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Despite their best efforts, beauty brands still aren't driving much traffic to their websites through social media, according to think tank L2's research. That's why celebrities with major social media followings such as Kendall Jenner are proving irresistible for brands who need help with social marketing. "The percentage of traffic from social media to Beauty brand sites has decreased from 3.9% in 2013 to 2.5% in 2014, even though more brands are participating on social media platforms," details L2, illustrating just how challenging brands are finding social.
L2 then analyzed Jenner's recent campaign with Estée Lauder to illustrate just how effective her social pull is. Estée Lauder has 387,000 Instagram followers, while Jenner has over 18 million. Both the beauty brand and Jenner post the same content on their Instagram feeds, but the reach is so much greater with Jenner's Instagram.
For example, Estée Lauder's recent video with Jenner promoting lash primer received over 7,000 likes on the brand's Instagram, while the same video on Jenner's Instagram received 429,500 likes or 61 times more likes than Estée Lauder's post. To really study the value of social media marketing and celebrity collaborations, study the stars' accounts instead of the brands' accounts, L2 suggests.
· Kendall Jenner and Estée Lauder: 7K Likes vs. 429K [L2]
· Kendall Jenner, Wall Street Journal Columnist [Racked]
· Le Labo Was Just Acquired by Beauty Giant Estée Lauder [Racked]