State of Influence:

Beauty 2024
The strategies, creators, and trends behind some
of the most successful beauty brands this year.

with insights from

Contents Introduction 3

Beauty Industry 6
Overview & Insights

Top Performing Brands 11

US 13

UK 16

FR 19

Emerging Beauty Trends 24

Methodology 34

Glossary 35
© Traackr, Inc. 2
Introduction
This new Beauty State of Influence shares insights on the strategies and trends being used by some top
brands and creators over the first six months of 2024.

Highlights within the report include:

● Viewers are engaging with beauty content more than ever before
● Instagram has reemerged as the top platform in engagement metrics
● Beauty brands are increasing paid partnerships but results are slowing
● The strategies that leading brands like YSL, Charlotte Tilbury and Garnier are implementing to create
sophisticated and impactful influencer marketing programs
● Beauty creators our data indicates are on the rise

Thank you to Pinterest, for also providing us with extensive data identifying the top emerging beauty trends
to keep your eyes on!

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© Traackr, Inc. 3
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Beauty Industry
Overview
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 Beauty Creatorsʼ Audience Engagement is Rising
To understand how creators and their audiences interacted with each beauty category, we analyzed content from 155K+ beauty
creators located across the United States, United Kingdom, and France. For the most part, there wasnʼt any big increases across the
number of activated influencers or mentions across the four categories (makeup, skincare, hair care, and fragrance). However, the
audiences of beauty creators is more engaged than ever before with significant increases in engagements and video views across
all 4 categories.

Influencer Content by Category Across All Platforms; Comparing H1 2024 Jan thru Jun 2024) vs H1 2023 Jan thru Jun 2023

Makeup Skincare Hair Care Fragrance

Activated Influencers 5% 4% 8% 15%

Mentions 0% 2% 17% 8%

Engagements 13% 44% 17% 13%

Video Views 42% 49% 37% 48%

VIT Score 25% 46% 28% 22%

© Traackr, Inc. 7
 Brands Continue to Lean More on Sponsored
Content, but Results have Tempered
A continuation of what we noticed throughout 2023, brands are increasing the number of creators they are partnering with for
sponsored posts with activated influencers up 9% and mentions up 23% YoY on sponsored content. This is in stark contrast to
organic beauty content where activated influencers and mentions both decreased this year.

However, the number of engagements and video views from sponsored content have only seen fairly small increases. In fact,
organic content saw video views grow a greater percentage than sponsored despite mentions going down. This could suggest that
social media users are starting to grow tired of sponsored content showing up more frequently in their feeds and instead are
craving more organic, authentic content from their favorite beauty creators.

Influencer Content by Post Type Across All Platforms; Comparing H1 2024 Jan thru Jun 2024) vs H1 2023 Jan thru Jun 2023

Activated
Mentions Engagements Video Views VIT Score
Influencers

Organic 12% 11% 0% 28% 13%

Sponsored 9% 22% 11% 27% 20%

© Traackr, Inc. 8
 Instagram Pulls Ahead on Engagement and Video
Views Growth for Beauty Content
Despite seeing modest decreases in activated influencers and mentions, Instagram saw the biggest increase in engagements
5% YoY) and video views 68% YoY) of the three main platforms indicating the beauty content being posted there has been
much more successful in engaging viewers when compared to the prior year.

While the number of activated influencers and mentions continued to increase on TikTok, this has not translated into big
increases in engagements and video views in contrast to what we had regularly been seeing over the past 3 years on TikTok.
Given the improved performance of beauty content on Instagram, perhaps we will see creators and brands shift a greater portion of
their attention to the platform and weʼll see a rebound in active beauty creators on the platform.

Influencer Content by Platform; Comparing H1 2024 Jan thru Jun 2024) vs H1 2023 Jan thru Jun 2023

Activated
Mentions Engagements Video Views VIT Score
Influencers

Instagram 10% 14% 5% 68% 36%

TikTok 6% 22% 0% 6% 2%

YouTube 25% 30% 21% 24% 19%

© Traackr, Inc. 9
 Mid & Macro Creators Fuel Brand Performance
Mid 50K  250K followers) and macro tier 250K  1M followers) creators have seen the largest increase in impact on brandʼs influencer
marketing performance in 2024. VIT earned by mid tier influencers went up 26% year-over-year and VIT earned by macros
increased by 24%. These are fairly modest increases which can be partially attributed to the number of active influencers posting
beauty content decreased across all six tiers. Creators within the bigger tiers saw a smaller dip and saw small upticks in overall
mentions despite a lower number of creators indicating beauty creators with large audiences are posting content more frequently than
last year.
Influencer Content by Tier Across All Platforms; Comparing H1 2024 Jan thru Jun 2024) vs H1 2023 Jan thru Jun 2023

Activated
Mentions Engagements Video Views VIT Score
Influencers

Nano 1k - 10k followers) 15% 18% 18% 39% 5%

Micro 10k - 50k followers) 11% 7% 3% 41% 14%

Mid 50k - 250k followers) 9% 2% 7% 46% 26%

Macro 250k - 1M followers) 8% 4% 15% 35% 24%

Mega 1M  5M followers) 6% 4% 5% 14% 6%

VIP 5M+ followers) 1% 1% 12% 13% 9%

© Traackr, Inc. 10
Top Beauty Brands
US, UK, FR

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 About the Brand Benchmark
The following brand benchmarks were sourced from analyzing creators in the United States, United Kingdom, and France
who produced content mentioning at least one of the 2,190 brands from our Beauty Brand Leaderboard.

The benchmarks provide the rankings of the top beauty brands overall as well as across 4 categories — makeup,
skincare, haircare, and fragrance — in the United States, United Kingdom, and France. Ranking is based on the brands
that earned the highest Brand Vitality VIT Score, Traackrʼs metric that helps you understand how content mentioning
your brand performs, taking into account visibility, impact, and brand trust.

© Traackr, Inc. 12
TOP 10 BEAUTY BRANDS United States 󰑔

OVERALL  H1 2024 JANUARY  JUNE

Rank YoY Brand VIT YoY

(by VIT)

1 ⇧1 Sephora 1.0M ⇧35%

2 ⇩1 Rare Beauty 508k ⇩ 34%

3 ⇨0 LʼOréal Paris 489k ⇧11%

4 ⇧1 Kylie Cosmetics 436k ⇧30%

5 ⇩1 Fenty Beauty 339k ⇩ 12%

6 ⇧3 e.l.f. 316k ⇧16%

7 ⇧30 Skkn 309k ⇧213%

8 ⇧17 YSL 286k ⇧82%

9 ⇩2 Charlotte Tilbury 285k ⇩ 4%

10 ⇧19 Tarte 281k ⇧112%

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TOP 10 BEAUTY BRANDS United States 󰑔

BY CATEGORY  H1 2024 JANUARY  JUNE

Rank Makeup Skincare Haircare Fragrance

(by VIT)

1 Rare Beauty Drunk Elephant LʼOréal Paris Dior

2 Kylie Cosmetics Glow Recipe Cécred YSL

3 Fenty Beauty Summer Fridays Redken Chanel

4 e.l.f. Sol De Janeiro Dyson Lancôme

5 Skkn Neutrogena K18 Kilian

6 Tarte CeraVe Olaplex Viktor & Rolf

7 Huda Beauty Laneige Amika Armani

8 Maybelline Rhode Skin Cosmoprof Kayali

9 Milk Makeup La Roche-Posay Saloncentric Bath & Body Works

10 NYX Kylie Skin Kérastase Gucci

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 #2 VIT Rank
#8 Overall VIT Rank
Fragrance
82% YoY VIT Score
Brand Spotlight: YSL
VIT by Tier VIT by Platform
NANO INSTAGRAM
MICRO TIKTOK
MID
YOUTUBE
MACRO
X
MEGA
VIP FACEBOOK

YSL has been one of the most impressive brands in the US, climbing 17 spots to reach the #8 rank and increasing
VIT by 82% YoY. They performed particularly well on fragrance content where they ranked 2nd amongst all brands.

Platform Strategy
Instagram has been the #1 platform for YSL in 2024 and has played a much bigger role in the brand’s success than
last year, with 64% of YSL’s VIT earned on IG in 2024 compared to only 40% in H1 2023. While TikTok still
contributed 28% of VIT, the brand has been much less reliant on the platform to drive results this year.

Tier Strategy
When looking at the top VIT-earning posts for YSL, many come from the brand’s key VIP ambassador Dua Lipa
who’s content often is introducing a new product and on-brand for the campaign. The brand also recently partnered
with top beauty creator Alix Earle to promote their new Loveshine Lip Oil. While these VIP partnerships serve as the
building blocks for YSL’s influencer program, VIP’s still only drive 18% with megas earning the most VIT through a
mix of paid and organic content.

Content Effectiveness
The brand has been particularly effective in building brand awareness and reputation amongst fashion creators in
addition to beauty creators. Many of the brand’s most engaging organic mentions have come from fashion creators in
OOTD & GRWM videos where they feature a YSL fragrance and/or beauty product. The brand has deepened these
relationships through strategically planning experiential activations where there is a lot of crossover between beauty
and fashion. For example, they hosted a “Candy Shoppe” event celebrating their Candy Glaze Lip Gloss Stick during
NYFW with many beauty and fashion creators attending and posting content from the event to their socials.
TOP 10 BEAUTY BRANDS United Kingdom 󰏅

OVERALL  H1 2024 JANUARY  JUNE

Rank YoY Brand VIT YoY

(by VIT)

1 ⇨0 LʼOréal Paris 252k ⇧84%

2 ⇨0 Charlotte Tilbury 182k ⇧34%

3 ⇧6 Maybelline 155k ⇧97%

4 ⇧6 Huda Beauty 154k ⇧116%

5 ⇧7 YSL 149k ⇧137%

6 ⇩1 NYX 139k ⇧58%

7 ⇧7 Garnier 117k ⇧118%

8 ⇧8 e.l.f. 112k ⇧126%

9 ⇩3 MAC Cosmetics 102k ⇧17%

10 ⇧20 Armani 102k ⇧193%

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TOP 10 BEAUTY BRANDS United Kingdom 󰏅

BY CATEGORY  H1 2024 JANUARY  JUNE

Rank Makeup Skincare Haircare Fragrance

(by VIT)

1 Maybelline LʼOréal Paris LʼOréal Paris Dior

2 Huda Beauty Garnier GHD Armani

3 NYX La Roche-Posay Kérastase Jo Malone

4 Charlotte Tilbury CeraVe Garnier YSL

David Beckham
5 YSL Kiehlʼs Redken Fragrance

6 e.l.f. Elemis Dyson Kayali

7 MAC Cosmetics Charlotte Tilbury LʼOréal Professional Valentino

8 LʼOréal Paris Drunk Elephant Olaplex Lancôme

9 Fenty Beauty Lancôme Matrix Prada

10 NARS Tatcha Wella Professional Mugler

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 #2 Overall VIT Rank +34% YoY VIT +194% YoY Video Views Brand Spotlight: Charlotte Tilbury

VIT by Tier VIT by Platform

NANO INSTAGRAM
MICRO TIKTOK
MID
YOUTUBE
MACRO
X
MEGA
VIP FACEBOOK

Platform Strategy
Instagram continues to be the #1 platform for Charlotte Tilbury, with the brand seeing 67% of their VIT from
the platform. However, TikTok was a greater contributor in the brand’s success this year with Charlotte Tilbury
seeing 28% of VIT come from TikTok in H1 2024 compared to only 20% of VIT coming from TikTok H1 2023.

Tier Strategy
The brand is winning thanks to having a large and loyal community of beauty creators who frequently mention
1 or more of the brand’s products in makeup and skincare routine videos. This is particularly true across the
macro and mega tiers of creators who combined to earn 64% of Charlotte Tilbury’s VIT in H1 2024.

Content Effectiveness
Charlotte Tilbury benefited from a number of strategic, long-term paid partnerships that were unique, gave the
brand a presence at key pop culture events, and generated buzz across social and in media publications.
Examples include the brand’s groundbreaking partnership with F1 Academy, their special wedding collection
with Banita Sandhu, and their long-term partnership with Phoebe Harriet Dynevor, with her tagging the brand
in content from big events like the Met Gala, BAFTA’s, and Critic’s Choice Awards.

The brand had a number of high performing mentions from creators who received a PR gift from the brand of
their new collection of Hollywood lipsticks which were cleverly boxed in a larger than life bright red lipstick box
that went viral, a great example of thinking outside the box to maximize the impact of product seeding.
TOP 10 BEAUTY BRANDS France 󰏃

OVERALL - H1 2024 JANUARY  JUNE

Rank YoY Brand VIT YoY

(by VIT)

1 ⇧1 Sephora 141k ⇧90%

2 ⇩1 LʼOréal Paris 127k ⇧56%

3 ⇧3 NYX 103k ⇧184%

4 ⇧1 Garnier 101k ⇧102%

5 ⇩2 Maybelline 98k ⇧63%

6 ⇧16 Huda Beauty 55k ⇧200%

7 ⇧3 YSL 53k ⇧72%

8 ⇩1 Fenty Beauty 51k ⇧46%

9 ⇩1 Charlotte Tilbury 48k ⇧39%

10 ⇧2 Dior 37k ⇧28%

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TOP 10 BEAUTY BRANDS France 󰏃

BY CATEGORY - H1 2024 JANUARY  JUNE

Rank Makeup Skincare Haircare Fragrance

(by VIT)

1 NYX Garnier Garnier Dior

2 Maybelline LʼOréal Paris LʼOréal Paris Lancôme

3 LʼOréal Paris Mixa Dyson YSL

4 Huda Beauty La Roche-Posay LʼOréal Professional Armani

5 YSL Erborian Dessange Paco Rabanne

6 Rare Beauty CeraVe Kérastase Chanel

7 Fenty Beauty Uriage GHD Valentino

8 Charlotte Tilbury Eau Thermale Avene Head & Shoulders Prada

9 MAC Cosmetics Caudalie Redken Kayali

10 Sheglam Kiehlʼs Les Secrets de Loly Diesel

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 #4 VIT Rank #1 VIT Rank
Overall Skincare & Hair Care
102% YoY VIT Score
Brand Spotlight: Garnier
VIT by Tier VIT by Platform

NANO INSTAGRAM
MICRO TIKTOK
MID
YOUTUBE
MACRO
X
MEGA
VIP FACEBOOK

Garnier achieved great results in France in H1 2024, ranking fourth on the overall beauty leaderboard and also
ranking first across all brands for skincare and hair care. They increased VIT by an impressive 102% YoY with big
increases in engagements (+870%) and video views (+3,232%).

Platform Strategy
TikTok is clearly the platform Garnier prioritizes in France, with 85% of the brand’s VIT earned on TikTok. They also
have a larger number of activated influencers and more total mentions on TikTok than Instagram which is something
that is rarely the case further highlighting their focus on the platform.

Tier Strategy
Mega tier creators drove the most performance for Garnier, earning 33% of VIT. However, the brand also sees a
large portion of their performance driven by creators with modest audiences with mid tier creators earning the 2nd
most VIT of all tiers.

Content Effectiveness
Garnier’s success was in large part due to the impressive performance the brand saw on its paid TikTok campaigns.
The top performing posts for the brand were comedy skit videos where the brand opted to partner with comedy
creators @valeriandh and @nicocaponecomedy rather than beauty creators. Both posts went viral, generating a
combined 1M+ likes and 25M+ video views. Other top paid content promoted Garnier’s Ultra Doux hair care line in a
collaboration with popular local reality game show Koh-Lanta where creators posted “survivor-themed” content with
viewers encouraged to recreate and submit their own videos for a chance to win a trip to a Garnier Ultra-Doux x
Koh-Lanta event in Paris to meet past show contestants as well as a bunch of Garnier product packages.
 Rising Creators United States 󰑔

ASHLEY LAMARCA ABBY FRALEY NOEL THOMAS ALLIE ROSS

Mega Tier Macro Tier Macro Tier Macro Tier

United States United States United States United States
400k followers on TikTok Grew audience on TikTok by Grew audience on TikTok by Grew audience on TikTok by
since Jan 2024 95% since Jan 2024 477% since Jan 2024 56% since Jan 2024

Content Content Content Content

hair, makeup, & skincare Beauty creator posting Fragrance creator posting Fashion/beauty creator who
routines & tutorials makeup tutorials, GRWMs, reviews, top lists, etc posts shopping hauls,
top lists reviews, GRWMs
Partnered With Partnered With
LʼOréal Paris, Aveda, Fenty, Partnered With Khadlaj, Rayhaan, Partnered With
BondiBoost, K18, Function Kosas, Urbay Decay, Armani, BeautyHouse, Naseem, Hourglass, LʼOccitane,
of Beauty, Kiehlʼs The Inkey List Harryʼs Clarins, Urban Decay,
Amika, Glow Recipe, Belif
 Rising Creators UK 󰏅 & France 󰏃

MELIS EKREM ARTHUR GARROS NUR GEDIK OCEANE DUPONT

Mega Tier Macro Tier Macro Tier Macro Tier

United Kingdom United Kingdom France France
Grew audience on Instagram Grew audience on TikTok by 250k followers on TikTok 60k followers on TikTok and
by 70% since Jan 2024 40% since Jan 2024 since Jan 2024 20k on IG since Jan 2024

Content Content Content Content

hair, makeup, & skincare Fashion/beauty creator Makeup routines, GRWMs, Lifestyle & beauty creator who
routines, looks, & tips posting makeup tutorials, shopping hauls posts routines, GRWMs, beauty
GRWMs, looks hacks & tips, shopping hauls
Partnered With Partnered With
LʼOréal Paris, Elizabeth Arden, Partnered With NYX, Maybelline, MAC, Partnered With
Garnier, Armani, Maybelline, Armani, Sally Hansen Too Faced, YSL LʼOréal Paris, Maybelline,
Carolina Herrera Garnier, Dessange
Emerging Beauty
Trends
With insights from
 About the Trends
Trends were sourced using Pinterest US internal data. For the following trends — Real Beauty, A.I. Aqua, Ath-Beauty,
Individuality, & Faux Glow — changes are calculated using searches between '11/15/2023' and '02/13/2024' as compared
to searches between '08/16/2023' and '11/14/2023. For the trend “Effortless Summer Glamˮ, changes are calculated using
searches between '03/12/2024' and '06/10/2024' as compared to searches between '12/12/2023' and '03/11/2024.

Gen Z defined as users aged 1827, Millennials as users aged 2843, Gen X as users aged 4459, Baby Boomers as
users aged 60."Driven by" highlights the top generations that are contributing to search growth.

© Traackr, Inc. 25
 Insights by
REAL BEAUTY

Real Beauty rejects the rational by incorporating chaos, surrealism and Explore Profiles
humor into everyday products and routines. Consumers are calling out
the toxicity in hyper-healthy lifestyles and shifting attitudes to
counterculture beauty routines.

Driven By
Gen X, Baby Boomers

Categories
Skincare, Body care, Suncare, Hybrid skin/makeup products, Haircare,
Fragrance

Occasions
Work from home, everyday beauty, on-the-go beauty, bedtime routines

Growing Terms

“acne safe makeupˮ 80% “lip care routineˮ 75%

“skin care solutionˮ 55% “damaged hairˮ 35% “body hygieneˮ 30%

“no foundation makeupˮ 25% “turmeric face maskˮ 25%

© Traackr, Inc. 26
 Insights by
A.I AQUA

The reign of the blue shade aqua has continued from skincare Explore Profiles
associated benefits in 2022 like hygiene, science and wellbeing into
color cosmetics in 2023. Beauty enthusiasts are embracing the color
across the spectrum for its connection to the planet. Products are
utilizing marine technologies and bio-technology to create fun, creative
and energetic looks.

Driven By
Gen Z, Millennials

Categories
Nails, Haircare, Skincare, Makeup

Occasions
No makeup looks, Spa day, Fashion show, Mani Pedi

Growing Terms

“blue promˮ 150% “fun blue nailsˮ 65%

“blue aesthetic grungeˮ 40% “bright blue nailsˮ 35%

© Traackr, Inc. 27
 Insights by

ATHBEAUTY

The overlap between wellness and beauty continues to grow, Explore Profiles
especially when it comes to catering to the active consumer. Wellness
and beauty regimes that acknowledge this growing trend and products
that boost, aid and speed-up recovery are taking up more shelf-space
than ever before.

Driven By
Gen Z

Categories
Makeup, Haircare, Skincare, Supplements, Suncare, Body Care

Occasions
Everyday makeup, Beach day, Festivals, Pool day

Growing Terms

“cute ponytail stylesˮ 10x “track hairˮ 3x

“short hair upˮ 80% “dance makeupˮ 40%

“lacrosse hairstylesˮ 35%

© Traackr, Inc. 28
 Insights by

INDIVIDUALITY

Beauty has always been about self-expression but a reignited focus on Explore Profiles
this is noticeable through this trend that emphasizes bright and bold
new forms. Personalization and joyful expressions are now a priority in
the choice of beauty product which has now become a visual display
of who a person is.
Driven By
Gen Z, Millennials

Categories
Makeup, Fragrance, Nails, Haircare, Skincare

Occasions
Everyday care routines, Mini-spa day, Elections

Growing Terms

“fun eyelinerˮ 2.3x “glow upˮ 1.9x “clowncore makeupˮ 1.1x

“weird nailsˮ 65% “edgy hair colorˮ 50%

“platinum silver hairˮ 35% “dark magenta hairˮ 35%

© Traackr, Inc. 29
 Insights by

FAUX GLOW

Sunshine season is nearly back and beauty enthusiasts are Explore Profiles
incorporating the trend of natural suncare solutions and SPF
protection to make the season enjoyable and damage-free.

Driven By
Gen Z

Categories
Makeup, Haircare, Skincare, Supplements, Suncare, Body Care

Occasions
Everyday makeup, Beach day, Festivals, Pool day

Growing Terms

“warm honey blondeˮ 6.2x “sunkissed hair brunetteˮ 2.3x

“doyun makeup lookˮ 1x “fake tanˮ 95%

“igari makeupˮ 50% “glowy makeup lookˮ 45%

© Traackr, Inc. 30
 Insights by

EFFORTLESS SUMMER GLAM

Effortless Summer Glam embraces no-fuss hairstyles, peachy tones Explore Profiles
and faux freckles. This trend focuses on achieving a natural and
sun-kissed appearance, while focusing on simplicity and radiance
during the summer season.

Driven By
Gen Z

Categories
Makeup, Nails, Haircare, Skincare

Occasions
Beach day, Summer vacation, Everyday makeup, Festivals

Growing Terms

“easy beach hairstylesˮ 2.8x “summer makeup looksˮ 3.6x

peach makeupˮ 1.1x “white pearl chrome nailsˮ 90%

“henna frecklesˮ 85% “simple skincareˮ 80%

© Traackr, Inc. 31
 "Beauty reflects broader societal trends and interests. Pinterest is the
go-to place for discovering key beauty trends, encouraging
self-expression and new aesthetics. The most popular beauty searches
on Pinterest mirror the cultural zeitgeist. From a rising interest in
women’s sports to a stronger focus on eco-consciousness, beauty
trends are being shaped on our platform.”

Rachel Goodman
HEAD OF BEAUTY & LUXURY PARTNERSHIPS

© Traackr, Inc. 32
 Discover Key Trends in
Your Market
Be at the forefront of trends by tracking
what content is popular on Pinterest and
when people start searching for different
trends. Go to trends.pinterest.com to find
all of the latest trends.

Use Pinterest's Trends Tool

© Traackr, Inc. 33
Level Up Your Influencer
Marketing Knowledge
with Traackr
Be at the forefront of trends, connect with like-minded
marketers, and elevate your strategies.

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© Traackr, Inc. 34
 Methodology For the purpose of brand benchmarking, Traackr analyzed
influencers in the United States, United Kingdom, & France who
produced content mentioning at least one of the 2,190 brands
from our Beauty Brand Leaderboard. And, for the purpose of
gaining insights on the beauty creator category, Traackr
analyzed content from 155K+ beauty creators located across the
United States, United Kingdom, and France.
This report was created by For trend analysis, Pinterest analyzed its internal data in the US.
Traackr, the system of record for Changes are calculated using searches between '11/15/2023'
and '02/13/2024' as compared to searches between
'08/16/2023' and '11/14/2023 and searches between
data-driven influencer marketing, '03/12/2024' and '06/10/2024' as compared to searches
between '12/12/2023' and '03/11/2024.

through deep influencer, Gen Z defined as users aged 1827, Millennials as users aged
2843, Gen X as users aged 4459, Baby Boomers as users
campaign and market-level aged 60."Driven by" highlights the top generations that are
contributing to search growth.

insights. Traackr works with brands around the world, some of whom are
mentioned in this report. Not all brands referenced are Traackr
customers.

© Traackr, Inc. 35
 Activated / Active Influencers: Number of influencers mentioning the brand.

Brand Vitality Score VIT Traackrʼs metric that helps you understand how
content mentioning your brand performs, taking into account visibility, impact, and
brand trust.

Engagement Rate: Defined as the number of engagements divided by potential

reach.

Glossary Mentions: Number of posts mentioning the brand.

Tier Definitions: Based on total audience size across all platforms as follows.
VIP 5M, Mega: 1M, Macro: 250K, Mid: 50K, Micro: 10K, Nano: 1K.

Top Performance: Measured by which brands earned the highest VIT score.

Total Engagements: Number of likes, shares, comments the content mentioning

the brand earned across platforms.

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 Optimize Your Program via the
VIT Levers

Foundational Volumes Content Reach Content Performance

Volume and Advocacy Tier Strategy Engagement Rate & Views

Activated
Influencers
× Frequency × Avg. Audience Size × VIT Rate

VIT is a comprehensive performance metric measuring a brand’s share of voice across

social channels. For more on how VIT compares to EMV, check out this article.
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VIT Benefits

Comprehensive Comparable Unpackable Actionable

VIT is one VIT allows brands to VIT provides a VIT provides a
comprehensive make an apples to framework for benchmark for
metric to measure apples comparison understanding the central intelligence
overall audience using the same data as components of an and actionable
attention. competitors. effective influencer insights.
strategy
VIT is the only metric Rank your own brand Set goals for
that rolls up all publicly performance against Use the metric as a way to improving on past
available performance competitors using one to dive into your own past performance or inching
data in a meaningful overall metric, rather than performance to see what out competitors by
way. in multiple separate KPIs worked, look for areas you examining an area of
(ex: video views AND can improve on, and create your influencer strategy
engagements). in-depth examinations of that could be improved.
competitorsʼ strategies.
© Traackr, Inc. 38
How Shiseido Uses VIT
How Shiseido developed a hyper-focused strategy that
increased its influencer marketing success by 54% in one year.

The Goals
● Using Traackrʼs Brand Vitality Score VIT) as a way to measure the
impact of its influencer marketing program, Shiseido's goal was to
grow its overall VIT score in 2021, and improve its performance in
the visibility and impact categories.

The Strategy
● The Shiseido team took a 3-pronged approach to meeting their
2021 ambitious goals which included:
○ Prioritizing video content
○ Executing experiential moments and events
○ Leveraging on-brand VIP talent
The Results
● 54% increase with overall VIT score
● 36% increase in reach & video views
● 40% increase in engagement rate

Read the full case study here

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