Engagement is on the rise for beauty creators and sponsored content

Social media may appear saturated with beauty content, but audiences are more engaged than ever, according to new research from Traackr, the leading performance-driven influencer marketing platform. Traackr today released the State of Influence: Beauty report, including insights from Pinterest, and highlights the beauty brands, creators and trends with the most influence on social media. 
Analyzing content from a select panel of more than 155,000 beauty creators on its platform, Traackr found that engagement with creator content across makeup, skincare, hair care and fragrance increased in H1 2024 compared to H1 2023. Skincare saw the biggest increase in engagement (+44%), video views (+49%) and Brand Vitality Score (VIT) (+46%), Traackr’s proprietary metric for measuring influencer marketing performance. Beauty brands continue to lean into sponsored content and boosting, increasing engagements and VIT at a higher rate than organic mentions.