TikTok is a worldwide phenomenon that brands have used to position themselves and get closer to the public.
The Chinese application increased a turnover of more than 4.5 million dollars in 2021.
Tiktok is a social networking technology company of Chinese origin ByteDance . Its multiple features allow users to create, edit, and short videos, as well as add filters and trending music. Due to its popularity, it has allowed it to be used as a marketing tool in the cosmetic industry.
According to an exclusive report from Statistical during the first quarter of 2022 app download volume is 188 million where monthly active users of TikTok on iOs is 62.2 million, while users of android is 26.4 million users. This notes a strong influence among users in preferring the app as an entertainment option.
According to official TikTok figures, 75 percent of people who download the app as an option to entertainment Meanwhile he 78 percent of people feel more positive after watching content .
These figures allow us to understand the scope of the application and why brands resort to it to position their products in the public target and otherwise, they are the tiktokers those who tell their experiences with brands. Focusing on the cosmetic industry, the application has been used to make social selling through short videos promoting articles and showing beauty routines.
Some articles that this social network has reached its number of sales and are quite popular among users. tiktokers, like example we have :
- Maybelline Lash Sensational Sky High Mascara
- The Peeling Solution, from The Ordinary
- The Instant Detox mask, from Flow
- Cerave Moisturizing Facial Cleanser Cleansing Mask
- micellar water Garnier
- Revlon mattifying roller
- Dove bar soap
It is important to note that these products were not promoted by their brands, but they managed to conquer the skinfluencers, tiktokers who are dedicated to uploading content on skin care and other beauty products and who seek to convince their followers of low or high-end products.
These are the three skin influencers most popular in Mexico:
@carelquezada How to choose your perfect Red 🔥❤️ #makeupconcarel #beautyhacks #makeuptips #redlipstutorial ♬ original sound – CarelQuezada ✨
@monicallaca Trying Juvias Place palette 🍁🍂✨ #fallmakeup #autumnmakeup #eyemakeup ♬ Fall Sounds – Lofee
@lilia_cortes I wait for you on IG ✨ #make-up #waterfreshblush #chanel #makeup #beautytips ♬ original sound – Lilia Cortes
Viral content on Tiktok
On TikTok, being viral means that a video reaches a large number of views and is shared in a short time by a large number of users. Due to the demand for certain products, they have become viral among the users of the application, some of them are:
- Powder Makeup by L’Oréal
- Pro Collection Salon One-Step by Revlon
- Sephora Collection volumizing gloss
- Pixi decongestant patches
The social network of Chinese origin allowed brands to see what users consume, thanks to its random and lax algorithm, it allows ticktokers create content based on their experience with the brands, which indirectly produces a closeness between them and their customers.
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