The majority of beauty brands register a social media site as a top eight source of traffic to and from the brand’s own site. Of all the social platforms, Facebook remains the largest source of referral traffic, but a year-over-year analysis suggests that its influence is waning as it declined to 71% this year from 89% in 2011.
Twitter, has essentially fallen off the map, registering no upstream or downstream traffic for beauty brands despite referring some — albeit minimal — traffic last year. The top three Twitter accounts are held by crossover fashion brands that frequently use the same handle to speak to their fashion and accessories audience. Furthermore, ten brands in the study still have yet to establish a presence on Twitter.
In contrast to Facebook and Twitter’s declining influence, our research shows that YouTube has become a top source of upstream traffic for twice as many brands in 2012 as last year.
YouTube’s growing significance for the beauty industry is also evident in dramatic increases year-over-year in video views as shown below:
Furthermore, the vlogger culture remains strong on YouTube and beauty brands are not only trying to get their products into vloggers’ hands, they are also peppering vlogger videos with InVideo ads. L’Oreal Paris featured ads on eight of the top fifteen YouTube beauty vlogger videos. Bare Escentuals, Lancome, Maybelline and Urban Decay also purchased.
For more information on the Digital IQ Index: Beauty, download an excerpt of the report here.