A study by Buzzmonitor analyzed Natura, Avon and Boticário to understand how they work with
Increasingly, brands are adopting a stance of greater presence on social networks, with strategies for product launches, partnerships with influencers and celebrities and even positioning themselves on issues that fit them, such as the LGBTQIAP+ cause.
A study carried out by Buzzmonitor analyzed three major brands in the market, namely Natura, Avon and Boticário, to understand how they work with networks, how this work performs and what are the perceptions and feelings of Brazilian consumers.
The study was carried out between June 5th and July 5th, taking into account only posts made in Portuguese.
Natura’s networks
According to the analysis, almost 20% of the posts made by Natura during the analyzed period were partnerships with digital influencers. In total, the brand has accumulated more than 34,000 new followers, 46 organic publications, 30 photos and 16 videos.
During the analyzed period, Natura registered a 33.58% increase in its engagement, when compared to the previous 30 days. According to the analysis, this number represents an average engagement of 0.72%.
On Natura’s Instagram, the three posts with the most interactions in this period were in videos made in partnership with influencers, including two couples.
On Facebook, Natura accumulated more than 15,000 new fans during the 30 days and grew by 2,661 people.
On the days analyzed, the brand made 31 publications on the network and had an average engagement of just 0.02%, a drop of 33.5% compared to the previous period.
Unlike Instagram, the preference of Natura’s audience on Facebook is not in the influencers but in the products.
Despite being the brand with the fewest followers on Twitter, Natura was the one that made the most publications and had the highest average engagement during the analysis.
On Twitter, as well as on Instagram, influencers were also present in posts with more interactions.
which Murumuru represents your vibe today? pic.twitter.com/54astlkecw
— Nat Nature (@naturabroficial) June 17, 2022
Avon’s social media
During the month of June, when International LGBTQIAP+ Pride Day is celebrated, Avon made several publications and partnerships with community influencers, making these contents stand out on the brand’s social networks.
On Facebook, Avon accumulated 21,578,165 fans and grew by 1,634 people during the 30 days analyzed and, in this period, the brand made 21 publications, 10 of which were videos, 7 albums, 2 photos and 2 links. Engagement, however, was just 0.01, representing a drop of nearly 100% when compared to the previous 30 days.
The post with the most interactions by Avon on the Facebook page was the brand’s profile photo, celebrating the LGBTQIAP+ Pride Day, followed by a lipstick campaign with two influencers and a photo of the dancer and influencer Brunna Gonçalves and her wife, the singer. Ludmilla, at the São Paulo LGBTQUIAP+ Parade.
On Instagram, the brand had an increase of 2,923 new followers during the 30 days studied. During this period, Avon made 10 organic posts on Instagram, all of the photo type, and achieved an average engagement of 0.18, a drop of 55.35% compared to the previous period.
Among the posts with the most interactions on Instagram, the first is a partnership between the brand and McDonald’s and influencer Sarah Vika Queen; the second is an advanced skin care step by step and the third a posts about the nude lipsticks line with a photo of two influencers, Pocah and Mirella.
On Twitter, Avon accumulates 341,218 followers and gained 1,008 in the period studied. Like Natura, Avon also made more organic publications on the social network, with 71 posts, 49 of which were replies, 21 tweets and 1 retweet.
Of the three posts with the most interactions on the Avon account, two were about International LGBTQIAP+ Pride Day and the third a partnership with influencer and ex-bbb Eslô Marques.
who lives the #PrideMonth know exactly what it tastes like. Proud to have learned to love yourself, to have found yourself, to have had the courage, to have faced everything and to have come this far. It’s the month to love your own history and strengthen those who too #ComeComPride ?️??️⚧️❤️ + pic.twitter.com/vMCsdqmohu
— Avon Brasil ? #VemComOrgulho #VemDeAvon (@AvonBR) June 28, 2022
O Boticário’s social networks
O Boticário also had influencers in its digital strategy, but with a smaller presence than its competitors. In most of its posts, the company brought the public’s favorite products, whether in photos, videos or memes.
On Facebook, O Boticário had a growth of 2,418 fans in the analyzed period and was the brand that made the most organic publications on the social network, with 104 posts.
The brand also garnered the highest Facebook engagement among the three cosmetics networks, with 1.42, representing a 552.9% growth in engagement over the previous 30 days. The engagement peaks on 06/23 and 06/27 are also the days when the brand made more publications.
As for Natura, on the Facebook page of O Boticários the three posts with the most interactions were photos of products, of the perfumes Rhea, Acqua Fresca and Malbec X, respectively.
On Instagram, the O Boticário account accumulated 9,435,913 followers and was the brand that gained the most audience in the 30 days, gaining 52,326 followers in the period.
In the period, the brand made 21 organic publications on Instagram, 11 of which were videos and 10 photos, and achieved an average engagement of 0.68, an increase of 18.43% compared to the previous period.
The post with the most interactions of the brand on the network was a video promoting the Nativa SPA Morango Ruby line in partnership with influencer Rafael Uccman. Second, there’s a video about the novelties of the Glamor line. And third, the return of Rhea perfume.
Twitter, on the other hand, is the social network in which the brand made more organic posts, with 2,171 posts. Of this total, only 39 were tweets made by the brand and the other 2,132 were responses from the company to users.
Twitter was also the social network in which O Boticário achieved the highest average engagement, with 4.41, despite being the social network in which it accumulates the fewest followers, with 198,437 followers. There, the posts with the most interactions were memes and jokes related to products and emojis.
I start: ? pic.twitter.com/ffgtz0XIDf
— Official Real Boti (@oPharmacist) June 13, 2022
