Benefit claims to be 'first' in Australia with post advertising campaign

The global colour cosmetic brand has created its' own beauty niche without the use of traditional advertising, stating that it was the first in Australia to introduce paid post advertising.

Strict Instagram advertising rules mean that paid posts will blend seamlessly into feeds for an authentic experience.

With its' trademark humour, Benefit says it has opted for the platform to promote beauty inspiration, tips and tricks through images and witty one liners on its' feed.

Instagram selected Australia as the 3rd market in the world to trial this way of advertising along with the US and UK and has worked closely with selected brands to ensure that they continue to relate to their audience in the style of the platform.

"Benefit has always embraced the new, the different and the exciting and is proud to be pioneering innovative ways to connect to their customers. With the likes of FaceBook, Apple and Google, it really is fitting that Benefit are ahead of the beauty game when it comes to all things digital and social​," says company reps.

Social media is not just a buzzword...​

Instagram is a growing social media force and its photo-sharing appeal seems like a great fit for beauty brands as it is visual, connects with the consumer, takes advantage of the power of the hashtag, and lets people see behind the scenes of some of the top make-up moguls in the business.

More than 16 billion photos have been shared on Instagram and an average of 55 million photos are uploaded each day. The ‘selfie’ trend owes a lot to the platform and is an advantage of an area beauty brands can build on to engage consumers.

According to research firm L2, Instagram commands the most engagement and the highest conversion from browser to shopper, yet is still surprisingly one of the most underutilized by marketers.

Social media analysts Socialbakers conducted a survey to discover what marketers are focusing on and only 19% of marketers said they will give Instagram a high priority in 2014, while 23% said they will not consider the platform at all.