Macro influencers with 100,000 to one million followers have been the favorites of major beauty and cosmetics brands in Hong Kong. In the second quarter of 2024, Shu Uemura allocated 86 percent of its influencer spending to macro influencers to promote broad reach and encourage strong engagement. Dior Makeup, Prada Beauty, and Guerlain were also betting big on macro influencers, investing at least 75 percent of their influencer campaign costs.
Distribution of influencer spending of leading beauty and cosmetics brands in Hong Kong in 2nd quarter 2024, by influencer tier
Figures of micro and nano influencer tiers have been combined for better understanding.
According to the source, influencers are classified into four tiers according to the number of followers as follows:
Top influencers: above 1 million followers;
Macro influencers: 100,000 to 1 million followers;
Mid-tier influencers: 30,000 to 100,000 followers;
Micro-influencers: 10,000 to 30,000 followers;
Nano influencers: 1,000 to 10,000 followers.
According to the source, the marketing spending was based on a comprehensive analysis of various influencer content from photo posts to Instagram Reels and video posts.
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IAB Hong Kong, & Cloudbreakr. (July 30, 2024). Distribution of influencer spending of leading beauty and cosmetics brands in Hong Kong in 2nd quarter 2024, by influencer tier [Graph]. In Statista. Retrieved December 22, 2024, from https://www.statista.com/statistics/1536162/hong-kong-beauty-and-cosmetics-brands-influencer-spending-distribution-by-influencer-tier/
IAB Hong Kong, und Cloudbreakr. "Distribution of influencer spending of leading beauty and cosmetics brands in Hong Kong in 2nd quarter 2024, by influencer tier." Chart. July 30, 2024. Statista. Accessed December 22, 2024. https://www.statista.com/statistics/1536162/hong-kong-beauty-and-cosmetics-brands-influencer-spending-distribution-by-influencer-tier/
IAB Hong Kong, Cloudbreakr. (2024). Distribution of influencer spending of leading beauty and cosmetics brands in Hong Kong in 2nd quarter 2024, by influencer tier. Statista. Statista Inc.. Accessed: December 22, 2024. https://www.statista.com/statistics/1536162/hong-kong-beauty-and-cosmetics-brands-influencer-spending-distribution-by-influencer-tier/
IAB Hong Kong, and Cloudbreakr. "Distribution of Influencer Spending of Leading Beauty and Cosmetics Brands in Hong Kong in 2nd Quarter 2024, by Influencer Tier." Statista, Statista Inc., 30 Jul 2024, https://www.statista.com/statistics/1536162/hong-kong-beauty-and-cosmetics-brands-influencer-spending-distribution-by-influencer-tier/
IAB Hong Kong & Cloudbreakr, Distribution of influencer spending of leading beauty and cosmetics brands in Hong Kong in 2nd quarter 2024, by influencer tier Statista, https://www.statista.com/statistics/1536162/hong-kong-beauty-and-cosmetics-brands-influencer-spending-distribution-by-influencer-tier/ (last visited December 22, 2024)
Distribution of influencer spending of leading beauty and cosmetics brands in Hong Kong in 2nd quarter 2024, by influencer tier [Graph], IAB Hong Kong, & Cloudbreakr, July 30, 2024. [Online]. Available: https://www.statista.com/statistics/1536162/hong-kong-beauty-and-cosmetics-brands-influencer-spending-distribution-by-influencer-tier/
