Gartner for Marketers Research

Insight Report April 8, 2019

Beauty U.S.: Owned Instagram Content Strategies

Although interactions on Instagram declined by 3% from 3Q17 to 3Q18 according to Gartner’s Digital IQ Index: Beauty US 2018, the platform remains a key social lever for beauty brands. Knowing what content works best in product flatlays and on-model posts and how those differences vary across the skin, fragrance and color categories is crucial to grabbing users’ attention in brand-owned Instagram posts.

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