INSTAGRAM MAKES A COMEBACK AS BEAUTY CONTENT SEES 68% SURGE IN VIDEO VIEWS

Summary from the TLDR Marketing newsletter

Instagram has experienced a resurgence in beauty content, with a 68% YoY increase in video views during the first half of 2024. Despite TikTok's growth in activated influencers, it has not seen corresponding increases in engagement, contrasting with past trends. Brands are increasingly relying on sponsored content, but engagement growth for these posts has been modest compared to the rise in mentions, suggesting audience fatigue.