19th May 2020

My daughter has been campaigning for (another) puppy so she can get to know it before she leaves for University this autumn

You may well ask, what has this got to do with my blog on TikTok Beauty style?

A key part of my daughter’s strategy is regaling me on a daily basis with humorous TikToks of puppies/dogs and their owners during quarantine.  So, thanks to her I now feel I can talk with a relatively authoritative voice on this social media platform that has turned into a global pop culture craze.

A mere 113 million users installed this app in February and it quickly became the most downloaded app in the world.  To date it has now been downloaded nearly 2 billion times.

Consumers are moving from Instagram to TikTok as it’s a more fun and engaging form of social media. You can go live, speak to people and use music freely which makes it very attractive to this its audience, plus it’s easier to go viral on TikTok versus Instagram.

The beauty industry always has its finger on the pulse so it’s no surprise that in these past three months beauty influencers’ mentions of TikTok on other social media networks such as Instagram and YouTube has shot up by 99%, thanks to the fact that its content is easily shareable across feeds.

One of the key components to its phenomenal success is mainly due to its light-hearted approach, for example – dance routines, lip synch videos with special effects and trendy songs.  During these dark days it’s a welcome break from the continual flow of bad news.

It’s an easy platform to become part of as it doesn’t require stylised shots in exciting places like Instagram.  Filming from your bedroom in ‘lockdown’ fashion mode is perfectly acceptable.

This has galvanised beauty brands to hop on TikTok because of its wide and vast audience.   E.l.f. Cosmetics began an #eyeslipsface challenge in early October, and it now has over 5 billion views. Urban Decay has seen success with its #allnighterlegend challenge campaign.

But as will all new mediums, brands should approach with care and not just load videos on the platform, especially during heightened time of sensitivity.  This audience is sceptical of blatant and even subtle product pushes where the message doesn’t resonate.  But for indie brands, in particular, if the approach is right then the potential is huge due to the reach and engagement this network can deliver.  With TikTok, it’s not about the likes but vitality of the content.

Beauty Influencers, who have found success on TikTok, feature makeup tutorials, look reveals with makeup challenges overtaking sophisticated content created by some of the major brands.

Beauty challenges need to be creative and fun but it has the potential for high engagement and a broader reach as consumers take part in the challenge. In line with current trends it’s not always the beauty influencer with the highest numbers of followers but the ones with high engagement which will help make these challenges a success.

Brands that control content are highly likely to fail so it’s important to choose an influencer who aligns with the brand’s mission statement or ethos of the brand and its vital that the content is unique and humorous to capture attention

TikTok allows brands to connect with people on a more personal level, interaction with the consumer and brand/influencer ensures the right product/focus is posted which help videos go viral. It allows brands to have a finger on the pulse of what products people really like or don’t care for that much.

And was my daughters’ campaign successful?  Yes.  We are now actively searching for a new puppy to join the family.