Beauty is a visual concept, which 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 teamed up with customer experience management platform Sprinklr on its first-ever #BeautyTwitter report, which analyzed over 7 million tweets worldwide from the top 400 global accounts of brands and influencers in the field, as well as via the top 25- beauty-related hashtags.
Twitter defined #BeautyTwitter as “the community of creators, influential voices, makeup, hair and nail artists, estheticians and derms, journalists, editors, brands and plain-old beauty fans who can’t get enough of beauty.”
Highlights from 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 (by day): Wednesday
- Highest volume of beauty tweets (by month): October 2019
- Most popular time to tweet about beauty: noon ET
- Most engaged-with brand: ColourPop Cosmetics
- Most frequently shared type of content: Photos
Despite photos being the most frequently shared type of content, Twitter and Sprinklr found that fewer than one-half of beauty tweets included photos.
They wrote, “Twitter is where people are coming to talk about beauty—not show it. While most of the tweets about beauty on Twitter are conversational, when beauty fans do tweet photos, it’s usually showcasing pride for accomplishing a new look, celebrating their natural beauty, or to get advice and recommendations. Beauty fans also love to share photos of recent hauls 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 the beauty conversation on the social network is male-identifying, noting that brands including Fenty Beauty and Chanel recently debuted or expanded their men’s lines.
They added that digital natives are turning to Twitter for beauty talk, as 54% of conversation on the topic came from Generation Z.
The two companies also saw a 23% increase in conversation about natural beauty during the time period they analyzed, saying that people shifted to a no-makeup look while staying indoors due to the pandemic.
The 10 beauty brands driving the most engagement on Twitter are:
Twitter and Sprinklr pointed out that younger brands are leading the way, with eight of the top 10 having been founded during the past 20 years.
Finally, on the topic of emojis, the two companies wrote, “#BeautyTwitter loves their emojis. Sprinklr shows the most popular emojis relative to their size in the chart below. The bigger the emoji, the greater the usage on Twitter. Unsurprisingly, hearts, stars and support-showing emojis are very popular within the beauty conversation on Twitter.”