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Tops Pricing

1. Background

This article draws from interviews with 67 pigmentation artists who have incorporated TikTok and Instagram videos into their marketing strategies. These artists specialize in powder brows, hairstrokes, microblading, and lip blush as their primary services. Among them, 55 are based in the European Union, 8 in the UK, and 4 in the US. These artists were involved in research projects focused on customer acquisition, sales funnels, and marketing strategies. Additionally, insights from the interviews have been systematically analyzed and compared with actual engagement data by two senior digital marketing professionals from Powderbrows.io, the digital media arm of the Powderbrows.com Research Center.

This article provides practical advice for pigmentation artists looking to initiate or enhance their marketing efforts on TikTok.

2. The Crucial Markers

The 3-second and 6-second marks

The opening seconds of a video are critical, as they can significantly influence its success. This is because TikTok's algorithm focuses on two key milestones that affect a video's organic reach. Since viewing duration is a critical factor, surpassing the 3-second mark is essential. TikTok users quickly scroll through videos, and if your content does not engage them within the first few seconds, its chances of success are slim.

The next important milestone is the 6-second mark. Securing viewer engagement and sustaining it beyond this point with a significant portion of the audience can greatly increase the likelihood of your video reaching a broader viewership.

The main lesson here is straightforward. Unlike Instagram or other platforms, you should not judge your videos as a single, complete work on TikTok. Instead, focus on the initial 3 and 6-second intervals. The remainder of the video becomes irrelevant if you haven't made a strong initial impact and crossed the 3-second threshold. This uniqueness of TikTok is critical to understand and should not be overlooked.

The Power of TikTok's Algorithm: Virality Without a Following

When shifting from Instagram to TikTok, users might not fully grasp the significant differences in the platforms' algorithms and how they affect a video's potential to go viral. Unlike Instagram, where content is predominantly shown to existing followers, TikTok operates differently. Here, a video from an account with few followers can achieve virality based on its merits. The emphasis is placed on the content of the individual video rather than the account's overall history or follower count. This is why an account with just a few posts can accumulate over 1 million views on a single video. This phenomenon has been observed among many brow artists we collaborate with and is often closely linked to the importance of the video's first few seconds.

3. Startup Question

First Option: Start with a Question

Initiating your TikTok video with a question can significantly engage your audience due to people's natural inclination towards curiosity and problem-solving. Start with a pertinent question to craft a video that offers value on TikTok. Consider what your target audience is keen to learn and provide a well-considered answer.

Where to Find Great Questions? The queries your current customers frequently ask are a goldmine. TikTok's virality and appeal lie in authenticity and specific knowledge. Focus on eyebrow-related topics and treatments you are proficient in; avoid broad or abstract questions since TikTok's rapid pace requires a straightforward approach.

The Psychology Behind Starting with a Question

Humans are inherently curious, with a strong drive to seek answers and gain knowledge. This curiosity prompts us to explore questions for a deeper understanding. When presented with a question, our minds immediately work to find an answer, even subconsciously. This engagement sparks our interest, making questions a powerful tool to grab attention.

Beginning a TikTok video with a question leverages this psychological predisposition. When viewers encounter a question that resonates with them, they are naturally drawn to discover the answer, motivating them to watch the video through to the end. This anticipation builds suspense and keeps them engaged, awaiting the resolution or insightful information.

Moreover, starting with a question in your area of expertise immediately establishes you as an authority. By answering the question, you demonstrate your knowledge and build trust with your viewers, encouraging them to further engage with and value your content.

Simplicity is Not Bad - Examples

There's no need to worry if the question you're considering appears simple. The simplest questions are often the most relevant and sought after by potential clients. Consider posing questions such as: "How should I care for my brows after treatment?" "When is it safe to go to the gym after a Powder Brows procedure?" or "How can I choose the correct technique?" The aim is to pose a straightforward question right at the start of your video, bypassing any introductions or preliminary explanations, and then offer a valuable response that resonates with your audience.

4. Listings

Second Option: Lists

Initiating your TikTok video with a list is an effective strategy to grab and maintain viewer interest. Lists naturally attract attention because they provide information in a structured and organized manner, appealing to our desire for order and completeness.

For example, you might start with a compelling statement such as, "Five things to avoid after your Powder Brows procedure to ensure perfect results!" or "Three common mistakes that could compromise your facial aesthetics with Powder Brows!", "Four tips to give your brow artist for life-changing results.”

This approach of stating "how many points - to achieve what - and why it's important" sets the stage for engaging content from the outset.

How Do Listings Work?

Lists generate curiosity because viewers are unaware of the specifics behind each point, creating intrigue and a sense of anticipation. This curiosity drives viewers to watch the entire video to uncover all the insights you're offering.

To make your list more compelling, consider presenting the points in an order that builds interest. Begin with the most engaging or surprising fact to captivate your audience, prompting them to continue watching immediately. With each point you cover, the sense of progression grows, fulfilling the viewers' psychological need for resolution.

In TikTok's fast-paced environment, where attention spans are brief, lists deliver succinct, actionable advice that viewers can easily digest. By providing clear, practical tips, you meet your audience's need for quick, valuable insights that they can incorporate into their daily routines.

Psychological Reasons Lists Work

Lists captivate people because they align with our inherent psychological inclination toward seeking completion and order. Our brains are wired to follow a sequence, and encountering a list prompts a natural desire to progress through each item to the end. This progression offers a feeling of fulfillment and closure, as ticking off each point confirms we've comprehensively absorbed the information.

Moreover, lists provide a structured and organized format for content, making it more accessible and understandable for viewers. This clarity and predictability can be reassuring, enabling viewers to know precisely what they will gain from watching the video, enhancing engagement and interest. The duration viewers spend with your videos is crucial.

In essence, lists leverage our need for completion and facilitate a comparison-and-contrast dynamic, engaging viewers curious to see if their opinions match the presenter's ranking or the importance of the items. Many artists who have found success on TikTok have noted that whenever they lacked inspiration, creating a listicle video often proved effective.

5. No Language

Third Option: No Language

Crafting videos that overcome language barriers represents a strategic advantage on TikTok and other social platforms, opening doors to a wider and more diverse audience. This method, especially relevant for Powder Brows content, leverages universal appeal to enhance reach and potential virality. In your videos, let’s explore the benefits and opportunities of adopting a language-independent approach.

Global Reach

By eschewing language-specific elements, your content becomes accessible to an international audience. TikTok's global user base is vast and culturally varied, making language-neutral videos more likely to connect with people from different regions and backgrounds.

Virality Potential

A popular video within a specific linguistic group may set the stage for broader viral success. As content trends within these communities, TikTok’s algorithm may further amplify its visibility to users across diverse linguistic and geographical landscapes.

Algorithm Boost

When your content achieves popularity in international markets—such as China, Asia, India, Brazil, etc.—TikTok's algorithm takes note of its wide appeal. It begins promoting it more aggressively within your home country (based on the registration of your SIM card). This can substantially increase domestic views and engagement, leveraging global popularity to fuel local success.

Turning Commented Videos into Non-Verbal Versions

Seasoned pigmentation artists have observed that their most successful videos, in terms of reach and views, are those devoid of verbal messages in any specific language. This approach significantly broadens the audience and is a wise strategy on TikTok, where diversifying your content is key. Many artists have adapted by creating non-verbal versions of their videos, originally combined with verbal commentary in English. These revised videos are often shorter but hold the potential for international recognition and increased overall engagement.

In specialties like Powder Brows, where visual elements play a crucial role, the absence of spoken words does not detract from the message. Techniques can be demonstrated, results showcased, and messages conveyed through visual cues alone, making the content accessible to a global audience regardless of language barriers.

The success of language-free videos on TikTok hinges on crafting visually captivating content with universal appeal. Focusing on visual transformations can make this strategy especially powerful in Powder Brows. TikTok's algorithm can boost videos that resonate across different language communities, promoting them to a worldwide audience. This global exposure can increase visibility in the creator's home country, potentially leading to a significant increase in views and followers.

6. Additional suggestions

Do Not Forget the Emotion

While there isn't a one-size-fits-all recipe for the ideal video start, one element consistently proves crucial - emotion. Experienced TikTok creators understand that emotion drives engagement. But why is emotion so pivotal in TikTok videos?

Emotion is a vital link between creators and their audience, transcending visual and auditory elements to tap into genuine human connection. Authentic emotional expression allows viewers to empathize and connect deeply, fostering a strong engagement bond. This emotional resonance encourages viewers to interact with the content.

Incorporating emotion lends a layer of humanity to your videos, rendering them more relatable and memorable. When selecting moments from your brow creation videos or capturing client reactions, prioritize those with significant emotional impact. Moreover, it’s essential to lead with these powerful moments. The TikTok environment is fast-paced, with viewers making split-second decisions on whether to stay or scroll past. An initial emotional hook can be compelling enough to halt their scrolling and draw their interest.

Trying Out Different Ways

TikTok's inherent unpredictability presents both a challenge and an opportunity for creative experimentation. The platform does not guarantee success for any particular video style, which might seem daunting, but it also opens up endless possibilities for creativity.

The effectiveness of a video style can depend on several unique factors, including the targeted audience, the content's nature, the creator's flair, and timing. What engages one audience might not appeal to another, and what feels authentic to one creator might seem unnatural to another.

This variability underscores the importance of experimenting with various approaches to video starts. Exploring different styles helps identify what resonates with your audience and what genuinely reflects your authentic self. Discovering a successful formula involves sticking to it, refining it, and allowing your TikTok presence to grow.

The journey on TikTok is as much about discovering what uniquely works for you as it is about honing your creative expression. Embrace the exploration and the unknown with open arms!

7. Conclusions

In crafting compelling TikTok videos, you, as a pigmentation artist, should prioritize engagement within the first few seconds, aiming to cross the crucial 3-second and 6-second marks to maximize organic reach.

Starting videos with a relevant question can significantly captivate the audience, leveraging human curiosity and the psychological tendency towards seeking answers. Simplifying content by focusing on frequently asked questions or creating lists enhances structure and viewer retention, tapping into viewers' desire for order and completion.

Adopting a language-independent approach in videos expands global reach, making content accessible to a diverse audience and increasing the potential for virality. Non-verbal versions of videos, focusing on visual elements like techniques and results, cater to a wider audience, reducing language barriers and emphasizing universal appeal.

Emotional resonance is paramount; authentic emotional expression connects creators with their audience, fostering engagement and making content memorable.

Finally, due to TikTok's unpredictability, experimenting with various video starting styles is crucial. This allows artists to discover what resonates best with their audience and refine their creative expression. As an artist, embracing flexibility and innovation in video creation will enhance your TikTok marketing strategy, potentially leading to exponential growth in views and followers.