The influence of #TikTokMadeMeBuyIt
There’s no doubt that TikTok has changed the face of the Beauty Industry. Quickly becoming one of the fastest growing social media platforms in the world, TikTok has become the new beauty shopping destination.
What makes this app so uniquely different from other platforms such as Instagram, is that it offers unparalleled inclusivity and transparency. Content creators are sharing candid and honest product reviews of beauty brands, both old and new, through unfiltered videos that are less refined, more reactive and more relatable, thus making TikTok a digital beauty haven that feels uniquely honest. In fact, TikTok has reported the rise of ‘joyful inclusion,’ in that 76% of users say that TikTok is a place where people can express themselves openly and that the platform enables authentic discovery. It is also noted that TikTok is 52% more likely to help users learn about different beauty perspectives in comparison to other social channels.
76% of users say that TikTok is a place where people can express themselves openly and that the platform enables authentic discovery
When the app first launched, it was GenZ who was pioneering the TikTok beauty community, influencing fellow GenZ app users. Yet as more and more people become familiar with the app, this no longer holds true. In just 2020 alone, inspired by the pandemic and spending more time at home, it is estimated that users of the app grew by 85.3 percent to around 100 million (BusinessOfApps), and this momentum hasn’t ceased. Gen Z is no longer the only demographic cohort that is using TikTok. Millennials, Gen X, and Boomers have also tapped into TikTok, reaching audiences that span generations. There is a community for everyone and with audiences ranging far and wide, new consumers are being reached at an all time high, and beauty brands in particular have seen exponential brand exposure, growth and increased revenue.
If you’re a TikTok user, chances are your online shopping and spending habits have changed a bit since joining the app. While scrolling, you will more than likely find your feed filled with users sharing beauty products they’ve purchased because of TikTok, and then you find yourself shopping them too. The authentic reviews and easy online accessibility really makes it difficult to say no to clicking “purchase.” Guilty anyone?
In order for a brand or product to become popular and successful, it must ‘trend.” Successful TikTok beauty trends are the driving forces behind the success and sales of brands. Trends help brands increase their relevance on TikTok and creating a viral trend is the fastest way to bring awareness to products. A single viral campaign can translate into millions of views and countless new followers.
A recent TikTok survey reports that 70% of their audience said that they discovered more beauty brands on the platform resulting in 48% of their audience purchasing a beauty product…
Trends, the inclusive nature of the platform and its unique algorithm aid in redefining how beauty products are discovered and purchased. A recent TikTok survey reports that 70% of their audience said that they discovered more beauty brands on the platform resulting in 48% of their audience purchasing a beauty product… #tiktokmademebuyit. The social media viral impact is remarkable; as a brand trends, more consumers discover the brand and purchase a product. In turn, the community amplifies the purchased product and this helps the brand accelerate and gain exposure and discovery from new audiences. Beauty shoppers that use TikTok for influence report 24% higher spending.
It goes without saying that TikTok has become a mecca for online shopping and a space without limits. The impact it has had and will continue to have on the beauty industry is significant. And while the success of this marketing tool has already been tremendous, there’s still plenty of room for growth. The app is only 5 years old and with its resounding success as a beauty marketing tool, TikTok is here to stay.
As TikTok Beauty trends continue to evolve consumer marketing and shopping experiences, we want to keep you in the loop! Be sure to follow @Premier Executive Recruiting on LinkedIn to stay up to date with the latest beauty industry social trends.