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Member Update with Gayle Dube #21

There is no doubt beauty content has emerged as one of the most consumed genres. From makeup tutorials to skincare routines, captivating audiences worldwide, driving engagement and views to unprecedented heights. This phenomenon raises intriguing questions: How did beauty content become so dominant on social media, and what factors contribute to its widespread appeal?

From Magazines to Instagram

Beauty content has been a staple in magazines and on television, but its migration to social media has revolutionised its reach and impact. Platforms like YouTube, Instagram, and TikTok have influenced beauty advice, allowing anyone with a smartphone to share tips and tricks. This shift has not only increased accessibility but also diversified the voices in the beauty community.

Why Beauty Content Thrives on Social Media

  • Visual Appeal: Beauty content thrives on visual platforms. The before-and-after transformations, product swatches, and detailed makeup application processes are highly engaging. High-quality visuals and video content captivate audiences, making them more likely to watch, share, and replicate the looks.
  • Educational and Entertaining: Beauty content serves a dual purpose: it educates and entertains. Tutorials teach viewers how to achieve specific looks, understand product benefits, and follow skincare routines. Meanwhile, the engaging personalities of beauty content creators add an entertainment layer, making the content enjoyable to watch.
  • Community and Interaction: Social media has turned beauty content into a communal experience. Platforms enable direct interaction between creators and followers through comments, likes, and live sessions. This interaction builds a sense of community and trust, encouraging followers to engage regularly and deeply with the content.
  • Trend-Driven Nature: The beauty industry is inherently trend-driven. Social media accelerates trend dissemination, with influencers often at the forefront of new products and techniques. Challenges, viral looks, and new product launches keep the content fresh and viewers coming back for more.

The Impact on the Beauty Industry

  • Consumer Behaviour: The influence of beauty content on consumer behaviour is profound. Followers trust the recommendations of their favourite brands/influencers, often leading to product sales. This trust can sometimes surpass traditional advertising, making influencer endorsements incredibly powerful.
  • Diversity and Inclusivity: The rise of social media beauty content has also promoted diversity and inclusivity within the industry. Influencers from various backgrounds have gained prominence, showcasing a wide range of beauty standards and practices. This representation challenges traditional beauty norms and encourages a more inclusive approach to beauty.

Beauty content's dominance on social media is a testament to its powerful blend of visual appeal, educational value, and community engagement. Influencers have transformed the beauty industry, making it more accessible and diverse. As social media continues to evolve, beauty content will likely remain a key player, continually shaping trends and consumer behaviour.

Written by Gayle 
ABIC Facilitation Manager


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