Instagram Reels: Powering India's Beauty Shopping Craze

The impact of social media on the beauty and fashion industry in India has been significant, with more than 80% of surveyed consumers purchasing beauty products online. According to a report by GWI, Meta's Facebook and Instagram are the leading platforms for beauty product searches. The study involved over 2,000 consumers aged 6-64 years across 74 cities in June.

THE POWER OF META'S PLATFORMS

GIF sources The Slice - The Content Division on Google

The impact of social media on the beauty and fashion industry in India has been significant, with more than 80% of surveyed consumers purchasing beauty products online. Meta's Facebook and Instagram are the leading platforms for beauty product searches.

REELS GEMS ON INSTAGRAM

According to the highlights, the importance of Instagram Reels in purchase decisions is soaring, with 47 % of consumers discovering beauty products through features. Many consumers have made beauty products through Instagram reels, which is the biggest advantage of selling products on Meta's platform, indicating its growing significance in the industry.

The global pandemic has fueled the demand the online purchases, with 68% of beauty buyers now preferring online purchases - a 15% growth from pre-pandemic levels. In addition, 80% of consumers discover beauty brands on social media, with 92% finding them on Meta platforms, including 47% on Instagram Reels.

ROLE OF INFLUENCERS

The role of influence in shaping consumer behaviour and purchase decisions is also significant, with influencers playing a crucial role in providing authentic information and reviews. The study found that 7 out of 10 beauty content viewers and 2 out of 3 fashion content viewers watch Indian influencers, which has a big impact on their buying decisions.

REVIEWS GET YOU ANYTHING

The value of Reviews in influencing purchase decisions, with a lack of reviews being just as bad as negative ones. In the fashion industry, 76% of consumers discover fashion brands on social media, 97% of them discover brands through Meta platforms, and 52% credit it to Instagram Reels. Notably, 39% of consumers purchased after finding fashion brands on Reels.

DON'T FORGET TO USE HASHTAGS

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It is not just about Instagram, reels, and beauty products but makes a reach by using relevant content. Instagram creates large communities with similar interests by using hashtags. Hashtags are a way to organize specific videos into niche categories that will be appreciated by an audience that active searches for them.

For instance, if you are a writer, you might want to use #fitness to have a higher chance for your video to be shown to people who already enjoy writing and creating something different. This will lead to more likes, shares, and views on your video. You are not limited to a certain number of hashtags, so your video could include hashtags: #fitness #workout #routine. You can even get very specific, like #fitnessinfluencer to target a particular audience.

As social media platforms continue to transform the purchase experience for the beauty and fashion industries, brands and marketers need to engage with consumers differently, especially during the ongoing festive and following wedding season. With Facebook, Instagram, and WhatsApp, Meta is looking at the way consumers buy or share information.