Although beauty and skincare products may fit more intuitively with Instagram given their visual nature, the platform still has a large wealth of opportunity for personal care brands. In fact, the potential for personal care on Instagram is immense, from influencer marketing to the power of reposts.
Because a single influencer can reach a community several times the size of a brand’s following, influencer marketing is one of the most popular methods for brands on the platform. Though personal care still trails the beauty and luxury sectors in adoption, brands have started recognizing the potential of influencers to reach larger and more loyal audiences. In 2017, 64% of personal care brands with Instagram accounts were tagged in an influencer post, according to Gartner L2’s Digital IQ Index: Personal Care.
However, a third of personal care brands still have no presence at all on the platform, leaving further growth on the table. Currently, Instagram captures the major share of social interactions, with 78% of all interactions on brand-owned posts now occurring on the platform, up 18% since the beginning of 2017.
Due to the nature of Instagram, brands don’t have to produce high-cost content. Instead, they can repost user-generated content, for which there can be ample ideas to choose from. For example, though no tracked brands in the digestive OTC category posted in the last year, there is an active community of user-generated content with the hashtag #peptobismol, which produces over 13,000 posts. Pepto-Bismol and other brands can identify and repurpose existing user-generated content that aligns with their strategy.
Personal care brands have more potential for growth on Instagram than meets the eye. By engaging with user-generated posts, even brands with constrained social budgets can build their content and kickstart a lean Instagram strategy.