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Shiseido, Maybelline, and Avon Top-Performing Makeup Brands on Instagram
[October 12, 2017]

Shiseido, Maybelline, and Avon Top-Performing Makeup Brands on Instagram

Netscribes, Inc., a global market intelligence and content management firm, today announced the findings of its report Best-Performing Makeup Brands on Instagram. Netscribes analyzed the official Instagram pages of global makeup brands and confirmed that posting more or having a large follower count does not translate into high engagement.

Netscribes analyzed the official Instagram pages of 10 global makeup brands, including Avon, Clinique, Estée Lauder, Lancôme, L'Oréal Paris, M.A.C Cosmetics, Maybelline New York, and Shiseido to find out the best performers and what marketers can learn from them.

Key findings:

  1. More followers does not mean high engagement
    Shiseido, with less than half the number of followers than M.A.C Cosmetics, Maybelline and L'Oréal, had the highest engagement rate of 3%; followed by Maybelline (0.80%) and Avon (0.73%).
  2. Posting more does not always lead to high engagement rates

    Shiseido, the brand with the highest engagement rate, ranked seventh in terms of the number of posts it published during the analysis period.
  3. Images receive higher engagement than videos
    On average, images on Instagram receive nearly 22 times more engagement than videos.
  4. 10AM to 6PM best time for posting
    Seven out of the 10 brands received the highest engagement between 10AM - 6PM ET.
  5. Human touch key to high engagement
    Netscribes concluded that audiences on Instagram engage more with posts that keep it real. For example, posts that ask people to post a comment, showcase influencers or real customers using products attract higher engagement rates.

For a copy of Netscribes' full report, visit

About Netscribes' Social Media Analytics Solution

Netscribes' social media analytics solution analyzes user-generated data across social media networks, online forums and review sites to help brands be in sync with changing consumer behavior. This helps brands to inform better marketing and communication strategies and build stronger brand identities online. To know more, visit:

About Netscribes

Netscribes is a global market intelligence and content management firm with services across the research and information value chain. Venture-funded by US and Singapore private equity firms, Netscribes provides tactical and actionable insights and enables effective decision-making and strategic implementation.

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