💄 Instagram 'Full Makeup vs. Bare Face' Exposure Algorithm Experiment Analysis

Jeong Hyeon
Nov 24
3 min read

This experiment, conducted by influencer 'kaydeeinseoul', tested whether the Instagram algorithm favors specific visuals by uploading Reels with "exactly the same content and time" but different appearances (with and without makeup).

What were the results?

Let's dive into a deep analysis based on the captured data! 🚀

📊 1. Fact Check: Results Told by Numbers

First, let's break down the data from the shared images. Both videos feature the same script and format, differing only in visuals.

🅰️ Option A: Full Makeup & Styled Look

Views: 1.7 Million (1.7M) 👑 [Landslide Victory]
Likes: 25.7K
Comments: 5,792
Shares: 1,897

🅱️ Option B: No Makeup & Natural Look

Views: 970,000 (976K)
Likes: 20K
Comments: 9,121 💬 [Dominant]
Shares: 555

👉 Conclusion: In terms of views, the Full Makeup video recorded approximately 1.7 times higher exposure. However, the comments were overwhelmingly higher on the No Makeup video. What does this phenomenon signify?

🧐 2. Phenomenon Analysis: Why Did This Happen?

① Does Instagram Play Favorites with 'Visuals'? (The Secret of Initial Exposure) 📸

Instagram's algorithm fundamentally prioritizes 'Visual Retention Time.'

High Quality, High Saturation, Polished Subjects: The Full Makeup video aligns with the traditional "Insta-vibe." It has a higher probability (CTR) of making users pause for even 0.1 seconds or click while scrolling.
If the initial click-through rate and watch time are high, the algorithm judges, "Oh, this video has a good reaction?" and aggressively pushes it to the Explore tab (Magnifying Glass). This is likely the secret behind the 1.7 million views.

② The 'Share' Index Creates Virality 📲

The most notable point is the difference in Shares.

Full Makeup (1,897 shares) vs. No Makeup (555 shares)
People tend to share images that are pretty, cool, or aspirational via DM to friends or to their Stories.
From the algorithm's perspective, a 'Share' is one of the strongest recommendation signals. This is the decisive reason why Option A spread to a wider pool.

③ The Paradox of 'Comments': Controversy or Empathy 🔥

Interestingly, while views were lower, the comments on the Bare Face video (Option B) were much higher at over 9,000.

Sparking Debate: Comments debating appearance, such as "She looks different/same" or "It's the power of makeup," may have occurred.
Authenticity and Empathy: Comments gaining courage from or sympathizing with the unadorned look may have been posted.
The Algorithm's Dilemma: Usually, high comments lead to high exposure, but this case suggests that 'Shares' and 'Visual Attractiveness' had a greater impact on exposure (Reach) than comments.

💡 3. Insights for Marketers and Creators

The implications of this experiment are clear.

If you want Viral Spread, focus on Visuals: 💅
- To reach a broad target audience, visual quality (lighting, makeup, styling) in the thumbnail and the beginning of the video is essential. Instagram still prefers content that is 'pleasant to look at.'
If you want True Fans (Engagement), show Authenticity: 💬
- Although views were lower, the comment count on Option B was explosive. What makes people talk, communicate, and leads to deep engagement might be 'Honesty' or 'Unexpectedness' rather than 'Perfection.'
The Algorithm is Ruthlessly Honest: 🤖
- We say "inner beauty is important," but the data shows that the public (and the algorithm) still consumes and spreads visually polished content first.

📝 4. Overall Review

"Eyes linger on the adorned, but words burst forth from the unadorned."

This experiment nakedly revealed the nature of the Instagram platform. If you dream of being an influencer or work in marketing, don't forget to vary your strategy depending on your goal (Simple Exposure vs. Deep Communication)! 😉

*This analysis is inferred based on the shared images and may differ from the actual account's insight data.

[Check out 'kaydeeinseoul', the Influencer who conducted the test]

Instagram Link: https://www.instagram.com/kaydeeinseoul/reels/