Across the major social media platforms, Instagram is a winner at driving organic reach, accounting for 92% of interactions with brands in the past year. Beauty brands significantly outperform other categories on Instagram, accounting for nearly a third of the platform’s interactions. L2’s Social Platforms report reveals three key ways that Beauty brands can leverage Instagram’s reach to drive engagement:
Pay to play. With the new algorithm, Index brands found that interactions for every thousand followers decreased by 30%. Organic engagement has seen a huge drop, making clear that Instagram is becoming a pay-to-play platform where brands need to spend to see results.
Partner with Instagram influencers. Brands should center their strategy around influencer content and recognize the opportunity celebrities offer to boost engagement. Popular celebrities such as Justin Bieber and Selena Gomez can significantly increase interactions, according to L2’s study.
Stay authentic. Beauty brands must be wary of over-posting on Instagram, as the benefits of high post frequency diminished after the platform moved from a chronological to an algorithmic feed. Instead, brands should focus on sharing authentic content to develop engaged communities.