Instagram is a growing social media force and its photo-sharing appeal seems like a great fit for beauty brands as it is visual, connects with the consumer, takes advantage of the power of the hashtag, and lets people see behind the scenes of some of the top make-up moguls in the business.
More than 16 billion photos have been shared on Instagram and an average of 55 million photos are uploaded each day. The ‘selfie’ trend owes a lot to the platform and is an advantage of an area beauty brands can build on to engage consumers.
According to research firm L2, Instagram commands the most engagement and the highest conversion from browser to shopper, yet is still surprisingly one of the most underutilized by marketers.
Social media analysts Socialbakers conducted a survey to discover what marketers are focusing on and only 19% of marketers said they will give Instagram a high priority in 2014, while 23% said they will not consider the platform at all.
This seems a potentially bad move considering brands can engage consumers, harness the power of the #hashtag, launch competitions, give a glimpse of behind-the-scenes, and show off new products or campaigns.
The app is also predominantly mobile, giving a great opportunity to reach the on-the-go consumer.
Those brands that have embraced Instagram have seen just how much the platform’s evolved form of window-shopping can boost their brand engagement.
Here is a current beauty brand Top 10 according to The TOTEMS List, which ranks the most popular brands on Instagram, taking into account the Audience of their account (Followers) as well as the number of posts on their hashtag (Contributors).