Who is Abby Roberts?

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Abby Roberts: Blending Bold Makeup, Music, and Authentic Expression in Beauty Content

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Abby Roberts is a UK-based creator who gained recognition for her hyper-detailed makeup transformations on TikTok. Her early content featured horror effects, drag-inspired looks, and full-character recreations, setting her apart from trend-based beauty influencers. She developed a following not by mimicking trends, but by using makeup as visual storytelling. Each post reflected hours of manual artistry and precise visual control.

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As her audience expanded, Abby began integrating original music into her content, using TikTok and Instagram to promote her songs alongside themed visuals. She treats each track like a visual project, designing coordinated looks to match mood, lyrics, or message. This fusion of music and makeup makes her content immersive and consistently aligned with her aesthetic. Her music often discusses vulnerability, identity, and emotional depth.

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Abby is also known for sharing openly about mental health and personal struggles, using captions and voiceovers to speak directly to her audience. She doesn't filter emotion out of her feed—her content includes both polished visuals and quiet admissions. This blend of polish and honesty deepens her connection with fans, especially among young people navigating similar challenges. Her work is visually rich but emotionally grounded.

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She’s collaborated with major beauty brands including Milk Makeup, Rimmel London, and ColourPop, often through stylized tutorials or campaign visuals. These partnerships are seamlessly folded into her creative output, not structured as traditional ads. Abby has remained visually consistent across all platforms, favoring strong color theory, thematic direction, and narrative design. Her ability to merge personal storytelling with high-level artistry defines her position as a multi-platform creator.

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An Influencer Active on Social Media

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Abby is active across TikTok, Instagram, X, and YouTube, with the bulk of her following centered on TikTok. Her visual-first strategy aligns best with TikTok and Instagram, where she merges makeup content, mental health discussions, and music drops into a cohesive identity.

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Abby's Social Media Strategy Analysis

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TikTok: The Launchpad for Artistic Recognition

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Abby Roberts built her TikTok presence around experimental makeup transformations that blend theatricality and fine artistry. Her earliest viral videos showed full-face looks inspired by pop culture icons like Beetlejuice or Coraline, often recreated with impressive accuracy. This established her as one of the platform’s leading artistic creators early on.

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She now integrates short music clips, live show moments, and mini behind-the-scenes from shoots, creating a hybrid style of makeup and music content. These videos reflect her evolution as both a visual artist and rising musician. Her ability to adapt visually complex edits into TikTok’s fast-paced format has helped retain viewer interest.

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Abby posts around 5.4 videos per week, mainly at 10 AM EST, aligning with a high-activity viewer window. Despite her massive 15.8M following, her engagement rate sits at 0.17%, indicating most viral spikes come from visual storytelling over repeated interaction. Her average engagement is 26.1K per post, suggesting wide passive reach rather than deep community dialogue.

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She doesn’t follow TikTok trends passively—instead, she stylizes them with her distinct tone. Whether painting her entire face red or referencing alternative subcultures, each post showcases her artistic identity. Her TikTok is not a feed of product placements—it’s a gallery of creative expression with performance elements.

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• ‍Username: @abbyroberts‍
• Influence Score: 88.4/100‍
• Followers: 15.8M‍
• Activity: 5.4 videos/week‍
• Engagement Rate: 0.17%‍
• Growth: 0%‍
• Average Engagement: 26.1K‍
• Posting Habits: Every day at 10 AM EST

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Instagram: Visual Continuity with Elevated Aesthetic

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Abby Roberts’ Instagram is a visual diary that blends her personal life with her creative work, maintaining a distinct aesthetic rooted in flash photography and 2000s fashion references. Her feed consistently features soft filters, layered textures, and vintage color palettes, echoing her music’s melancholic tone. Her styling choices—like satin dresses, stacked jewelry, and bold eye makeup—feel cohesive with her visual identity as a performer. Every post extends her branding without relying on heavy text or explanations.

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She frequently includes intimate moments that reflect her off-stage persona, such as mirror selfies from hotel rooms or unfiltered shots from the audience at concerts she attends. Her recent post from a Lana Del Rey show captured her seated among fans, not in VIP or backstage, reinforcing her relatability. Abby positions herself as a fan first, artist second—blurring the line between creator and viewer. That approach invites her audience to feel included rather than watching from a distance.

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When she does post collaborations, they’re embedded in her visual language rather than standing out as ads. Her sponsored content for Milk Makeup, for instance, appears in the same tone and style as her organic posts—shot on film, styled with attention to detail, and rarely labeled overtly. Abby uses her captions to tag collaborators and brands instead of writing long promotional blurbs. This keeps her feed authentic to her aesthetic and avoids disrupting the user experience.

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Her presence on Instagram doesn’t follow trend cycles or seasonal campaigns—it documents her evolving mood, music era, or personal interests. Whether it’s backstage at a shoot or walking into a venue, the content is centered around atmosphere and style rather than metrics. Abby’s Instagram is treated like a curated mood board with emotional undertones, where the visuals carry more weight than copy. For fans, it’s a consistent window into her world—not a content pipeline for engagement.

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• ‍Username: @abbyroberts‍
• Influence Score: 81.1/100‍
• Followers: 1.8M‍
• Activity: 13 posts/month‍
• Engagement Rate: 0.58%‍
• Growth: -0.53%‍
• Average Engagement: 10.3K‍
• Posting Habits: 3 times a week at 1 PM EST

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X (Twitter): Commentary, Concepts, and Minimal Activity

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Abby Roberts’ use of X is infrequent and unpolished by design, with most posts appearing as personal notes rather than structured updates. Her tone remains casual, often posting brief thoughts or lyrics with no context. She rarely uses platform tools like threads, polls, or promotional graphics, which gives her timeline a looser, journal-like feel. This contrasts sharply with her stylized presence on Instagram or TikTok.

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Despite having nearly 400K followers, Abby’s posting frequency—just 0.4 tweets per week—shows that she does not treat X as a performance space. Most tweets come around music releases or moments of emotional reflection, often shared in lowercase and without visuals. These posts aren’t designed to be shareable, but instead feel like private notes made public. The rawness sets her apart from creators who schedule and polish every tweet for reach.

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Her account shows no engagement with trending hashtags, political takes, or viral memes. Instead, her tweets occasionally reference studio sessions, lyrics in progress, or cryptic reactions to fan messages. She doesn’t repost memes or align with repost culture, and avoids anything that could dilute her emotional or creative tone. This approach may limit algorithmic visibility, but it keeps her platform identity intact.

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Rather than using X to chase engagement, Abby uses it as a timestamp for moments that matter to her. Fans who follow her here are typically long-term supporters looking for insight into her mindset, not for interaction. The platform functions as a minimalist logbook—quiet, selective, and entirely on her own terms.

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• ‍Username: @abbyrartistry‍
• Influence Score: 65.1/100‍
• Followers: 398K‍
• Activity: 0.4 tweets/week‍
• Engagement Rate: 0.01%‍
• Growth: -0.14%‍
• Average Engagement: 20‍
• Posting Habits: Twice a month at 3 PM EST

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YouTube: Dormant but Professionally Packaged

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Abby Roberts’ YouTube channel was once central to her rise as a makeup artist, offering long-format tutorials that broke down complex, stylized looks. These weren’t basic beauty routines—her videos walked viewers through avant-garde applications like drag illusions, character recreations, and multi-texture blends. Her commentary was relaxed but informative, giving fans both technique and personality. This format built a dedicated base that valued her originality over trend-following.

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Now, her YouTube activity has dropped sharply, with just 0.4 uploads per month and no new content in the past three months. Her subscriber count of 805K reflects past momentum, but recent engagement has plummeted to 0.01%, averaging only 63 interactions per video. This drop doesn’t reflect disinterest—it mirrors her shift to short-form platforms where her music and fashion visuals perform better. YouTube hasn’t been adapted to reflect this evolution in her brand.

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What still sets her YouTube apart is the quality of her archived videos. Even without updates, the content holds relevance for makeup enthusiasts seeking instruction in bold editorial techniques. Abby’s editing—often blending lo-fi audio, analog filters, and mood lighting—gave her tutorials a distinct, cinematic tone. These elements still attract discovery from newer fans curious about her artistic roots.

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As she pivots toward music and stylized storytelling, YouTube remains an underused platform in her ecosystem. While she shares concert moments on Instagram and TikTok, those have not translated into video essays, tour vlogs, or behind-the-scenes footage here. Unless Abby decides to document her studio work or visual albums on YouTube, the channel will likely remain a static archive of her early career.

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• ‍Username: @abbyroberts‍
• Influence Score: 40.4/100‍
• Followers: 805K‍
• Activity: 0.4 videos/month‍
• Engagement Rate: 0.01%‍
• Growth: -0.34%‍
• Average Engagement: 63‍
• Posting Habits: Once a year at 7 PM EST

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Abby Roberts’ Social Media Influence Summary

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Abby Roberts has an overall Favikon Influence Score of 9,118 points, placing her in Tier 2 of creators. On TikTok, she ranks in the top 2% worldwide and top 3% in the UK, holding positions #19094 globally and #516 locally. In the Singers & Songwriters category, she ranks #35 in the UK and #624 worldwide—evidence of her growing influence in both beauty and music.

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Learn more about the Favikon Methodology here

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Content Strategy: Artistic Direction Meets Emotional Clarity

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Abby’s content is built on visual storytelling. Her makeup tutorials are not only skill-driven but concept-based—each look representing a mood, reference, or message. She often designs her visuals to support her music, using beauty as a companion to sound. Her color choices, camera framing, and styling all point to a carefully crafted aesthetic.

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Reachability and Partnerships

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Abby Roberts is most responsive to partnerships with beauty, fashion, and music brands that align with her visual identity and audience. She has worked with Milk Makeup, ColourPop, and Rimmel London—often integrating their products into stylized looks that match her ongoing aesthetic. Rather than posting generic shoutouts, she incorporates brand tags into themed shoots or event content, maintaining artistic control. This makes her promotions feel like extensions of her brand, not interruptions.

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She rarely engages in overtly commercial campaigns or giveaways, favoring subtle endorsements that match her feed’s tone. Sponsored content is most likely to appear on TikTok or Instagram, where she maintains high output and creative consistency. She tends to prioritize visual harmony and emotional tone over rapid brand churn. As a result, Abby is a strong fit for collaborations that allow for creative freedom and a visually cohesive presentation.

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Conclusion: Bridging Makeup, Music, and Meaning for Gen Z

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Abby Roberts has evolved from makeup artist to multifaceted creator—balancing beauty tutorials with a personal music journey. Her content blends detailed artistry with emotional commentary, making her a standout voice in the UK’s lifestyle and beauty scene. With strong visual identity and cross-platform recognition, Abby continues to grow a brand defined by talent, vision, and real connection.

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