{"id":33287,"date":"2023-08-10T16:08:25","date_gmt":"2023-08-10T16:08:25","guid":{"rendered":"https:\/\/www.rivaliq.com\/?p=33287"},"modified":"2023-08-10T21:16:24","modified_gmt":"2023-08-10T21:16:24","slug":"top-beauty-brands-twitter","status":"publish","type":"post","link":"https:\/\/www.rivaliq.com\/blog\/top-beauty-brands-twitter\/","title":{"rendered":"What the 7 Top Beauty Brands on Twitter Are Doing"},"content":{"rendered":"

Twitter may have the lowest engagement rate compared to other social channels, but beauty brands are still showing up to stand out from the crowd.<\/p>\n

Have you heard? After surveying 100 beauty brands between January 1, 2022 and December 31, 2022, we released our Top 100 Beauty Brands on Social Media Report<\/a>. The report is out now and full of useful analysis on how beauty brands shined across social media platforms.<\/p>\n\n

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\n See how Rival IQ can help top beauty brands. <\/p>Explore our beauty solutions <\/a><\/div>\n<\/div>\n\n\n

For now, let\u2019s turn our attention to Twitter. Much like in previous years, the app wasn\u2019t super popular among beauty brands. They averaged less than one tweet a week, with an average engagement rate of 0.02%. Comparatively, Instagram saw an average engagement rate of 0.19%, Facebook 0.03%, and TikTok 2.94%. Despite lagging behind other social channels, we discovered some exciting trends in the data, some involving uber-famous celebrity founders and K-pop collabs, that are sure to spark some inspiration.<\/p>\n

Now, let\u2019s get right into the top beauty brands on Twitter and how they stand out from the rest.<\/p>\n

The Top 7 Beauty Brands on Twitter and How They\u2019re Winning<\/h2>\n

1. Rare Beauty<\/h3>\n

What\u2019s working: <\/b>Having a greater mission<\/p>\n

Total engagement (likes, retweets, replies, and bookmarks):<\/b> 272,529<\/p>\n

Engagement rate by follower:<\/b> 1.57%<\/p>\n

If we\u2019re talking about top beauty brands on Twitter, we\u2019ve got to start with Rare Beauty<\/a>, which was the shining star across all social media channels this year. With founder Selena Gomez leading the way, the makeup brand whipped up an average engagement rate by follower of 1.57%, an impressive figure next to the industry\u2019s 0.02% average, and nearly 300K engagements.<\/p>\n

Their secret to success seems to lie in keeping Selena front and center\u2014 both her face and all the things fans know and love her for. Nearly all of their top-performing posts feature the singer-turned-founder showing off her products, whether it be for a new launch or getting ready for an awards show. Videos and photos were key here.<\/p>\n

Fans also seem to love that Rare doesn\u2019t shy away from discussing the importance of mental health, which Selena has always been big on. One shining example is the photo of Selena\u2019s open letter in The New York Times<\/a>, which described the company\u2019s goal of raising $10 million for mental health services, among other value-centered goals. The post earned over 6x their average engagement.<\/p>\n

\"Rare<\/p>\n

2. Etude House<\/h3>\n

What\u2019s working: <\/b>Contests and giveaways<\/p>\n

Total engagement: <\/b>69,321<\/p>\n

Engagement rate by follower: <\/b>2.65%<\/p>\n

If you\u2019re into beauty products, you know that Korean skincare is all the rage online. Etude House<\/a> is no exception. The brand had the highest engagement rate by follower of any company on this list at 2.65%, just under the average engagement for beauty brands on TikTok<\/a>. Extra impressive.<\/p>\n

In the fall, Etude House tapped teen K-pop singer Kazuha as their \u201ccharming muse,\u201d and the crowds went wild. Subsequently, the brand saw some seriously high engagement with the Le Sserafim member as the subject in 9 of their 10 top tweets.<\/p>\n

Once again, pictures and videos did exceptionally well, but their giveaways (a top trend among beauty brands) helped take their engagement to the next level. The more Twitter followers engaged with a post by replying and retweeting, the higher their chances of winning some Etude products and Kazuha merch. Great incentive and an even greater partnership!<\/p>\n

\"Etude<\/p>\n

3. Fenty Beauty<\/h3>\n

What\u2019s working: <\/b>Moves toward inclusivity<\/p>\n

Total engagement: <\/b>282,002<\/p>\n

Engagement rate by follower: <\/b>0.14%<\/p>\n

Rihanna\u2019s Fenty<\/a> makeup line had a great year on socials, coming in with silver overall and bronze on Twitter.<\/p>\n

Their most popular tweet, which notably brought in 140x their average engagement, is the famous captionless photo that hinted at a Ri-Ri Super Bowl appearance. Followers were eager to know more, to say the least, just as they were when Fenty mysteriously tweeted \u201cRhianna\u201d with no further explanation. *mic drop*<\/p>\n

\"A<\/p>\n

But what\u2019s really behind the brand\u2019s success on Twitter is its central mission of being accessible to more people\u2014 a top trend we saw among beauty brands across all channels. Their move into retailers across several African countries was very well received on Twitter, and the brand was very active in responding to follower questions. They also made sure to share photos of supporters across the world using their products.<\/p>\n

Celeb beauty brands are decidedly in<\/i>, but Fenty stands apart by literally going where few of them have gone before, consistently engaging with supporters online, and creating buzz with their cryptic messages.<\/p>\n

\"Fenty's<\/p>\n

4. ColourPop<\/h3>\n

What\u2019s working:<\/b> Interactive experiences<\/p>\n

Total engagement: <\/b>1,351,256<\/p>\n

Engagement rate by follower:<\/b> 0.10%<\/p>\n

It\u2019s well-known that fans of Korean pop band BTS are an enthusiastic bunch, so when ColourPop<\/a> announced a collaboration with the popular group last summer, their engagement exploded. The following contests and giveaways helped the brand amass over 1.3M likes, retweets, and replies, and 10x the followers of the average beauty brand.<\/p>\n

Another thing that helped ColourPop snag its spot on the list of the top beauty brands on Twitter was their consistency. They tweeted 5x times more than the average beauty brand, with video and photo posts garnering the most engagement by follower.<\/p>\n

ColourPop\u2019s take on celebrity collabs is unique in that they are less of an endorsement and more of a fun, interactive experience for consumers. The BT21 collection features animated characters created by the BTS members themselves, while The Muppets-themed holiday line surely sparked cozy childhood nostalgia.<\/p>\n

\"Colourpop's<\/p>\n

5. Topicals<\/h3>\n

What\u2019s working: <\/b>Leaning into imperfection<\/p>\n

Total engagement: <\/b>35,942<\/p>\n

Engagement rate by follower:<\/b> 0.34%<\/p>\n

Embracing flaws is the name of Topicals<\/a>\u2019 game, and it\u2019s paid off on Twitter, where they\u2019ve snagged fifth place among the top beauty brands on Twitter.\u00a0 Specializing in products for chronic skin conditions, the brand doesn\u2019t shy away from unedited close-ups or getting real about what it\u2019s like to deal with these issues.<\/p>\n

In their most successful tweet by engagement rate, the brand recognized Psoriasis Awareness Month with a thread covering the who, what, when, where, and why of the condition. They included untouched images of individuals with psoriasis and offered insights into how their products can help.<\/p>\n

\"This<\/p>\n

The Topicals team isn\u2019t afraid of laughing at themselves, either. When a customer posted a tweet praising the effectiveness of one of their products while simultaneously commenting on its foul odor, the brand had the perfect response: \u201cIt\u2019s like a drag with a hug\u2026we\u2019ll take it.\u201d<\/p>\n

We know younger generations especially appreciate when brands are candid instead of putting forth a cookie-cutter image, and this interaction is a perfect example.<\/p>\n

\"Topicals<\/p>\n

6. Glossier<\/h3>\n

What\u2019s working:<\/b> Limited collections<\/p>\n

Total engagement: <\/b>15,467<\/p>\n

Engagement rate by follower: <\/b>0.60%<\/p>\n

After a few tumultuous years<\/a> at Glossier<\/a>, the company has set its sights on turning around its public image. They fell from 4th to 8th place this year overall but were able to move up one notch on Twitter to grab 6th place.<\/p>\n

At the forefront of their most popular campaign on Twitter was singer-songwriter Olivia Rodrigo, the subject of the brand\u2019s top three performing tweets.\u00a0 The partnership makes a lot of sense, considering the brand is trying to turn a new leaf and solidify its place in the hearts of Gen-Zers. And while Miss Rodrigo has undoubtedly been a huge sticking point with customers, offering her collection for a limited time seemed to really bring home the win.<\/p>\n

In fact, limited offers were a big trend for them overall on Twitter. In all of their top five tweets, there is some mention of a limited-edition product, both related to Rodrigo\u2019s line and not. Customers felt the urgency and responded accordingly.<\/p>\n

\"Glossier's<\/p>\n

7. Paula\u2019s Choice Skincare<\/h3>\n

What\u2019s working:<\/b> Skincare education (and memes)<\/p>\n

Total engagement: <\/b>22,938<\/p>\n

Engagement rate by follower: <\/b>0.21%<\/p>\n

Last year, Paula\u2019s Choice<\/a> didn\u2019t even make the list of top beauty brands on Twitter, so props to them for stepping up their game! Their secret sauce seems to be a mix of skincare infographics and trending memes. Once again, photos were big with Twitter followers.<\/p>\n

In their most popular tweet, the brand broke down how you can effectively pair Vitamin C with other skincare ingredients. It had a 202x rate lift compared to the brand\u2019s average tweet and, more impressively, more than 1700 bookmarks, which tells us that followers found this simple explanation very helpful.<\/p>\n

\"The<\/p>\n

Other times, Paula\u2019s Choice opted for lighthearted memes. Sometimes they were informative, like the Galentine\u2019s Day post highlighting skincare ingredient \u201cbesties,\u201d and other times just silly and relatable. The brand’s strategy is a great example of how to use easy-to-consume content to communicate good nuggets of knowledge.<\/p>\n

\"Paula'sChoice's<\/p>\n

Wrapping it up<\/h2>\n

While Twitter has never been a beauty brand\u2019s favorite app, there are several lessons we can learn about how they interact with their audiences. Overall, we saw that celebrity brands and collaborations were a big hit, as were the brands that made an effort to act on a greater mission for good and frequently used photos and videos in their tweets. Lastly, don\u2019t be afraid to show off your brand\u2019s more unpolished side.<\/p>\n

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