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All three of these brands have taken TikTok by storm, strategically using the platform to increase their social presence and boost sales.

Let’s not conceal the truth, though; the beauty industry remains one of the hardest climbs to conquer. The UK’s market alone is worth an estimated 1.7 billion British pounds. So finding new and innovative ways to make revenue is how most brands survive.

Shoppable Features

Tiktok’s shoppable features offer customers exactly that. For the first time, both new and established beauty brands can compete on a fair and equal footing, fighting to turn viewers into buyers. 

These tools include:

  • Live streaming
  • In feed videos
  • Event content creation

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. With the help of the For You page, which displays video preferences unique to each user, any company can advertise to specific customers based on their interests and preferences.

Welcome To The World of Livestreaming

Livestreaming on Tik Tok has opened up a malleable marketing opportunity for beauty brands globally. The fashion 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, too, giving customers behind-the-scenes access to their beloved brands. 

Without blending out the facts, live streaming creates purchases. Purchases make money. But it’s also brilliant for brand presence.

In-Feed Videos

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. The video has now been viewed over 1.3 million times, generating over 52K unit sales directly in just two weeks.

As a type of advertising seen on TikTok, users can interact with videos by liking, commenting and sharing, meaning the monetisation of in-feed videos has seen brands leverage user likes, comments and reactions.

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.

And here are the stats to prove it: 

  • Beauty businesses have seen a 176% increase year-on-year since uploading on the platform. 
  • In Europe, 91% of TikTok users agree that they have learned something new about make-up on TikTok. 
  • Globally, 1 in 3 TikTok users turn to TikTok for discovery, consideration or post-purchase engagement‍

Event Content Creation

Creating content is crucial to advertise an event because it helps to promote the event, increase awareness, and attract the target audience. 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.

Whether it's a new product launch, 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. Streaming directly from the London pop-up, viewers could interact by watching influencer interviews and participating in product Q+As. 

Combined with in-feed videos, beauty brands can showcase the event's unique features, highlight the benefits of attending, and create excitement around it. 

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?

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