Huda Beauty was 2020’s 'Share of Influence leader' for sponsored beauty content.
The beauty industry is a strong player when it comes to influencer marketing
Influencer marketing platform CreatorIQ recently released its 2020 Share of Influence™ (SOI) report for the beauty industry, revealing the global beauty brands that have captured attention and gained influence this year. Huda Beauty was the stand-out leader with an 8.18% SOI, almost double that of the No. 2 brand (Morphe Brushes with 4.22% SOI). Overall in 2020, the beauty generated 3 million sponsored posts from 1 million creators with 2K brands sponsoring content during the year.
CreatorIQ processes tens of millions of creators and billions of posts to generate Share of Influence (SOI) reports, which consider the volume of creator activity, the realness of creators' audiences, and the performance of content (views, likes, comments, shares) for each contender brand. These three measures make SOI a powerful representation of a brand's influencer marketing presence and impact in relation to competitors and the overall industry. The higher the SOI percentage, the bigger impact a brand's influencer campaigns have had within the specific industry.
Key findings:
- 2.85% — average engagement rate on Instagram for sponsored content within the beauty category in 2020
- 40K — average estimated post reach
- Huda Beauty was the No. 1 brand with 8.18% SOI and an estimated media value of $32.8 million.
- Kylie Jenner had the most-engaged-with sponsored post, which was a video promoting her new line of cosmetics. The post received more than 3.4M likes and 24K comments, with an estimated reach of 16.7 million.
How brands stacked up in 2020
Although Huda Beauty won for SOI and estimated media value in 2020, Morphe Brushes had the top engagement rate of the five brand SOI leaders in (3.61%), narrowly beating out ColourPop Cosmetics which had an average engagement of 3.60%.
Nano influencers delivered the best engagement rates
As we’ve seen previously, nano influencers (1K-10K followers) can be a powerhouse when it comes to generating the best engagement for brands, with an average engagement rate of 6.64% in 2020. Micro influencers (10K-100K followers) were in second place with an average engagement rate of 2.74%, followed by macro influencers (100K-1M) with 2.08%. Mega influencers with over 1 million followers had the lowest engagement rate, 1.26%.
Methodology: Share of Influence considers the volume of creator activity, the realness of creators' audiences, and the performance of content (views, likes, comments, shares) for each contender brand. These three measures make SOI a powerful representation of a brand's influencer marketing presence and impact. SOI uses data from the core CreatorIQ platform, which processes tens of millions of creators and billions of posts. Every verified creator on Instagram and every creator with more than 50K followers is included, along with millions of smaller creators across multiple social platforms.