Consumers rely on Influencers to make purchases : Report

Around 70% of beauty content viewers and two-thirds of fashion content viewers follow Indian influencers on Meta platforms, showcasing the substantial influence these influencers hold among consumers.
Post-COVID-19, 68% of consumers prefer making beauty purchases online, with a remarkable 80% discovering brands on social media, particularly on Meta platforms.
In the fashion segment, 97% of consumers discover brands on social media, and 52% attribute this discovery to Instagram Reels, indicating the platform’s growing significance in fashion content and brand discovery.
The study highlighted that consumers are increasingly embracing technology such as virtual product try-ons (AR), with 75% in beauty and 78% in fashion finding it beneficial for making better purchasing decisions.