How to Market Beauty Products On Instagram

Originally Published: 14 August 2023
Last updated: 6 August 2023
Written by: Nick Jolliffe

Reading Time: 5.055 minutes

Categories: Beauty Industry
How to Market Beauty Products On Instagram

There are a lot of social media platforms in the world. But when it comes to the beauty industry, there’s one that’s an absolute must – Instagram. The image-based platform has been the perfect place for any health and beauty business to thrive online, as it’s set up to appeal in such a visual way. But if you’ve never used Instagram before, it can seem a little daunting. So today we’re going to give you a beginners guide to marketing your beauty products on Instagram.

Getting Started

If you’re new to Instagram, the first thing you need to do is set up a profile for your brand. While that’s easy enough to do by just following the instructions, there are a few little things that can set you up for success. 

Start by making sure your company details are all correct, and your account is a business account with the correct category. If you have a few different websites, consider setting up a Link Tree or similar. Since you can only include one link in your bio, this allows users to discover all of your sites, and you don’t have to choose just one!

You should also make sure your bio isn’t left blank. Use it to describe the brand and your approach, and really focus on getting your brand voice across in that space. Too Faced Cosmetics is a great example of how to do this.

The Basics Of Using Instagram


Hashtags are a crucial part of the Instagram search engine. You can use broad hashtags (like #makeup #beauty #cosmetics) and micro hashtags (like #crueltyfree, #veganbeauty or #ageingskincare) to help Instagram understand your content and serve it to people who share those interests. You should use a mixture of 5-10 macro and micro hashtags per post to get the best reach possible.

Post Types

Instagram has a couple of different options for you to post in. You can post photos, which is the most popular option, and these stay on your page feed. You can post multiple images to create a carousel. You can also publish an Instagram story, which is a photo or video that disappears from your profile and feed after 24 hours. These are ideal for limited-time offers, promoting blog posts or other time-sensitive posts. Instagram also allows you to upload videos, which can be in your story or as a permanent post, depending on what you prefer. 

Post Formatting

If you post blurry or cut-off photos, your post will be less appealing to viewers, which means less time spent on it, less engagement and less overall reach. Use tools like Canva to format your images for Instagram and get your photos exactly where you want them in the frame. This includes the cover images for your IGTV videos, which can’t be edited once they are uploaded so you want to make sure you get it right.


Once you’ve chosen your image or video and uploaded it, you will be prompted to write a caption. Since the average attention span is about 5 seconds, you’ll need to make it snappy. Too long and you’ll lose the readers attention. But don’t make them too short, or your viewer won’t understand the image. Aim for around 130-150 characters long, and include a call to action in each one.

Post Frequency

Consistency is the name of the game on social media, so making sure you’re posting regularly is important to get the most out of Instagram. Around 3-5 posts per week is ideal, mixing it up between reels, static posts, carousels and videos.

Instagram Content Ideas

Of course, it’s one thing to know you should be posting regularly on Instagram, but quite another to do it. Many brands struggle with ideas on what to post, or not being sure of the types of content they should create. Like most social media, you’ll get a better feel for it as you go, but here are some content ideas to get you started:


 Any beauty product likely has dozens, if not hundreds of different applications. Tutorials are a way to not only showcase your products and how they work, but demonstrate techniques, different use cases and applications for your products.


Everyone love a freebie! Giveaways are a great way to not only help gain customers by allowing them to try your products and fall in love with them. But they’re also the ideal way to extend your reach and grow your following. You simply need to make an entry requirement to like, comment on, tag friends or share your post. Users are used to this format, and it puts your brand in front of more potential customers.

User-Generated Posts

This is content (text, video, images, reviews etc) that’s been created by people, rather than brands. That means your end users. Reviews they’ve posted of your products, looks they’ve created, videos talking about your products. You can reach out to the creator of that content and ask if you can feature it on your page. This not only promotes brand loyalty, but it takes authenticity to the next level. 


Live video is a fantastic way to engage with your audience directly. You can do product demonstrations live, answer questions, share tips and overall build on that connection with viewers, helping create loyal customers.


Show off your happy customers and use that social proof to your advantage.

Of course, like any social media platform there’s a lot more involved, but what’s in this guide will help get you started. You’ll pick up a lot of things as you go, and engaging with the platform is the best way to learn what works for your brand and your customers. If you would like to find out more about how to make Instagram work for you, just get in touch with the team at Lion Spirit Media today and book your free consultation.

Contact Us Today

Get Your Paws on Great Content Marketing and Communications

Join the discussion!

Let us know what you think about this post below!


Submit a Comment

Your email address will not be published. Required fields are marked *

The reCAPTCHA verification period has expired. Please reload the page.

Related Blogs

Unleash the Power of Your Salon's Website

Unleash the Power of Your Salon's Website

In today's digital landscape, a salon's website is a crucial tool for attracting and engaging customers. By optimising your website, you can unlock its full potential and drive business growth. This article explores key strategies to enhance your salon's online...

25+ Salon Marketing Ideas to Grow Your Business in 2024

25+ Salon Marketing Ideas to Grow Your Business in 2024

As the saying goes, 'Knowledge is power,' and in the competitive salon industry, knowing the most effective marketing ideas can set you apart. You're looking to grow your salon business in 2024, and it's crucial to adapt to the ever-evolving marketing landscape. With...

Your Guide to Creating a Jaw-dropping Salon Website

Your Guide to Creating a Jaw-dropping Salon Website

Looking to create a showstopping website for your salon? Look no further! We've got you covered with this step-by-step guide. We'll guide you through designing and building a professional and eye-catching website that will attract new clients and showcase your salon's...

Roaring Content Logo

Looking for Great Content for your website?

We created Roaring Content as a fixed price content solution for your web site.

We can write your blogs, web copy, and more!

Our blog post subscription service delivers content to you each month, our fixed price plans all include a bespoke content strategy and there is a solution for any budget.

Click Here to find out more

Need help with your Marketing?

At Lion Spirit Media, we want to help you grow your business.

From creating great bespoke content, SEO and online advertising we are confident that we will increase your business and leads.

If you want to find out more, click the button below or send us an email.