The Role of Instagram Stories in Influencing Consumer Engagement with Beauty Brands: A Comparative Analysis

Abstract

Social media has revolutionized marketing for beauty brands globally, and Instagram is a prime example, serving as a virtual beauty counter where consumer choices are greatly influenced. This study focuses on comparing how Instagram Stories affect consumer engagement with local high-end and drugstore beauty brands. Using a mixed-methods approach, we gathered both quantitative metrics and qualitative feedback from consumers. The findings reveal that Instagram Stories significantly boost engagement for all brands, albeit in different ways: high-end brands use them to highlight quality and luxury, while drugstore brands emphasize affordability and promotions. The study reveals that consumer engagement is positively correlated with the narrative quality, content frequency, and viewer interactivity of the stories. These insights contribute to the growing body of knowledge on digital marketing within the beauty industry, while also offering actionable strategies for brand managers aiming to optimize their social media presence for increased market engagement.