Ulta Beauty Social Media Analysis

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01
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Part
01

Ulta Beauty: Facebook (1)

In the last six months (June 9, 2019, through December 9, 2019), the number of Facebook posts from Ulta that used @ tags amounted to 20 posts and the average engagement rates for those posts were 951 reactions per post, 253 comments per post, and 86 shares per post. In the last six months, the number of Facebook posts from Ulta that used hashtags amounted to seven posts and the average engagement rates for those posts were 398 reactions per post, 210 comments per post, and 110 shares per post.

Ulta Beauty's Facebook Page

1. Posts With @ Tags

  • Over the past six months (June 9, 2019, through December 9, 2019), there were 20 Ulta posts on Facebook that used @ tags.
  • The average engagement rate, in terms of reactions (likes, love emoji, etc.), was 951 reactions per post. We calculated that average by counting the number of posts that used @ tags in that time range (20), counting the total number of reactions to those posts (19,011), and then dividing the total number of reactions for all those posts (19,011) by 20.
  • The average engagement rate, in terms of comments, was 253 comments per post. We calculated that average by counting the number of posts that used @ tags in that time range (20), counting the total number of comments on those posts (5,054), and then dividing the total number of comments on all those posts (5,054) by 20.
  • The average engagement rate, in terms of shares, was 86 shares per post. We calculated that average by counting the number of posts that used @ tags in that time range (20), counting the total number of shares of those posts (1,712), and then dividing the total number of shares for all those posts (1,712) by 20.

2. Posts With Hashtags

  • Over the past six months (June 9, 2019, through December 9, 2019), there were seven Ulta posts on Facebook that used hashtags.
  • The average engagement rate, in terms of reactions (likes, love emoji, etc.), was 398 reactions per post. We calculated that average by counting the number of posts that used hashtags in that time range (seven), counting the total number of reactions to those posts (2,785), and then dividing the total number of reactions for all those posts (2,785) by seven.
  • The average engagement rate, in terms of comments, was 210 comments per post. We calculated that average by counting the number of posts that used hashtags in that time range (seven), counting the total number of comments on those posts (1,469), and then dividing the total number of comments on all those posts (1,469) by seven.
  • The average engagement rate, in terms of shares, was 110 shares per post. We calculated that average by counting the number of posts that used hashtags in that time range (seven), counting the total number of shares of those posts (769), and then dividing the total number of shares for those posts (769) by seven.

Research Strategy

Each of the average engagement rates that we calculated resulted in a value with decimal points. We rounded each average that we calculated to the nearest whole number, as values with decimal points .5 or greater were rounded up and values with decimal points .4 or lower were rounded down. We provided a separate, average engagement rate for reactions, comments, and shares in order to show how those averages varied among the different types of user engagement on Facebook. We compiled the necessary data by individually reviewing each Facebook post from Ulta over the past six months (June 9–December 9, 2019).
Part
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Part
02

Ulta Beauty: Twitter (1)

In the last six months (June 9, 2019, through December 9, 2019), the number of Twitter posts from Ulta that used @ tags amounted to 58 posts and the average engagement rates for those posts were 351 likes per post, six comments per post, and 30 retweets per post. In the last six months, the number of Twitter posts from Ulta that used hashtags amounted to 93 posts and the average engagement rates for those posts were 291 likes per post, nine comments per post, and 29 retweets per post.

Ulta Beauty’s Twitter

1. Posts With @ Tags

  • Over the past six months (June 9, 2019, through December 9, 2019), there were 58 Ulta posts on Twitter that used @ tags.
  • The average engagement rate, in terms of likes, was 351 likes per post. We calculated that average by counting the number of posts that used @ tags in that time range (58), counting the total number of likes of those posts (20,373), and then dividing the total number of likes for all those posts (20,373) by 58.
  • The average engagement rate, in terms of comments, was six comments per post. We calculated that average by counting the number of posts that used @ tags in that time range (58), counting the total number of comments on those posts (368), and then dividing the total number of comments on all those posts (368) by 58.
  • The average engagement rate, in terms of retweets, was 30 retweets per post. We calculated that average by counting the number of posts that used @ tags in that time range (58), counting the total number of retweets of those posts (1,728), and then dividing the total number of retweets for all those posts (1,728) by 58.

2. Posts With Hashtags

  • Over the past six months (June 9, 2019, through December 9, 2019), there were 93 Ulta posts on Twitter that used hashtags.
  • The average engagement rate, in terms of likes, was 291 likes per post. We calculated that average by counting the number of posts that used hashtags in that time range (93), counting the total number of likes of those posts (27,025), and then dividing the total number of likes for all those posts (27,025) by 93.
  • The average engagement rate, in terms of comments, was nine comments per post. We calculated that average by counting the number of posts that used hashtags in that time range (93), counting the total number of comments on those posts (874), and then dividing the total number of comments on all those posts (874) by 93.
  • The average engagement rate, in terms of retweets, was 29 retweets per post. We calculated that average by counting the number of posts that used hashtags in that time range (93), counting the total number of retweets of those posts (2,698), and then dividing the total number of retweets for those posts (2,698) by 93.

Research Strategy

Many of Ulta's posts included the use of both @ tags and hashtags. We counted each such post towards both the number of posts with @ tags and the number of posts with hashtags. Each of the average engagement rates that we calculated resulted in a value with decimal points. We rounded each average that we calculated to the nearest whole number, as values with decimal points .5 or greater were rounded up and values with decimal points .4 or lower were rounded down. We provided a separate, average engagement rate for likes, comments, and retweets in order to show how those averages varied among the different types of user engagement on Twitter. We compiled the necessary data by individually reviewing each Twitter post from Ulta over the past six months (June 9–December 9, 2019).
Part
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Part
03

Ulta Beauty: LinkedIn (1)

In total, Ulta had made 136 Linkedin posts in the past 6 months. All posts use the @ tag to tag its own page in addition to one or more hashtags. 29 out of the 136 posts feature the @ tag to tag other Linkedin users/ accounts.

Ulta on Linkedin

  • Ulta is one of the largest beauty retailers in the United States, selling cosmetics, fragrance, skin & hair care products, and salon services. They currently have 231,308 followers on Linkedin.
  • In total, Ulta had made 136 Linkedin posts in the past 6 months, which is equivalent to 5.2 posts per week and 22.7 posts per month on average.

Ulta Posts Tagging Others Using @ Tag

  • In the last 6 months, the @ tag was used to tag other Linkedin users/pages in 29 posts.
  • All of these posts received like reactions, but only 20 posts or around 69% garnered one or more comments.
  • In total, the posts received 124 comments and 6,188 reactions which include 5,678 like, 310 celebrate, 194 love, 3 insightful, and 3 curious reactions.
  • On average, these posts received 4.3 comments and 213.4 reactions which include 195.8 like, 10.7 celebrate, 6.7 love, 0.1 insightful, and 0.1 curious reactions.
  • The average engagement rate for such posts is 0.09%.

Research Strategy

We define engagement as the total number of reactions and comments on each post since Linkedin does not disclose share numbers.
The average received engagements for both segments were calculated by dividing the total number of each engagement received by the number of posts within the segment. For example, the average celebrate reactions received by Ulta posts that tagged other accounts with the @ tag is equal to 310 divided by 29, which equals to 10.7.
We've also applied the formula of engagement rate commonly used by social media influencers as referenced by social media tools such as Hootsuite and Hopper. The engagement rate for each post was calculated by dividing the total number of engagement by the number of Ulta's followers which is 231,308. For example, a post that garnered 3 comments, 148 like and 5 celebrate reactions will have an engagement rate of (3+148+5) / 231,308 = 0.07%
The average engagement rate was then calculated by summing up the engagement rate of all posts involved and dividing it by the number of posts within that criteria (136 posts in total and 29 posts for @ tags that tagged other accounts). For example, 3 posts that have engagement rates of 0.07%, 0.03% and 0.16% would have an engagement rate of (0.07%+0.03%+0.16%) / 3 = 0.09%.

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Part
04

Ulta Beauty: instagram (1)

On its Instagram profile, Ulta Beauty has 325 posts with hashtags and 203 posts with @ tags, with the average engagement rates of 3.1% and 3.2% respectively.

Findings

  • In the last six months, Ulta Beauty posted 325 posts with hashtags.
  • In the same period, the company posted 203 posts with a @ tags.
  • In total, Ulta Beauty posted 351 times in the last 24 weeks.
  • The average engagement rate for posts with hashtags is 0.31%, while the same metric for posts with @ tags is 0.32%.
  • The majority of posts include both hashtags and @ tags.


Research Strategy

We started by finding the first post from 24 weeks, or six months ago on Ulta's Instagram profile. Then, we manually counted all the posts with hashtags and @ tags that were added between then and today.


As for the average engagement rate, according to Hypeauditor, the common number of posts analyzed for calculating the average engagement rate is 12. Therefore, we took 12 posts with hashtags, and 12 posts with @ tags.

We used the following formula:

average engagement rate = ((likes + comments)/followers)/count of posts* 100%.

All the figures were taken from the recent posts on Ulta's Instagram profile.

Posts with hashtags:
((6,409+26+27,722+93+17,152+85+24,110+241+9,912+70+39,554+115+18,464+74+51,071+294+10,485+92+12,877+85+14,241+128+7,162+48)/6,558,002)/12*100% = 0.305619% ~ 0.31%

Posts with @ tags:
((3,068+23+6,409+26+17,152+85+24,110+241+39,554+115+18,464+74+51,071+294+14,241+128+14,772+108+13,108+206+39,696+236+9,591+229)/6,558,002)/12*100% = 0.321491 ~ 0.32%
Part
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Part
05

Ulta Beauty: Instagram (2)


Ulta Beauty had 318 posts on Instagram during the past six months, with an engagement rate of 0.34% per post.

Ulta Beauty Instagram

  • Ulta Beauty had 318 posts during the past six months.
  • The account had generated about 2.067 billion impressions from the posts.
  • Additionally, the engagement rate for each post is 0.34%.
  • The average engagement per post each month is about 22,390 (likes and comments).

Ulta Beauty Followers with the Biggest Reach

Kylie Cosmetics

Anastasia Beverly Hills

M.A.C Cosmetics

Research Strategy

The research team started the search by looking into Ultra Beauty’s Instagram account. We looked into the account’s posts during the last six months, and also looked into the engagement of each post. As per Track Maven, the factors that influence engagement rate are comments, shares, and likes. After gaining this information, we then first looked into each factor (comments and likes). We then added each overall factor per month and then added it all to see the overall engagement during the past six months. To get the engagement rate per post during the past six months, we followed the formula from Phlanx, which is to divide the number of followers of the account (6,558,496 followers) and then divide it by the number of average engagement per post during the past six months.

In finding the number of impressions, we had to see how many posts the account had during the last six months. We looked into Track Analytics and found that Ultabeauty had 318 posts during the past six months. The team then looked into which posts had the Instagram hashtag of the profile (#ultabeauty). Upon checking, we found that each post has the Instagram hashtag of the profile. We then calculated the number of impressions by multiplying the number of posts with the account’s number of followers (6,558,496 followers). We then found that the account had generated about 2.067 billion impressions on Instagram.

Lastly, we looked into two to three of the company’s followers on Instagram with the highest amount of followers on any social media platform. We found that Kylie Cosmetics, Anastasia Beverly Hills, and M.A.C Cosmetics are three followers with the highest amount of followers on any social media platform.

Calculations

Number of posts during the past six months: 3,757 (posts by December 9, 2019)- 3,439 (number of posts last July 1,2019)= 318 posts

Number of impressions: 318 posts (Number of posts with the account’s Instagram hashtag during the past six months)*6,588,496 (number of followers)= 2.067 billion impressions

Number of engagements per month:
  • December–411,601 likes + 2529 comments= 414,130 engagements
  • November–1,426,691 likes + 26,262 comments= 1,452,953 engagements
  • October–1,511,431 likes + 14,853 comments= 1,526,284 engagements
  • September–1,036,602 likes + 36,933= 1,073,535 engagements
  • August–1,481,369 likes + 27,076 comments= 1,508,445 engagements
  • July–1,129,555 likes + 15245 comments= 1,144,800 engagements

Overall engagement during the past six months: 414,130+ 1,452,953+ 1,526,284+ 1,073,535+ 1,508,445+ 1,144,800= 7,120,147

Average engagement per post during the past six months: 7,120,147 (Overall engagement)/318(Number of posts during the past six months)= 22,390

Engagement rate per post= 22,390 (Average engagement per post during the past six months)/6,558,496 (Followers)*100= 0.34% Engagement rate per post during the past six months.
Part
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Part
06

Ulta Beauty: Facebook (2)

The average Facebook post of Ulta Beauty has 677 likes, 234 comments, and 103 shares. The top followers of Ulta Beauty are Kylie Jenner and Kylie Cosmetics.

FACEBOOK ENGAGEMENT

IMPRESSIONS

  • On Facebook, Ulta beauty has over 22 million impressions and currently has an estimated 119 million impressions.

TOP FOLLOWERS

RESEARCH STRATEGY

In order to determine the average engagement rate of Ulta Beauty on Facebook, your research team engaged in extensive research on its Facebook social media page. Importantly, your research team engaged in the analysis of the Facebook page to determine the number of posts and engagement over the last six months. In the attached spreadsheet, your research team calculated the average engagement rate per post.
In order to determine the top followers of the Ulta Beauty Facebook page, your research team reviewed the page followers. Unfortunately, Facebook does not reveal this information. Further, we reviewed the posts of leading commenters as well as featured posts of influencers. Additionally, we looked at leading influencers with whom Ulta Beauty has partnerships from reviewing news articles such as Motley Fool and CNBC. From the research, we identified that Ulta Beauty has a partnership with a leading Facebook influencer, which includes the selling of her cosmetic line. We reviewed the top social media handles of the Facebook Influencer and presented it as a top follower of Ulta Beauty based on the assumption that she follows the page in order to promote its products.
Your research team engaged in extensive research to determine Facebook Impressions of Ulta Beauty's Facebook page. Analysis of the Facebook's page social media impressions was hid behind a paywall. From our research, we identified that social media impressions are derived from the total individuals who can view a page post from its followers post. On this count, we identified that Kylie Jenner promotes her Ulta Beauty cosmetic range to her followers. Given she is the leading follower of Ulta Beauty products, her page sets the minimum level of Facebook impressions for the Ulta Beauty Facebook page. We also calculated current Facebook impressions from projected 2015 Facebook impressions.
Calculations
In 2015.
Nordstrom =64 million Facebook Impressions with 5.6 million social media followers at the time Ulta Beauty had 3.6 million social media followers
Ulta Beauty= 64 million Facebook impressions*3.4 million followers (Ulta Beauty)/5.6 million followers (Nordstrom) =41 million Facebook impressions

2015, total social media followers (Facebook, YouTube, Twitter, and Instagram) = 3.6 million
2019, total social media followers (Facebook(3.3 million), YouTube (0.05 million), Twitter (0.6 million), and Instagram (6.5 million)) =10.45 million followers

As such,
If 3.6 million social media followers = 41 million Facebook impressions
10.45 million social media followers=
41 million Facebook Impressions*10.45 million social media followers/3.6 million social media followers=
119 Facebook impressions

Part
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Part
07

Ulta Beauty: LinkedIn (2)

Ulta Beauty made approximately 128 posts on LinkedIn in the last six months, and the average engagement rate for those posts was 0.11%.

Posts

  • According to a count conducted on the Ulta Beauty LinkedIn page, the company made approximately 128 posts in the last six months.
  • Hopper defines engagement rate as the number of interactions divided by the number of account followers. This is the definition we used for the engagement calculations.
  • The engagement rate for the posts ranged from a low of 0.01% to a high of 0.85%. The average engagement in the time period was 0.11%.
  • According to Acumen, an engagement rate of 2% is considered good for LinkedIn.
  • Sprout Social defines impressions as the number of times a post is shown.
  • Data on the number of impressions was generally not available. However, there was one post on the Ulta LinkedIn page during the last six months that provided the number of views, in addition to the typical data on comments and likes. That post had 7,361 views, as can be seen on the screenshot provided. LinkedIn defines views as, "When you share an update, a "view" is counted when the update is loaded on the viewer's screen. Viewers do not necessarily need to click or read the update to count as a view, but rather have the update loaded on their Homepage."
  • The estimated reach for an Ulta Beauty post on LinkedIn is 8.2 million.

LinkedIn Followers

  • LinkedIn does not allow the public to see the names of a company's LinkedIn followers. The only access publicly available to those names happens when someone likes or comments on a post. However, it should be noted that just because someone likes or comments on a post, that does not mean they follow the account.
  • Because the follower names were not available, there was no way to determine which followers have the biggest reach on social media. It should be noted that even if the names were available, with over 230,000 followers, there would be no practical way to determine which had the biggest reach on social media as each name would have to be individually examined which would fall outside the scope of this request.

Research Strategy

To determine the number of posts by Ulta Beauty for the last six months on LinkedIn, we went to the company LikedIn page and recorded the comments plus likes number for every post that fell within our six month time frame. The data can be found on the attached Google sheet. We then counted the number of entries to determine the number of posts.

For engagement, we utilized the comment and like data already entered in the spreadsheet and divided each number by the total number of followers (which was 231,391 at the time we pulled the data). This provided us with an engagement rate per post. Then, we took the average of the individual engagement rates to find the average engagement rate. The calculations can be seen on the attached Google sheet.

To estimate the reach of a single post on LinkedIn, we utilized the formula provided by Content Marketing:
  • Number of Ulta Beauty employees on LinkedIn * percentage of employees who will share content *average number of LinkedIn followers per person * percentage of non-employees who will share * average number of LinkedIn followers
  • The calculation assumes that 3% of employees will share company content and that each person on LinkedIn has an average of 500 followers. The calculation assumes that 5% of non-employees will also share the content once it is shared with them.
  • 21,753 * 3% * 500 * 5% * 500 = 8.2 million
  • This calculation is based on many assumptions and is likely to differ significantly from the actual reach numbers provided by LinkedIn. However, since those numbers were not publicly available, this was the best option available to us.
Part
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Part
08

Ulta Beauty: Twitter (2)

Ulta Beauty has over 600,000 followers on Twitter and posts very frequently. Not counting retweets, it made 114 posts in the last 6 months, which garnered a total of 44,722 engagements.

Ulta Beauty on Twitter

  • Ulta Beauty made 114 posts from the last 6 months.
  • Ulta received 1,082 comments from its posts. This is an average of 9.5 comments per post.
  • There were 4,737 retweets (shares) from these posts. This is an average of 41.5 retweets per Twitter post.
  • Finally, Ulta received a total of 38,903 likes from these 114 posts. This is an average of 341.3 likes per tweet.
  • The tweet with the single-highest level of engagement was a comical picture of pumpkins with mud face masks, fake eyelashes and towels where one's "hair" would be (made up to look like a spa day), captioned, "Them: What are your plans this weekend? Us: [picture]". It received 33 comments, 928 retweets and over 7,000 likes.
  • The other posts with the highest engagement levels were announcements of new makeup brands launching at Ulta (usually associated with celebrities).
  • Some of Ulta's largest followers are celebrities. These include Ellen DeGeneres (75 million), Ariana Grande (67.9 million), Kylie Jenner (29.6 million) and Kerry Washington (5.3 million). Some of Ulta's largest brand followers are Urban Decay (1.1 million), Sephora (2.3 million) and MAC Cosmetics (1.4 million).
  • The reach or total impressions of a Twitter post (or page) is only available to the account owner. Ulta Beauty has 654,200 followers. Their most popular post garnered 7,000 likes, which is still only a small percentage of followers.
  • Total engagement from the last 6 months is 44,722 (likes plus comments plus retweets).
Part
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Part
09

Ulta Beauty: Competitive Landscape (1)

Five of Ulta's competitors include Sephora, Sally Beauty, Lush, Nordstrom, and Macy's.

1. Sephora

  • Sephora is a primary competitor to Ulta as its services and offerings are nearly identical to those of Ulta.
  • Sephora's U.S. headquarters are based in San Francisco, California.
  • As Forbes indicates, "Ulta and Sephora dominate the specialty retail market for beauty and cosmetics."
  • Sephora, like Ulta, is an omni-channel retailer that offers makeup products, skincare products, hair products, beauty tools, fragrances, bath and body products, and beauty gifts for both men and women.
  • Services include Makeup Minis, Skincare Minis (in-store demonstrations), and skincare treatments in store.

2. Sally Beauty

  • Sally Beauty has been identified as a primary competitor to Ulta as it is a "specialty retailer and distributor of professional beauty supplies."
  • Sales channels for Sally Beauty include in-store and online.
  • Sally Beauty's headquarters are in Denton, Texas.
  • Products offered by Sally Beauty include hair products, nail products, makeup products, skincare products, hair removal products, jewelry, sunglasses, totes, containers, and barber and salon equipment (chairs, dryers, carts, shampoo stations, etc.).
  • Sally Beauty does not appear to provide any in-store services.

3. Lush

4. Nordstrom

  • Nordstrom is considered a competitor to Ulta because it is a retailer that offers high-end cosmetics, makeup, skincare products, fragrances, and hair care products.
  • Customers can purchase items from Nordstrom both in-store and online.
  • Nordstrom's headquarters are in Seattle, Washington.
  • In addition to cosmetics, makeup, fragrances, hair products, and skincare products, Nordstrom also offers jewelry, clothing, home products, gifts, electronics, and decor.
  • Nordstrom also offers services including alterations and tailoring, in-store beauty services (brand demonstrations), and personal shopping.

5. Macy's

  • Macy's is considered a competitor to Ulta because it is a retailer that offers high-end cosmetics, makeup, skincare products, fragrances, and hair care products.
  • Items from Macy's can be purchased both online and in-store.
  • Macy's headquarters are in Cincinnati, Ohio.
  • In addition to cosmetics, makeup, hair care, and skincare products, Macy's also offers clothing, jewelry, home products, shoes, toys, gifts, decor, and furniture.
  • Services offered by Macy's include a personal stylist service, a wedding registry, fashion shows, cooking demonstrations, personal shopping and more.

Research Strategy

Craft.co was used to identify Ulta's competitors since it provides a side-by-side comparison of products and services offered by each company. We then compared the products and services of each company listed on Craft.co and chose the five that most closely resembled the products and services offered by Ulta.
Part
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Part
10

Ulta Beauty: Competitive Landscape (2)

Sephora has an average engagement rate per post of 0.01% and 0.005% on Facebook and Twitter, respectively. The analysis of the company's posts on Facebook and Twitter is contained in the attached spreadsheet.

Sephora Six Months Facebook Analysis

  • As of December 10, 2019, Sephora had 18,780,786 Facebook followers.
  • The company made a total of 289 posts on Facebook between June 10 to December 10, 2019.
  • Its Facebook posts generated combined 51,7736 reactions, 17,409 comments, and 17,857 shares.
  • Within the six months, the company had a total of 553,002 engagements on Facebook.
  • The month of August saw the highest engagement rate with 204,135 engagements while December has the least number of engagements with 13,859 engagements.
  • We calculated the average engagement per post during the past six months as 1,913.5, while the average engagement rate per post during the past six months is 0.01%.
  • Sephora's Facebook posts have generated 169,027,074 impressions.
  • The Facebook account posts are centered around the brand's products accompanied by video illustrations. Sephora communicates with its audience through video and image contents containing either a description of the brand's products or links to its online store.

Sephora Six Months Twitter Analysis

  • The month of September saw the highest engagement rate with 11,601 engagements while December has the least number of engagements with 1,764 engagements.
  • We calculated the average engagement per post during the past six months as 119.05, while the average engagement rate per post during the past six months is 0.005%.
  • Sephora's Twitter posts have generated 200,400,000 impressions.
  • Sephora's Twitter posts are about the company's products accompanied by a description of the product and links to its online store.

Research Strategy

To calculate the average engagement rate of Sephora on Facebook and Twitter, we define engagement as the total number of reactions, comments, and shares on Facebook while for Twitter, we define engagement as the total number of comments, likes, and retweets. Based on best practices by Hype Auditor on determining engagement rate, posts for the previous 30 days is the best way to analyze an influencer engagement rate if they post frequently; since Sephora falls under this category, we opted to examine the brand's post from the last six months in order to obtain a more accurate engagement figure. We used the engagement formula to provide the average number of engagements on each platform. Next, we used the counting method to find out the total number of posts and engagements generated and entered the data in a spreadsheet for ease of calculation. To provide the number of impressions; we analyzed the number of posts made in the last couple of months with the brand's Twitter and Facebook posts and multiplied by the number of followers on each platform. We have outlined the necessary calculations performed to obtain the required information in the section below.

Triangulation

To calculate the number of Facebook engagements per month:
  • December; 12,683 likes + 736 comments + 440 shares = 13,859 engagements.
  • November; 39,914 likes + 3,127 comments + 1,715 shares = 44,756 engagements.
  • October; 86,593 likes + 3,933 comments + 3,519 shares = 94,045 engagements.
  • September; 85,858 likes + 2,290 comments + 3,065 shares = 91,213 engagements.
  • August; 194,754 likes + 3,882 comments + 5,499 shares = 204,135 engagements.
  • July; 63,034 likes + 1,938 comments + 2,269 shares = 67,241 engagements.
  • June; 34,900 likes + 1,503 comments + 1,350 shares = 37,753 engagements.
  • Overall engagement during the past six months: 13,859 + 44,756 + 94,045 + 91,213 + 204,135 + 67,241 + 37,753 = 553,002 engagements on Facebook
  • Average engagement per post during the past six months: 553,002 (Overall engagement) / 289 (Number of posts during the past six months)= 1,913.5 engagements per month.
  • Engagement rate per post= 1,913.5 (Average engagement per post during the past six months) / 18,780,786 (Followers) * 100 = 0.01% Engagement rate per post during the past six months.
  • Facebook impressions = 9 (number of posts with #sephora) * 18,780,786 = 169,027,074.

To calculate the number of Twitter engagements per month:
  • December; 41 comments + 179 retweets + 1,544 likes = 1,764 engagements.
  • November; 177 comments + 901 retweets + 8,426 likes = 9,504 engagements.
  • October; 224 comments + 913 retweets + 8,108 likes =9,245 engagements.
  • September; 242 comments + 1,075 retweets + 10,284 likes = 11,601 engagements.
  • August; 267 comments + 1,040 retweets + 9,123 likes = 10,430 engagements.
  • July; 136 comments + 585 retweets + 6,502 likes = 7,223 engagements.
  • June; 105 comments + 403 retweets + 4,492 likes = 5,000 engagements.
  • Overall engagement during the past six months: 1,764 + 9,504 + 9,245 + 11,601 + 10,430 + 7,223 + 5,000 = 54,767 engagements on Twitter.
  • Average engagement per post during the past six months: 54,767 (Overall engagement) / 460 (Number of posts during the past six months)= 119.05 engagements per month.
  • Engagement rate per post= 119.05 (Average engagement per post during the past six months) / 2,400,000 (Followers) * 100 = 0.00496% ≈ 0.005% engagement rate per post during the past six months.
  • Twitter impressions = 100 (number of posts with #sephora) * 2,400,000 (Twitter followers) = 200,400,000.

Part
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Part
11

Ulta Beauty: Competitive Landscape (3)

Sally Beauty is the second competitor identified in the "Ulta Beauty: Competitive Landscape (1)" request.; The brand generates 3.7 million and 64,100 impressions on its Facebook and Twitter accounts. The brand has posted a total of 99 times across both platforms.

Sally Beauty

Facebook

  • Sally Beauty has 928,907 followers on Facebook.
  • The brand has 3.7 million impressions per posts made in the last 30 days.
  • The brand has posted 50 times within the last month.
  • Sally Beauty has an engagement rate of 0.018% per post.
  • The Facebook account posts are centered around the brand's products accompanied by video illustrations. Sally Beauty communicates with its audience through video and image contents containing either a description of the brand's products or links to its online store.

Twitter

  • Sally Beauty has 64,100 followers on Twitter.
  • The brand has 64,100 impressions per posts in the last 30 days.
  • The brand has posted 49 times within the last month.
  • Sally Beauty posts have an engagement rate of 0.016% per post.
  • Imagery is used on its Twitter posts, and they are about the company's products accompanied by a description of the product and links to its online store.

Research Strategy

Your research team analyzed the brand's posts on their Twitter and Facebook accounts from the last 30 days. Based on best practices by Hype Auditor on determining engagement rate, posts for the previous 30 days is the best way to analyze an influencer engagement rate if they post frequently; since Sally Beauty falls under this category, we opted to examine the brand's post from the last 30 days. We used the engagement formula to provide the average number of engagements on each platform and to get the number of impressions; we analyzed the number of posts made in the last 30 days with the brand's hashtags (#Sally) and multiplied by the number of followers on each platform.

Twitter

  • Engagement rate formula = ((engagements / followers) / number of posts) * 100
  • Number of posts = 49
  • Engagements = 511 (likes + comments + retweets)
  • Impressions = 1 (number of hashtags with #lush) * 64,100 = 64,100.
  • Average engagement rate = ((511/64,100)/49)*100 = 0.016%

Facebook

  • Number of posts = 50
  • Engagements = 8,461 (likes + comments + shares)
  • Impressions = 4 (number of hashtags with #lush) * 928,907 = 3,715,628
  • Average engagement rate = ((8,461/928,907)/50) * 100 = 0.018%
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Ulta Beauty: Competitive Landscape (4)

Lush posts the same contents across its Facebook and Twitter accounts and the brand has an engagement rate of 0.025% per post and 0.019% per post on its Twitter and Facebook accounts, respectively.

Lush

Twitter

  • Lush has 309,000 followers on Twitter.
  • The brand has posted 110 contents within the last 30 days.
  • Their posts have an average engagement rate of 0.025% per post.
  • Lush posts have generated 1.236 million impressions.
  • Lush mainly uses images to post contents on the platform. The brand posts are about their products, causes they support, and beauty tips and hacks.

Facebook

  • Lush has 1.2 million followers on Facebook.
  • The brand has made 74 posts within the last 30 days.
  • Their posts have an average engagement rate of 0.019% per post.
  • Lush posts have generated 29.389 million impressions.
  • Lush mainly uses images to post contents on the platform. The brand uses the platform to highlight causes its supports, promotes sustainability and market their products by providing links to where customers can make purchases.

Research Strategy

Your research team analyzed the brand's posts on their Twitter and Facebook accounts from the last 30 days. Based on best practices by Hype Auditor on determining engagement rate, posts for the previous 30 days is the best way to analyze an influencer engagement rate if they post frequently; since Lush falls under this category, we opted to examine the brand's post from the last 30 days. We used the engagement formula by Scrunch.com to provide the average number of engagements on each platform and to get the number of impressions; we analyzed the number of posts made in the last 30 days with the brand's hashtags (#Lush) and multiplied by the number of followers on each platform.

Twitter

  • Average engagement rate formula = ((engagements / number of followers) / number of posts) * 100
  • Number of posts = 110
  • Engagements = 8,438 (likes + comments + retweets)
  • Impressions = 4 (number of posts with #lush) * 309,000 = 1,236,000
  • Average engagement rate = ((8,438 / 309,000) / 110) * 100 = 0.025%

Facebook

  • Number of posts = 74
  • Engagements = 23,303 (likes + comments + shares)
  • Impressions = 27 (number of posts with #lush) * 1,224,533 = 29,388,792
  • Average engagement rate = ((23,303 / 1,224,533) / 74) * 74 = 0.019%

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Ulta Beauty: Competitive Landscape (5)

On Facebook and Twitter, Nordstrom posts the same contents on the platforms using GIFs and images. The brand has an engagement rate of 0.0066% on Twitter and 0.012% on Facebook.

Ulta Beauty Competitor — Nordstrom

Nordstrom

Twitter

  • Nordstrom has 745,000 followers on Twitter.
  • Nordstrom has made 87 posts in the last six months.
  • The account generated 32.78 million impressions from the posts.
  • The average engagement rate is 0.0066% per post.
  • Nordstrom predominantly uses images with a text description of the image to post contents on the platform. The brand posts are about available products in its stores and links to online sales of the products including discount links if the product comes with a discount. The brand uses influencers in marketing their products.

Facebook

  • Nordstrom has 4,853,595 followers on Facebook.
  • Nordstrom has 57 posts in the last six months.
  • The account has generated 101.93 million impressions from the posts.
  • The average engagement rate is 0.012% per post.
  • Nordstrom uses GIFs and images to post contents on the platform. The brand posts are about available products in its stores and links to online sales of the products including discount links if the product comes with a discount. The brand uses influencers to market their products.

Research Strategy

Your research team analyzed the brand's posts on their Twitter and Facebook accounts from the last six months. We used the engagement formula by Scrunch.com to provide the average number of engagements on each platform and to get the number of impressions; we analyzed the number of posts made in the last six months with the brand's hashtags (#nordstrom) and multiplied by the number of followers on each platform.

Twitter

  • Overall engagement = engagement / number of posts
  • Average engagement rate = (Overall engagement / number of followers)*100
  • Posts = 87
  • Engagement in the last six months = 4,270 (comments + likes + retweets)
  • Number of impressions = 44 (number of posts with the hashtags) * 745,000 = 32,780,000
  • Overall engagement = 4,270/87 = 49.1
  • Average engagement rate = (49.1 / 745,000) * 100 = 0.0066%

Facebook

  • Number of posts = 57
  • Number of impressions = 21 (number of posts with the hashtags) * 4,853,595 = 101,925,495
  • Engagements in the last six months = 33,328 (likes + comments + shares)
  • Overall engagements = 33,328/57 = 584.7
  • Average engagement rate = (584.7 / 4,853,595) * 100 = 0.012%
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Ulta Beauty: Competitive Landscape (6)

Macy's has an average engagement rate per post of 0.01% and 0.0004% on Facebook and Twitter, respectively. The analysis of the company's posts on Facebook is contained in the attached spreadsheet.

Macy's Facebook Analysis

  • As of December 10, 2019, Macy's had 14,090,569 Facebook followers.
  • The company made a total of 53 posts on Facebook between November 10 to December 10, 2019.
  • Its Facebook posts generated combined 69,830 reactions, 3,710 comments, and 6,060 shares.
  • Within the 30 days, the company had a total of 79,600 engagements on Facebook.
  • We calculated the average engagement per post during the past 30 days as 1,502, while the average engagement rate per post during the past 30 days is 0.01%.
  • Macy's Facebook posts have generated 140,090,569 impressions.
  • The Facebook account posts are centered around the brand's products accompanied by video illustrations. Macy's communicates with its audience through video and image contents containing either a description of the brand's products or links to its online store.

Macy's Twitter Analysis

  • As of December 10, 2019, Macy's had 934,400 Twitter followers.
  • Within the past 30 days, the company had a total of 2,841 engagements on Twitter.
  • The company made a total of 861 posts on Twitter within the past 30 days.
  • We calculated the average engagement per post during the past 30 days as 3.3, while the average engagement rate per post during the past 30 days is 0.0004%.
  • Macy's Twitter posts have generated 93,940,000 impressions.
  • Macy's Twitter posts are about the company's products accompanied by a description of the product and links to its online store.

Research Strategy

To calculate the average engagement rate of Macy's on Facebook and Twitter, we define engagement as the total number of reactions, comments, and shares on Facebook while for Twitter, we define engagement as the total number of comments, likes, and retweets. Based on best practices by Hype Auditor on determining engagement rate, posts for the previous 30 days is the best way to analyze an influencer engagement rate if they post frequently; since Macy's falls under this category, we opted to examine the brand's post from the last 30 days in order to obtain the company's engagement figure. We used the engagement formula to provide the average number of engagements on each platform. Next, we used the counting method to find out the total number of posts and engagements generated on Facebook and entered the data in a spreadsheet for ease of calculation. To provide the average number of engagements on each platform and to get the number of impressions; we analyzed the number of posts made in the last 30 days with the brand's Twitter posts and multiplied by the number of followers on each platform. We have outlined the necessary calculations performed to obtain the required information in the section below.

Triangulation

To calculate the number of Facebook engagements per month:
  • Overall engagement during the past 30 days =79,600 engagements on Facebook
  • Average engagement per post during the past 30 days = 79,600 (Overall engagement) / 53 (Number of posts during the past 30 days)= 1,501.88 ≈ 1,502 engagements per month.
  • Engagement rate per post= 1,502 (Average engagement per post during the past 30 days) / 14,090,569 (Followers) * 100 = 0.01% engagement rate per post during the past 30 days.
  • Facebook impressions = 10 (number of posts with #Macy's) * 14,090,569 = 140,090,569.

To calculate the number of Twitter engagements per month:
  • Overall engagement during the past 30 days = 2,841 engagements on Twitter.
  • Average engagement per post during the past 30 days 2,841 (overall engagement) / 861 (Number of posts during the past 30 days) = 3.299 ≈ 3.3 engagements per month.
  • Engagement rate per post= 3.3 (Average engagement per post during the past 30 days) / 939,400 (Followers) * 100 = 0.00035% ≈ 0.0004% engagement rate per post during the past 30 days.
  • Twitter impressions = 100 (number of posts with #Macy's) * 939,400 (Twitter followers) = 93,940,000.

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Ulta Beauty: Demographics

The typical Ulta customer is a Caucasian woman who is between the ages of 18 and 24, lives on the East Coast or in the Midwest, has an advanced college degree, and earns at least $100,000 per year.

Age

  • The age group with the highest index for shopping at Ulta is the under 24-years-old bracket.
  • The 25-to-34-year-old age group has the second-highest index for shopping at Ulta, but it is significantly lower than the under 24 bracket.
  • All other age groups have low index numbers for shopping at Ulta, although there is a slight uptick in Ulta shoppers between the ages of 45 and 54.
  • Moreover, 39% of shoppers between the ages of 18-24 prefer shopping at Ulta over Sephora.
  • In March 2018, the highest percentage of Ulta shoppers (23.1%) were in the 18-to-24-year-old age group.
  • According to a public relations plan prepared for Ulta, its primary regular shopper is under the age of 24.
  • Using this data, the average age of an Ulta shopper is between 18 and 24 years old.

Ethnicity

  • Hispanics have the highest index for shopping at Ulta, followed by Caucasians at a slightly lower index number.
  • However, a public relations plan identifies Caucasians as its regular shopper demographic.
  • Therefore, the typical Ulta shopper is likely Caucasian, but Hispanics are purchasing more often from Ulta than they have in the past.

Education Level

Income

  • People who have household incomes of $125,000 or more represent the typical Ulta shopper, although the income bracket of $100,000 to $125,000 is a close second.
  • Additionally, 35% of people who earn an income over $150,000 prefer to shop at Ulta.
  • Therefore, the average household income for Ulta shoppers is at least $100,000.

Gender

  • Ulta's primary regular shoppers are females with no kids.
  • According to CivicScience, 17% of women in the U.S. purchase their cosmetics and makeup from specialty beauty stores like Ulta.
  • In that same survey, 39% of participating women had a favorable view of Ulta and a "strong majority of those favorable to the brands were women."
  • This indicates that the typical Ulta shopper is a female.

Location

Sources
Sources