Traackr Beauty Brand Leaderboard FAQ

How does this influencer marketing leaderboard work? 

The Traackr Brand Leaderboard benchmarks the performance of influencer content for brands in a given geographic market. Currently the leaderboard is available for more than 1,000 cosmetics, hair care, fragrance and skincare brands in the United States, United Kingdom and France. For each brand, Traackr measures the number of activated influencers, mentions, engagements and more across influencer generated content on a wide variety of social media platforms. 

‍To get started:

1. Choose up to 3 brands you want to compare by searching their names and adding a pin
2. On the top right, type in your brand's name and hit the "Benchmark" button
3. Compare your brands to the other pinned ones

If you'd like to just look at your brand's performance, simply type in your brand and hit "Benchmark"

Pro Tip! Every brand has a unique URL, so you can easily share it with your colleagues.

What is Traackr? 

Traackr was founded over 10 years ago, before the term influencer marketing even existed. Our influencer marketing platform was the first purpose-built technology solution for influencer marketing. Our goal, from the beginning, has been to help our customers understand and harness the impact people and their social content have online.

Today, Traackr is the system of record for data-driven influencer marketing. We provide the intelligence and tools you need to run efficient and impactful influencer program at scale. This includes finding and vetting influencers, campaign management, program measurement and benchmarking. 

What is the Brand Vitality (VIT) Score? 

The Brand Vitality framework and associated score were created by Traackr to provide a transparent and scalable way to measure the impact of influencer content. It plays a critical role in establishing the influencer management practice as a core pillar of marketing. The Brand Vitality Score (VIT) is the first metric uniquely created for measuring a brand’s performance in influencers’ content. It was designed to measure what matters—visibility (reach of content), impact (engagement generated) and brand trust (quality of content on brand image).

How is VIT used? 

VIT is used by global companies and direct-to-consumer brands alike to address three core needs within marketing organizations:

1. Measure the success of a post: with VIT being the best proxy for audience impact, it replaces reach, views or engagement as the best single metric to measure the success of a post or a campaign.
2. Create meaningful brand rankings and benchmarking: as a single metric, VIT facilitates brand rankings, benchmarking and indexing.
3. Improve the reliability of your ROI and investment models: VIT is the best available way to assess the impact of content on audiences, it is the leading metric to track sales correlation to investments in influencer content.

Learn more about the Brand Vitality Score methodology. 

How are the influencer tiers defined? 

For the purposes of this leaderboard, we delineated the following tiers based on an influencer’s total audience size across a wide range of social media platforms: 

• VIP: 5M+ 
• Mega: 1M+ 
• Macro: 500K+ 
• Mid: 50K+
• Micro: 10K+
• Nano: 1K+

How are influencer loyalty and post efficiency calculated? 

Influencer loyalty and post efficiency are two metrics which indicate the health of a brand’s influencer marketing program. Influencer loyalty is a measure of how many times an influencer mentions your brand in a given time period. Post efficiency measures how much VIT your brand earns per influencer mention. In addition to a Traackr subscription, our Innovation Services team provides in-depth insights reports which highlight the opportunities your brand has to increase your influencer marketing performance and optimize your return on investment. To learn more, contact us.  

When does the leaderboard get updated?

The Traackr Brand Leaderboard is updated once per month, typically around the 20th. To be notified when the leaderboard is refreshed, subscribe to our newsletter. 

My brand is not listed. Can you add it? 

The Beauty Brand Leaderboard currently tracks more than 1,000 brands in the beauty and personal care industries. We update the list regularly. To request your brand be added to the leaderboard, please email marketing@traackr.com.  

This is great! How can I learn more about my brand's influencer marketing performance?

The Brand Leaderboard provides only a small snapshot of your brand’s performance among influencer generated content with a limited set of key performance indicators (KPI). Traackr is a system of record for managing influencer marketing covering influencer discovery, campaign management, program coordination and brand benchmarking.

As part of a subscription to Traackr, you will have access to our full brand benchmarking capabilities including lookbacks, ability to track trends over time; and, the ability to drill down into the influencers at each tier who are making an impact on your brand. To learn more, read about Traackr’s market-level benchmarking capabilities or reach out to speak to our team.