Twitter noticed over 118 million magnificence tweets from July 2019 to July 2020
Beauty is a visual concept that brings more visual social platforms to mind, but Twitter is no ugly duckling with over 118 million tweets about beauty between July 2019 and July 2020.
The social network partnered with customer experience management platform Sprinklr to produce its first #BeautyTwitter report, which featured over 7 million tweets worldwide from the top 400 global accounts of brands and influencers in the field, as well as the top 25 Beauty companies were analyzed for -related hashtags.
Twitter defined #BeautyTwitter as "the community of creators, influential voices, makeup, hair, and nail artists, beauticians, dermists, journalists, editors, brands, and simple beauty fans who can't get enough of beauty."
The highlights of the #BeautyTwitter report include:
- Most popular hashtag: #Makeup
- Most frequently used hashtag during Covid-19: #skincare
- Most Popular Natural Beauty Topic: Natural Hair
- Highest volume of beauty tweets (during the day): Wednesday
- Highest volume of beauty tweets (by month): October 2019
- Favorite Time to Tweet About Beauty: Noon ET
- Most busy with the brand: ColourPop Cosmetics
- Most common type of content shared: photos
While photos are the most common type of content shared, Twitter and Sprinklr found that less than half of the beauty tweets included photos.
They wrote, “On Twitter, people come to talk about beauty – not to show it off. While most tweets about beauty on Twitter are chatty, when it comes to tweeting photos, beauty fans usually show pride in getting a new look, celebrating their natural beauty, or getting advice and recommendations. Beauty fans also love to share photos from recent shipments or product pickups. "
The top 20 influencers leading the #BeautyTwitter conversation are:
- Jeffree Star (96.6 million engagements)
- Kim Kardashian (54.9 million)
- Shane Dawson (41.9 million)
- James Charles (36.6 million)
- Kylie Jenner (34.9 million)
- Bretman Rock (24.9 million)
- Naira Banks (21.7 million)
- Snitchery (21.1 million)
- Rihanna (19.9 million)
- Nikita Dragun (16.5 million)
- Ivy Kungu (14.1 million)
- Shaniah Bell (13.4 million)
- Alissa Ashley (12.7 million)
- Daisy Marquez (10.5 million)
- Briana Symoné (9.9 million)
- Amanda Elimian (8.8 million)
- Nikkie de Jager (7.7 million)
- Manny Mua (5.8 million)
- Blanca Evette (5.3 million)
Twitter and Sprinklr found that 43% of beauty conversations on the social network are male, and found brands like Fenty Beauty and Chanel recently debuted or expanded their male lines.
They added that digital natives turn to Twitter for beauty conversations, as 54% of the conversations on the topic have come from Generation Z.
The two companies saw conversations about natural beauty increase by 23% over the period studied. People switched to a no-makeup look while they were indoors due to the pandemic.
The 10 Beauty Brands That Are Showing the Most Engagement on Twitter Are:
Twitter and Sprinklr pointed out that younger brands lead the way, with eight of the top 10 founded in the last 20 years.
Finally, on the subject of emojis, the two companies wrote: “#BeautyTwitter loves their emojis. Sprinklr shows the most popular emojis in proportion to their size in the table below. The bigger the emoji, the more usage on Twitter. Unsurprisingly, hearts, stars, and emojis showing support are hugely popular in the beauty talk on Twitter. "
Twitter / Sprinklr