The Power of TikTok Influencers
If you’ve been on TikTok the past year, you’ve probably heard the name Hyram. Using the handle @skincarebyhyram, this self-proclaimed skincare specialist has taken TikTok by storm.
Hyram along with other skincare influencers - or “skinfluencers” - have become so influential, they’ve caused some products to fly off the shelves, and others to be blacklisted. For example, skincare brands like Cerave and the Ordinary have seen popularity - and sales - skyrocket after receiving praise from multiple skinfluencers.
It’s pretty crazy to think that influencers can make or break your brand, but in today’s connected world, it’s true. Especially in the skincare industry, if you want to succeed on TIkTok, the key is to prove your efficacy. And to do so, it’s important to work with influencers.
Why?
The biggest reason skinfluncers have influence? Trust. Consumers trust what skinfluencers have to say. Just take a look at Routine Dueting - a popular skincare trend on TikTok. In this trend, creators upload a TikTok showcasing their daily skincare routine and the products they use, tagging skinfluencers to give their feedback using TikTok’s duet feature. Skinfluencer-approved products, especially any “Hyram-approved” ones, can quickly become the next hot item, and sometimes even sell out completely. This trend shows how much power and impact skinfluencers have. TikTokers are hungry for their feedback and approval, and look towards them for recommendations.
How?
When it comes to working with skinfluencers, the best way is to find creators that are already talking about your product. Authenticity is key on TikTok, and the most authentic partnership will be with creators who are already fans. Sometimes that means starting with smaller skinfluencers and growing from there. Other times, like it was for The Inkey List, larger skinfluencers are already talking about your brand, and there’s an opportunity to jump in and build out a partnership.
The Future
Over the past year, influencers have proven to be a large driver for brands on TikTok, and some might even argue the main driver. We see these partnerships taking an even bigger role in the near future, with an opportunity to take them offline beyond TikTok. For example, at the end of last year, Hyram partnered with Kinship to launch a special collection of his favorite Kinship products.
While these types of influencer partnerships are common in makeup or the food industries, we see continual opportunity and growth in the skincare world.
Interested in more insights around skincare on TikTok? Download our recorded webinar on all things SkinTok.
