Although indie brands were the first of the beauty bunch to adopt Instagram Stories during its 2016 inception, enterprise brands have since caught up. Now, labels of all levels are experimenting with different ways to stand out via the tactic. Here’s what your brand can learn from their Stories.

  1. Instagram may be going down, but it’s not going anywhere. 93% of brands tracked in Gartner L2’s Digital IQ Index: Beauty US in both 2017 and 2018 (skincare, fragrance, and color alike) posted at least once this year on the platform during the collection period, up from 83% in the same time period last year. Brands concerned about the relevancy of Instagram can rest assured…for now.

2. Not all brands are using swipes. While Anastasia Beverly Hills includes swipe-ups in 85% of stories, Tarte uses them only 17% of the time.

3. All swipes are not equal. Even while linking home to commerce, beauty brands find creative ways to differentiate exactly where users land. For example, Glossier often uses swipe ups to link to gated mobile-specific content, such as phone screensavers and playlists which could only be accessed by subscribing to brand emails. Following Anastasia Beverly Hills’ 2017 lead, Too Faced and Elemis both curated category landing pages to match products exclusively highlighted in the Stories themselves.

When deciding on an approach to Instagram, just maintaining a presence is not enough. If a brand, beauty or other, wants to stand out and make an impression on the platform, keeping creative when it comes to closing the loop between social and commerce is key.

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