How beauty brands are using TikTok to increase sales
TikTok has sparked a new wave of authentic product reviews that have the power to reach millions overnight. They’re subtle, blend into the FYP and don’t disrupt the user experience. That’s why brands, who want to achieve the same success as these organic viral videos, are advised to make TikToks, not ads.
TikTok has proven to be a great platform for growing brand awareness of new products and innovations. Now, brands are kicking it up a notch, with paid influencer collaborations, to encourage sales of their products. For newer/smaller brands, ultra-saturated platforms like Instagram are proving difficult when trying to break through the noise and stand out amongst competitors. By using paid influencers on TikTok, brands are finding it easier to stand out, and penetrate the Millennial and Generation Z markets.
When starting a TikTok account for your private label beauty brand, it is important to take into consideration the following points:
- Identifying your audience – When scrolling through TikTok’s “For You” page, interact with posts and creators that fit with your desired audience. By liking and commenting on videos, your profile is exposed to other viewers who may also be interested in your content
- Creating content – After you figure out who you want your audience to be, the next step is to figure out how you can reach them. With this, there is no one-size-fits-all way to be successful! Some brands prefer to pioneer their own style, while others solely follow trends to maximise reach. We suggest taking a hybrid approach; making unique content while also participating in trends when they align with your brand voice.
- Follow trends – Following trends can help you reach wider audiences and increase the likelihood of going viral. This is because when users continually like videos that are similar to each other, the TikTok algorithm will show you more related videos on the “For You” page.
- Use trending music – The TikTok algorithm is designed to reward videos that use certain trending sounds, effects, or hashtags. These videos are more likely to receive views because they’re pushed to other people who also enjoy that trend, and they’re easier to find when browsing in the Discover tab.
TikTok is a fun, creative, and effective way to get your product out there and connect with potential customers, but before putting in the time and effort, approach it first with a clear goal in mind. What do all these active users want to see on TikTok? What is currently trending?