TikTok has fundamentally transformed the beauty industry and the beauty space, with brands flocking to the app for marketing and ecommerce. Although using social media as a way of marketing is not a new thing, with YouTube and Instagram being trailblazers when it comes to make-up influencers and brand identity, TikTok has taken influencing to a new level.
Where previous social media such as YouTube and Instagram heavily relied on big make-up gurus to partner and push branding and makeup products, TikTok has provided a way for brands to grow and display their own roots and personality, micro influencers to become viral without having millions of followers, and commerce to be directly linked to the platform so that users no longer have to leave the site to purchase make up.
This has exploded the popularity of advertising on TikTok with makeup brands with virality, seamless purchasing, and authenticity through microinfluencers being the main drivers. But although we know the reasons why brands are choosing this app, what makes the top beauty brands more successful than others, and which brands have mastered the art of TikTok. Even if you do everything right or by the book, there is no guarantee that beauty brands will be successful. However, this is what this article will explore: how the biggest makeup brand is dominating TikTok and how they are doing it.
So, without further ado, here are brands making it big on TikTok. Continue reading to find out more about how you can do the same for your business.
Community-driven Ecommerce
Gone are the days where make up brands can solely rely on magazine advertisements and adverts on TV. The beauty industry nowadays is shaped by the people who use it; therefore, they have to adapt to fit this mold. As society’s perception of beauty and the standards that are placed on women have shifted, those who buy make-up no longer want to be told to use a product to look prettier or improve their appearance, as this can be perceived as backwards and forcing beauty standards onto women. Instead, those who purport to be approachable in an authentic way buy those who are like the knowledgeable and use make-up every day. This is where TikTok comes in, as it allows brands to be user-driven through placements and sponsors, which are more organic and authentic to the audience through makeup tutorials done in bathrooms and ‘ my make-up with me’ story times.
In addition to authenticity, TikTok runs on trends and especially influencers, which are created by users and creators alike and shift every week. This includes trends such as the clean girl make-up trend, which has risen in the popularity of brands such as Refy Beauty and latte make-up, which involve using brown coloured lip liners and make-up products for a monochrome look.
How Top Brands Win the Algorithm
Top beauty brands that are dominating the platform treat influencer marketing and marketing on TikTok as a care strategy rather than just a one-off experiment. When brands invest time, money, and use the knowledge of current creators and those in the marketing space, they can create a campaign with virality and longevity. This can be done through several methods:
Leveraging Affiliates
Leading k beauty and independent cosmetic lines create smart but large networks of smaller creators or influencers who not only have loyal followings but also align with their branding. This means that instead of relying on huge celebrities or major influencers, brands can keep costs low through affiliates, whilst remaining authentic and approachable. This can grow awareness whilst improving brand image through the collaborators and their own personal style of content.
The Three-second Rule
Long and boring videos are a thing of the past. Instead, brands that see success on TikTok are focused on fast and engaging content, designed to catch the attention of readers. This includes catchy video introductions and visual hooks as well as dramatic before-and-afters, which stop the users from scrolling and increase engagement times. However, these must be approached in the correct way, as anything that feels too staged, forced or unnatural can have the opposite effect and give users a negative impression of the brand overall.
Social Co-creation
The top brands on TikTok are active in creating a voice for the brand through funny and witty comments on videos that fit with their brand image. This can be most seen through brands such as Duolingo, which created a personal and viral trend around their own branding. Not only did this create widespread awareness of the Duolingo brand and its purpose, but it also created a relationship with its users and potential users, which has boosted brand perception. Overall, brands that personalise themselves to the audience and co-create benefit from further authenticity and an increase in brand perception.
Featured Image Courtesy : Pixabay
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