TikTok, introduced in 2016 as a social network that was mainly embraced by youth to share video content, has quickly grown to become a world leader in content creation. From 65 million users in 2016 to a whopping 1 billion in 2021, the market has exploded – and people and businesses of all ages are quickly joining in. 35% of users are between the ages of 19 and 29 (18% are between the ages of 30 and 39) and 59% are female.
While Facebook and other social media platforms have cloned the style of creation, much of the content that is shared continues to originate from TikTok. Brands themselves, especially individual personalities, can easily find mass followings of millions on TikTok compared to mere hundreds that may follow them on Instagram. For this reason, TikTok is the best place for a beauty therapist to be right now.
How are beauty therapists using TikTok to grow their brand?
Beauty salons and beauty therapists have a huge share of the videos being created on TikTok. What’s great about the platform is that each user is suggested videos on their FYP (For You Page) that coincide with their interests and other videos they’ve watched. So, if someone watches one beauty video on TikTok, they’re likely to continue seeing videos of the same nature in their feed. This increases the chance that your videos are going to be seen by relevant people who want to find your content.
Many beauty therapists are embracing #BeautyTok (as it’s often referred to) to share tutorial videos providing tips and tricks to mastering makeup and hair. You can also introduce your favourite brands and collaborate with others in the industry to grow your following and leadership within the industry. Once you’ve gained at least 1,000 followers, TikTok users can go live, which is another opportunity for you to share tutorials or simply let your followers watch your work in action.
The best way to structure your TikTok and videos
There are a few important key steps to keep in mind when you’re starting out on TikTok:
First, your initial videos are going to HUGELY affect the number of people who will see your future videos in your feed. If your first few videos only receive 50 views each, you’re unfortunately going to struggle to get more than that on any other videos. The number of views, comments and likes you receive on your videos (known as engagement) will increase the chances that your content will continue to show up in new users’ FYP feeds. So, it’s important to start strong!
Prior to your first video, fill in your bio and link both your website, booking platform and other social media, especially Instagram. This will provide you with reliability and proof of your success from the get-go. It will also give interested clients a way to reach out for your services.
Your first video should have relevant hashtags (try viewing other successful videos to see the hashtags they used and to gain some inspiration). Because many people are going to be scrolling quickly through their FYP, make sure the first few seconds of your video has a great intro to hook them in. Other successful videos that show up on the FYP page are original, shorter in time, and often use trending music.
TikTok, like any other platform, can take time to grow your audience. Remember to post consistently - even every day. Engage with others in your industry, leave comments on aspiring beauty creators and follow them. TikTok is a community and you have to partake if you want to grow.
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