The ranking of most-engaged U.S. B2C brands during Q2, provided exclusively by Shareablee to PR News Pro, finds global cosmetics brand Anastasia Beverly Hills at the top, with more than 75 million actions. Actions are the total of consumer likes or comments posts receive. Anastasia’s actions were more than twice that of MAC Cosmetics, number two on the list. Total actions for Anastasia represent a 65% increase compared with the same time period last year. Anastasia video posts were responsible for 14% of the brand’s total consumer actions.
Incidentally, the brand also boasts the largest Instagram following in this ranking of most-engaged, with more than 10 million followers. The post that raised the most eyebrows and garnered the most consumer actions was an image featuring beauty blogger Rija Imran’s, er, eyebrow.
Overall, in Q2 2016, total consumer actions on Instagram for U.S. B2C brands increased 78% vs Q2 ’15. Photos grew 73%, video was up 106%. Posts grew modestly (13%), yet the resulting average actions rose significantly (95%).
MAC Cosmetics’ nearly 33 million actions represented a whopping 813% improvement compared with Q2 ’15. Video was responsible for 8% of consumer actions. Its growth was driven by increases in content posted and average engagement, from.7% to 1.2%, while increasing fan base by 162%. Its top post was a lipstick image and a CTA: #regram.
Cosmetics’ strong showing is a new trend. In Q1, Victoria’s Secret, GoPro, Forever 21, Urban Outfitters and, yes, Anastasia were the top five (PRN, May 2). Starbucks was the only non-cosmetics brand to crack the top five this time. Note its efficiency: 76 posts generated 18 million actions.
YSL Beauty experienced the most growth among the top 30. It generated nearly 3 million actions, up from 93,000 in Q2 ’15—a jump of more than 3000%. Wilton Cake Decorating followed YSL Beauty for most growth, up 1572%.
