I’m not gonna lie. Once I saw how popular catchy, short videos of influencers and experts alike dancing while pointing to thought bubbles of “tips and tricks” on TikTok and Instagram Reels became, a feeling of angst washed over me. The idea of adding yet another social media platform to my list of social media obligations felt stressful. The idea of dancing around on social media seemed ridiculous. However, once I saw experts close to my age embracing TikTok, and finding ways to use it authentically, I realized I needed to jump on board. After all, marketing means needing to be on the pulse of social media, and right now TikTok is where it’s at. This app allows business owners and brands to connect with their audience in a way they’ve never been able to before, and a lot of companies are already seeing a lot of success here. Today, we’ll share how you can promote your beauty brand or skin wellness practice on TikTok, and leverage it to get more followers and paying customers.
Why promote your beauty brand or skin wellness practice on TikTok?
Over the past couple of years, TikTok has seen a huge jump in popularity. It’s popular with not only Gen Z users but Millennials, and even Gen X too. Why does everyone love the app so much?
The secret is accessibility. On other apps, like Instagram, everything can feel very staged, filtered, and high-pressure. It’s gotten to the point that some users find it hard to connect with the posts from brands here, as what they see there is something they feel they can’t achieve.
On TikTok though, that’s not a thing at all. The focus is on more relatable, home-shot content. You don’t need to have all the best equipment or be a professional influencer to get started here. That makes it easier to promote your beauty brand and build your expertise in a way that’s relatable and fun.
Keep clips short
If you’re going to use TikTok, you’ll need to know what kind of videos work best on the platform. Typically, you’ll want to keep videos short and to the point. Those that are around 15 to 45 seconds typically do well, as they show everything they need to show and don’t overstay their welcome.
Even though TikTok has recently expanded the allowable video length to 10 minutes, shorter videos tend to perform better there, as the app’s users are used to consuming quick, fun content. Save your longer videos for YouTube or other platforms.
Show your skincare products and services in action
On TikTok, you’ve got a unique chance to showcase your products and services in action, on yourself, or with real customers. This is where the ‘home shot’ aspect of popular videos work. If you show a product application, or before-and-afters of your services without any touch-ups or editing, then customers are much more likely to trust what they’re seeing, and buy from you. Think about showing off skincare routines, make-up tutorials, facial massage techniques, your signature facial service, and so on.
Take advantage of trends
There’s always some new trend or challenge making the rounds on TikTok, and as a beauty brand owner, you can take advantage of them to drive engagement. Keep an eye on what’s trending in terms of types and structures of videos, hashtags, as well as songs, and create your own videos around them.
Just keep in mind when you do this, to ensure that your videos are still natural and authentic to your personality and brand’s message. If you have to force the trend to work with your brand, then it’s going to come across that way.
Create a community
Since you’re in the beauty business, you are probably aware of how Fenty Beauty has taken the world by storm. They’ve been doing amazingly well on TikTok, amassing millions of followers who are all waiting for their next video. That’s because they’ve taken advantage of the platform to create a community. They’ve identified a serious hole in the current industry that affects a large number of people, and have not only created a solution but also have elevated the problem into a cause, which people were happy to rally around.
You can do the same (even without having a celebrity’s name attached to your beauty brand), by paying attention to what your audience is telling you they want and need, creating content that shows how your brand is solving the problem, and replying to their comments. By doing this, you’re creating a relationship with your customers, helping them to feel heard, and making them feel more connected to your beauty brand.
Collaborate with influencers
Whether you want to admit it or not, there are powerful influencers on TikTok that can seriously boost your brand. You just need to find the right ones. Do your research, look for the influencers that have similar audiences to yours, and make sure their rates and terms fit in your budget. When working with influencers, it pays to be selective, and make sure that you have a clear arrangement. Followers don’t always equate sales, so make sure to choose influencers who already attract your ideal customer.
Work with micro-influencers (5000-10,000 followers) to start off with, and you’ll soon see a boost in your views, followers, engagement, and ultimately–sales.
Use available analytic tools
What you may not know is that there are free analytic tools available on TikTok, that you absolutely take advantage of. These are accessible once you upgrade your account to a ‘pro’ account, which again costs nothing. Here, you’ll be able to get a lot of data on your followers, such as demographic information, when they’re on the app, and what kind of videos resonate with them. Thanks to this, you’ll be able to adjust your future videos to get the very most from them.
Beauty brands–especially those who identify on the greener side of the industry–are in a great position to get the most from TikTok, so make sure you’re taking advantage of the platform. Start creating videos, engage with relevant influencers and your colleagues who are already using the platform, and you’ll be able to grow a community that really loves and values your products and services. TikTok is a powerful marketing tool, so get started with it today and you’ll see the results quickly.
Need help coming up with content ideas to promote your beauty brand on TikTok?
Check out my 3-part Infinite Content Model Workshop for Skincare Entrepreneurs. During this virtual workshop, I’ll help you plan and implement a year’s worth of content to help you get fiercely loyal customers! Learn more and enroll HERE today.