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Move over, fashion & beauty influencers are taking over...
Alongside the boom in TikTok use across the globe, we’ve seen one particular category really take over – that’s right, it’s fashion and beauty.
TikTok fashion influencers are huge on the platform, and brands are getting on board too, using the platform to advertise products and promote brand awareness with Gen Z users, from luxury through to street style. TikTok’s accessibility, fun and dynamism brings beauty and fashion home to users, watching in record numbers during the current pandemic crisis.
1. What fashion and beauty content do users enjoy?
Users are keen on haul videos, styling tips and inspiration, home styling tricks and techniques, and following along with beauty tutorials. In life during lockdown, there’s never been a better time to try the newest style and beauty trends at home.
One of the biggest differences in beauty and fashion content on TikTok is that users are challenging the so-called “perfect” image projected on other platforms. They want less curated content – making TikTok the home ground of authenticity.
Users enjoy content that feels relatable and natural, making it a great platform for genuine interactions with potential customers. In the words of our founder Timothy Arnoo in this Forbes article, Fanbytes is dedicated to helping brands with the “shift from blatant advertising to more of a shift to native content”.
Below are some examples of well-performing content on TikTok at the moment. There are a few different things that they all have in common and are things you need to think about when creating engaging content for TikTok:
- They all make use of TikTok’s native tools and features.
- 2/3 of them leverage popular, viral songs on the platform.
- They’re fun and creative.
2. How do influencers help brands?
Influencers tend to use the platform with plenty of humour, breaking down the barrier between brands and the average consumer, making products feel more accessible, relevant and relatable to use or engage with in everyday life.
A great example of content and campaigns coming together for huge results is in our work with twin creators Shanae and Renae (a.k.a the Gloss Twins). Their humour and passion for cosmetics makes them a hit with their 1.2 million followers, and with our help, we turned their affectionate nickname into a fully-fledged lip gloss line, Nel Gel by Gloss Twins.
Supporting creators to launch products, collaborate with brands, and capitalise on viral content, brings us full circle: with TikTok, and the right TikTok fashion influencers, a product launch can reach an unprecedented number of dedicated fans, from a very specific Gen Z audience.
3. How can brands get started?
Finding the right influencers for your brand can be a tedious task. You can spend hours scrolling on TikTok, work through pages of spreadsheets, and waste a bunch of resources in the process all of which can be sacrificed only to come across fake influencers who pay for their followers and are of no real value to you.
At Fanbytes, we used our industry leading TikTok influencer discovery tool, Bytesights, to supercharge all of our clients’ campaigns. This tool is based on metrics such as audience growth, audience sentiment and fit, as opposed to mediocre measures such as follower count. We search 3m+ accounts using 200 different data points to ensure you are getting the best influencers for your campaigns.
Find out more about our state-of-the-art analytics tool below.
Tick Tock, TikTok...
After all, TikTok is a haven of self-expression and creativity, and with huge organic reach, it’s a platform waiting to be capitalised on. Learn more about the current trends in the TikTok beauty game, and get started on creating the best beauty and fashion content around.