TikTok: A Global Powerhouse

Currently, with over 1 billion users worldwide, TikTok’s reach continues to grow. Beauty brands can tap into this vast audience by creating engaging content that resonates with diverse demographics. From Gen Alphas to older consumers, TikTok’s user base is expansive and active. The platform’s dynamic nature allows for creative marketing strategies that can propel lesser-known brands to viral fame and generate phenomenal revenue streams from the one-click integrated social commerce shop.

Key Strategies for Success

Our newest playbook details ten steps for a successful launch and trading on TikTok Shop. In this episode of NIQ Beauty Buzz, we are going to provide a sneak preview of the full report.

Understand Your Audience

TikTok tends to be associated with Gen Z, and while they may be the dominant force, it’s worthwhile considering that older demographics are the biggest spenders here. Taking the UK as an example, 23.6% of Gen Z online beauty buyers shop at TikTok Shop, compared to only 9.7% of Gen X, but the average spend of the Gen Xers is 4% higher than their younger cohorts!

TikTok provides access to a range of audiences, but how can you ensure you reach the right audience for your product? That’s where the KOLs come in.

Leverage Key Opinion Leaders (KOLs)

Generally, users do not log into the TikTok platform with the intent of shopping (yet!), but the instant social commerce connection makes for a quick and easy purchase. KOLs can help you reach the right target audience. Collaborating with influencers who share your target audience and brand values can amplify your reach. These KOLs can introduce your products to their followers, creating a trusted connection that drives sales straight through to the TikTok Shop.

Low Price Points Only?

To date, the biggest successes have been with lower price point beauty brands. The TikTok model relies on quick, easy, impulsive decisions. When you reach the right audience, and their favourite influencer demos your product in action, it makes for an obvious, straightforward decision and seamless purchase through the shop. As users start to know and trust the shop platform, there will be room to increase price points as the perceived risk is removed. In fact, we are already seeing luxury brand reseller, Luxe Collective, selling pre-owned accessories through TikTok Shop with price points over £1000!

The Path Forward

Our playbook provides detailed steps and strategies for beauty brands to thrive on TikTok Shop. From market entry to leveraging influencers, each section is designed to offer practical advice that can be immediately implemented.

For beauty manufacturers looking to capitalize on the explosive growth of TikTok Shop, this playbook is an essential tool. Don’t miss out on the opportunity to elevate your brand in the ever-competitive beauty market. Purchase the full playbook now and unlock the secrets to TikTok Shop success!