Glossy+ members stay ahead of the rapidly evolving fashion and beauty industries with access to exclusive content, like our quarterly research reports. In our newest edition, we surveyed beauty and wellness insiders to explore the growing impact of Instagram. Here’s a snippet of what we found. Glossy+ members can read the full report here.
Forty-four percent of Glossy research participants said they consider Instagram to be an “extremely useful” marketing tool (only 20.8 percent rated Facebook as high, and 8.7 percent said the same of YouTube), though they agreed that taking advantage of its capabilities is no easy feat.
First, it often requires a vast monetary investment. Fifty-one percent of executives surveyed said 1 to 24 percent of their total advertising budget goes to Instagram. Eighteen percent allot 25 to 49 percent, and 13 percent allot 50 to 74 percent. Surprisingly, 14 percent said they don’t put any financial resources into Instagram, while 4 percent said they spend 75 to 100 percent of their budget.