Stat: Social media apps are being used as virtual mirrors

There is growing potential for beauty brands to create camera-first strategies that capitalise on the digital behaviours of young people, according to research by Snap Inc. Lee Roberts, head of client partnerships UK at the company, notes that Gen Z and Millennials are using its Snapchat app – which is predominantly known as a photo-sharing platform – as a virtual mirror, and over 30 times a day.

‘Where we are today is about connecting the digital experience with the real world,’ says Roberts. ‘The camera has moved from a tool for fun to a tool to create, communicate and spend time to discover content and try products.’

With this in mind, beauty brands should consider the social commerce opportunities available in apps like Snapchat – considering branded filters and shareable looks. Beyond peer-to-peer interactions, such strategies also point towards growing opportunities for product discovery through algorithmic interactions.