Trend Alert: GIFs for Beauty

CATEGORY / Beauty & Wellness TAGS / beauty, gifs, marketing, trend alert Fractals LAB / Jolie DATE / July 31, 2018

Trend Definition:

Beauty brands are increasingly using GIFs to reach a younger target on Instagram.

Trend History:

With more than 1 billion users worldwide, Instagram is now the must-go platform for marketing, especially if you are a fashion or a beauty brand. In fact, a survey showed that 72% of respondents made fashion, beauty, or style-related purchases after spotting something on Instagram.

On the other end, GIFs are increasingly popular among young adults, with more than one-third (36%) of millennials aged 18 to 34 considering that images are better than words at communicating their thoughts and feelings, according to a survey conducted by Harris Poll and commissioned by GIF platform Tenor.

The Facebook-owned platform introduced Gifs for Stories last January, than they suspended them and made available again on March. Beauty brands have been, then, among the first one in making them a core part of their strategy, with the goal to reach a younger target.

Trend Evidences:

Benefit Cosmetics, MAC, Essie, DELA and Mecca Max are among the companies that are ramping up their use of branded gifs on Instagram to reach younger consumers. In particular, Benefit Cosmetics also added branded GIFs to platforms like SMS text, messaging, Slack, Tinder and others.

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