The ‘Meta GWI Beauty Report 2023′ has revealed a fascinating Meta’s social media platforms have redefined consumer behavior.

The vast majority of Indian shoppers discovered beauty brands through social media, according to their report, reaching up to 80% of the people surveyed. From this, 92% of social media users found beauty products specifically through Meta platforms. The platform that stood out the most was Instagram, with over 47% of these discoveries taking place through Instagram Reels.

Strikingly similar results were discovered for fashion brands. 76% of the surveyed consumers admitted that they found fashion brands on social media, with a mind-blowing 97% of them discovering such products via Meta platforms. From this 97%, Instagram Reels alone made up for around 52% of the traction.

Meta’s study further claimed that the vast majority of Indian consumers massively rely on content creators for authentic information and reviews. Specifically, the report discovered that 66.6% of fashion content viewers and 70% of beauty content viewers followed influencers, which in turn drove purchasing decisions.

Additionally, the beauty report noted that a massive shift occurred in Indian consumers’ post-pandemic buying habits, with 68% of them favoring online purchases – a 15% increase from pre-Covid.

This survey was conducted across 74 cities with around 2,000 consumers aged between 6-64 years, in order to ensure that Meta had a diverse demographic.