TikTok has unveiled the TikTok Beauty Playbook 2024, containing marketing advice and industry insights for SMEs (small to medium-sized enterprises).
It reveals that relative to other platforms, TikTok users spend 25% more time viewing ads on the app, are 1.4x more likely to buy a product they saw on TikTok, and there is 40% better recall for brands.
Here are some of the key findings:
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Be educational.
TikTok research shows that six in 10 consumers believe tutorials and trending videos are important forms of content in their product discovery journeys. The company gives the following examples of nail tutorial topics: ‘how to keep nails healthy’, ‘best long-lasting nail products to use’ and ‘nail trends, nail art, inspiration’. However, it stresses that you should not overwhelm with information.
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Adopt a relatable tone of voice.
The social media app advises understanding what resonates with your audience on an emotional level, connecting with them to make your offerings more relatable, and showing your team in content to aid approachability. Also debunk industry jargon to promote understandability.
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Follow the hook, key message, call to action structure for content.
The beginning/hook: Effective hooks include educating your audience with tips, tricks and hacks, highlighting your business’ benefits, presenting a future outcome that your audience aspires to, and bringing awareness to your audience’s problems and offering solutions.
The middle/key message: Build trust in your brand by delivering your primary message, i.e. your selling points, key narrative and memorable highlights.
The end/call to action: Close with a clear call to action that viewers will remember.
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Post frequently and vary your content.
The Playbook notes that the average posting frequency of TikTok verified business accounts is 2.8 posts per week, with the top 100 brands with the highest engagement rates sharing 4.2 posts per week on average.
Click here to read the full TikTok Beauty Playbook 2024.