MAC Cosmetics, Charlotte Tilbury and NYX Top of the Social Media Class in New UK Beauty Rankings Report
Codec, AI driven content marketing platform, has ranked 84 of the UK’s leading beauty brands according to their social media marketing capabilities and finds winners in MAC, Charlotte Tilbury and NYX.
London, United Kingdom, December 16, 2016 --(PR.com)-- A new report released today has ranked 84 leading UK beauty brands on their social media marketing performance. The report was prepared by Codec, a content marketing platform that uses machine learning and AI to offer creatives and strategists an accurate prediction of what audiences care about before they plan content.
It finds “Superstars” in MAC, Charlotte Tilbury and NYX. The “Standout” category boasts 27 beauty brands including Urban Decay, Chanel and Bobbi Brown. “Middle of the Pack” brands include Max Factor, Yves Saint Laurent and Neutrogena, and “Stragglers” include Vichy, dermalogica and Nivea. Those deemed “Forgettable” on social media include Paco Rabanne, Davidoff and Carita.
The UK Beauty Rankings report assesses the beauty brands on four criteria: “Snapchat,” “Presence,” “Segments” and “Content.”
The “Snapchat” score looks at each brand’s relevance to Snapchat users by comparing the interests of that brand’s audience to the interests of a representative sample of Snapchat users
“Presence” is a measure of each brand’s reach on social media
The “Segments” score shows the level of engagement of each brand’s audience across the top interests associated with beauty (perfumes & fragrances, cosmetics, skincare and nail care)
The “Content” score is based on the quality of each brand’s marketing output, with preference given to interesting content
Presence and Content scores measure the direct success of each brand’s social media strategy; Snapchat and Segment scores look to contextual indicators of each brand’s impact.
To recognise the increasingly important role of Snapchat as a marketing tool, the report has also allocated Snapchat grades to each brand. These grades give an indication as to how relevant these brands are to the Snapchat audience. Codec has unique insights into the Snapchat audience, access to whom is now the holy grail for sophisticated marketers. Also included in the report are some insights around audiences and their passion points, which will be valuable to anyone -not just the beauty industry - keen to engage with Snapchatters.
“It’s not surprising that MAC, Charlotte Tilbury and NYX have ranked so highly, as they are intended to appeal to a younger audience who are extremely social media-savvy,” says Martin Adams, Codec’s CEO. “Brands are investing time, energy and money into social media, but no one really knows if what they are doing actually works. The beauty industry is a particularly competitive market, with so many players at different price points. By illustrating the link between brands and social media we can better understand the true value of online content across a broad range of customer types.”
Industry veteran David Alberts, co-founder at Been There Done That and former Executive Creative Director of Grey Global Group, comments: “Codec has a unique ability to draw insights from data and then use this to paint a picture that launches a thousand thoughts. The key here is that knowledge is not based on opinion but audience fact.”
Codec’s UK Beauty Ranking report identifies the beauty brands that are truly able to understand the needs and interests of their consumers to serve up the content marketing that engages them most deeply.
About Codec
Codec is the only content marketing platform that uses artificial intelligence to understand people’s interactions with rich media over time to offer creatives and strategists an accurate prediction of what audiences care about before they plan content. By translating social and cultural data into meaningful insights, Codec provides brand and agency marketers with evidence to make creative content decisions with real impact to win customers and clients. For more information, visit: www.codec.ai.
Notes to editors
1) These rankings were developed as a result of analysis of the overall social media strategy and results, rather than assessing any particular campaigns. It may be possible to infer reasons for a high-ranking brand - for example, MAC has shown a willingness to partner with a wide range of celebrity spokespersons - everyone from Dita Von Teese to Missy Elliott to Caitlyn Jenner - who reflect a wide range of lifestyles and aesthetics, and they are producing content to match that variety. MAC is using these partnerships to reach impressive levels of engagement on social media. It was also the brand that created the real-life Snapchat filter looks in the Desigual show at New York Fashion Week in September, so they are clearly in tune with the cultural capital that Snapchat has.
It finds “Superstars” in MAC, Charlotte Tilbury and NYX. The “Standout” category boasts 27 beauty brands including Urban Decay, Chanel and Bobbi Brown. “Middle of the Pack” brands include Max Factor, Yves Saint Laurent and Neutrogena, and “Stragglers” include Vichy, dermalogica and Nivea. Those deemed “Forgettable” on social media include Paco Rabanne, Davidoff and Carita.
The UK Beauty Rankings report assesses the beauty brands on four criteria: “Snapchat,” “Presence,” “Segments” and “Content.”
The “Snapchat” score looks at each brand’s relevance to Snapchat users by comparing the interests of that brand’s audience to the interests of a representative sample of Snapchat users
“Presence” is a measure of each brand’s reach on social media
The “Segments” score shows the level of engagement of each brand’s audience across the top interests associated with beauty (perfumes & fragrances, cosmetics, skincare and nail care)
The “Content” score is based on the quality of each brand’s marketing output, with preference given to interesting content
Presence and Content scores measure the direct success of each brand’s social media strategy; Snapchat and Segment scores look to contextual indicators of each brand’s impact.
To recognise the increasingly important role of Snapchat as a marketing tool, the report has also allocated Snapchat grades to each brand. These grades give an indication as to how relevant these brands are to the Snapchat audience. Codec has unique insights into the Snapchat audience, access to whom is now the holy grail for sophisticated marketers. Also included in the report are some insights around audiences and their passion points, which will be valuable to anyone -not just the beauty industry - keen to engage with Snapchatters.
“It’s not surprising that MAC, Charlotte Tilbury and NYX have ranked so highly, as they are intended to appeal to a younger audience who are extremely social media-savvy,” says Martin Adams, Codec’s CEO. “Brands are investing time, energy and money into social media, but no one really knows if what they are doing actually works. The beauty industry is a particularly competitive market, with so many players at different price points. By illustrating the link between brands and social media we can better understand the true value of online content across a broad range of customer types.”
Industry veteran David Alberts, co-founder at Been There Done That and former Executive Creative Director of Grey Global Group, comments: “Codec has a unique ability to draw insights from data and then use this to paint a picture that launches a thousand thoughts. The key here is that knowledge is not based on opinion but audience fact.”
Codec’s UK Beauty Ranking report identifies the beauty brands that are truly able to understand the needs and interests of their consumers to serve up the content marketing that engages them most deeply.
About Codec
Codec is the only content marketing platform that uses artificial intelligence to understand people’s interactions with rich media over time to offer creatives and strategists an accurate prediction of what audiences care about before they plan content. By translating social and cultural data into meaningful insights, Codec provides brand and agency marketers with evidence to make creative content decisions with real impact to win customers and clients. For more information, visit: www.codec.ai.
Notes to editors
1) These rankings were developed as a result of analysis of the overall social media strategy and results, rather than assessing any particular campaigns. It may be possible to infer reasons for a high-ranking brand - for example, MAC has shown a willingness to partner with a wide range of celebrity spokespersons - everyone from Dita Von Teese to Missy Elliott to Caitlyn Jenner - who reflect a wide range of lifestyles and aesthetics, and they are producing content to match that variety. MAC is using these partnerships to reach impressive levels of engagement on social media. It was also the brand that created the real-life Snapchat filter looks in the Desigual show at New York Fashion Week in September, so they are clearly in tune with the cultural capital that Snapchat has.
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Codec
Rebecca Geller
07967673733
www.Codec.ai
Rebecca Geller
07967673733
www.Codec.ai
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