4 minutes

TikTok Marketing Strategies To Help Your Cosmetics Brand Stand Out

Introduction: What is TikTok, and Why Does it Matter to Market on TikTok?

TikTok, an app that seems to have taken the world by storm during the 2020 quarantine is still on the rise. Focused on short-form videos (nothing longer than 3 minutes), TikTok has offered unique opportunities for brands to create engaging content and build loyal communities. One of these communities includes what we know as BeautyTok: makeup, skincare, beauty tips, products, and so much more. It’s quite a popular TikTok community, with #beauty currently raking in over 7.8B views and over 1.1 million related posts, while #makeuptutorial and #makeuphacks pull in 4.3B and 4.2B views respectively. It’s clear there is a consumer desire and need to keep up with beauty tips and trends, making it an invaluable opportunity for beauty brands to join the conversation. While it has been common for influencers and beauty and cosmetics brands to showcase their expertise on channels like YouTube, TikTok offers the opportunity to engage users with short-form content that can really gather their attention when done right. Tutorials, product recommendations, breaking down complex beauty science – TikTok is the perfect channel to offer value through education and entertainment in a quick, to-the-point format. Previously a platform mostly known for having Gen Z as its majority users, TikTok is now used across all generations, though it remains a strong platform to reach Gen Z. In fact, Gen Z has majorly influenced how we use TikTok and the importance of creating original, raw, and relatable content. Out of all the social media platforms, TikTok’s best performing content is often simple, authentic and not overly produced – something brands should always be mindful of when creating organic TikTok content and ads.

In this post, we’ll explain how to craft the perfect TikTok marketing strategy, including working with influencers, using the right hashtags, and the posting strategy so you can reach the TikTok For You Page (FYP).

Understand TikTok’s Layout

TikTok beauty search As we briefly mentioned, reaching the TikTok FYP (For You Page) is a goal of brands, influencers, and other TikTok creators as it offers reach scalability by placing your content in front of thousands, or even millions, of users. Similar to the Instagram “Discover” page, the TikTok FYP is their recommendation feed so users can watch content they’re more likely to engage with.

An advantage TikTok has over other social media platforms is the platform’s virality nature. Because of the opportunities the FYP offers, it is more likely for a brand to reach new users and go “viral” over any other platform. Regardless of follower count or previous post performance, all TikTok videos have the ability to reach the FYP and go viral, placing a brand in front of new eyes and potentially, new customers.

Something to keep in mind when creating TikTok videos is to keep them short, concise, but offer value through entertainment or education. It’s also important to participate in TikTok trends while giving it your own spin. This can come in the form of a popular TikTok audio, dances, challenges or other actions. However, as we previously mentioned, the best performing content is genuine, so be sure to create something that aligns with your brand values and isn’t a direct replica of a trend. If you’re wondering how to find what’s trending, simply spend some time on your own FYP or visit TikTok’s “Discover” Page, where you’ll find the trending sounds and hashtags.

Work With TikTok Influencers

Influencer marketing has been on the rise for many years, and TikTok is no exception. With plenty of creators on the platform, it offers the perfect opportunity for brands to partner with them and reach new audiences through unique content. The biggest offering influencers have is that they know how to create content that engages and can go viral, which helps brands reach new potential customers.

Not only that, but influencers can also work as content creators. Meaning, they can create content for the brand to use on their own channels. In doing so, brands can keep the creative fresh and engaging.

Another value that influencers add is reputation building. These creators have dedicated their time to building a loyal community that knows them for their specific niche. Partnering with a creator that aligns with a brand’s values is incredibly helpful for said brand. For example, if a brand is focused on offering cruelty-free, clean or vegan beauty products, partnering with an influencer that lives by those values helps the brand reach an audience already interested in the products they sell. Plus, having an influencer’s approval and recommendation is highly beneficial for their reputation as a clean beauty brand.

Post Often and Use Hashtags

Something we want to emphasize when posting to any social media platform is the importance of consistency over frequency. It’s more strategic for a brand to post on a consistent schedule so followers know when they can expect to see new content. Posting as frequently as possible with no concrete timeline can become messy and have your content become lost with its audience. Best practices for TikTok posting include posting often on a set schedule, like once a day, every day.

It’s also important to be very creative with your TikToks. While we always recommend sticking to a niche, it’s important to develop a variety of content under that umbrella. That can be anywhere from tips, tutorials, or even behind the scenes as you pack orders. What matters most is that you are offering new and exciting content that still offers value to your followers.

Once the posting cadence and different creative is set, it’s time to choose a good caption and hashtags. Since TikTok has a caption limit of 100 characters, the hashtags and caption of choice have to be concise and engaging. For hashtags, always start by looking at the Discover feed and seeing if there are any trending hashtags that can be used for a post. Otherwise, ensure the hashtags being used are relevant to the post. While it may be tempting to use a trending hashtag, if it doesn’t relate to your post, chances are it will not have a positive impact on the performance of a video.

There is no limit to how many hashtags to use (as long as you’re not exceeding the 100 character limit) but we always recommend around three hashtags to keep the caption clean. It is noteworthy to add that there have been an abundance of TikToks that have gone viral without any hashtags. That is why we recommend prioritizing the creative content of the video over the caption’s assets.

Let BVA’s Social Media Experts Help

At BVA we’re ready to help you take your TikTok app marketing to the next level. We’ve worked with a variety of clients for both paid and organic TikTok marketing strategies and look forward to elevating your content strategy so you can experience the benefits of a TikTok social media presence.

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