Tribe Dynamics

Social media engagement for cosmetic brands

Tribe Dynamics is a San Francisco based startup that measures social media engagement for cosmetic brands. Online content creation led by beauty bloggers is one of the key predictors of offline revenue in this industry. This project focuses on investigating how hashtag usage spreads across a social network of instagrammers who post about beauty products. The goal of the project is to model probabilistically each person’s propensity to use a hashtag based on whether their friends also use the hashtag, and to determine the characteristics of a successful marketing campaign using hashtags.