Beauty influencer marketing to reach 21 billion dollars

Never again without creators. The global beauty influencer market may grow 31% in 2023, according to an analysis by the danish company Influencer marketing hub - Imh, which was cited in a study of the european Parliament. In regard to 2022, experts found a turnover generated through beauty creators of 16.4 billion dollars, a figure that is estimated to reach 21 billion dollars on social platforms by 2023.

Beauty is still betting on influencer marketing, and the bet is set to grow. The report further pointed out that the global market value of social medias such as Instagram, Facebook, and TikTok, could reach 370 billion dollars in 2027. Users are now accustomed to browsing social content, from videos to blog posts, before buying something.

Especially Gen Zs and Gen Alphas, who are born between 2010 and 2020, are finding content creators to be the new buying guides. It is no wonder, in fact, that companies in the beauty sector are among those that invest the most in influencer marketing for their communication activities. Italy confirms this trend by attesting fashion and beauty as the main sector for influencer marketing.

In fact, fashion and cosmetics cover more than 31% of the content published on the platforms. On the domestic market, an analysis exclusively for MFF conducted by Buzzoole, the Italian platform specializing in influencer marketing analysis, showed that in 2022 there were more than 796,000 beauty-themed posts published on Instagram, TikTok, Twitter, and Facebook, with Instagram taking the lead.

Meta’s social network is confirmed as the favorite of users and also creators who, with reels, stories, and posts, say they can best manage their content and convey it from time to time based on their needs. The use of different content creation tools means that for the Italian market, more than 75% of content related to make-up and skincare is shared right on Instagram.

Instagram is closely followed by TikTok, the chinese social owned by ByteDance, which currently covers only 9.5% of posts but has seen a 48% increase in sponsored beauty content over the past year. TikTok’s, however, is an upward parabola, both domestically and internationally.

In fact, the latest «Global state of beauty» by Launchmetrics reported for the Chinese social a 127% growth in interactions in terms of Media impact value – Miv. In addition, analyzing the types of creators it emerged that the micro-influencer category creates 55% of total beauty content.

A further confirmation of how micro-creators are becoming increasingly central to beauty brands’ strategies, thanks to their authenticity and expertise in the field. (all rights reserved)