Gen Z Beauty Survey Results in South Africa
Brand Influence Unveils Gen Z Beauty Trends and Social Media Insights
Brand Influence, a leading South African influencer marketing agency, shares the results of a comprehensive survey analyzing Gen Z behavior within the beauty category and their interactions with beauty brands on social media. Conducted through the Beauty Bulletin platform (on Instagram and TikTok), the survey gathered responses from 7,000 Gen Z participants, offering valuable insights into the purchasing habits and social media preferences of this influential demographic.
Survey Highlights
Who Completed the Survey:
- 7,000 respondents, 98% women and 67% black.
- Majority aged 18–24 (43%), followed by ages 25–30 (31%).
Social Media Behavior:
- 64% of Gen Z respondents identify as active content creators, engaging with dynamic and interactive content daily.
Social Platform Preferences:
- Instagram leads overall usage (94%), followed by TikTok (84%) and Facebook (63%).
- For beauty-specific content, Instagram (48%) edges out TikTok (45%) as the preferred platform.
Top Beauty Categories:
- Skincare dominates as the leading category (94%), followed by makeup (81%) and haircare (74%).
- Sunscreen, cleansers, and moisturizers rank as essential skincare items.
Top Content Preferences:
- Beauty and grooming content appeals to 97% of respondents.
- Tutorials (85%), reviews (65%), and “Get Ready With Me” videos (61%) are the most popular formats.
Influencing Factors:
- Video content, especially TikTok videos (83%) and Instagram Reels (77%), drives engagement.
- Tips and advice (61%), giveaways (57%), and relatable content (55%) are key factors influencing Gen Z to follow beauty brands.
Beauty Purchasing Behavior:
- 53% of respondents purchase beauty products monthly, with 57% buying directly via social media.
- Instagram ranks as the most influential platform for purchases (68%).
Key Insights for Beauty Brands on Social Media
- Building Beauty Communities:
While 86% of Gen Z follow beauty influencers, 41% also follow everyday people who share similar interests. Beauty brands can enhance engagement by fostering communities where users connect and share experiences, rather than solely relying on influencer-driven campaigns. - Focus on Video:
With TikTok videos and Instagram Reels ranking as top content formats, video should be a primary focus for beauty brands looking to capture Gen Z’s attention and influence their purchasing decisions. - Engagement is Key:
Gen Z prefers interactive content that allows them to actively participate, whether through comments, challenges, or live streams. Brands that prioritize engagement are more likely to win their loyalty.
Lori Weiner, Co-founder of Brand Influence, emphasizes:
“Understanding these behaviors and preferences helps us create more impactful influencer campaigns that resonate with Gen Z. Beauty brands must be innovative, relatable, and responsive to thrive in this competitive market.”
Explore Gen Z Beauty Trends with Brand Influence
These insights underscore the importance of adapting marketing strategies to meet the preferences of Gen Z consumers. By leveraging social media platforms, creating engaging content, and fostering online communities, beauty brands can stay ahead in this dynamic industry.
Discover how Brand Influence can help your brand connect with Gen Z through innovative influencer marketing campaigns.
Media Contact
Lori Weiner (Co-founder)
Brand Influence
[email protected]
084 488 8155
