A recent beauty survey suggests that social media holds a profound influence on purchase patterns. Over the years, social media dominance has affected many factors, especially in the beauty and fashion industry. Read below to know more about this survey and what it says.
In a recent Meta GWI Beauty Report 2023, commissioned by Meta, it was revealed that over 80% of surveyed consumers in India prefer purchasing beauty products online. It showcased the profound influence of social media, particularly Meta’s Facebook and Instagram. Among 2,000 participants aged 6-64 across 74 cities in June. Nine out of 10 consumers cited Meta’s platforms as their go-to for beauty product searches.
Instagram Reels emerged as a pivotal factor in purchase decisions. 47% of consumers uncover new beauty products through this feature. The report disclosed that one in three surveyed beauty consumers had made purchases directly through Instagram Reels.
Meta’s extensive data also encompassed the fashion realm, demonstrating the shifting landscape post-COVID. With the pandemic prompting increased online shopping, beauty and personal care categories experienced a surge in demand. The broad accessibility of online marketplaces and the emergence of new brands are some of the responsible factors.
Post-pandemic, consumer preferences witnessed a notable change. It showed that 68% of beauty buyers now favour online purchases. It is a remarkable 15% surge from pre-COVID levels. A staggering 80% of consumers discover beauty brands on social media. A significant 92% are on Meta platforms, including 47% on Instagram Reels.
Meghna Apparao, Director for E-commerce and Retail at Meta in India, emphasized the rapid growth of both beauty and fashion verticals on Meta. Social media platforms, particularly Facebook, Instagram, and WhatsApp, have transformed the purchase experience. It has also necessitated brands and marketers to engage with consumers differently.
Furthermore, the study highlighted the global impact of social media influencers, particularly on Meta’s platforms. Influencers, often paid to showcase new products, significantly influence purchase decisions. The data revealed that 7 out of 10 beauty content viewers and 2 out of 3 fashion content viewers prefer content from Indian influencers. This showcases their substantial impact on buying decisions.
In the ever-evolving retail landscape, Meta’s dominance, especially through bite-sized content on platforms like Instagram Reels, continues to reshape how consumers make informed decisions.
Courtesy Link: https://www.livemint.com/companies/news/instagram-reels-dominates-beauty-purchases-in-india-11700417940550.html
