A new study by data research and insights company Launchmetrics suggests the answer is “yes” in its new study, entitled “S1 ’22: Business of Beauty — Top 700 Performers.”
Launchmetrics said that while Instagram and YouTube continue to be the juggernauts in driving reach, they have registered a decline of MIV on-year. Conversely, TikTok has been generating MIV growth for many beauty brands, through shorter-format videos.“Whereas beauty brands drive a bigger share of MIV via media and owned channels outside of China, influencers account for the majority of MIV for brands in the region,” Launchmetrics said.
“Three out of the top five TikTok videos with the highest MIV were published on celebrity handles,” wrote Launchmetrics. “And four out of five featured a celebrity within the content itself.” Whereas star influencers resonate the best on China’s social platforms, Launchmetrics said that key to success on western platforms is diversified Key Opinion Leaders.
Micro-, mid-tier, mega and star influencers are popular to different degrees, according to the social media platform. Star influencers accrue the most share of MIV on Chinese social-media platforms such as Weibo and WeChat, compared to mid-tier and mega influencers playing a much more important role driving MIV on Instagram and Facebook.