Instagram Graph API
NARS
Expanding content optimization and sharing for NARS Cosmetics with Instagram Sharing to Reels
Brand
Partner
THEIR STORY
A global beauty brand
Founded in 1994 by makeup artist, photographer, and creative visionary François Nars, NARS Cosmetics is a global cosmetics and skin care company bringing high-style, impressive creativity, and forward thinking to beauty.
increase in Reels shared to Instagram
increase in Reels Video Views on Instagram
increase in Reels Engagement Rate on Instagram
THEIR GOAL
Enabling seamless social sharing
NARS Cosmetics wanted to improve how it shared short-form video content on Instagram Reels and optimize how it gathered performance metrics. Previously, the company’s social media team shared content manually by setting a notification to post, which required saving the video to a phone and remembering to post on time. Performance metrics, such as video views and engagement, were gathered manually through the Instagram app, which made it more time-consuming for their team to quickly understand how the content performed and make improvements.
THEIR SOLUTION
Introducing Sharing to Reels
To integrate and launch Sharing to Reels for Instagram, NARS Cosmetics worked with its existing social marketing software Dash Hudson. By leveraging Dash Hudson’s tools and insights for Sharing to Reels on Instagram, the beauty brand could easily draft Reels posts, schedule posts for publication, and view performance metrics such as reach, video views, and engagement rate all in one place.
With Dash Hudson’s Instagram performance measurement capabilities, NARS Cosmetics had a central tool to view metrics and derive actionable insights. By understanding why a Reel performed well, the beauty brand was able to harness that insight for internal and external content development.
THEIR SUCCESS
Soaring shares
After launching Instagram Sharing to Reels, NARS Cosmetics could schedule Reels directly into its monthly calendars, seamlessly publish Reels, and gather metrics all in one place. As a result, NARS Cosmetics was able to build on its existing strategy of accelerating its Instagram Reels cadence while ensuring content felt native and successful to the platform. The ability to gather metrics in real-time allowed NARS Cosmetics to more effectively measure success, in turn optimizing short-form video development. The global beauty brand saw the following results after launching Sharing to Reels in July 2022:
- 40% increase in Reels shared to Instagram
- 121% increase in Reels Video Views on Instagram
- 22% increase in Reels Engagement Rate on Instagram
“Storytelling via Instagram Sharing to Reels expands how we can connect with our NARS audience and message new launches. Artistry and self-expression are core tenets of the NARS brand, and short-form video is one of the most dynamic ways to express this.”
“As the marketing industry continues to undergo a renaissance moment driven by the shift toward short-form vertical video, it’s become imperative for brands to have the right tools to guide their content strategy and measure success. With top brands such as NARS transitioning from traditional social media to a video-first era of social entertainment, Instagram’s Sharing to Reels capabilities through Dash Hudson enables them to maximize their short-form video content by providing them with the creative intelligence and actionable insights they need to be successful.”
PRODUCTS USED
Instagram Graph API
You can use the Instagram Graph API to publish reels to your Business account.