It is no secret that Instagram has changed the way the beauty industry handles marketing. Instagram provides large brands with the ability to promote their products to the public instantly through product reviews and enticing product pictures. It also allows influencers the opportunity to connect with their audience. With the rollout of IGTV, there are endless possibilities for the industry. In fact, according to an article in Digiday, almost 25 percent of Instagram’s community is engaged with the makeup industry by following a makeup or beauty account. This means that IGTV has a large opportunity to capture this audience.Â
IGTV offers a branding benefit and allows influencers to connect with their audience and raise awareness for their products. IGTV also borrows inspiration from YouTube videos which were at the forefront of the beauty revolution by allowing influencers and bloggers to reach consumers and educate them about the best product. The feature allows influencers to share makeup specific content with their audience and feel more connected to the audience.
These offerings from Instagram also reinforce the fact that this platform is all encompassing. It combines the ability to post content like Facebook, upload and post short video stories like Snapchat and watch TV-like tutorials like YouTube. This makes Instagram the perfect platform for the highly visual and constantly changing beauty industry where influencers are expected to be connected with their audience 24/7. It also allows influencers the ability to offer special product demos and still drive traffic to their account and website.