The way consumers discover beauty products is changing—and so is the way beauty brands need to show up online. This comprehensive benchmark report breaks down what’s actually working in cosmetics digital marketing analytics right now. Based on 12 months of performance data, this study reveals the real engagement metrics, content trends, and platform-specific opportunities that can help beauty marketers level up in 2025.

Executive Summary

• Top-performing platforms for beauty brand engagement rates—and how to use each one strategically
• Comparison of content types by engagement across Facebook, Instagram, X, and TikTok
• Clear picture of what post formats are being used most vs. what actually performs
• Content pillars that drive the strongest engagement across platforms
• Data-driven insights to help you boost follower growth and refine your social media strategies for cosmetics brands

Averages Across All Platforms

Looking at the big picture, TikTok and Instagram dominate engagement rates, but each has unique strengths.

TikTok averages a 5.2% engagement rate by followers, led by short-form, authentic video storytelling, making it the top choice for fast-growing, emotionally resonant content. Smaller brands especially thrive here, with engagement peaking at 16.9% for accounts under 5K followers.

Instagram shows consistent strength with a 2.7% average engagement rate by followers, with Reels, carousels, and image-driven narratives all playing critical roles in engagement. Instagram engagement rates for cosmetics brands are highest when visual storytelling connects emotionally.

Meanwhile, Facebook and X (formerly Twitter) trail behind, with engagement rates of 0.7% and 1.2% respectively. However, Facebook still offers reliable reach for brands using smart video-first strategies, and X remains viable when brands lean into community-driven, leadership-focused content pillars.

If you’re benchmarking your performance, these platform averages offer a clear baseline for assessing success in the beauty space.

Engagement Rates by Content Type (Per Platform)

Facebook

Video posts drive the highest engagement despite being underused. Static formats like photos, albums, and links underperform compared to emotional, storytelling-driven videos.

Instagram

Carousels slightly outperform Reels in engagement, especially for mid-sized brands. Blending content formats—Reels, carousels, and images—delivers the best results for maintaining audience interaction.

X (formerly Twitter)

Video content underdelivers, but animated GIFs, status updates, and photo posts see stronger engagement. Posts tied to Brand Story & Leadership, Seasonal Beauty Trends, and Beauty Tips & Tutorials spark the most interaction, aligning with user expectations for real-time, authentic updates.

TikTok

Video is king, accounting for 99% of content. Carousels are rarely used but show promising engagement. Authentic, emotional storytelling consistently drives viral-level reach.

Post Formats by Volume (Per Platform)

Facebook

Photos make up 52.5% of posts, with albums (14.9%) and videos (15%) trailing behind. Despite video being underused, it remains the strongest engagement driver, suggesting a major shift in strategy is needed.

Instagram

Reels dominate the feed at 52.2%, but carousels (24.7%) and static images (23.1%) still play a critical role in sustaining strong engagement rates. An over-reliance on one format (Reels) risks fatigue.

X (formerly Twitter)

Photos (29.7%) and status updates (28.5%) are the top formats by volume. Links make up 25.2% of posts but produce the weakest engagement. GIFs—despite their small share (1.6%)—perform notably better.

TikTok

Nearly all content (99%) is video. Carousels are barely tested (1%), suggesting untapped potential. For maximum impact, short, authentic, emotional videos should stay at the heart of any TikTok strategy.

Top Content Pillars (Per Platform)

Facebook

Content pillars like Behind-the-Scenes & Brand Insights, Influencer Collaborations, and Seasonal & Trend-Based Beauty generate the highest engagement. Promotional posts underperform significantly.

Instagram

Inclusivity & Diversity, Self-Care & Wellness, and Seasonal Beauty Trends dominate engagement. Emphasizing ethical values and emotional connection leads to stronger community growth.

X (formerly Twitter)

Brand Story & Leadership is the leading content pillar, driving up to 14% engagement. Behind-the-Scenes Insights, Seasonal & Trend-Based Beauty, Beauty Tips & Tutorials, and Inclusivity & Diversity also yield high performance, proving that authenticity beats traditional marketing language here.

TikTok

Brand Story & Leadership and Influencer Collaborations top TikTok engagement metrics. Beauty brands that prioritize relatable, human-first storytelling consistently outperform high-budget, heavily produced videos.

Ready to download the full report?

The full PDF includes detailed benchmark tables, in-depth platform analyses, and actionable insights to help beauty brands scale smarter on social media.

Whether you’re running influencer campaigns, boosting user-generated content for cosmetics brands, or preparing your TikTok Shop strategy, this report gives you the data and insights to stay ahead of the curve.

Download the PDF now and see how your beauty brand’s social media performance stacks up.