TikTok launched US brand partnerships programs in the US over a year ago, intending to tap one of the world’s largest advertising markets. Despite some scrutiny from the US regulators and lawmakers over data protection and content moderation issues, the platform managed to achieve spectacular results with its sponsored “hashtag challenges” that are currently one of the most popular ways for companies to advertise on the platform.
“I think if we do a good job surfacing creators and brands to one another then that’s winning for us,” said TikTok’s US general manager, Vanessa Pappas, in a phone interview with Reuters as cited by Gadgets360.
Beauty brands such as eos, NARS, elf Cosmetics, and Estée Lauder-owned MAC Cosmetics tap TikTok influencers for holiday campaigns. They allowed the influencers to make ad videos on their own and integrate them naturally in their content.
Some beauty brands spend on influencer marketing over 75% of their advertising budgets; however, TikTok has a small share of those budgets. Thus a cosmetic company eos spent less than 10% of its marketing budget on TikTok campaign only to get to know the platform and engage with its audience.
A video created by teen star Charli D’Amelio for eos lipbalm went viral among her 12 million followers. In the clip, the girl kisses the screen and turns into a dancing, costumed Santa.
“We went into it (the holiday campaign) very much knowing that commerce and revenue coming through TikTok wouldn’t be the goal. The goal was specifically to engage with a platform that’s just growing like wildfire,” Soyoung Kang, chief marketing officer at eos commented.
In September, TikTok launched a “creator marketplace,” in test mode. The service aims to match brands and influencers. Also, the platform is developing new options and piloting in-app shopping features and analytical tools to improve brands’ experiences on the app.