement rates are plateauing in some regions, opportunities for growth remain, particularly in categories like fragrance, where organic content continues to perform exceptionally well.
