The global beauty market is booming! The global beauty market is expected to grow at a rapid pace in the coming years as awareness of self-care increases. Young generation may spend the most money on beauty, according to some reports. This is most likely due to Gen Z and Millennials' increased emphasis on appearance and self-care. In accordance to Statista, 36 percent of beauty product e-shoppers globally are millennials. Consumers from Generation Z followed, with 35 percent shopping online for beauty products.
But, how to win over Gen Z and Millennials beauty consumers? Connecting with them and making a presence are essential. Gen Z and Millennials are tech-savvy generations! Brand image is important to them and they are obsessed with social media. Traditional advertising is no longer useful for the younger generation. Social media can be leveraged by brands to attract this young demographic.
TikTok is widely considered a "Gen Z platform," but it is also extremely popular among Millennials. TikTok is the platform for video creation. Reports show that the younger generations are driving UGC creation. UGC marketing has become an essential strategy for beauty brands to engage with these audiences as younger consumers are spending more time scrolling and streaming than ever. Reviews that include photos and videos are more appealing to the younger Gen Z and Millennial generations, according to research.
What is UGC?
User-generated content (UGC) is any form of content that is original, brand related created by customers to showcase the brand, products, or services. It is trustworthy and appears authentic.
TikTok has 1 billion monthly active users, which means there are numerous opportunities for brands to be discovered. There is a strong preference for creative and authentic content among TikTok users. User-generated content is better than brand’s advertising when it comes to purchase decision. Users are more engaged with this type of content as it shows social proof, in addition to building trust among viewers.
There is statistical evidence to suggest that UGC videos on TikTok are encoding at a much higher rate than conventional advertisements (10x), as well as 4.7x higher than Facebook ads. UGC videos can engage with audience better.
Rare beauty teaming up beauty creators to create UGC videos across the social media platforms. The top viewing UGC TikTok video for Rare Beauty has generated over 16 million views and received almost 585K likes, from the video search result of Shoplus. Shoplus is a powerful TikTok analytics tool that provides accurate TikTok data in real time. Shoplus users can use this tool as a TikTok analytics tracker to get video inspiration, find Top TikTok creators, analyze TikTok competitors, and so on.
By establishing a community among its customers, Rare Beauty encourages them to share their content using branded hashtags, #RareRoutine, and tagging @rarebeauty in their posts.
There are plenty of UGC videos available when searching TikTok for "Rare beauty" and most of them were posted recently. There are 5.5 billion views on the official #rarebeauty hashtag alone. Over 1 billion views have been generated on the #rarebeautyliquidblush hashtag for the product's star product.
From the latest drama between Selena Gomez and Hailey Bieber, Rare Beauty goes viral again! The majority of viewers are standing on Selena Gomez's side against the “mean girl energy”. As a result of this situation, the demand for Rare Beauty products has been on the rise, and many of its star products have been sold out.
Implementing a hashtag campaign is a great way to generate hype and inform people for your product by running a hashtag campaign. As well as encouraging customers to share content, it can also be used as a way to get user-generated content (UGC). Like mentioned above, Rare Beauty launches a very successful branded hashtag campaign across social networks, with more than 5.5 billion views for #rarebeauty on TikTok.
UGC can be discovered on different social networks via social listening or users who use a branded tag or hashtag. The easiest and fastest way to find the right UGC creator on TikTok is to utilize a TikTok analytics tool, such as Shoplus. Find out which influencers your competitors used by searching their shops. On Shoplus, search for a specific TikTok shop to reveal comprehensive TikTok shop data. Additionally, using hashtags related to your brand and product, you can also find content creators from the Top TikTok videos.
Introduce a challenge would entail challenging your audience to finish a particular task based on your guide while also showcasing your products. The UGC videos for the challenge can be used as social proof by users who aren’t familiar with your product, which will promote the brand subtly. As a brand, you will also receive numerous UGC videos from customers sharing their personal experiences with your products.
Giveaways are very common in social media campaigns. It is an excellent way to inspire your audience to produce UGC. Provide some incentives for customers to create UGC videos for your product or service. UGC videos could be try-out reviews, brand stories, and so on.
Quality content is essential for any brand looking to effectively promote its product online, from search to social. Good UGC video is difficult and time-consuming to create. Luckily, content-driven giveaways provide a scalable and enjoyable way to generate content.