Instagram Reels Play Major Role In Beauty And Fashion Purchases In India: Study (Image: Unsplash)

A recent study revealed that social media has a significant impact on beauty purchases in India. Meta has recently published key findings from two studies, conducted by consumer insights platform GWI, to consumer behavior in India’s beauty and fashion segments.

The survey, which was conducted across 74 cities with the participation of over 2000 consumers, found that the majority of consumers discovered new products through Instagram reels. As per Meta GWI data, 47 percent of the surveyed consumers discovered beauty products through reels. This clearly indicates the major role played by Instagram reels in purchase decisions. Notably, the consumers who participated in the survey were between the ages of 6 and 64. It has also been revealed that 68 percent of beauty buyers prefer online shopping. This marked a 15 percent surge from pre-Covid levels. Also, 80 percent of consumers discover beauty brands on social media, with 92 percent finding them on Meta platforms. One interesting fact is that nearly a third of surveyed consumers said that they purchased beauty products online every week.

Meanwhile, augmented reality and content made by Indian influencers also have an impact on purchasing decisions. The report revealed that consumers in the country mainly depend on Indian creators for authentic information and reviews. In the case of augmented reality, virtual try-ons encourage consumers to make beauty product purchases.

Meta has also released the fashion purchase data. As per this, 76 percent of fashion consumers discover fashion brands on social media. In this, 97 percent are discovering fashion brands through meta platforms, comprising Facebook, Instagram, and WhatsApp. Here, 52 percent of consumers credit it to Instagram Reels. In the fashion industry, too, virtual try-ons are a motivating factor. The latest data indicates that beauty and fashion segments are rapidly growing on Meta platforms.