When you’re hot, you’re hot.
Kylie Cosmetics increased the volume of its social content a mere 1% in 2017, yet its audience shot up 129%, Shareablee data provided exclusively to us reveals. Kylie Jenner’s company also jumped 27% in consumer engagement (called “actions” in this chart), and increased actions per post by 25%.
With an emphasis on social video, Kylie’s video content posted was up 73%, says Shareablee’s Ron Lee, noting that Consumer Beauty brands as a category rose similarly. The entire category increased video content 58%, resulting in a growth of 61% year over year in consumer engagement with videos.
As a category, Consumer Beauty brands generated 2.57 billion consumer actions across Facebook, Twitter and Instagram. Despite a 2% drop in content posted, consumer engagement grew 26% and actions per post increased 29%, suggesting a strong increase in content quality, Lee says.
Video content posted also rose 58% vs 2016, leading to a 61% growth in consumer actions.
Instagram Grows Alone
Instagram was the only platform to see consumer engagement growth (up 28%). Facebook and Twitter saw a 9% and 3% drop in engagement, respectively.
Morphe Brushes also was hot. It reduced content posted 32% yet registered a 44% increase in consumer actions and a 113% increase in actions per post. Also notable, Morphe was alone in the Top 10 to reduce video content (down 64%). That’s called brushing against the grain.
