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The growing power of TikTok skinfluencers is so great they are helping drive sales for beauty brands. With so many of us sitting at home during lockdowns, skinfluencers are playing a role in filling in our spare time with entertaining and educational content. Among the TikTok skinfluencers are dermatologists such as Dr. Dray, unofficial experts like Hyram Yarbo and beauty enthusiasts like Young Yuh who are now the consumers’ go-to advisors for how to look after your skin.
While these beauty influencers appear on all social platforms, TikTok is the platform of choice because it allows them to produce short, unfiltered videos which can go viral quickly that talk about skincare routines and what products they recommend. Traackr data revealed that TikTok influencer posts about skincare have increased by 16% when comparing the first half of 2020 to the first half of 2021.
TikTok influencers aren’t just great at fuelling the skincare trend; they also drive significant awareness for brands. For example, L’Oréal-owned CeraVe went viral, Glow Recipe’s Watermelon Glow Dew Drops became a widely shared favourite, and Freck finally made it into the spotlight by boosting the fake freckle trend.
How skincare brands are using TikTok to drive in-store sales
Skinfluencers are increasingly popular on TikTok. #skincare has a whopping 24.3 billion views, #skincareroutine has 5.9 billion and smaller tags like #oilyskin and #koreanbeauty have 137 million and 272 million views respectively.What skinfluencers love about TikTok is it helps them gain huge followings which are often organic. Beauty brands are aware that this build awareness in the public about their products hence they are now experimenting more with paid influencer collaborations.
An example of a successful paid TikTok influencer campaigns has been with Beekman 1802. The goat milk-based skincare company wanted to generate awareness and drive sales for two new products. However, the brand knew that breaking through the noise on ultra-saturated platforms like Instagram would be difficult, especially when competing against more established brands. So they turned to skinfluencers to get results.
Let us know what your favourite TikTok skinfluencers are?
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