Uncover how fragrance brands are winning attention and advocacy on social in 2025. CARMA’s Social & Influencer Landscape explores how Instagram and TikTok play distinct but complementary roles in driving discovery, engagement and brand value.
Based on in-depth analysis of creator performance, platform trends and high-impact campaigns, the report reveals why community-first strategies and authentic creator integration are outperforming traditional paid placements.
Inside the report:
- Performance analysis across Instagram and TikTok, including AVE, reach and posting behaviour.
- Why TikTok drives discovery while Instagram builds long-term loyalty.
- The creators and content formats delivering the highest value, and why video is non-negotiable.
- How lifestyle and entertainment creators outperform fragrance specialists on TikTok.
Essential reading for fragrance brands looking to maximise influencer ROI, build genuine advocacy and adapt to the realities of social-led discovery.