I have witnessed the powder of Tiktok marketing first hand and it’s a real thing. I remember a time in a not so distant past when limited edition collections would instantly sell out when an influencer featured a review of a collection or product. I remember how brands would use an interesting bait and switch technique with their limited edition products or collection as well where they’d do a small launch initially and later on pull a “SURPRISE we’re restocking!” This technique worked for a short time and really fueled sales as FOMO set in after that initial launch!
The evolution of the beauty community is fascinating. At one time beauty bloggers were the go to source for swatches and reviews. They were the pioneer in a world where swatches on skin didn’t actually exist! But as with all things technology killed the written word and youTube became the go to source for beauty everything. And as the audience became younger and their attention span became smaller the source for beauty became Instagram. A quick photo and a small statement was all anyone required to hear about a product! Fast forward and beauty is migrating again to Tiktok where short little 60 second clips featuring reviews and a look are all anyone needs to hear about a product.
And it works…
I’ve seen the power of Tiktok Marketing for myself.
Recently, L’Oreal Infallible 24HR Fresh Wear Foundation In A Powder was featured in a few Tiktok posts and sold out. Gone! Cerave another brand featured in many Tiktoks has had trouble keeping drugstore shelves lines with their products.
Tiktok may just be the next Instagram.
One wonders what’s after Tiktok?
But while it lasts I’d say Tiktok is where beauty brands will likely be looking to promote their newest launches and you’re either on board with that or not.
How do you feel about yet another social media platform that beauty brands will likely take over?