As one of its earliest converts, the beauty industry is no wonder about the power of social media. But even the most savvy marketers couldn’t foresee the impact of TikTok on the fields of beauty and cosmetics.
Cultural influence of TikTok
The culturally defining influence of TikTok lies in its ability to blur the boundaries between social media, music and video streaming, all packaged in bite-sized 15-second long snippets. Add it to a compelling algorithm that pushes personalized content via its own “For Your Page” or FYP. result? Complete addiction.
At TikTok, it doesn’t matter how many followers the influencer owns or the profile of the brand. TikTok’s unique algorithms find the content that seems most important to you. This is different from Facebook and Instagram, where content is sent to users via the pages they follow. At TikTok, even relatively unknown brands can become viral and sell out.
The elements of this discovery and the level of engagement have made Tik Tok the ultimate beauty destination. It fuels the purchase of the next necessities. Regarding numbers, #beauty Hashtags are currently over 100 billion times, and research shows that most social media users access the app. 13 times Within 24 hours, on average 52 minutes Per day with the app.
Why TikTok’s beauty works
When it comes to the potential to gain recognition for large organic brands, the proven MVP TikTok has become an integral part of the beauty community.For product reviews, hype generation, and access tutorial.. Beauty addicts love the platform’s super-consumable content. The connections they enjoy with their favorite influencers are real and immediate, in a way that is not comparable to other social media platforms.
Official data commissioned by TikTok states that more than half of TikTok users are using the platform to discover new products. Relatively unknown brands like the classic US drugstore CeraVe have been pushed to rock star status behind TikTok’s review. in this case, Single review By skin influencers Hyrum Yabro It was enough to trigger CeraVe’s cult follow.
As the TikTok community continues to emphasize new things Beauty favorites, Retailers are flocking to a large number of platforms. But just as there are acclaimed reviews, there is a lot of controversy.Bobbi Brown’s Parody One of the negative product reviews comes to mind. Makeup Maven received more backlash than she expected and inadvertently triggered a conversation about which influencer to trust.
As with all social media, here are some things to keep in mind when using TikTok: Please proceed with caution.
What should a beauty brand do?
By directly witnessing the impact of the earthquake that TikTok has on the industry, I live not only in its benefits, but also in its pitfalls. In the first place, too many brands fall into the TikTok trap by allowing TikTok to direct product development and control the story. So how can a brand build a strategy that actually works?
In a saturated industry like the beauty industry, reliability is the point of uniqueness. Studies show that many consumers value reliability. 90 percent They say it’s an important factor in deciding which brands they like and support. As an “honest” and “real” opinion-rated platform, TikTok is a great tool to keep your fingers pulsating. It’s learning directly from the product’s user experience. But that doesn’t mean you need to agree with all the trends, or have important feedback drive the direction of your brand development.To get the right balance, brands need to have a strong identity. Know your product, your audience, and the spirit of your brand. Sure, there will be critics online, but as the Bobbi Brown / Jones Road blunder has shown, we can’t offer everything to everyone. Sometimes it’s best to ignore the noise and stick to the brand’s core message.
If there’s one thing TikTok users are likely to wrap up with, it’s educational content. The TikTok audience is there to learn about your product. Make it interesting and informative, and you are on your way. Viewers appreciate the behind-the-scenes perspective. They want to know more about the ingredients, the scientific basis, and the formulation of the product. For skin care brands, the rise of skin influencers and their interest in skin care and natural beauty are major growth areas. According to the data edited by Traackr State of influence: beauty According to the report, influencer posts on skin care increased by 39%. Viewer engagement increased by 164% between 2019 and 2020.
From a dermatologist like @dermdoctor Muneed Shah For informal professionals like Hyram Yarbo, the creative behind CeraVe’s viral success, TikTok is a mecca for skin education.Products like Glow recipe Water Melon Glow Dew Drop, South Korea’s classic Etude House SoonJung 2x Barrier Intensive Cream, and POLA’s Choice 2% BHA Liquid Exfoliant have gained loyal support thanks to TikTok skin influencers.
The emergence of TikTok’s ultra-fast speed as a notable platform is a timely reminder of how fast things move in the digital commerce world. The next step for a new loved one in the beauty industry is a fully integrated shopping outlet. In this regard, the app has already made great strides, and brands like Kylie Cosmetics are now experimenting with the TikTok shop feature.
Because it continues to bring innovation new function There is still plenty of room for growth for TikTok. Especially in the field of e-commerce. Being prepared for this gives brands the opportunity to leverage a very enthusiastic audience. And these are willing to spend a fortune on the products they know and love.
Rohan Widdison is the CEO and founder of. New laboratory..
TikTok Beauty: How Your App Affects Marketing and Industry
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