Ciara Celeste | Reporter
From accelerated trends to influencer marketing and viral content, Tiktok has become the driving force behind the beauty industry. But what sets you apart from other social platforms? Why is Tiktok more than just another social media app? Let’s take a closer look.
Originally launched as an app focused on music, Tiktok has evolved into a global engine for discovery, influence and commercial, especially in the beauty space. According to Laura Karinn Elle, “52% of users say they discovered new beauty products on Tiktok.” It’s not just impressive, it’s innovative. The platform has democratized influence and allows everyday users to become beauty taste makers overnight. Features such as the Tiktok Shop now allow brands and independent sellers to promote direct purchases through content, transforming casual scrolling into powerful consumer action.
The main catalyst behind this shift is Gen Z, known for its reliability and innovation. GenZ users have redefine digital marketing. Through comedy kits, raw “prep with me” routines, or product reviews shot in sleepwear, they were able to break the overly curated molds of platforms like Instagram. In Tiktok, the defect is accepted. The atmosphere is authentic, friendly and refreshingly unfiltered. That authenticity leads to trust.
Unlike Instagram, where the focus is often leaning towards a sophisticated aesthetic and the perfect lifestyle of painting, Tiktok carries a niche for everyday creators who find it approachable and authentic. This change in tone has made viewers easier to connect creators and, in turn, with the products they promote.
– Advertising –
According to Dalziel & Pow’s insights, beauty remains one of Tiktok’s biggest and most successful communities. This is greatly driven by the rise of user-generated content (UGC), where everyday users (often with modest followers) create content from their already beloved brands in a feasible way. Through consistency and authentic engagement, many of these users ultimately land a brand deal, proving that their impact is no longer reserved for the elite.
The platform has recently faced a brief horror with potential bans and restrictions, but the effects of Tiktok cannot be denied. It formed the market for beauty brands, how consumers were discovered and trends were being created. In short, it gave the beauty industry a bold, new digital playground, and it has not slowed down anytime soon.
sauce:
Gen Z, Tiktok and Beauty Impact – Dalziel & Pow
