Beauty brands capture the cultural zeitgeist to gain attention in a fun way
British make up brand Benefit has partnered with popular GIF site Giphy to create a number of beauty inspired GIF stickers, available on the Giphy site and GIF section on Instagram.
A number of other beauty brands have also taken advantage of the feature – when searching for ‘make up’ the Insta-library shows MAC products, Essie nail varnish and Make B gloss. The GIFS are also available on other GIF-friendly platforms such as Tinder and Slack.
Instagram is being used by many brands, particularly in the beauty world, to attract younger generations, as that’s where they are spending most of their time. According to a Benefit spokesperson, the brand began to see a “vast shift” in attention from its Snapchat account to its Instagram stories at the end of 2017.
Benefit believes the GIF feature will be one of the most successful brand awareness initiatives to date, meaning fun and visual-first content on Instagram is a definite win for Generation Z.
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