According to a Gemius report from 2021, as many as 8 million Poles had contact with TikTok. This number is constantly growing – in the last year alone, the group of users increased by almost 60%. With the growth of users, the platform is constantly providing advertisers with new opportunities for communication. Until recently, brands did not have many opportunities to promote their products on TikTok. Today, for many industries, a presence on this platform is a necessity, similar to, for example, running Instagram. One of them is the beauty sector. How to use TikTok wisely in the cosmetics industry in Poland? We suggest.
Table of contents:
- Show how to use your brand’s products
- Collaborate with influencers
- Show beauty tutorials
- Follow TikTok trends
- Give advice on how to take care of yourself
- Show product swatches
- Share behind-the-scenes tidbits
- Show off your creativity
- Listen to your followers
1. Show how to use your brand’s products
Let’s face it – not everyone knows how to use a hair mask or acid peel correctly. The instructions that come with the package are usually short and no manufacturer is able to fit all the advice on what to combine their products with to achieve the best results. Social media, such as Instagram or TikTok, are therefore a fantastic platform for sharing tips with your followers on how to get the most out of your cosmetics. A great example of a well-run profile of a Polish cosmetic brand on TikTok is the Stars from the Stars brand. There we can often find clear and straightforward guides on how to choose the right product for our hair type.
2. Collaborate with influencers
The leading Polish TikTokers in terms of reach and number of followers are slowly starting to chase the biggest of these online influencers, known for example, from YouTube or Instagram. Currently, the most popular Tiktoker Jeleniewska (Maria Jeleniewska) boasts more than 13 million followers on TikTok and almost 800,000 observers on Instagram. If you run a cosmetics brand and don’t have a big budget, you obviously don’t have to kidnap yourself to work with these biggest stars of Polish TikTok. With such a niche as beauty, you can cooperate with micro-influencers who themselves create content related to face, body or hair care on a daily basis. There’s a lot of talk about the growing role of micro and even nano-influencers – TikTok is a huge opportunity, both for them and for you. If you want to see how to do it right, take a look at the profile of the Polish cosmetics brand OnlyBio:
3. Share beauty tutorials
Do you run a colour cosmetics brand? TikTok is currently right next to Instagram the best place to promote it! Hashtags related to makeup are among the most popular on Polish TikTok. Not without reason – it’s where young Polish women look for inspiration and specific makeup tips. All kinds of short, effective tutorials have the greatest viral potential. It’s worth seeing how the Polish branch of Maybelline does it. The best video tutorials there reach over 1 million views! The idea is relatively simple and inexpensive to execute, and the effects can surprise even many marketers who know their way around social media.
4. Follow TikTok trends
Nothing works as well on Polish TikTok as trends (not only worldwide trends but also Polish trends and sounds are worth mentioning here). Using trends is not as easy as it may seem. First of all, you have to act fast. Your own version of a response to a trend a month after it emerged will be funny rather than entertaining for your fans (and there’s a difference!). On the other hand, don’t forget that Polish TikTok users are mostly young (under 18 years old) and are very sensitive to falsehoods. So if you don’t want to be labelled a boomer, make sure that your brand profile is supervised by a young person who really “feels” this platform. Just look at how trendsetting the brand Eveline is:
5. Give advice on self-care
Polish teenagers and young adults get most of their knowledge about skincare or makeup from the Internet. And just as YouTube was dominant among millennials, Generation Z likes to search for information on TikTok. Remember that this platform is governed by an algorithm that feeds people content from random accounts based on their previous likes. If you consistently publish valuable (but short and to the point) beauty content, it will eventually reach people who are interested in this type of content. After all, the Internet is full of beauty tips! Just take a look at how interesting guides are made, for example, by BodyBoom:
6. Show product swatches
It used to be that to see swatches of beauty products (especially makeup), we had to go to the chemist in person or rely solely on pictures in magazines or advertisements. And then social media came along. So if you’re running a cosmetics brand profile on Polish TikTok, there should definitely be a place in your communication for showing swatches and samples of cosmetics – especially when new products are on sale. This is the type of content that educates and sells at the same time. But it’s important to make sure that the content is as natural as possible. If you show swatches, do it on real people and without any filters or alterations. An example of a brand that does this well is the Polish profile of Makeup Revolution:
7. Share behind-the-scenes tidbits
Nowadays, for cosmetic brands, there is no more perfect place to show “face” than social media. Although in terms of direct communication with customers, Instagram is still king in Poland (especially live shows and Insta Stories), TikTok is not far behind. Videos of packages being packed, short shots showing warehouses or laboratories, sneak peaks revealing upcoming novelties or short accounts of product launches – everything that normally doesn’t make it into classic profile communication or advertising is worth showing off on TikTok. Today’s Polish customers, especially the young ones, value nothing in brands as much as authenticity. See how well this is used by Bielenda:
8. Show off your creativity
Let’s agree – you don’t live by marketing alone. Sometimes it’s worthwhile to create a casual post (e.g. Real-Time marketing), which is not aimed at selling directly, but, for example, at amusing your followers. If your TikTok is managed by a really creative team, it is worth taking advantage of this. Remember that funny videos are the ones that most often go viral – and it doesn’t matter to anyone whether the author of the video was a private person, a great influencer or a brand. Orientana, for example, has an exemplary communication in this style. For Easter, it released a video showing how to… colour Easter eggs with powdered face masks. Creatively and with fun.
9. Listen to your followers
Last, but not least, possibly the most important piece of advice you will read here. On no other social media platform will you be as close to your potential customers as you are on TikTok. So listen to what they say, respond to their suggestions and answer their questions (the platform allows you to add direct video responses to specific comments). Polish TikTok users are mostly young people who like direct communication with brands and value authenticity. The OnlyBio brand launched one of its flagship shampoos thanks to conversations with its community. The result? The product was not only warmly welcomed, but also provided with free promotion – users willingly shared the new cosmetic “gem” on their profiles.
Do you run a cosmetics brand and want to reach Polish women and men, especially from younger generations? TikTok can be your golden shot! You just need to lead it skillfully. Contact us if you need support. In the ranks of our advertising agency we have experienced specialists in creative communication in social media, who will be happy to help your brand.