The famous Chinese platform, launched in 2016, continues to make headlines. And for good reason: with over a billion users worldwide and growth of more than 500% in just four years, TikTok is THE social network that makes its competitors tremble (especially Facebook and Instagram).
The platform, specialized in sharing short and viral videos, is on its way to becoming the most attractive and engaging social network for internet users: 90% of TikTok users connect to it on average 8 times a day, and spend about 95 minutes “scrolling” from video to video…
A boon for brands looking to invest in influencer marketing on TikTok? Evidently. But here again, the codes are not the same as on other social networks like Instagram, and the virality and engagement generated by content creators / influencers’ content no longer depend solely on their visual quality. On TikTok, the rules of the game are different.
In this article, a brief overview of the concept of engagement on TikTok and how to measure it properly, the factors that help make content viral and be pushed by the algorithm, and finally, our best creative brief ideas to address to content creators on TikTok for brands in the beauty and dietary supplement sector.
Understanding and Measuring Engagement Rate on TikTok
The engagement rate is an essential notion in influencer marketing. It’s the indicator of the level of user engagement with content. For information, across all sectors, the average engagement rate on Instagram is now 0.60%, while it reaches 8.5% on TikTok in 2023! But when it comes to TikTok, the most reliable calculation to measure it is not the one we initially think of…
Engagement Rate on TikTok: Why Calculating Based on Number of Followers is a Mistake?
Traditionally, especially on Instagram, the engagement rate is calculated based on the number of followers. In other words: (Likes + Comments) / Followers x 100 = Engagement rate per follower. But extending this calculation to TikTok is a mistake.
Why? Because on TikTok, the virality of videos and the functioning of the algorithm mean that the majority of interactions are made by non-followers (likes, comments, saves, shares).
The platform’s algorithm offers users content in line with their expectations and tastes in their feed (“For You”). Thus, the audience is offered videos on topics they appreciate (estimated particularly based on the time spent on each video, already liked or saved content, etc.).
How to Properly Measure Engagement of Posts on TikTok?
To measure the engagement of influencers / content creators’ posts on TikTok in the most reliable way possible, it is recommended to use the engagement rate measurement calculated by dividing the total number of interactions on the post (likes, comments, shares, etc.) by the total number of views of the post, then multiplying the result by 100.
This is why on the Trustt tool, the performance of content distributed on TikTok by influencers during a campaign is measured in relation to total views, to better account for the real engagement generated by the produced videos.
The dashboard of TikTok publication performances therefore allows brands to know in real-time the engagement generated by influencers’ content in campaigns.
Regarding influencers on TikTok, note that micro-influencers, who have between 1,000 and 10,000 followers, have an average engagement rate of 5.61%. It is therefore very relevant to work with them to target a specific audience.
TikTok: The Importance of Focusing on Virality More Than Quality for Beauty and Wellness
As explained previously, on TikTok, the emphasis is on the virality of videos rather than their inherent quality. Users primarily seek authenticity, educational content, and entertainment. Humor, tutorials, choreographies, before/after comparisons, and sincere testimonials are particularly sought after (and thus pushed by the algorithm!)
Key Elements of a Viral TikTok Video on Beauty or Dietary Supplements
To create a viral TikTok video while highlighting, in one way or another, a brand or product in the beauty or dietary supplement sector, it’s important to consider certain key elements:
- The video must be captivating and grab users’ attention from the first few seconds (catchy title, intriguing question addressed to the audience, etc.) : this will determine the average viewing duration, and thus favor or not its promotion by the algorithm!
- The video duration: less than 1 minute, ideally between 40 and 50 seconds (to avoid losing the most impatient viewers…)
- The choice of hashtags: they must be relevant AND popular to reach a wider audience (maximum 4 or 5)
- Content: the video must highlight the benefits of the product in a creative and original way
- Narration: using storytelling or other narrative techniques can help captivate users!
- Aesthetics: the video can contain visual effects with a judicious use of color, light, and sound to create an engaging atmosphere
- Music: TikTok is a very musical platform, so it’s essential to use music that suits the content to enhance the video’s impact (trending music will be your ally, you can find them by typing in the search bar “trends” or “trending music” as well as on the TikTok Creative Center)
How to Maximize Virality and Engagement of TikTok Videos from Influencers in Your Campaigns?
Collaborating with influencers on TikTok is a very effective strategy to maximize your beauty or dietary supplement brand’s reach, and reach new consumers, while promoting your products.
Here are the key elements to ensure visibility and engagement of TikTok videos published by content creators as part of a product campaign or event:
- Choosing the RIGHT Influencers
It’s important to select content creators who are most aligned with your brand: ensure they have an authentic approach, as well as content and style that match your values. Remember to look at their audience, how they interact with it, and other collaborations they’ve done.
With the Trustt tool, intelligent panel selection allows filtering candidate influencers according to several criteria (audience quality, age range, etc.), but also assigning them tags for easy identification in your future campaigns.
- Establishing a Relationship of Trust
The relationship of trust between the brand and the influencer is key for a successful collaboration! Influencers are often very selective about the brands they collaborate with, especially when “it comes” to testing a beauty product or dietary supplement. It’s therefore essential to give them a real reason to produce content and talk about your brand. Be transparent and open in your communications with influencers, and “don’t hesitate to share your vision, the” history of your brand, its values, the mission objectives, and details about your expectations.
- Providing a Detailed Creative Brief
For a TikTok campaign, it’s essential to provide a detailed and comprehensive creative brief to content creators. This gives them clear direction on how you want to be represented and the key messages to convey, while ensuring they understand the expectations for the campaign. The result? Quality UGC!
With Trustt, a set of instructions is provided to influencers for each campaign with all the necessary elements for content production: what the brand likes / dislikes, examples of inspirational content, characteristics of the expected content (music, campaign and brand hashtags, benefits to highlight, format suggestions, etc.)
- Promote Your Influencers’ TikTok Videos
Once the campaign influencers have published their videos, consider promoting them to maximize their reach and engagement by sharing these UGCs on your social networks, in your newsletters, or by integrating them on your website.
TikTok: Creative Brief Ideas for Beauty Products and Dietary Supplements
The creative brief is the essential document to guide content creators in the production of visual or written content. On TikTok, it’s important that content creators maintain their personality and personal touch, but it’s recommended for brands to provide them with guidelines to assist in the creation process.
Here are examples of high-potential TikTok creative brief topics for each of these categories: beauty and makeup products, hair care, fragrances, and dietary supplements.
Note: In these TikTok video topic suggestions, the content creator will also be invited to highlight the benefits observed after using the product, talk about the brand, and most importantly, give their opinion authentically.
TikTok Creative Brief Topics for Beauty Products or Makeup
The objectives: TikTok videos to showcase the range of beauty products (face or body) or makeup of a brand, integrated into educational or entertaining content.
The topics:
- Current Beauty Trends
- Best Skincare Habits for a Perfect Complexion
- A Before / After Using the Product Over a Given Time for a Specific Problem or Need (e.g., a Skin Issue)
TikTok Creative Brief Topics for Hair Care
The objectives: TikTok videos to promote a brand’s hair care range or a specific hair product.
The topics:
- Current Hairstyle Trends
- X Easy Hairstyles for Short Hair
- Tips for Healthy and Shiny Hair
- A Hair Tutorial
TikTok Creative Brief Topics for Dietary Supplements
The objectives: TikTok videos to promote a range of dietary supplements or a particular supplement addressing a specific need.
The topics:
- Foods to Prioritize for a Healthy Body (Mentioning a Daily or Regular Course of the Dietary Supplement)
- Tips for a Balanced Diet (and Suitable Dietary Supplements in Case of Deficiency)
- Physical Activities to Practice for a Fit Body (and the Dietary Supplement That Contributes to Sports Performance)
- X Strength Training Exercises for a Toned Body
- 3 Quick Breakfast Ideas to Take Away
- X Tips to Fall Asleep Easily
- Vlog: Morning Routine
TikTok Creative Brief Topic Ideas for Fragrances
The objectives: TikTok videos to showcase or introduce a brand’s fragrance
The topics:
- Which Fragrance for Which Occasion?
- Tips for Choosing the Perfect Perfume
- Where to Apply Your Perfume for a Perfect Sillage?
- Reaction Video: “I Have My Friends Test the Perfume”
As you “will have understood, TikTok has become essential in the world of influencer marketing, and brands must adapt to the platform’s specific codes to ensure virality and engagement of content shared by content creators. On TikTok, visual quality alone is not enough; it’s primarily about focusing on viral potential by offering educational, authentic, and entertaining content that promotes” engagement.
And when it comes to the beauty and dietary supplements sector, the possibilities are numerous!
With Trustt, launch TikTok campaigns with custom-selected influencers, provide them with detailed creative briefs, and collect high-quality, high-value UGC.
