09 Nov TikTok, the new challenge for beauty brands
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[/vc_column_text][vc_column_text]Media have dubbed TikTok “the app of confinement.” During the global quarantine, more than 315 million people downloaded the app, thus exceeding 2 billion total downloads and more than 800 million active users.
While COVID-19 puts the beauty industry in check and transforms its future, brands are finding TikTok to be the ideal platform to reach a new audience and surprise their audience with refreshing content & innovative formats. Is your brand ready for the challenge?
What is TikTok?
TikTok is the app that’s dominating the youngest generations. Easy to use & fun, with tons viral potential. TikTok is not just another social network, it is a new type of creative platform that revolves around creativity and humor.
In China, where it was created in 2016, it is known as “Douyin” and was born with the clear intention of becoming the premiere musical app, following in the footsteps of Musical.ly.
TikTok is a creative discovery network in which, unlike Instagram or Facebook, the user does not need to follow other users or brands to start viewing content—instead, the content finds the user. TikTok uses Artificial Intelligence to analyze user interests and offer them endless personalized content.
TikTok & Beauty
The content on TikTok has diversified significantly in recent months. If until recently lipsyncs and viral dances were most common, now we can find content creators (and brands) in every imaginable niche (science, sports, fashion, nutrition …).
And beauty is, without a doubt, one of the sectors with the greatest potential. TikTok offers beauty junkies an inclusive and diverse space to create and consume content in a more relaxed, natural environment.
Beauty Trends on TikTok
Beauty content is very popular among TikTok users and practically every week we can find new challenges and viral trends on the platform. Makeup, skincare, beauty hacks … everything has a place on TikTok!
We find trends that celebrate natural beauty and promote self-esteem with all the differences that make us unique. But there are also users that proudly show off their plastic surgery & aesthetic procedures to improve their beauty looks.
TikTok also opens the door to experimentation with digital beauty. And filters such as Beauty Mode increasingly separate the fine line between the real and the virtual. The beauty filters integrated in the platform’s camera are full standardized, and even guys are using them! With these filters it’s possible to achieve effects that go from natural makeup to smokey looks without even using a brush.
What are the current trends on TikTok?
Thanks to all of the viral challenges on TikTok, we find new tricks to apply lip makeup, like with the #LipChallenge
Or the #CurlyGirlMethod, where women discover surprising (and simple) ways to style curly hair
TikTok also helps makeup artists around the world go viral, driving millions of views with trend-focused content, such as the #PutOnAFace challenge (2 billion+ views). Known faces from the beauty world know how to adapt the challenges and give them a personal touch, like this example from James Charles.
Or Huda Katan, who joined the Eurphoria-inspired makeup challenge.
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Beauty content creators
The beauty sector on TikTok has garnered true, dedicated followers and is generating a new wave of content creators / influencers, just as Instagram did in its heyday.
Content creators have found this platform the ideal tool to discover, create & connect with users around the world who share the same passion.
Profiles like @skincarebyhyram (6M+ followers) are revolutionizing TikTok thanks to their spontaneity and have helped in making brands go viral, such as the cases of The Ordinary and Ceravé. Or @bradmondonyc (6M+ followers) who charms with her reactions to homemade hair experiments.
The challenge for beauty brands
Many beauty brands have found TikTok the ideal social network to connect with a new generation of consumers, the centennials—a generation that is transforming the platform with 15-second videos.
The format & language of TikTok break the established standards of Facebook & Instagram. While, for some brands, this is the ideal time to start creating a community, others remain cautious, waiting to see how the platform evolves.
Is your brand ready to accept the challenge? Download our new e-book and discover the keys to succeed on TikTok.
Contact The Beauty Makers to boost your brand!
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