Highlighter wasn’t the only thing shining bright this past year. As of 2016, the cosmetic industry’s annual revenue has risen to an all-time high of 62.46 billion dollars, due in large part to social media and online video. From teaching us how to chisel our faces to perfection, to giving ‘baking’ a whole new meaning, beauty has taken social by storm thanks to its beauty influencers.

With over 600 million monthly users worldwide and a brand engagement rate 10 times higher than Facebook, Instagram in particular has aided in catapulting makeup artists and beauty influencers to success, bringing the cosmetic industry with it.

Considering 50% of Instagrammers follow brands, and 75% of people take action after seeing a post on Instagram, it’s a smart place to be. However, the rise in popularity begs the question of how to stay on top and leverage Instagram for success. So we took a hard look and asked ourselves: what can we learn from those makeup artists and beauty influencers?

Video tutorials are everything

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[Via Instagram]
In the past, the only way to learn about the tips and tricks of makeup was by attending school or reading books. Thanks to advancements in technology, now those talented individuals can share their secrets right to our fingertips through short videos. All it takes is 60 seconds to watch, listen, and learn how to make your eyes pop and your concealer stop creasing. It’s, dare we say, glam-tastic!

Visually being taught how to do something is much easier to understand and it resonates with people. But how do you keep your perfectly edited videos from slipping through the scrollable cracks?

Hint: Take lessons from Fraya Beauty and peak curiosity with a unique cover photo.

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[Via Instagram]
As with any tutorial, don’t forget to list the products you used so that your followers can re-create it on their own.

Think outside the trends

[Via Instagram]
[Via Instagram]
Staying on top of the latest trends and makeup challenges isn’t the only thing these makeup beauty influencers engage in. They aren’t afraid to push the limits and create uncommon looks to keep followers on the tips of their toes. These tactics allow them create a beauty brand that is unique and addictive.

Makeup Artist Kaylee Bull switches things up by designing illusions and non-traditional inspired looks along with everyday wear so as to not be repetitive with content.

[via Instagram]
[via Instagram]
People are fascinated by the unnatural, so thinking outside trends can help to increase engagement.

Peer reviews matter

[via Instagram]
[via Instagram]
People are generally skeptical about new products, especially when it has a big price tag. No one wants to overspend, and many turn to trusted influencers for their opinions on whether or not to buy.

While the majority of beauty influencers also have a YouTube channel on which the reviews are often placed, 60% of people learn about products and services on Instagram. And remember that 75% of people take action after seeing a post on Instagram.

This makes cross-promoting the reviews on the social platform a smart move to increase traffic.

[via Instagram]
[via Instagram]
People trust people more than they trust brands, and sharing your opinions can help to develop a relationship with followers who trust your advice. As a brand, it may be worth reaching out to influencers to review your product whether it’s must have makeup products or something else.

Haul giveaways can increase awareness

[via Instagram]
[via Instagram]
The holy grail of increased engagement seems to be makeup haul giveaways, where an influencer gives away a large combination of meaningful beauty products to a lucky winner. Requirements to enter depend on the outcome you’re trying to achieve.

Makeup Artist and Beauty Influencer Nicol Concilio generally tries to increase awareness of her personal brand by having people subscribe or follow and tag friends.

[via Instagram]
[via Instagram]
Makeup brands often look to partner with makeup influencers for giveaways of must have beauty products as well, to establish a mutually-beneficial relationship in achieving success.

The less effort it requires to enter, and the more product there is available to win correlates with higher engagement and positive outcomes.

While it doesn’t look like the beauty industry is going to slow their roll on dominating Instagram anytime soon, it doesn’t mean your brand can’t either! Just remember: use short videos with intriguing cover photos, dig beyond what’s popular, partner with influencers to review your products, and never underestimate your fans’ love of free stuff. Or just contact the Beasts for your digital marketing needs!