This independent review of creator content featuring skincare in Q4 2023 provides strategic data-driven direction for brands in Q1 2024.
It also features two comparative data charts:
- The top ten most engaging influencer ads about skincare
- Top ten most engaging organic posts about skincare.
Key findings include:
– Creators immediately told their followers why products were relevant and effective in the top ten adverts. They made these reasons relatable to their followers and reinforced them in their captions. Products were positioned as solutions rather than nice-to-have luxuries.
– Skincare routines continue to drive consumer fascination, with 70% of the top ten most engaging organic posts being in this format. For brands who are not investing in routine content, this is a growth opportunity worth pursuing. However, it should be noted that branded and organic content were neck and neck on engagement rates in Q4 2023. The top ten adverts had an average ER of 12.5% while organic posts had 12.6%.
Additional reading:
- CORQ analysis: How five top skincare brands collaborate with influencers
- Five skincare trends set to take over 2024
- True Beauty founder Aideen Kate Murphy: “My brand wouldn’t exist without influencers”
