Creator Marketing Growth: U.S. vs. EU Beauty Brands
Beauty was the only vertical that CreatorIQ analyzed where U.S. brands beat EU’s for year-over-year EMV growth, 41% vs 38%.
To get a sense of how the creator marketing industry is growing in Europe, CreatorIQ recently analyzed a variety of industries with an eye toward growth in Earned Media Value (EMV), impressions, engagement and more, for U.S. brands compared to EU brands.
Beauty was the only vertical that CreatorIQ analyzed where U.S. brands beat EU’s for year-over-year EMV growth, 41% vs 38%. That’s largely due to the fact that U.S. beauty brands had higher totals across all metrics — when more creators post about brands in a certain market, that naturally leads to higher numbers for EMV and other metrics. But that being said, there were two key areas of growth where EU beauty brands outpaced the U.S.: impressions and TikTok EMV.
- EU beauty brands averaged a 67% year-over-year surge in impressions, compared to U.S. beauty brands’ +57% average.
- TikTok EMV increased significantly for both markets, but EU beauty came out on top with a 211% improvement, surpassing U.S. beauty’s 165% YoY increase.
- L’Oréal Paris was one standout brand, ranking No. 2 by EMV ($401.0M) and with an impressive 93% YoY growth. The brand harnessed big events, such as the Cannes Film Festival, and partnership with creators including Georgina Rodríguez, to fuel notable EMV growth despite more minor year-over-year increases in community (+16%) and content volume (+20%).
Learn more about the latest creator marketing trends here.
