TikTok has revealed a 2024 beauty report for small to medium businesses. The report unveils how European beauty brands can make the most of festival season, summer planning and seasonal sales. Some key insights include:

1. Foster consideration with reviews and recommendations

Authentic reviews are key for discovery and consideration of beauty products for TikTok users: 32% discover new brands and products through reviews, while 26% are inspired to find out more about a brand or product from tutorials. Encourage users to interact with your brand by responding to comments, asking questions and commenting on other videos.

2. Go for gold with a brandformance approach

TikTok has found that advertisers that adopt a brandformance approach,, combining brand and performance objectives into single campaigns, see improved campaign performance compared to isolated single-objective campaigns. New product launches overperform on TikTok, surpassing the benchmarks of established product campaigns. When launching new products, using more than two branding products boosts results even further:

• 10% higher ad recall (vs benchmark)
• 75% higher awareness (vs benchmark)
• 140% higher brand association (vs benchmark)
• 57% higher purchase intent (vs established product campaigns)[5].

Advertisers can then turn this brand equity into action by leveraging the power of Video Shopping Ads (VSA),

3. Lean into authentic and entertaining messaging

Entertaining ads on TikTok help to guide users down the funnel; high entertainment ads are rated 25% higher for brand love, 15% higher for purchase intent, and 17% higher for likelihood to recommend.

For more information visit tiktok.com