[STUDY] US Instagram Beauty Brands: Overusing Hashtags Does Not Increase The Engagement Rate For Posts


| Instagram Analytics | Maria Ganta

We studied 29k posts of 75 US Instagram beauty accounts for the first half of 2018.

Why beauty industry? - According to Reuters, global cosmetics products market expected to reach USD 805.61 billion by 2023 – industry size & share analysis.

How did we choose these Instagram accounts? With the help of Statistica, manual research and some online magazines like Vogue.

This study tackles the most important questions about the content performance and hashtags stragegy like: 'How often should we post on Instagram?' or 'How many hashtags per post should we use?'

These findings not only try to address these questions, but also want to provide valuable insights for marketers in order to boost their reach and engagement rates on Instagram.

Note: 29,145 posts of 75 US Instagram beauty accounts were screened in the period of January 2018 to June 2018 with the help of Socialinsider.

Here's what we've found:

 STUDY - US Instagram Beauty Brands - Overusing Hashtags Does Not Increase The Engagement Rate For Posts


πŸ‘‰ Hightlights
πŸ‘‰ Objectives:
->How often US beauty accounts post on Instagram
-> How many hashtags per post US Instagram beauty accounts use
-> Vanity Metrics vs. Clarity Metrics for the US Instagram beauty accounts
-> What kind of content US beauty accounts publish on Instagram

πŸ‘‰ Conclusions


πŸ‘‰ Highlights


  • 0.93% - Avg. Engagement Rate/Post for the US Instagram beauty accounts. When it comes to the engagement rates, most of the Instagram beauty accounts with a considerable audience underperform.
  • Always look at the clarity metrics. The number of followers is just a vanity metric. Create an authentic relationship and meaningful conversations (and captions) with your audience.
  • On average, a US Instagram beauty account posts 2.04 posts per day.
  • On average, a US Instagram beauty account uses 2.07 hashtags per post. The best content is engaging on its own merit.
  • Images with people make up the majority of highly engaging posts.

πŸ‘‰ Objectives


Studies are all about the goals you set from the beginning, and this article has four primary objectives in order to help you understand how US Instagram beauty accounts manage to success:

  1. How often US beauty accounts post on Instagram
  2. How many hashtags per post US Instagram beauty accounts use
  3. Vanity Metrics vs. Clarity Metrics for the US Instagram beauty accounts
  4. What kind of content US beauty accounts publish on Instagram

For this article, we chose 75 US Instagram beauty accounts and 29k posts that we have analyzed over a six-month period, and the analysis resulted in the data you will find out next. Also, we translated the data into a infographic for a easier understanding.

We have to mention that the data collection was an easy process because we used Socialinsider - a social media analytics tool.

Now let’s dig in!

#1. How often US beauty accounts post on Instagram


As we said earlier, one of the objectives of the study was knowing how many posts US Instagram beauty accounts publish daily.

To find this out, we calculated the average of posts per profile for the last six months. This means the sum of posts for all the studied accounts divided by the total number of studied pages.

We aggregated data for US 75 Instagram business accounts with 29k Instagram posts for the beauty industry for the first half of the year 2018.

So we found out that on average, each profile reaches 368.8 posts per six months.

Going further, and using the next formula, we found out that each studied US Instagram beauty account posts daily an average of 2.04 posts.

The Average Engagement Rate / Post is computed by the sum of likes and comments on a given day divided by the number of posts on a given day divided by the number of followers.

How often US beauty accounts publish on Instagram

As you can see from the chart, a high number of posts does not necessarily mean a high engagement rate per post.

πŸ‘‰ Takeaway! The best content is engaging on its own merit.


#2. How many hashtags per post US Instagram beauty accounts use


If you are a brand, hashtags can help you build your brand identity, drive traffic to your website, optimize for discovery and they are an easy way to measure your efforts.

The following analysis shows that using more hashtags than the average doesn't influence the engagement rate per post.

As you can see from the graphic, we found that on average each profile uses 2.07 hashtags per post.

How many hashtags US Instagram beauty accounts use

After a brief analysis of the chart, you can see that using more hashtags doesn't positively influence your engagement rate per post.

πŸ‘‰ Takeaway! Create authentic relationship and meaningful conversations (through captions) with your audience. Highly engaging posts use on average 2.07 hahstags per post.


#3. Vanity Metrics vs. Clarity Metrics for the US Instagram beauty accounts


To win on Instagram, you need to be regularly analyzing your results, and there’s nothing better than tracking your engagement rates on Instagram.

After we examined the US Instagram Beauty accounts, we got a 0.93% Avg. Engagement Rate / Post.

Vanity Metrics vs. Clarity Metrics for the US Instagram beauty accounts

You can look at the chart, and you will see that the number of followers is just a vanity metric, nothing more.

πŸ‘‰ Takeaway! If you want a high average engagement rate per post produce high-quality images.


#4. What kind of content US beauty accounts publish on Instagram


As you may imagine beauty accounts are about tips and everything you have to know about that brand products.

The problem is what kind of content brings more engagement: photos or videos?

What kind of content US beauty accounts should publish on Instagram

After analyzing the Instagram pages, we discovered that photos represent 79.59% of the content while videos are 15.74%.

πŸ‘‰Takeway! Images with people make up the majority of highly engaging posts.

πŸ‘‰ Conclusions


Here's what you should learn from this US Instagram beauty brands study:

  1. Always look at the metrics that drive growth - the clarity metrics. Use them to solidify your competitive advantage: Engagement Rate/Post, Engagement Rate/Page, reach evolution, impressions evolution, followers growth. Get an in-depth understanding of why your audience is growing or why they are leaving.

  2. Keeping an Instagram profile clear and consistent is essential for your Instagram growth. Get a specific theme for your account and stick with it. For the beauty niche try out using images with people and see how your engagement rates evolve.

  3. Post twice per day if you own an Instagram beauty account. Produce high-quality images for your account and track the engagement metrics.

  4. Create branded hashtags and try to use on average 2.07 hashtags per post.
    Avoid using general hashtags such as:

  1. Master the Instagram analytics. Knowing all about the Instagram Analytics, makes all the difference. You can use the Instagram native app, but if you're looking for aggregated stats, try out an Instagram analytics tool.

  2. Use the latest Instagram features. In the last six months, Instagram has made a lot of changes giving you the possibility to create your account more visible. You can use shoppable stories, IGTV - the new video platform, the questions sticker, and a lot of other options. You can play with all of these to make your voice, and your account more liked.

You can use this infographic to share the stats with your colleagues.

Infographic - US Instagram beauty accounts

Have questions about these stats? Share with us your thoughts!

Maria Ganta

Maria Ganta

I love to explore the world and learn new things. I like to consider myself an optimist, a social media addict and a storyteller with a lot of imagination.

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