Skincare was the darling of magnificence in 2020. According to Traackr’s State of Influence: Beauty report, influencer posts about skincare elevated by 39% and viewers engagement noticed a 164% spike from 2019 to 2020. The curiosity in skincare stood out much more given that the majority different magnificence classes skilled a steep decline.
Interest in skincare exhibits no indicators of slowing down in 2021, and the competitors to win shopper consideration amongst brands is barely heating up. TikTok influencers is perhaps the important thing to constructing model consciousness, attaining product virality and even promoting in-store merchandise.
The energy of TikTok ‘skinfluencers’For customers sitting at residence throughout the onset of the pandemic, skinfluencers supplied the proper steadiness of entertaining and academic content material. Dermatologists like Dr. Dray, unofficial specialists like Hyram Yarbo and entertaining fans like Young Yuh turned customers’ go-to advisors for a way to deal with their pores and skin.
While skinfluencers permeated all social platforms, TikTok, with its quick, unfiltered and viral movies, turned the platform of selection for skincare routines and product suggestions. This nonetheless holds true right this moment — Traackr knowledge revealed that TikTok influencer posts about skincare have elevated by 16% when evaluating the primary half of 2020 to the primary half of 2021.
TikTok influencers aren’t simply nice at fueling the skincare pattern; additionally they drive important consciousness for brands. For instance, L’Oréal-owned CeraVe went viral, Glow Recipe’s Watermelon Glow Dew Drops turned a broadly shared favourite, and Freck lastly made it into the highlight by boosting the pretend freckle pattern.
How skincare brands are using TikTok to drive in-store salesAlthough TikTok has confirmed that it’s an efficient platform to achieve large — and infrequently natural — model consciousness, most brands are simply now starting to experiment with paid influencer collaborations.
One model that noticed latest success with paid TikTok influencer campaigns was Beekman 1802. The goat milk-based skincare firm wished to generate consciousness and drive gross sales in Ulta Beauty shops for 2 new merchandise. However, the model knew that breaking by the noise on ultra-saturated platforms like Instagram can be troublesome, particularly when competing towards extra established brands.
“We hadn’t used TikTok earlier than, however we received on it as a result of we felt it had the best potential to assist us construct model consciousness, forge our authority in the skincare trade and entice millennial clients,” stated Brad Farrell, Chief Marketing Officer at Beekman 1802.
In January 2021, Beekman 1802 started experimenting on TikTok by tapping its inside worker community to create and check content material by itself profile. This section of experimentation, together with knowledge and aggressive evaluation from Traackr, helped the model decide that instructional, lighthearted and product-specific content material labored finest with its goal audiences.
Beekman 1802 then partnered with three forms of influencers to carry these content material varieties to life:
Professional specialists: Dermatologist Dr. Dustin Portela (@208skindoc) was ready to add credibility to Beekman 1802’s merchandise and supply schooling about how elements like goat milk and probiotics have an effect on the pores and skin’s microbiome.Non-beauty influencers: Katie Beth Medaner (@cappybears) was effectively outdoors the traditional magnificence influencer sphere however match effectively with Beekman 1802’s values, and had utterly distinctive content material. VIP catalysts: Beekman 1802 labored with magnificence influencer Laura Lee to promote its Milk Drop product function in Ulta Beauty’s 21 Days of Beauty occasion. The time-sensitive marketing campaign was profitable — Laura posted concerning the Milk Drops with a one-day solely low cost code, and the product offered out inside a couple of hours.
The three-month marketing campaign not solely rocketed Beekman 1802 to the highest of the model charts on TikTok; it additionally helped the corporate promote out two product strains in Ulta Beauty shops.
Building a TikTok technique that wins Considering Beekman 1802’s strategy to TikTok, the query turns into: How can brands with comparable objectives truly construct a method that works?
There are three key pillars to preserve in thoughts:
Approach experimentation with a scientific thoughts. Even brands which were doing influencer advertising and marketing for ages nonetheless have quite a bit to study. Brands that determine how to experiment in ways in which are deliberate and replicable have the potential to unlock the ability of recent platforms, content material varieties and influencer personalities, in addition to keep on prime of traits.Building influencer relationships based mostly on values and creativity. When selecting an influencer companion, engagement knowledge and viewers demographics are essential, however they aren’t all the pieces. As was the case with Beekman 1802, profitable influencer relationships are usually constructed on a basis of brand name affinity and shared values. Similarly, brands that companion with a various set of influencers — together with these with completely different backgrounds and pursuits — will see content material that’s extra distinctive and extra partaking.Eliminate guesswork by using knowledge to make choices. Having standardized metrics makes it doable to perceive the efficiency of influencer advertising and marketing efforts, from a micro and macro view. A stable measurement framework may also allow groups to validate present methods, see how their program is stacking up towards opponents in the trade and determine key areas for enchancment.