The beauty and personal care industry has seen significant growth, with products becoming essential in today’s beauty economy. In Malaysia, the market for beauty and personal care products is thriving, particularly on the popular Malaysian site TikTokshopCategory, owned by EchoTik. This article explores the factors contributing to the success of beauty and personal care brands on TikTok and highlights the platform’s key features that empower brands. Additionally, it discusses the importance of leveraging TikTok’s hashtag system and utilizing multiple social media platforms for cross-border e-commerce success.
KOL Empowers Successful Brands
TikTok has emerged as a new platform perfectly suited to the needs of the younger generation. It has effectively adopted the tradition of beauty and skincare tutorials seen on YouTube, providing a space for Key Opinion Leaders (KOLs) to communicate with their audience. KOLs on TikTok, such as K18 and internet celebrities, play a crucial role in sharing beauty and personal care content through engaging and relatable tutorials. These videos, set in various scenarios like professional hair salons, personal bathrooms, and emergency shopping, offer users a strong sense of connection. The content ranges from professional evaluations to educational and entertaining formats, establishing a close relationship with the audience. Expert KOLs not only influence purchasing decisions but also provide efficient decision-making solutions, offering a valuable endorsement effect to the products they promote.
TikTok Hashtag Leverages Power
TikTok’s influence extends beyond celebrity endorsements, owing to its strong community impact. Utilizing hashtags plays a vital role in this phenomenon. Users, including brand owners, partners, and consumers, share their experiences and opinions about beauty and personal care products using specific hashtags. This trend has led to the popularity of topics like #grwm (#GetReadywithMe) and #beforeandafter in the beauty and personal care sector. Brands often create content through branded hashtag challenges, encouraging users to participate in creative and fun-filled videos. These challenges help consolidate user-generated content under a single hashtag, making it easily discoverable and increasing exposure. Trending hashtags also provide valuable insights into popular trends, offering inspiration and business opportunities for brand operations.
The growing influence of TikTok in Malaysia’s beauty and personal care market is undeniable. By effectively utilizing KOLs and leveraging hashtags, brands have been able to connect with a vast audience and generate significant engagement. Moreover, the integration of TikTok with other social media platforms like Facebook, Twitter, and Instagram creates a global social media matrix, expanding the reach of cross-border e-commerce. To succeed in this dynamic market, sellers must stay informed about market trends, adapt strategies based on real-time data, and cater to the evolving needs of consumers. By doing so, they can effectively create and disseminate compelling content, thus increasing their chances of success in the beauty and personal care industry.
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