Beauty shoppers regularly turn to social media for guidance and assurance

Facebook and Instagram beautyBeauty buyers are using social media more than ever to provide inspiration, learning, advice, and encouragement from other users, in this aesthetically-driven world.

According to Facebook and Instagram’s Mobile Makeover report, 44 per cent of beauty buyers use Instagram for inspiration, while its social network parent Facebook is used by 42 per cent for beauty advice.

On the more social side of things, beauty buyers on Instagram have 245 followers on average, which is two and a half times the averages, and follow 486+ accounts – or four times the average.  They also check their Instagram’s 21 times a day on average.

Meanwhile, 74 per cent of beauty video viewers watch ‘how-to’ videos, and they are two and a half times more likely to share reviews and opinion on Facebook than YouTube.

Brits on Instagram are the most likely to leave a comment on a beauty post, at 46 per cent compared to Germany’s 39 per cent and the 33 per cent for the rest of Europe.

“Beauty never stands still. The products, service and experiences that beauty shoppers look for from brands constantly evolve. Today, messages of beauty don’t only come from runways and glossy magazine spreads but from peers, networks and influencers,” said Amy Cole, head of product marketing for emerging markets in EMEA at Instagram.

“The findings from this new report help us get to know today’s beauty shopper a little better and show how active and influential the beauty community is on both Instagram and Facebook.”

On Instagram, nails are the most talked about beauty topic, making up 26 per cent of hashtags, followed by eyes and lips both at 21 per cent. Furthermore, UK beauty buyers say they have a greater trust in brands that can be seen on Instagram.

On Facebook, 69 per cent of beauty shoppers are active every single day. When it comes to using the platform for their shopping needs, 42 per cent use the platform to read customer/user reviews. A further 34 per cent read what others are doing, 26 per cent find out about new products, and 25 per cent find out about beauty product information.