Instagram is changing the face of beauty, but there is a vast difference between brands that are utilising the platform to its full marketing potential and those brands that aren’t. According to research company L2, Instagram is one of the most underutilised social media platforms by brands despite commanding the most engagement and the highest conversion from browser to shopper.
Social media analysts Socialbakers conducted a survey to discover whether marketers were focusing on the platform, uncovering that only 19 per cent will give Instagram high priority in 2014 and 23 per cent not considering it at all.
The benefits of the platform are huge. The app is predominantly mobile, which means it can reach the on-the-go consumer. Beauty brands can engage consumers on Instagram with the power of the hashtag, launch competitions, behind-the-scenes content, and new products and campaigns.
The brands that have embraced Instagram have shown how much the platform can boost consumer engagement. The TOTEMS list ranked the most popular beauty brands on Instagram, taking into account followers and contributors.
- (M.A.C NZ)
- Sephora
- Urban Decay
- Anastasia Beverly Hills
- eos Products
- Bath and Body Works
- Maybelline New York
- NARS Cosmetics
- Lime Crime
- NYX Professional Makeup
