With one billion global monthly active users, TikTok represents a huge opportunity for beauty brands to enhance their brand awareness and reach new audiences. The social media app, once renowned for its dance routines and lip-syncing, is now one of the top platforms for companies to grow their sales. Of course, traditional advertising methods still have their place, but digital platforms have become the go-to channels for engaging with younger audiences. So, if you're a skincare brand looking to extend your reach, here's how TikTok can help:
1. Embrace the power of bite-sized content: When TikTok first launched, one of the main elements that set it apart from other social media platforms was its focus on bite-sized content, challenging brands to deliver their message concisely and creatively. Although the video length has now been extended to 10 minutes, TikTok still recommends that content creators keep their videos short and punchy. For skincare brands, the possibilities are endless. Your content could showcase product benefits, before-and-after transformations, or skincare tips via short and snappy videos that capture the audience's attention quickly, improving the chances of your video going viral.
2. Partner with influencers: As with Instagram, influencer marketing can help your skincare brand gain visibility among a relevant audience. By collaborating with individuals with a substantial following, you can introduce your products to thousands of potential customers. When choosing influencers, look for those who operate in your niche and can create authentic content that resonates with their audience. There are a variety of different content types they can create, from product tutorials to challenges. The power of this approach is evidenced by the explosion of sales for The Ordinary's AHA 30% + BHA 2% Peeling Solution that occurred after an influencer, @kaelynwhitee, posted a video of her results using the product. While the brand didn't pay for this content, it demonstrates influencer recommendations' impact on sales.
3. Create engaging hashtag challenges: Another way to use TikTok to elevate your brand is with hashtag challenges, which can be a great way to encourage user-generated content. Develop a skincare-themed hashtag challenge that aligns with your brand's values and message, then encourage users to participate by offering incentives. The value of this approach was demonstrated by Too Faced Cosmetics when the sales of their Lip Injection Extreme plumping lip gloss surged due to a viral challenge on TikTok.
4. Demonstrate product usage and results: TikTok provides an excellent opportunity to showcase your skincare products in action. Whether it's a cleanser or face mask, creating videos demonstrating how to use your products and their results is often very popular with skincare lovers. Real-time demonstrations of product effectiveness can instill confidence in potential customers and inspire them to seek your products out.