beauty beyond - facebook for business · 1 “us beauty path to purchase” by facebook iq...

t h e t h u m b i s i n c h a r g e

BEAUTY BEYOND

Beauty has provided a means of self-expression for generations.

In the past, the industry dictated the trends people adopted, but today the

conversation goes both ways.

Now, our messages of beauty not only come from runways and glossy magazine spreads but from peers,

networks and influencers. Inspiration is pieced together from a friend’s selfie,

a blog on this season’s hot look or a “how to” on the latest make-up trick.

Mobile devices and the visual web are making beauty more transparent and accessible than ever before—and

the once linear path to purchase, is much more complicated.

t h e t h u m b i s i n c h a r g e

ContentsTHE THUMB IS DEM ANDING

KNOW THE JOURNE Y

SHIF T #1 DESK TOP TO MOBILE

SHIF T #2 ONE DE VICE TO M ANY, ONE CHANNEL TO M ANY

SHIF T #3 BIG SCREEN TO SM ALL SCREEN

THINK PEOPLE , NOT DE VICES

WHO IS DRIVING BE AUT Y ON MOBILE?

LE ARN FROM THE PEOPLE DRIVING THE SHIF T

DESIG N FOR THE THUM B

HOW TO BUILD

HOW TO DESIGN

HOW TO M E A SURE

HOW TO FACEBOOK

HOW TO IN STAG R A M

CHE AT SHEE T

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It’s quick to scroll. It’s quick to close. Quick to flip the page. But with the right approach, the thumb

is also highly likely to stop, engage and buy.

Mobile has changed everything. A wallet, an extension of ourselves, our lifeline to the world—mobile has been described as all of these things and more. But it’s less about the device and more about the person

behind the device. Power is literally in the hands of people, and it has revolutionized how we spend our time, how we connect, how we share, how we stay informed, how we discover and how we shop.

t h e t h u m b i s

demanding

t h e r e a r e

258m people who use mobile phones in the US1

1 “Global Mobile Landscape 2015: A Country-by-Country Guide to Mobile Phone and Smartphone Usage” by eMarketer, Jul 2015. 2 “Average Time Spent per Day with Major Media by US Adults” by eMarketer, Oct 2015. 3 Nielsen Mobile Netview, March 2016

w e s p e n d

174minon mobile devices each day2

m o r e t h a n

1 in 5min on mobile in the US is spent on Facebook and Instagram3

T H E T H U M B I S I N C H A R G E | P A G E 3

In this mobile-first world, we must

remember 3 things

KNOW THE JOURNE Y

THINK PEOPLE , NOT DE VICES

DESIGN FOR THE THUMB

1

2

3


k n o w t h e journey

The path from connection to conversion is rarely a straight line. She’s switching

devices and channels at will. She discovers in one place, considers in another and buys

somewhere else - all with total fluidity.

The more complete the measurement picture, the better we can account for mobile’s role in driving buying behavior—both online and offline.

There are 3 major shifts that help us understand her and illustrate mobile’s

role in the consumer journey.


1


The shift from desktop to mobile is one of the biggest stories of our time for marketers, and it cannot be understated. It is one of the biggest disruptions in the beauty path to purchase.

s h i f t #1

Desktop to Mobile

* Types of beauty content include tutorials, blogs, tips, recommendations and product descriptions.1 “US Beauty Path to Purchase” by Facebook IQ (Qualtrics-fielded survey of 1,785 women ages 18–44 in the US who had purchased skincare or makeup products in the past three months), Feb 2016. 2 Facebook Internal data, US only, May-Dec 2015. Analysis of conversion pixel and App Events data for ads that were shown to people ages 18+ on Facebook. 3 “Omni-channel Shoppers”by GfK, US only (Facebook-commissioned online study and opt-in panel of 460 people ages 18+ who said they researched online and bought in the Beauty category in the last three months, selected from a Facebook-commissioned online study and opt-in panel of 2,407 people ages 18+ who have researched online and bought from at least one of five key categories in the last three months), conducted to quantify key differences in shopping behavior across channels (tablets, mobile phones, PCs, brick-and-mortar retails) and fielded Sep 16–18, 2015.

M-Commerce Is Mainstreaming

of beauty buyers reach for their mobile devices first when they want to

see beauty content1*

of omni-channel beauty shoppers say they’ll start

purchasing/purchase more on their smartphones in 20163

Now What? learn from the past and be future-ready. Think back to the early digitaland ecommerce days. If you have “could’ve, should’ve, would’ve” regrets knowing what you know now, the rise in mobile and m-commerce presents another chance to act—to be bolder, to move faster, to be adaptive and to build a future-ready business.

57%55%From to December 2015, we saw more than 3 in 10

beauty and personal care purchases take place on mobile2


Different channels address different needs and different concerns in the beauty path to purchase. Mobile is at the center of this complex omni-channel behavior.

s h i f t # 2 One device to many, one channel to many


The Omni-Channel Journey Is Complex

45%

of all shopping journeys contain mobile1 for Millennials, that number jumps to 57%1

* Omni-channel beauty shoppers are defined as people who in the past three months reported purchasing a beauty/cosmetics product and either shopped online or purchased online.1 “Omni-channel Shoppers” by GfK, US only (Facebook-commissioned online study of 2,407 people ages 18+ who have researched online and bought 1 of 5 key categories in last 3 months), Sep 16–18 2015. 2 “Omni-channel Shoppers” by GfK, US only (Facebook-commissioned online study and opt-in panel of 460 people ages 18+ who said they researched online and bought in the Beauty category in the last three months, selected from a Facebook-commissioned online study and opt-in panel of 2,407 people ages 18+ who have researched online and bought from at least one of five key categories in the last three months), conducted to quantify key differences in shopping behavior across channels (tablets, mobile phones, PCs, brick-and-mortar retails) and fielded Sep 16–18, 2015. 3 “US Beauty Path to Purchase” by Facebook IQ (Qualtrics-fielded survey of 1,785 women ages 18–44 in the US who had purchased skincare or makeup products in the past three months), Feb 2016. 4 “Average Time Spent per Day with Major Media by US Adults” by eMarketer, Oct 2015.

Now What? don’t underestimate the m-factor. Mobile is increasingly where your consumers go to research beauty products, compare prices, check availability and get information while in-store. They’re spending more time on digital than on other media. And mobile, with its inherent functionality and convenience, is where we spend the majority of our time on digital devices.4 Account for and measure mobile’s role in driving beauty buying behavior—across all devices and all channels.

57%

Mobile is the New Beauty Counter

More than 1 in 5 of omni-channel beauty

shoppers* researched on a mobile phone before

buying offline2

of beauty buyers say their mobile device is a

resource for them to find information about products

while shopping in-store3

of beauty buyers say most of the time, they go in-store to test beauty products in person,

but eventually make the purchase online or on mobile3

63% 42%


Our connection to mobile devices is more personal and constant than our relationship with larger screens. This has created both opportunities and challenges for beauty marketers.

s h i f t # 3 Big Screen to Small Screen

m o b i l e i s b i g g e r t h a n y o u t h i n k

Mobile screens held close are perceived as larger

than they are.

m o b i l e i s l e s s d i s t r a c t i n g

People are more attentive when consuming media

on mobile devices.

m o b i l e e l i c i t s p o s i t i v e f e e l i n g s

People feel more positively toward the information

presented on a smartphone.

Facebook commissioned SalesBrain, a neuromarketing agency, to understand how our brain and physiology respond

to identical media viewed on a smartphone versus a TV.1 We uncovered 3 key findings:

The small screen isn’t so small

1 2 3

Source: “Neuro Mobile” by SalesBrain (study of US adults commissioned by Facebook), May 2015.


Despite this shift, beauty buyers face friction points on mobile devices. These are the top reasons they cite for buying on their desktop or laptop versus their smartphone or tablet.

easier to use devices with a bigger screen

easier to see all the available products on desktop/laptop

difficult on a smartphone/tablet to compare products/retailers and get

all of the information I need

entering personal data (address, credit card number, etc.) is not very

user friendly on these devices

Now What?consider the mobile mind. The brain engages differently when on a mobile versus a TV screen; people are locked in. Treat mobile differently, just as people’s brains do. It should no longer be an afterthought—because it’s definitely not for consumers. The friction points that arise from this are an opportunity for brand building—for disruption that improves the experience for beauty buyers. With the shift from big screens to small screens, rewrite the rules of success.

51%

24% 25%

50%

Source: “Omni-channel Shoppers” by GfK, US only (Facebook-commissioned online study and opt-in panel of 460 people ages 18+ who said they researched online and bought in the Beauty category in the last three months, selected from a Facebook-commissioned online study and opt-in panel of 2,407 people ages 18+ who have researched online and bought from at least one of five key categories in the last three months), conducted to quantify key differences in shopping behavior across channels (tablets, mobile phones, PCs, brick-and-mortar retails) and fielded Sep 16–18, 2015.

T H E T H U M B I S I N C H A R G E | P A G E 1 0

From coming of age to becoming a mother, women’s evolving relationship with beauty is playing out online more than ever. Their

mobile devices have become a leading resource for engaging with beauty content.

It’s tempting to get caught up in channels and devices, but it’s always been about her.

To reach her in the right place at the right time, we need to understand who she is and

where she engages, discovers and shares.

Think peoplen o t d e v i c e s


2

Collectively, these groups drove 81% of all mobile beauty transactions during the 2015 Holiday season.

w h o i s d r i v i n g b e a u t y o n m o b i l e ?

Millennials. Moms. Multicultural.

Source: Facebook Internal data, US only, Sept - Dec, 2015. Analysis of conversion pixel and App Events data for ads that were shown to people ages 18+ on Facebook.


Millennial beauty buyersWhat Millennials are doing now is what everyone will be doing soon. Millennials have grown up online and on mobile. Over the course of their lifetime, they’ve seen the mobile phone evolve from a simple texting and talking device into an “everything hub.”


1 “Omni-channel Shoppers” by GfK, US only (Facebook-commissioned online study and opt-in panel of 460 people ages 18+ who said they researched online and bought in the Beauty category in the last three months, selected from a Facebook-commissioned online study and opt-in panel of 2,407 people ages 18+ who have researched online and bought from at least one of five key categories in the last three months), conducted to quantify key differences in shopping behavior across channels (tablets, mobile phones, PCs, brick-and-mortar retails) and fielded Sep 16–18, 2015. 2 Facebook Internal data, US only, May-Dec 2015. Analysis of conversion pixel and App Events data for ads that were shown to people ages 18+ on Facebook. 3 “US Beauty Path to Purchase” by Facebook IQ (Qualtrics-fielded survey of 1,785 women ages 18–44 in the US who had purchased skincare or makeup products in the past three months), Feb 2016. 4 “US Beauty Path to Purchase”by Galileo, US only (Facebook-commissioned study of 31 women ages 18–44 in New York City and Los Angeles who have purchased makeup, skincare or nail products and who use social media), Jan 6–12, 2016.

77%

51%

say their mobile is always with them1

agree that when it comes to make-up, they are adventurous

and enjoy experimenting with their look3

66%

56%

admit to checking their mobile phone more than

30 times a day1

prefer that their make-up looks natural

and effortless3

34%

of their online beauty and personal care purchases are

made on mobile devices2

“My approach to beauty is the extremes

of both spectrums. I like looking like I am not wearing makeup

or really funky, colorful makeup.”

- Young Millennial, NY4

Closer Look: Young Millennial Beauty Buyers (18-24) like to play the extremes

Now What?think and act like a millennial. Because Millennials are mobile-first, they inherently and organically expect mobile. Meanwhile, older generations are translating their desktop habits onto mobile devices, ultimately adapting easily to tablets and purchasing on mobile. Adopt the “M-lens” and start to think and act like a Millennial.


MomsMobile is a lifeline for moms, who spend more time on Facebook mobile than non-parents. Living in a world that can feel chaotic, moms see mobile as a medium they can readily consume. Their mobile devices help them stay connected, stay abreast of the latest trends, retain their sense of identity and get things done.


1 Facebook internal data based on reported and inferred data, US only, Jul 2015. The Parents affinity segment is a result of reported and inferred data combined with a proprietary method of assessing affinity.Non-moms are defined as those who do not belong to the Parents affinity segment. 2 Facebook Internal data, US only, May-Dec 2015. Analysis of conversion pixel and App Events data for ads that were shown to people ages 18+ on Facebook. 3 “Omni-channel Shoppers” by GfK, US only (Facebook-commissioned online study and opt-in panel of 460 people ages 18+ who said they researched online and bought in the Beauty category in the last three months, selected from a Facebook commissioned online study and opt-in panel of 2,407 people ages 18+ who have researched online and bought from at least one of five key categories in the last three months), conducted to quantify key differences in shopping behavior across channels (tablets, mobile phones, PCs, brick-and-mortar retails) and fielded Sep 16–18, 2015. 4 “Meet the Parents” by Ipsos Media CT (a Facebook-commissioned online study of self-identified parents ages 25–65 in AU, BR, CA, DE, ES, MX, UK and US), Mar–Apr 2015. The study included 1,000 respondents per market.

Now What?seize the mobile opportunity with millennial moms. Not all moms are the same. In fact, Millennials now dominate the new parent landscape. Reach and drive purchases among the next generation of beauty buyers on mobile. From coming of age to becoming a mother, women's evolving relationship with beauty is playing out online more than ever. Regardless of age, how a woman chooses to engage with beauty content signals important transitional moments in her life.

over 1 in 3 of their beauty and personal care online purchases are on mobile2

anticipate buying more beauty products on their smartphones

in the year ahead3

over half of Millennial moms say that their mobile device helps

them be better consumers4

62%

s p e n d

1.4xmore time on Facebook mobile than non-moms1

a r e

1.3xmore likely to prefer apps2


Multicultural beauty buyersFor multicultural consumers, mobile is the main connector to family, friends and trends. These consumers are young, they are trendsetters, and they wield a tremendous amount of influence.


1 “US Beauty Path to Purchase” by Facebook IQ (Qualtrics-fielded survey of 1,785 women ages 18–44 in the US who had purchased skincare or makeup products in the past three months), Feb 2016. 2 “Omni-channel Shoppers” by GfK, US only (Facebook-commissioned online study and opt-in panel of 460 people ages 18+ who said they researched online and bought in the Beauty category in the last three months, selected from a Facebookcommissioned online study and opt-in panel of 2,407 people ages 18+ who have researched online and bought from at least one of five key categories in the last three months), conducted to quantify key differences in shopping behavior across channels (tablets, mobile phones, PCs, brick-and-mortar retails) and fielded Sep 16–18, 2015.

say they are still looking for the beauty style and products that

works best for them1

say they like to try new products regularly1

say they prefer their makeup to look natural and effortless1

more likely than non-hispanic whites to say they discover new products they didn’t know

they wanted on Facebook2

46% 50% 61%

t r y n e w p r o d u c t s l o o k f o r t h e r i g h t p r o d u c t

t r y t o l o o k n a t u r a l

And Facebook is a place for beauty product discovery

u s h i s p a n i c o m n i - c h a n n e l b e a u t y b u y e r s

more likely than non-hispanic whites to say they discover new products they didn’t know

they wanted on Facebook2

a f r i c a n a m e r i c a n o m n i - c h a n n e l b e a u t y b u y e r s

1.4x 1.2x

Now What?evolve with these mobile-savvy shoppers. How multicultural women express their beauty is no longer one-size-fits all. The plethora of conversation around beauty is not only democratizing information but driving women to play with their look when they want and how they want. As the minority becomes the majority in the US, keep pace with this cultural shift and evolve with these mobile-first beauty buyers.


l e a r n f r o m

the people

drivingthe shiftMarketers often ask us about basket sizes, what the future holds and what this all means for Facebook & Instagram.


d e v i c e s Smartphones vs tablets vs desktops

$.60 to the dollar A smartphone is worth $.60 to the

dollar vs a desktop transaction

Dollar for dollar A tablet matches, dollar for dollar, the value of a desktop transaction

When it comes to basket sizes in the US...

When people buy on both their smartphone and on desktop from the same stores, basket sizes are on par. This tells us it’s about the people behind the devices, not the devices themselves.

Source: “Omni-channel Shoppers” by GfK, US only (Facebook-commissioned online study and opt-in panel of 460 people ages 18+ who said they researched online and bought in the Beauty category in the last three months, selected from a Facebook-commissioned online study and opt-in panel of 2,407 people ages 18+ who have researched online and bought from at least one of five key categories in the last three months), conducted to quantify key differences in shopping behavior across channels (tablets, mobile phones, PCs, brick-and-mortar retails) and fielded Sep 16–18, 2015.

Now What? concentrate on the increasing number of mobile shoppers. Given that the basket sizes of people who buy on both smartphones and desktop computers from the same stores are on par, we know it’s not about the size of the screen. People who own both a smartphone and a desktop are less likely to be mobile dependent and more likely to be wealthier and tech-savvy. Rather than focus on increasing basket sizes, focus on eliminating the friction points that stand in the way of more people buying on mobile.


Researching beauty products on my smartphone

10%

90%

20%

30%

40%

50%

60%

70%

80%

The Remote GenerationBoomers (55+)

The Mouse Generation Gen X (35–54)

The Thumb Generation Millennials (18–34)

An indication of what's to come for beauty

Buying beauty products on my smartphone

Downloading retailers’ apps

81%

64%

54%

25%

65%

35%

t h e f u t u r e Today vs tomorrowThe mobile shift has happened—the thumb is in charge—and mobile’s role in the beauty path to purchase is only going to grow.

Millennials, who grew up swiping their thumbs across screens, are driving this growth; they are the Thumb Generation. This Thumb Generation is more likely to conduct commerce-related activities on their mobile devices than the older generations who came of age exerting control through a remote or a mouse.

Now What? in 5–10 years, everyone is going to be a mobile shopper. Millennials' purchasing power is increasing. Gen Zers, also mobile natives, are sure to follow, meaning that the power of the thumb will only become more important. Understand and quickly adapt to people’s mobile-native and shifting behaviors to prepare for tomorrow.

Source: "Omni-channel Shoppers” by GfK, US only (Facebook-commissioned online study and opt-in panel of 460 people ages 18+ who said they researched online and bought in the Beauty category in the last three months and selected from a Facebook-commissioned online study and opt-in panel of 2,407 people ages 18+ who have researched online and bought from at least one of five key categories in the last three months), conducted to quantify key differences in shopping behavior across channels (tablets, mobile phones, PCs, brick-and-mortar retails) and fielded Sep 16–18, 2015.


p l a t f o r m s Facebook and InstagramIn the highly personalized context of their feeds, the content on both platforms is seen as trustworthy, authentic and more relevant because of the personal connection.


Now What? become a part of her trusted circle. Women are taking more and more cues from their curated (hence trusted) network of influencers and their opinion reaches far within the in-store setting. To join the conversation, brands now can achieve everyday relevance through small screens and micro-content that's relatable, accessible yet inspirational to win her attention and encourage greater exploration.

1 “US Beauty Path to Purchase” by Facebook IQ (Qualtrics-fielded survey of 1,785 women ages 18–44 in the US who had purchased skincare or makeup products in the past three months), Feb 2016.2 “US Beauty Path to Purchase” by Galileo, US only (Facebook-commissioned study of 31 women ages 18–44 in New York City and Los Angeles who have purchased makeup, skincare or nail products and who use social media), Jan 6–12, 2016.

Facebook and Instagram provide a personalized gateway to new beauty products and trends...

...So much so that discovery on both platforms is likely to inspire action

48%

64%

say they trust the people who provide information because they have a personal connection1

Of beauty buyers who research beauty content on “If I’m following something or curating it myself, then I’m more likely to check

out a product that might show up, because I’m

not feeling like they are just targeting me from

everywhere. At least I have some interest in whatever is showing up on my feed.”

- Older Millennial, CA2

- Older Millennial, CA2

45%

67%

f a c e b o o k

f a c e b o o k

i n s t a g r a m

i n s t a g r a m

say that they take further action (click, buy, or do research) when they see interesting beauty content1

“On Instagram, it's about the visual

presentation. If I see it and it sparks my

attention, it will lead me to research.”

Of beauty buyers who research beauty content on


d e s i g n f o r the thumb

Stopping the thumb takes more than mobile design; it takes personalization, visualization and

experimentation. Above all, it takes empathy.

Help her discover beauty products that are most relevant to her, rethink how you can present product details to be more visually engaging

and take a mobile-first approach.

Let’s hone in on designing, building, measuring and leveraging Facebook & Instagram for mobile success. These pillars are critical to overcoming

friction points, and we’re here to help.


3

How to buildHow do you build a mobile experience that’s both right for consumers and maximizes business impact? Apply the right analytics, tools and techniques for an efficient, personalized mobile environment at scale.

TEST AND SC ALE . Build a robust A/B testing framework that allows you to analyze, learn and eventually personalize the consumer experience at scale.

GROW. Aggressively manage your m-site to simplify the process for your consumers and to optimize from the start.

ENGAGE . Boost the number of sessions and minutes spent per day by providing fresh, relevant content every time your consumers comes back to your m-site.

RE TAIN . Identify consumers at risk of lapsing, and test strategies to prevent churn.

MONE TIZE . Test strategies like exclusive deals, personalized notifications and machine learning to increase transactions and basket size over time.


How to designThe consumer experience can dramatically impact the beauty path to purchase. It’s time to think smarter about guiding her from consideration to purchase with exceptional, people-driven experiences.

GIVE PEOPLE WHAT THE Y WANT, AND DESIGN FOR WHERE THE Y ARE . Build for specific platforms. Account for non-wifi or low bandwidth connections. Build for discovery and browse modes. Be sure to direct people to the right landing page.

KEEP IT CLE AN . BE FOCUSED AND CLE AR . Time is limited and screen real estate is small. Design clear hierarchies of information.

REDUCE , REUSE . DON ’ T REDESIGN . All of your m-site components should feel at home in the brand experience. When you change a design/interaction/flow, make sure it adds value to the consumer experience.

BUILD FOR REPE ATED USE . Inspire people to take action now. Make common actions easy to find and perform. Give people a reason to come back.

BE FA ST. TIME M AT TERS. Loading time greatly impacts how long people will stay on your m-site. Make even the hardest processes fast and efficient.


How to measureToday’s complex beauty path to purchase means that if we only look at clicks, we’re missing a lot. Facebook can help to unpack new ways of looking at measurement and the true drivers of your business.

PEOPLE- BA SED ME A SUREMENT. The most accurate form of advertising measurement in this cross-device/channel world.

AT TRIBUTION .Ensure you are accurately accounting for the impact of your mobile ad efforts in your attribution models.

LIF T.To understand how much additional business you receive from your ad efforts, measure your ad campaigns using Lift methodology.


How to FacebookOn Facebook, beauty brands can reach her on her most personal device. Use this platform to drive your business objectives across the entire beauty path to purchase.

RE ACH RE AL PEOPLE . On Facebook, everything we do starts and ends with people. By putting people first, you have complete control of your story, personalized to every beauty consumer, wherever they are. Leverage our insights and targeting tools to tailor your creative for the beauty consumers that matter to your brand.

OPTIMIZE FOR MOBILE .We offer a creative canvas that is dynamic, flexible and built for mobile. Continue to tell stories through sight, sound and motion in their hands with Video, Canvas, Carousel Ads, and more.

BID FOR YOUR BUSINESS OBJEC TIVES. Our media planning, buying and delivery tools make campaigns on Facebook seamless and easy execute. Bid based on your brand objective and consider using ad sequencing or video remarketing to bring precision and efficiency to your story telling across the beauty path to purchase.

PEOPLE BA SED M E A SUREM ENT. Measure your results against your business objectives like Reach, Resonance and Reaction.

Source: “US Beauty Path to Purchase” by Facebook IQ (Qualtrics-fielded survey of 1,785 women ages 18–44 in the US who had purchased skincare or makeup products in the past three months), Feb 2016


Get real business resultsOF B E AUT Y BUYER S WHO ENG AG E WITH B E AUT Y CONTENT ON FACEBOOK

59%agree that the beauty adds they see on Facebook speak to their interests

52%say they are more likely to be interested in a beauty product if they see ads for it on Facebook

LE ARN MORE ABOUT FACEBOOK ADVERTISING facebook.com/business


http://facebook.com/business

How to InstagramOn Instagram, beauty businesses of every size now have access to the same targeting, buying and measurement tools as they do on Facebook. Use this platform to drive objectives—from brand awareness to increased sales—with a highly engaged audience.

SET UP YOUR C A MPAIGN . Run your campaign across Instagram and Facebook together by adding Instagram to your new and existing Facebook ad sets. Call to action buttons on Instagram work best when they drive to a mobile optimized landing page.

TARGET AND B ID YOUR ADS. Start quickly by applying your existing targeting strategy from Facebook. Like Facebook, bid for your primary business objective.

CRE ATE COMPELLING CONTENT. You can take a variety of creative strategies on Instagram, so test different approaches to see what works best for you. Many businesses leverage existing assets, while others produce creative specific to Instagram.

TR ACK SUCCESS. Since Instagram is a mobile-only platform, it’s important to track conversions that happen on other devices. Set up cross-device reporting with the Facebook Pixel.

Source: “US Beauty Path to Purchase” by Facebook IQ (Qualtrics-fielded survey of 1,785 women ages 18–44 in the US who had purchased skincare or makeup products in the past three months), Feb 2016


Get real business resultsOF B E AUT Y BUYER S WHO ENG AG E WITH B E AUT Y CONTENT ON IN STAG R A M

65%agree that they use Instagram to find inspiration for beauty looks or ideas

50%say they are more likely to be interested in a beauty product if they see ads for it on Instagram

LE ARN MORE ABOUT IN STAG R A M ADVERTISING instagram.com/business@instagramforbusiness


http://instagram.com/business

https://www.instagram.com/instagramforbusiness/

1 Facebook Internal data, US only, May-Dec 2015. Analysis of conversion pixel and App Events data for ads that were shown to people ages 18+ on Facebook. 2 “US Beauty Path to Purchase” by Facebook IQ (Qualtricsfielded survey of 1,785 women ages 18–44 in the US who had purchased skincare or makeup products in the past three months), Feb 2016. 3 Facebook Internal data, US only, Sept - Dec, 2015. Analysis of conversion pixel and App Events data for ads that were shown to people ages 18+ on Facebook. 4 Facebook internal data, US only, Oct 1, 2014–Aug 31, 2015. Analysis of conversion pixel and App Events data for ads that were shown to people ages 18+ on Facebook and that led to purchases between $5–$500. 5 Omni-channel Shoppers” by GfK, US only (Facebook-commissioned online study and opt-in panel of 460 people ages 18+ who said they researched online and bought in the Beauty category in the last three months, selected from a Facebook-commissioned online study and opt-in panel of 2,407 people ages 18+ who have researched online and bought from at least one of five key categories in the last three months), conducted to quantify key differences in shopping behavior across channels (tablets, mobile phones, PCs, brick-and-mortar retails) and fielded Sep 16–18, 2015.

M - COM MERCE IS M AINSTRE A MING .From May to December 2015, we saw more than 3 in 10 beauty and personal care purchases take place on mobile1

MOBILE IS A CONSTANT IN THE SHOPPING JOURNE Y.63% of beauty buyers say their mobile device is a resource for them to find information about products while shopping in store.2

THE SM ALL SCREEN NEEDS TO WORK HARDER TO ELIMINATE FRIC TION POINTS. In a world where screen real estate is shrinking, personalization, visualization and experimentation are becoming more and more important.

TODAY ’ S BE AUT Y MOBILE SHOPPERS ARE YOUNG , DIVERSE AND TECH -SAV V Y.Millennials, Moms and Multicultural consumers drove 81% of all mobile beauty transactions in the 2015 holiday season.3

BA SKET SIZE IS ABOUT THE PEOPLE BEHIND THE DE VICES.When people buy on both their smartphone and desktop from the same stores, basket sizes are on par. People who own both are less likely to be mobile dependent and more likely to be wealthier and tech-savvy.4

IN 5 –10 YE ARS, E VERYONE IS GOING TO BE A MOBILE SHOPPER .Millennial behavior is indicative of things to come. 64% of Millennial beauty buyers buy products on their smartphones compared to 54% of Gen Xers and 25% of Boomers.5

FACEBOOK AND IN STAG R A M IN SPIRE AC TION .Of beauty buyers who engage with beauty content on Facebook, 64% say that they take further action (click, buy, or do research) when they see interesting beauty content and 67% say the same about Instagram.2

For more information, visit insights.fb.comFor more marketing resources, visit facebook.com/business

The 7 most important Beauty Mobile Insights from our treasure trove of data

t h e t h u m b i s i n c h a r g e cheat sheet

1 5

2

6

3

4

7


http://insights.fb.com

http://facebook.com/business

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