Memo

Lexy Pratte Consulting, for Fenty Beauty

To: Sapna Shah Parikh, Chief Digital Officer, Fenty Beauty

From: Lexy Pratte
Date: November 14, 2023
Re: Bi-weekly research report for October 31 - November 13, 2023

Overview:

The team looked at Fenty Beauty’s Instagram account over the last two weeks in order to review
its marketing tactics and the effectiveness of its posts. The account posted a majority of reels and
three single photos for the period of October 31 - November 13, 2023. Fenty Beauty posted a
total of 40 times in this period, which is a 8.1% increase from the last report. The posts include
features of individual products, and influencers talking about and trying Fenty products.

Fenty Beauty’s Instagram Account (@fentybeauty):

Fenty Beauty has 12,701,099 followers, which is a 0.01% increase from the last report. The
account also has 10,234 posts as of November 13. During this period, Fenty Beauty posted daily,
usually between three to four times a day.

Fig. 1: Bi-Weekly Number of Posts

Fenty Beauty posted a total of 40 times over the past two weeks. This is an 8.1% increase from
the last report. Only one of these posts features Rihanna. There were 37 reels posted during this
period and three single photos. The Fenty Beauty account did not post any carousel photos
during the last two weeks.

Fig. 2: Bi-Weekly Post Likes

The 40 posts resulted in 542,597 likes. This is a 12.4% increase from the amount of likes the
account received during the last period. The most liked post from this period is a comedy reel
showcasing different Fenty Beauty products. It received 62,957 likes as of November 13. The
third most liked post received 45,110 likes and is a reel of Rihanna using products while in the
car. This post did very well considering the average number of likes per post for this period was
only 1,547.

Fig. 3: Bi-Weekly Comments on Posts

The account received a total of 3,593 comments on their posts from the last two weeks. This is a
78.8% decrease from the last report. The majority of these comments are positive and are from
excited customers. One potential reason for the decrease in comments could be because of the
giveaway post last period, which required participants to comment to be entered. The post with
the most comments from the last two weeks is a reel featuring an influencer promoting Fenty
Beauty’s limited edition holiday set. It received 458 comments. The third most commented on
post is the reel with Rihanna. It has 335 comments, which is a large number considering the
average amount of comments on the posts from this period is 89. Similarly to the previous
reports, there are very few negative comments, which Fenty Beauty does not respond to. The
account only responded to a few positive comments on their more popular posts this period, and
only answered a couple of customer questions.

Fig. 4: Bi-Weekly Types of Posts

Similar to the findings from all of the previous reports, Fenty Beauty posted a majority of reels
over the last two weeks. During this period, the account posted 37 reels, three photos, and no
carousel photos.

Fig. 5: Bi-Weekly Number of Followers

 Fig. 6: Bi-Weekly Number Following

As of November 13, Fenty Beauty has 12,701,099 followers on Instagram, which is a 0.01%
increase from the last report. The account is now following 381 accounts, which is a 0.53%
increase from last time.

Fig. 7: Bi-Weekly Total Posts

The account has 10,234 posts as of November 13.

Fig. 8: Cumulative Types of Posts

Out of the 194 posts Fenty Beauty made over the research period, the overwhelming majority of
posts were reels. 163 reels, 19 single photos, and 12 carousel photos were posted.

Conclusion:
After five consecutive evaluation periods over the course of ten weeks, the research team
observed a lot of data regarding Fenty Beauty and their social media habits.

The Fenty Beauty Instagram account posted anywhere between two to four times a day over the
course of the five bi-weekly evaluation periods.

The team also observed a pattern in the amount of impressions received on the account’s posts.
When the account posted something that featured Rihanna, it was consistently one of the top
performing posts during the period. The amount of likes and comments on these posts were
always higher than the average amount for that period. Posts that promoted collaborations with
brands such as Target and Ulta, as well as the two posts made about the brand’s giveaways, were
high performing. The other content with a high amount of impressions were the posts made
about limited edition holiday collections.

The account currently has 12,701,009 followers, which is a 0.3% increase from the first report
made. The account had a mostly steady increase of followers throughout the evaluation period,
only losing followers during one period.

Recommendations:
Overall, the Fenty Beauty Instagram account has a large amount of followers. However, it does
not have a consistent amount of likes and comments each week. The account does consistently
see a larger amount of impressions when Rihanna is posted. For this reason, the team
recommends more content with her in it. The account should also promote its limited edition
products more in order to get more impressions and to bring more awareness to the products.
Currently, the brand posts several times a day. This could contribute to the inconsistency of
impressions on each post. If the brand got on a schedule of posting the same amount each week
and changed to posting only once or twice a day, the brand may have a more successful account.
It is possible that followers are feeling overwhelmed by the amount of content they are seeing
from the brand right now, potentially causing them to ignore their posts or not even see them.