Beauty buyers in the UAE have greater trust in brands on Instagram
April 30, 2017
Shoppers reveal they check Instagram 21 times a day on average
A total of 63 percent of beauty buyers in the UAE have greater trust in brands that have a presence on the photo sharing app Instagram, with 45 percent saying their mobile device is becoming their most important shopping tool, according to a Mobile Makeover report by the app and its mother company Facebook.
The report revealed people are more likely to turn to Instagram for inspiration and discovery when shopping, with beauty buyers revealing they check Instagram 21 times a day on average.
Furthermore, 67 percent of beauty fans said seeing an interesting post on Instagram leads to further action, such as clicking on a link, buying a product or doing more research. A total of 52 percent of people also said they look to Instagram if they have a special occasion coming up, while 43 percent of Instagram users said they discovered a new beauty product or brand on the social app.
Facebook, on the other hand, is the go-to platform for a deeper level of research and understanding. A total of 69 percent of UAE beauty shoppers said they are active on Facebook every single day, with 42 percent saying they go on the platform to read customer reviews.
A total of 34 percent of beauty buyers said they spend time on site/reading what others do, while 26 percent said they go on Facebook to find out about new products and 25 percent said they use it to find out about beauty product information.
Overall in the UAE, 82 percent of social media users said they go to Facebook to read reviews.
Speaking on behalf of Facebook and Instagram, Amy Cole, Head of Product Marketing, Emerging Platforms advised beauty brands to “make meaningful connections” through personalised notions of beauty and “experiment with real time beauty” through Instagram and Facebook stories that allow brands to illustrate beauty moments, such as behind the scenes action in a more instantaneous format.