Instagram's Kristie Dash on how beauty and video go hand-in-hand

Alongside food, no industry has driven the way companies and influencers use social media quite like beauty.

"Beauty brands and creators have always been early movers in that space," said Kristie Dash, Instagram's manager of fashion and beauty strategic partnerships, on the Glossy Beauty Podcast. "And Instagram continues to evolve based off of those behaviors."

In recent years, beauty giants like Sephora have taken to connecting with their followers in the same casual way that individual creators might, Dash said.

"If you're not a creator-led brand that has an obvious face of the brand -- in those examples, that's what people love to connect with, almost like a FaceTime with your followers -- then brands like Sephora and MAC Cosmetics, with their built-in creator network of hundreds of global makeup artists, are leaning into that. A creator mentality has really helped them," she said. "They're utilizing those personalities almost to replicate the in-store experience of having that conversation with the makeup artist or the ambassador; they're replicating that on Instagram Live."