Content Audit 2020 – Cosmetics

An objective, unbiased analysis of historical creative choices on social media

This study uses Cortex’s artificial intelligence platform to analyze one year of social media data for 19 top cosmetics brands on Instagram. Over 600 features were analyzed in each post and those features were then clustered by Cortex’s AI to identify patterns of what leads to success and what leads to underperformance.

This goal of this study was to provide a data-driven look at past content, free from human bias and preconceived notions about brand and audience.

The system automatically accounts for paid media so the data is not skewed by paid social strategy or campaigns.

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