From Algorithms to Aesthetics

This study investigates the evolving dynamics of influencer-driven advertising in India's cosmetic sector by analyzing engagement trends on Meta platforms (2020–2025). Employing quantitative content analysis of Meta Ad Library data, it systematically evaluates ad formats (images, videos, carousels) and influencer collaborations from leading cosmetic brands. Central to the analysis is the comparative efficacy of influencer-integrated versus non-influencer content across key engagement metrics—likes, comments, shares, and impressions. The research further examines the emergent role of AI-driven algorithms in shaping ad visibility and user interaction, situating findings at the nexus of aesthetic strategy, algorithmic salience, and audience engagement. This work contributes to digital marketing scholarship and offers actionable insights for practitioners in advertising, branding, and content strategy.