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With its viral color-changing blush and Pregame Primer, makeup brand Youthforia has been dubbed a “TikTok-famous beauty brand.” It’s had TikTok product videos receive over 1 million views, and the brand hashtag has over 33 million. Only a year old, it is already stocked at Ulta Beauty.
Despite Youthforia’s success on TikTok, founder and CEO Fiona Chan joined a Meta event earlier this month to help hype up the potential for its competing platform, Instagram Reels. She shared that, when it comes to sales, it’s actually Reels that is the “source of the best-converting organic content” for the brand.
Meta’s ad revenue has taken a hit in the wake of Apple’s new opt-in requirement for data tracking. Now, the company is working to show brands what can be achieved through marketing on Instagram and Facebook with dramatically diminished data tracking. For a December Zoom panel discussion with press on the topic, the company highlighted Youthforia as a brand that has been able to find success on the platform.
“It’s definitely a dynamic and challenging time for businesses,” Katherine Shappley, vp of the commerce business group at Meta, said during the talk. “We know it’s gotten harder to measure campaigns and, in many cases, that’s due to under-reporting because of the changes with Apple.”
According to research by Glossy partner publication Digiday, 42% of agency professionals said in Q3 that they’re “confident” that Instagram “drives marketing success for their clients.” That was down from 49% who said the same in Q1 of this year. The platform came in fifth place for platforms driving the most confidence in Q3, down from third place in Q1. Facebook, meanwhile, remained in second place from Q1 to Q3, with 51% expressing confidence in the platform.
In its third-quarter financial results, Meta reported a 4% year-over-year drop in revenue for July-September. Following that report, the company laid off 11,000…
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