In an industry as visual as cosmetics, social media is the perfect platform to showcase products. Just a quick search on Instagram for #beauty brings back over 250 million posts, and each week 2 million unique users search for beauty related content on the platform. When you combine that with the fact that 74% of consumers now rely on social media to make a buying decision, it is more important than ever that cosmetics brands make sure their social media strategy is working as hard as possible to reach the right people with the right message.
In the early 2000s social media was seen as a way of connecting with friends, chatting with people across the globe and sharing thoughts without the constraint of putting your name to it. But almost 20 years on, this anonymity has contributed to the rise of cyberbullying, fake news, terrorist grooming, child abuse and other toxic activities.