Glowing up: using Instagram to reach passionate beauty buyers – The Drum

Instagram is where conversations about beauty happen – and where brands can connect and engage with APAC’s community of “empowered beauty shoppers,” 85% of whom have purchased beauty products they discovered on Instagram. Learn how your brand can use Instagram to reach this community, boost discovery, and increase conversions.

From spending hours in beauty store aisles to discovering, learning about, and purchasing products not only online, but with mobile and through social commerce—beauty shoppers in Asia have come a long way in a short time.

Though this shift began before the coronavirus (COVID-19) pandemic, consumer expectations and needs evolved further in the wake of the lockdowns, especially influencing discovery and the path to purchase.

With these changes in consumer behavior, it’s important for brands not only to understand where people are now shopping online but how best to engage them across the marketing funnel – and that is with Instagram.

Using Instagram to connect with community, creativity, and culture

A visual social media platform, Instagram offers an array of creative ways for brands to express their story and build awareness for their products by connecting with the billions of passionate people who use Instagram – 71% of whom believe Instagram helps them connect meaningfully with both brands and content creators.

What’s more, 68% of people agree that the content they see on Instagram is trendy, which attracts Gen Z and Millennials users to the app and lends credibility to the brands they discover in Stories and their Feed.

One community that is particularly engaged on Instagram is beauty buyers across Asia Pacific – a group of over 500 million people – who overwhelmingly use Instagram to discover and engage with new brands.

  • 83% of beauty buyers in APAC use Instagram at least monthly
  • 52% of beauty buyers prefer discovery via social media
  • 73% of Gen Z and Millennial beauty buyers in APAC discover and find out about brands on Instagram

Reaching the Empowered Beauty Buyer

This community of passionate skincare, makeup, and self-care enthusiasts not only use Instagram to discover products but to have in-depth conversations about beauty – both with brands and trusted content creators.

  • +180 index of highest skincare affinity conversations for 18–34-year-olds in Japan occur on Instagram
  • +140 index of highest cosmetics affinity conversations for 18–34-year-olds in Japan occur on Instagram

To reach the beauty community most effectively, it’s important to understand how …….


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