![]() For the most part, I’m happy with the way I look and though I don’t necessarily feel the need to look younger, I still want to look my best each and every day, a sentiment shared by many. In fact, I prefer this more confident, grown up version of myself who has strong beliefs about my likes and dislikes and doesn’t feel the need to follow every beauty and fashion trend. What do all these active users want to see on TikTok? What is currently trending? Good question! Our Digital Marketing team are working together to delve into the virtual world of TikTok to bring you the latest beauty trends that are dominating the industry and shaping consumer needs.I don’t think I act or look like a 30 year old anymore and I admit that I’m more than okay with that. TikTok has become the newer, shinier toy in social media with over 1 billion active accounts, so before putting in the time and effort, approach it first with a clear goal in mind. Have they gained followers, has engagement increased since they partnered with your brand, are more users coming from TikTok over to your websites? This helps validate current strategies and allows you to identify key areas for improvement. Keep in touch with your influencer partners and ensure you are reviewing their metrics. Use data to make decisions: Analysing metrics makes it easier to understand your influencer marketing performance. Passion + Shared Values = Engaging Influencer Content The content creation will come naturally to them, and if they have passion, and existing content, they probably have followers with the same interests as well. For example, if your brand is focused on “sustainable beauty”, choose an influencer who is just as passionate about this area. ![]() Having someone who is passionate on specific topics relating to your brand can really help shape effective content. ![]() Choose creative influencers based on value and passion: Whether your influencer partner is internal or external, the most effective relationships are built on brand affinity and shared values. This will allow you to fully take advantage of all this platform has to offer, along with harnessing benefits of its different content types, while keeping your brand on trend. Figure out how to experiment in a strategic way, that is purposeful with clear objectives. Experimentation: Even those brands that are well-versed in influencer marketing never stop learning. You’re probably thinking how can beauty brands with such similar goals build a strategy that’s actually effective and uniquely your own? How to create a TikTok strategy that’s #WINNING Think about it, would you be more likely to purchase a product you see via a company name or through an actual person who is positioned as a thought-leader in the industry? Whether you’re using internal or external influencers to create TikTok content, you add credibility to your products and provide education (without that typical advert feel). They are influencing the viewer to use their suggested products through unique and educational videos, but in a more organic way. ![]() Some companies are even tapping into their internal employee network to create content that feels native. There are also many examples of successful influencers in this market who have been open to sharing their stories and best practices. TikTok is booming with examples just like this, from both smaller and larger scale brands like Marc Jacobs, K18 Hair, wet n wild, and Elseve L’Oreal Paris. Each influencer developed original content showing how they apply the product, along with creating custom hashtags to help drive awareness and sales. Isle of Paradise, a 100 percent vegan self-tanning brand, leveraged a mix of different influencers that helped to story tell and build community around its bestselling product, “Glow Drops”. By using paid influencers on TikTok, brands are finding it easier to stand out, and penetrate the Millennial and Generation Z markets. For newer/smaller brands, ultra-saturated platforms like Instagram are proving difficult when trying to break through the noise and stand out amongst competitors. Now, brands are kicking it up a notch, with paid influencer collaborations, to encourage sales of their products. TikTok has proven to be a great platform for growing brand awareness of new products and innovations. How beauty brands are using TikTok to increase sales
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