All three of these brands have taken TikTok by storm, strategically using the platform to increase their social presence and boost sales.
我们不要隐瞒真相, though; the beauty industry remains one of the hardest climbs to conquer. The UK’s market alone is worth an estimated 1.70亿英镑. So finding new and innovative ways to make revenue is how most brands survive.
Shoppable特性
Tiktok’s shoppable features offer customers exactly that. 第一次, both new and established beauty brands can compete on a fair and equal footing, 努力把观众变成买家.
这些工具包括:
- 在线直播
- 在提要视频中
- 事件内容创建
This form of advertising allows brands to showcase their products and services directly on the platform. Making it easier for customers to view and purchase their holy grail foundation without leaving the app. They also help brands target their customers more accurately. 在“为你”页面的帮助下 displays video preferences unique to each user, any company can advertise to specific customers based on their interests and preferences.
欢迎来到直播世界
Livestreaming on Tik Tok has opened up a malleable marketing opportunity for beauty brands globally. 时尚网.com recently recorded TikTok as the social media platform with the strongest impact on growth for beauty brands.
Post-pandemic, customer curiosity continues to turn away from stalemate transactions. In the UK, 52% of weekly users are interested in using the platform to shop. Instead, shoppers are leaning towards tutorials, interaction and live recommendations. Elements that Tik Tok live streaming offers.
The social media site itself reports that Millennial users on beauty journeys are 1.5x more likely (vs users of other platforms) to purchase a product to lift their spirits. Alongside putting a face to their products, beauty businesses can add a voice and personality, 太, giving customers behind-the-scenes access to their beloved brands.
Without blending out the facts, live streaming creates purchases. 买东西赚钱. But it’s also brilliant for brand presence.
饲料的视频
Skincare brand The Ordinary and their collaboration with beauty and lifestyle creator @kaelynnwhitee saw the influencer test and try the brand’s AHA 30% + BHA 2% Peeling Solution. 这个视频的浏览量已经超过了1.300万次，生成 5.2万台销量 直接在两周内完成.
作为TikTok上的一种广告, 用户可以通过点赞与视频互动, 评论和分享, meaning the monetisation of in-feed videos has seen brands leverage user likes, 评论和反应.
Transparency and honesty are what have built the beauty community's online presence. In-feed videos offer this, providing product advertisement that is camouflaged amongst the algorithm. There’s also the potential to go viral, reach a larger audience and create global brand recognition.
以下数据可以证明这一点:
- 美容企业已经看到了一个 增加176% year-on-year since uploading on the platform.
- 在欧洲, 91%的抖音用户 agree that they have learned something new about make-up on TikTok.
- 在全球范围内, 三分之一的抖音用户 turn to TikTok for discovery, consideration or post-purchase engagement
事件内容创建
Creating content is crucial to advertise an event because it helps to promote the event, 提高认识, 并吸引目标受众. A combination of Tik Tok’s shoppable features and personality, event content creation within the app has allowed beauty brands to showcase their products and provide exclusive access to their events.
无论是新产品发布, brand anniversary or creator collaboration, event content creation on TikTok catches consumer attention more than most marketing strategies. Benefit Cosmetics recently live-streamed the launch of their pore care range. 伦敦快闪店直播, viewers could interact by watching influencer interviews and participating in product Q+As.
结合馈送视频, beauty brands can showcase the event's unique features, 强调参加会议的好处, 并在周围制造兴奋.
It’s clear the beauty industry has mastered TikTok, and it doesn’t show any signs of stopping. What commercial industries do you think are set to follow suit?
