This study investigates how Instagram’s algorithm influences color marketing strategies in the nail art industry, with a focus on South Korea’s top-performing brands during the 2024 Spring/Summer season. As Instagram continues to evolve into a visually dominant platform, understanding its role in shaping beauty trends particularly in nail art is increasingly important. The research aims to identify the marketing characteristics and color design trends driven by Instagram content engagement. Five leading nail brands were selected based on their Instagram follower counts and Reels view metrics. The study analyzed their 2024 S/S nail designs by evaluating visual techniques (e.g., 3D embossing and magnet nails) and color characteristics using L* (Lightness), A* (Red-Green), and B* (Blue-Yellow) values. In addition, the relationship between content visibility and Instagram algorithm mechanisms such as Reels, hashtags, and user interactions was explored.
The analysis revealed that all five brands prominently featured 3D and magnet nail techniques. Magnet nails, in particular, surged in popularity following their trend emergence in late 2023. Reels engagement showed a stronger correlation with brand visibility than follower count, indicating the significant influence of Instagram’s short-form content algorithm. Color analysis showed a preference for bright, cool-toned shades with red and blue dominance, reflecting consumer attraction to vivid and trendy visuals. This study offers insights into the synergy between digital algorithms and visual marketing in the beauty sector. For industry professionals, understanding Instagram’s algorithm can inform more effective trend forecasting and product promotion strategies. Consumers, on the other hand, benefit from quick and accessible exposure to the latest nail art styles. The findings underscore the growing importance of social media dynamics in setting and spreading beauty trends.