TikTok has released a comprehensive guide for beauty brands, detailing how to maximize their in-app presence. The 27-page guide offers insights on establishing a brand voice, generating interest with clips, and planning effective TikTok strategies.
The guide begins by highlighting rising beauty trends and content consumption patterns within the app. It then provides practical advice on creating a compelling brand voice and includes valuable notes for any beauty business aiming to thrive on TikTok.
As festival season, Taylor Swift’s European tour, and summer sales approach, beauty brands can leverage these events to boost brand awareness and sales. TikTok suggests using authentic reviews, interactive content, and creative tools to engage the audience. Notably, 32% of users discover new brands through reviews, while 26% seek out products from tutorials.
TikTok emphasizes the importance of a “brandformance” approach, which combines brand and performance objectives in single campaigns. Advertisers adopting this strategy have seen enhanced campaign performance compared to single-objective campaigns. New product launches, particularly with premium formats like TopView and Top Feed, have outperformed established product campaigns, achieving higher ad recall, awareness, brand association, and purchase intent.
Video Shopping Ads (VSA) are highlighted as a powerful tool for converting brand equity into sales, as demonstrated by beauty brand Mariano Balato, which achieved 10x higher ROAS using VSA. Additionally, high-entertainment ads on TikTok significantly boost brand love, purchase intent, and recommendation likelihood.
TikTok’s creative ideation blog and the TikTok Creative Exchange (TTCX) offer resources for producing high-performing video content, ensuring brands create content worth saving and engaging.
This guide is a game-changer for beauty brands looking to harness TikTok’s dynamic platform. By providing detailed strategies and real-world examples, TikTok reinforces its position as a vital tool for brand growth and audience engagement in the beauty industry.
