More than 80% of the surveyed consumers in India went for beauty product purchases after being influenced by Meta’s Facebook and Instagram reels, finds a new study by consumer research platform GWI.

The survey was conducted across 74 cities, with participation from more than 2,000 consumers aged between 6 and 64 years.

The Meta GWI Beauty Report 2023 also underlines that 47% of the surveyed consumers said that they discovered new products through the social media reels. In fact, one out of three people said that they have purchased beauty products through Instagram reels. 

According to the report, a significant shift in consumer preferences have been noticed post the pandemic. Currently, 68% of beauty buyers are preferring online purchases, which is a 15% increase from the pre-pandemic period. 

As per the study, almost 92% of the surveyed consumers find beauty products via Meta platforms, with Instagram reels making for 47%. Notably, almost a third of the surveyed consumers make online beauty purchases every week.

Meta India’s director for ecommerce and retail Meghna Apparao said, “Both beauty and fashion verticals are growing rapidly on Meta, with an increasing number of advertisers using Facebook, Instagram, and WhatsApp to engage with customers. Social media transformed the purchase experience and journey for these industries, creating an urgent need for brands and marketers to engage with consumers differently, especially during the ongoing festive and upcoming wedding season.”

The study further found that Indian consumers rely majorly on content by country creators for authentic information and reviews. 

The popularity of reels across buyers has increased as a result of Meta’s efforts. Last year, Meta announced its plans to close Facebook’s Live Shopping feature to focus on reels. Back then, it said that users would not be able to create product playlists or tag products in the Facebook Live video.

The post Facebook, Instagram Reels Influenced 80% Indians To Purchase Beauty Products: Report appeared first on Inc42 Media.

More than 80% of the surveyed consumers in India went for beauty product purchases after being influenced by Meta’s Facebook and Instagram reels, finds a new study by consumer research platform GWI.

The survey was conducted across 74 cities, with participation from more than 2,000 consumers aged between 6 and 64 years.

The Meta GWI Beauty Report 2023 also underlines that 47% of the surveyed consumers said that they discovered new products through the social media reels. In fact, one out of three people said that they have purchased beauty products through Instagram reels. 

According to the report, a significant shift in consumer preferences have been noticed post the pandemic. Currently, 68% of beauty buyers are preferring online purchases, which is a 15% increase from the pre-pandemic period. 

As per the study, almost 92% of the surveyed consumers find beauty products via Meta platforms, with Instagram reels making for 47%. Notably, almost a third of the surveyed consumers make online beauty purchases every week.

Meta India’s director for ecommerce and retail Meghna Apparao said, “Both beauty and fashion verticals are growing rapidly on Meta, with an increasing number of advertisers using Facebook, Instagram, and WhatsApp to engage with customers. Social media transformed the purchase experience and journey for these industries, creating an urgent need for brands and marketers to engage with consumers differently, especially during the ongoing festive and upcoming wedding season.”

The study further found that Indian consumers rely majorly on content by country creators for authentic information and reviews. 

The popularity of reels across buyers has increased as a result of Meta’s efforts. Last year, Meta announced its plans to close Facebook’s Live Shopping feature to focus on reels. Back then, it said that users would not be able to create product playlists or tag products in the Facebook Live video.

The post Facebook, Instagram Reels Influenced 80% Indians To Purchase Beauty Products: Report appeared first on Inc42 Media.