Social media was a key sales driver for beauty in 2015, particularly in the color cosmetics category. While content creation in general continues to explode, Instagram was by far the key growth platform, according to data compiled by Tribe Dynamics, which uses a proprietary algorithm to measure the earned media value for brands and influencers across myriad platforms. The EMV for Instagram increased 904 percent in 2015 versus 2014, while blogs netted only a 26 percent increase. As well, a new community of influencers has emerged, based primarily in the U.S. and U.K., but with a global reach. As for next year: Tribe’s cofounder Conor Begley predicts an exponential increase in Snapchat.
“It won’t be as big for the influencers,” he says, “but it will be big for the brands in the way they tell their story.”