Master of driving social media engagement

Among beauty brands, Maybelline is the master of driving social media engagement.

The L’Oréal-owned brand has beat out its parent company, as well as competitors including Estée Lauder and Revlon, in cross-platform engagement since the start of the year, according to recent analysis from ShareIQ, a social analytics company. On Instagram, for example, Maybelline saw a total of over 59 million likes between the start of the year and October 20, compared to L’Oréal’s 27 million likes and Estée Lauder’s 5 million likes during the same period.

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What It Means:

Maybelline has invested in influencer programs to keep a baseline of fans engaged. The amazing results below are all thanks to a combination of frequent, educational posts, savvy influencer relationships and a collaboration with Gigi Hadid.

Maybelline has seen a total of over 59 million likes between the start of the year and October 20, compared to L’Oréal’s 27 million likes and Estée Lauder’s 5 million likes during the same period. Maybelline also far outdid its' competitors on Pinterest, garnering 730,000 repins, compared to L’Oréal’s 167,000 and Estée Lauder’s 28,000.

The Gigi Hadid x Maybelline collection