Instagram reels are the primary channel where the consumer seek information on latest beauty brands. This is according to Meta, the social metaverse company, based on a survey done by the company recently. The survey further shows that 92% of beauty shoppers discover beauty brands on Meta platforms.

According to the studies, commissioned by Meta to online insights platform GWI, the beauty industry in India is witnessing massive growth on the back of increasing digital adoption and the evolving consumer behaviour. Instagram reels play an impactful role in brand and product discovery within the beauty segment. It also brings to the fore, the importance of content creators, influencers and augmented reality (AR) in influencing purchase decisions. 

Talking about the trend, Meghna Apparao, Director, E-commerce and Retail for Meta in India said, “The insights reveal the extent to which immersive technologies such as AR, and content creators are disrupting the expanding beauty industry in India. The beauty vertical is growing strongly on Meta platforms and an increasing number of advertisers from this vertical is turning to Instagram Reels for engagement and business growth.”

Beauty buyers trust Insta reels

The beauty survey was conducted with 2,000 + respondents aged 16-64 from 74 cities in India. According to the study, consumers are increasingly shopping online for their beauty. 41% of beauty buyers prefer to shop online due to deals/discounts, and 40% due to convenience, the survey showed.

“We play a crucial role in assisting our users in discovering new beauty brands and products. The research shows that 80% of the beauty shoppers discover beauty brands on social media platforms. Out of these, 92% find beauty brands through Meta platforms. Instagram Reels plays a leading role in this discovery with about 33% beauty consumers purchase products after watching Instagram Reels,” explained Apparao.

Influencers play major role in buying decision

Indian beauty content creators and influencers also play a major role in driving the Indian consumers to make a buying decision. This is a key trend since there are very few product reviews done by the consumers for the brands. The GWI data shows that 7 out of 10 beauty content viewers follow and watch Indian influencers which impacts their buying decisions. Supporting the relevance of this study for the beauty industry, Apparao explained that the insights revealed by these studies can empower brands from these industries to create marketing campaigns that are more likely to connect with their customers and deliver key business outcomes.