No stranger are we to the conversation of ‘beauty’; a huge topic and industry that is discussed online day in, day out. Where it used to be most common for high profile celebrities to be spokespeople and endorse beauty products, the ever-expanding phenomenon of bloggers and vloggers are increasingly being seen to take over this role. In September 2015, 15% of consumers indicated celebrities had influenced their decision in the purchase of a beauty product and some 20% of consumers suggested that it had been bloggers who were the influence. There is seemingly something more likeable and more relatable to a blogger and though sometimes untrue, bloggers are seen as the organic recommendation over the celebrity who is paid to endorse. Beauty bloggers have been able to turn this recognition into full entrepreneurial businesses; some top beauty bloggers have followings into the millions with whom they engage with directly enforcing a relationship that a celebrity beauty influencer might not otherwise have. Beauty bloggers often help drive online trends, from achieving the perfect Kim Kardashian-esque contour – the 2015 beauty industry buzzword – to strobing (highlighting) which is taking the online beauty community by storm.
WHAT ARE THE EXPERTS SAYING?
We reached out to some of the top 20 influencers to ask them for their views on Beauty Blogging. We spoke to Hayley (TPB) (#7), Shannon Wilson (#10), Sarah Wong (#11), Em Sheldon (#18) and Charlee (#20). Be sure to follow them to stay up to date on the best content and resources on Beauty Blogging!
“The world of blogging, especially beauty blogging, is growing every day with consumers and brands realising the benefit of having everyday people talk truthfully about their products. Consumers love the fact that most bloggers are just like them; applying their makeup on the train to work because they wanted an extra 30 minutes lie in or having to decide between a new luxury lippie or that raved about serum as that months treat. Blogs are the new ‘chatting to your friends over a cuppa”
“Beauty blogging is one of the best things I began doing in my life. Not only do I get to discover new products, share my thoughts and opinions and help others decide whether to purchase certain products or not, the hobby has opened so many career doors for me. Throughout my six years of beauty blogging I’ve gained many skills when it comes to digital marketing which ultimately lead to me working in the industry professionally.”
“Twitter was the first social media tool I used as a blogger to get the word out there. It has changed so much throughout the years but one thing that has stayed the same is that Twitter continues to be the best tool to help me promote my blog, connect with readers and brands, and engage with the community in real time. Whenever you have a question or problems, I reach out to people on Twitter and I get an immediate response. It has been the most effective social media platform in boosting traffic.”
“I think beauty blogging is great, it’s a great way to connect with like-minded individuals whom are honest about beauty products. I like getting real opinions from real women about products and being able to read their comparisons between beauty brands too.”
“I love being a beauty blogger and I think it has opened a lot of opportunities for others whether it be improving their writing skills, gaining confidence or even collaborations with brands. I think the relationship between bloggers and brands has become more crucial than ever, with brands looking to bloggers rather than other outlets, with readers trusting the authenticity of blogs and its reader. There has been a rise in brand and blogger collaborations especially within the beauty industry and that’s something I definitely think will continue to rise over the next few years.”
WHICH TOPICS RECEIVE THE MOST ATTENTION?
After identifying the top 100 individual beauty bloggers and brands, we then went on to analyse their tweets and blogs to gain a measure of which topicswere receiving the largest share of voice among the top influencers. Here’s what we found:
MAPPING THE COMMUNITY
We were very interested in seeing which beauty bloggers and brands were driving engagement within the beauty community, so we analysed over 747K tweets containing the keywords “Bloggers OR “Beauty Bloggers” OR beautybloggers” and identified the top brands and individuals driving the conversation on Twitter. We discovered a very engaged community, with much discussion between individuals and brands, joining together in conversations. Below you can see a network map of the online conversation created with our Influencer Relationship Management software IRM. This map shows the influencer Michelle from thoushaltnotcovet.net and all the conversations to and from all the influencers in her field. Be sure to click on the map to enjoy the full size network diagram in greater detail.
If you are interested in learning more about our IRM software click here!
Below you can see another network map created in IRM (Influencer Relationship Management software) showing the brand Clinique UK at the centre and the conversations to and from the different influencers in their field. As you can see it is a very engaged community with many conversations. If you are interested in learning more about identifying, managing and engaging with influencers click here to get in touch!
TOP 100 INDIVIDUALS
We looked at all the individuals engaging on Twitter to bring you a list of the top 100 influencers in the beauty industry. Be sure to hit the download now button below to download the full report.
|Rank||Twitter Handle||Name||Influencer Score|
|3||@TheSocialSnobb||The Social Snob||32.51|
|9||@AprilLynnMiller||Shades Of April||19.6|
|24||@StyleLobster||Emily Valentine Parr||9.89|
|34||@erinlouisehunt||Erin Louise Hunt||7.96|
|40||@thetwodarlings||The Two Darlings||7.2|
|48||@dorkfaceblog||Jemma ⚡☔ Dorkface||6.55|
TOP 100 BRANDS
With all the discussion and resources available online, our analysis produced a great set of independent information resources and communities. It was interesting to see influential brands such as L’Oréal, Teen Vogue and The Body Shop leading the debate. Be sure to download the full analysis for free to get an idea of who are most influential beauty brands!
|Rank||Twitter Handle||Name||Influencer Score|
|3||@TooFaced||Too Faced Cosmetics||25.18|
|4||@LOrealParisUSA||L’Oréal Paris USA||23.66|
|5||@SoapandGlory||Soap & Glory||23.11|
|6||@WLLouboutin||World Love Louboutin||22.87|
|8||@BenefitUK||Benefit Cosmetics UK||20.48|
|10||@beautyuktweets||Beauty UK Cosmetics||18.63|
|13||@TheBodyShopUK||The Body Shop UK||14.08|
|14||@bbloggerbox||Blogger Beauty Box||13.61|
|20||@LBQblog||London Beauty Queen||11.47|
|23||@KikoMilanoUK||KIKO MILANO UK||10.61|
|24||@Maybelline||Maybelline New York||10.17|
|25||@BarryMCosmetics||Barry M Cosmetics||10.12|
|31||@YardleyLondonUK||Yardley London UK||8.37|
|38||@alifewithfrills||A Life With Frills||6.83|
|39||@ministrywaxing||Ministry of Waxing||6.59|
|45||@VichyUK||Vichy UK & Ireland||5.29|
|50||@GOSHUK||GOSH Copenhagen UK||5.06|
Influencer Marketing campaigns generate impressive results, the average earned media value (EMV) from US influencer marketing programs was 1.4 times higher in H1 2015 than the overall average in full-year 2014. At Onalytica we love building these lists and want to give back to our loyal readers as much as we can. If you’re interested in other topics (such as Machine to Machine, Wearable Tech, Internet of Things) be sure to have a gander on our blog or why not propose some topics to us on twitter? We also build some very cool software to manage all of these influencers. Get a free demo today by clicking the button below!
Disclaimer: As ever with these lists, it must be stressed that the ranking is by no means a definitive measurement of influence, as there is no such thing. The brands and individuals listed are undoubtedly influential when it comes to driving discussion in the beauty industry.
The PageRank based methodology we use to extract influencers on a particular topic takes into account the number and quality of contextual references that a user receives. These calculations are independent of a user’s number of followers, but we do filter our lists based on how much a user is engaged in the conversation and the influence they drive through their networks.