Social Media Algorithms Expand Reach
According to Dash Social’s 2026 Benchmark Report, beauty brands are reaching more new audiences than ever before. This report highlights a significant shift in growth strategies on platforms such as TikTok, Instagram, and YouTube.
Algorithm-driven feeds are now driving the increase in views. On TikTok, views from the For You Page surged from 31% in 2023 to 58% last year. Instagram experienced a similar trend, with views from non-followers jumping from 30% to 49%.
Across major platforms, views for beauty brands climbed significantly. TikTok views rose by 23%, although engagement softened from 3.6% to 2.8%. Instagram’s views increased by 26%, largely driven by Reels, while engagement declined from 2.9% to 2.1%. YouTube recorded the strongest growth, with views increasing by 128% and average watch time reaching 102%.
Platform-Specific Strategies Emerge
TikTok is recognised for driving cultural relevance and engagement. Meanwhile, Instagram expands reach through Reels, and YouTube fosters high-intent viewing and deeper audience connections.
Short-form video remains crucial for beauty brands to scale their reach. Although engagement rates might decline as views increase, the opportunity to connect with new consumers is growing. Beauty brands posting with purpose are well-positioned to leverage this discovery opportunity.
Dash Social’s report covers audience behaviour changes and social media performance trends for leading beauty brands such as Charlotte Tilbury, Kilian Paris, and belif. This report is part of a series that includes industries like fashion, CPG, and travel.
In 2026, algorithms play a bigger role in content visibility, making it essential for beauty brands to create relevant and platform-native content. As discovery feeds reach broader audiences, this strategy becomes crucial.
Emphasising short-form video, the report identifies it as the biggest lever for beauty brands, especially on platforms like Instagram and TikTok. Instagram Reels lead in views and shares, pushing content beyond existing followers. TikTok maintains its strength in cultural relevance, while YouTube’s high-intent viewing results in sustained audience attention.
While beauty brands expand their reach through social media, maintaining engagement becomes a challenge. The larger shift is the growing opportunity to connect with new consumers, making discovery a key focus for brands in 2026.
Last updated: 29 June 2026, 11:58 am
