According to EchoTik statistics, beauty, and personal care products are dominating the Malaysian TikTokshopCategory, making it the most popular category. The average price of these products is around $10.7, accounting for 37.50% of the total Gross Merchandise Volume (GMV). Furthermore, the number of beauty and personal care products available on the platform is steadily increasing. Among the various beauty and personal care products, toothpaste, lip balm, and facial masks have gained significant popularity. These products are in high demand among TikTok users. In terms of pricing, beauty, and personal care products on TikTok generally fall within the range of $5 to $10. TikTok has become a new platform for brand marketing in the beauty and personal care industry, and its success can be attributed to two key factors.
Firstly, TikTok has empowered brands through Key Opinion Leaders (KOLs) or influencers who play a vital role in shaping the success or failure of a brand. TikTok, as a new short-video platform, has effectively catered to the needs of the younger generation of users. It has seamlessly inherited the tradition of sharing beauty and skincare tutorials from platforms like YouTube. Currently, the most effective communication channel for beauty and personal care content on TikTok is through tutorials created and shared by KOLs. These KOLs, such as K18 and other internet celebrities, focus on sharing content related to beauty and personal care. They showcase multiple usage scenarios, ranging from professional hair salons to personal bathrooms, and even emergency shopping situations, creating a strong sense of relatability for users. The video styles include professional evaluations, educational content, as well as humorous and exaggerated content, effectively establishing a closer connection with the audience.
Secondly, leveraging the power of the TikTok community plays a significant role in the popularity of products. Users, whether they are brand owners, partners, or consumers, share their experiences and feelings about using certain beauty and personal care products using relevant TikTok hashtags. In the beauty and personal care field, trends such as #grwm (#GetReadywithMe) and #beforeandafter have gained immense popularity due to this trend. Brands also participate in the form of challenges to create content. For instance, L’Oreal Men organized a brand hashtag challenge called #StyleLikeAnExpert, encouraging users to share creative and fun videos showcasing their daily lives. The Branded Hashtag Challenge consolidates thousands of user-generated content under a single hashtag challenge page, complete with descriptions and external links. These hashtags also appear on TikTok’s list of top trending hashtags. Once a hashtag is posted, the TikTok system accurately pushes content to the target audience. Users who are interested in the topic can easily discover relevant videos through hashtags, thereby significantly increasing content exposure. Additionally, hot tags represent current popular trends, allowing brands to gain inspiration and seize business opportunities.
So, for cross-border sellers, it is crucial to understand how to leverage TikTok’s strengths and create successful cross-border e-commerce campaigns.
Firstly, sellers need to grasp the direction by paying attention to the trends of the popular list on TikTok. The best-selling products on TikTok are constantly changing, and staying up-to-date with market dynamics and industry data is essential for merchants and content creators to adjust their strategies and improve efficiency.
Secondly, selecting the right tag traffic pool is essential for maximizing the reach of content. Users often search for specific keywords or topics based on their daily needs or personal interests. By using popular tags related to specific topics, content can be featured on relevant Discovery pages, resulting in increased traffic and visibility. For example, if a TikTok video features skincare-related products and includes the hashtag #skincare, the video will be grouped under the skincare hashtag, reaching a broader audience.
Similarly, leveraging trending tags with high popularity can provide a traffic boost to videos. While TikTok offers a wide range of popular tags, once a product gains recognition, it is advisable for merchants to create their own unique tags. By incorporating these tags in their short videos, merchants can increase visibility, attract their target audience, and enhance video playback volume and fan engagement.
Furthermore, it is crucial for cross-border sellers to adopt a multi-channel approach and strategically lay out a global social media matrix. While TikTok has emerged as a significant traffic portal for cross-border e-commerce, established social media platforms like Facebook, Twitter, and Instagram should not be overlooked.
Facebook remains the dominant platform among social networking sites, boasting an extensive user base. It serves as an ideal advertising platform to reach target audiences. Facebook’s advantage lies in its ability to deliver highly targeted advertisements tailored to consumer preferences. However, it is important to note that advertising on Facebook requires an investment.
Twitter, on the other hand, caters to users who appreciate interesting content, images, and inspirational quotes. By aligning brand content with Twitter users’ preferences, merchants can attract individuals interested in relevant topics, increase retweets, and boost brand visibility. Twitter also facilitates effective and real-time customer communication, improving brand reputation and aiding in product sales. For merchants selling high-risk products that require extensive after-sales service, such as electronic devices, Twitter is a recommended platform for resolving customer issues promptly.
Instagram’s strength lies in its emphasis on visual content. It provides a visually appealing and organized platform for brands to showcase their products. Clothing and accessories, for instance, can be presented in real-life scenarios, allowing for creative matching and presentation. Instagram’s aesthetic appeal and storytelling capabilities make it a suitable platform for brand promotion.
In conclusion, a successful overseas expansion for brands is closely tied to a deep understanding of market trends and the strategic implementation of a global social media matrix. Sellers must be attentive to market demand and conduct comprehensive evaluations of category markets, enabling them to create and disseminate product content effectively. By harnessing the power of KOLs, leveraging TikTok’s community influence through hashtags, and utilizing a multi-channel approach with platforms like Facebook, Twitter, and Instagram, cross-border sellers can maximize their strengths and create impactful cross-border e-commerce campaigns. Adapting to evolving trends and consistently evaluating market dynamics will further enhance their efficiency and success in the competitive e-commerce landscape.
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