We’re back to keep you in the know about this month’s social media and marketing news. Continue reading for more information on the new social media platform that’s taking over, the rise of beauty influencer collaborations, and what shoppers really think of shopping online.
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Snapchat, beware! There’s a new app in town and it’s taking the internet by storm. TikTok’s US audience grew by 30 million since August and the app’s downloads shot up 25% in the three months after the company acquired Musical.ly. Now, TikTok has more than 500 million monthly active users and is the fourth most downloaded app worldwide. Similar to Snapchat, TikTok’s main user base consists of teenagers, meaning the two platforms will be competing for screen time.
I know, you might be thinking what is a Tik Tok? TikTok is an app that allows its users to create and share short-form video. Think Vine (R.I.P.) but with a lot more lip syncing. The social media industry is constantly expanding, so we’re excited to see yet another way that brands can interact with their audience online.
Currently, TikTok does not have an advertising revenue model, so the best way that brands can attack this new app is through influencer marketing and product placement. TikTok isn’t connected to Facebook (yet) and there is no built-in tracking for ads. Yet, being one of the early adopters to the platform will put you in an amazing position to get in front of an engaged audience before getting lost in the sea of advertisements, which are sure to start popping up on this platform by this time next year. Keep in mind, the average TikTok user is under the age of 20. So, if you want to promote your homeowners’ insurance, you’ll find a more mature audience on Facebook or Instagram for now.
Move over Grammy-winning artists and A-List models, beauty companies have begun to shift their focus from celebrities’ endorsements to collaborations with self-made beauty gurus. Welcome to the world where brands like mega-influencer, Huda Kattan’s Huda Beauty, and Mac Cosmetic’s collection with @Pixiwoo are in healthy competition with similar celebrity projects like Kylie Jenner’s Kylie Cosmetics and Gigi Hadid’s Maybelline collection. In recent years, companies have tapped into online personalities who not only look good but also have a relatable point of view and boast experiences of the industry by the way of glam squads and behind-the-scenes secrets. However, the personalities are no longer just “faces” of the brand, but storytellers and co-creators. Plus, beauty brands love to work with influencers because they continuously bring in authentic engagement, making their partnership organic.
If you’re a beauty brand and you haven’t tried your hand at influencer marketing in some capacity, you’re more than likely leaving major revenue on the table. Innovative beauty brands have already begun to take their influencer marketing a step further by moving from Instagram posts to full-on influencer product collaborations.
Take beauty guru, James Charles, for example. At just 19 years old, he’s amassed 14 million YouTube subscribers, a deal as the first male CoverGirl, and an eyeshadow palette with Morphe Cosmetics that completely sold out within an hour—twice!
What gives beauty gurus their undeniable ability to influence their followers’ purchasing decisions? For starters, unlike celebrities, they’re relatable to the average person because they are in fact your average person, just with a popular Instagram account or YouTube channel. Secondly, their followers keep up with them specifically for advice on what to buy. Whereas, while I do thoroughly enjoy following Beyonce on IG, I’m not exactly rushing out to go buy the pair of $2,000 pumps she wore to her Grammy’s afterparty.
So, if you’re a beauty brand, follow in the footsteps of brands like Benefit Cosmetics, Morphe and Mac by building strong relationships with influencers that can blossom into product collaborations that will make your products fly off the shelves.
Brandweek and YouGov surveyed nearly 2,500 US adults about their shopping preferences. The results showed that while many people still prefer to shop in person, a significant number (51% for clothing and shoes, 55% for electronic, and 31% for furniture) are likely to consider turning to online retailers to either buy directly online or research an item before buying it in the store. Additionally, at least 60% of consumers have heard of a pop-up shop and would consider going to one for an online brand they’ve heard of. Lastly, the majority of consumers wouldn't consider a subscription service in order to avoid overspending.
Thanks to this survey, I know I’m not the only one who fills my online shopping cart with everything I want and, instead of completing my purchase, I make a trip to the store to finish the job. There’s something about the combination of reading tons of online reviews on a product and then getting to take it home immediately after I swipe my card at the store.
Don’t fear, e-commerce brands! Based on this survey, the majority of shoppers still love to buy clothes, shoes, and electronics online. But the biggest takeaway to gather from these stats is, as much as consumers use the internet for product discovery and research, they might not always make their purchase right away. The majority prefer to do product research online from blogs, influencers, and testimonials and then make their purchases in person, especially when it comes to things such as food and groceries, or big-ticket items like furniture and appliances.
Regardless of your industry, customers aren’t only looking for online interactions with brands, they crave in-person experiences as well. So, make sure you’re keeping your customer engaged by participating in offline experiences which could be anything from having a booth at a trade show like Beautycon, sponsoring a festival party, or hosting your own branded events and pop-up shops. Whatever it is, just make a point to give your customers an experience IRL from time to time.
Here’s a free tip, try inviting influencers to these events to attract even more customers.