How to use TikTok in brow business

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1. Background

This article draws from interviews with 47 pigmentation artists specializing in powder brows, microblading, and hairstrokes. The participants include 35 artists from the EU, eight from the UK, and four from the US. These interviews were part of a research project from 2021 to 2024, with many of the ongoing research activities. A key criterion for participant selection was the active use of TikTok in their marketing efforts. Furthermore, the insights gained from these interviews have been thoroughly reviewed and corroborated by two senior experts from powderbrows.io - the digital media arm of the Powderbrows.com Research Center.

The primary objective of this article is to offer practical insights and observations about using TikTok in marketing within the brow business. It aims to provide valuable guidance for artists looking to leverage TikTok effectively for their promotional activities, drawing on real-life experiences and expert analyses from professionals in the field. This information will help brow artists optimize their TikTok marketing strategies, aligning them with current trends and best practices.

2. Principle Shift in Video Advertising

Navigating the dynamic landscape of social media is crucial for businesses, especially in the fast-paced world of video advertising. The emergence and growth of video-centric platforms like TikTok have transformed how consumers interact with advertising content. Since 2023, these platforms have undergone significant changes, making it essential for businesses, including those in the brow industry, to adapt and understand these shifts.

For brow businesses and artists, this evolution means rethinking traditional advertising approaches and embracing the new video-centric paradigm. It’s not just about creating content; it’s about crafting engaging, visually appealing, and platform-specific video ads that resonate with your target audience. As we delve deeper, we will explore key factors and strategies to effectively utilize these platforms, ensuring your video ads capture attention and convert viewers into customers for your brow products and services. This shift towards video content offers a unique opportunity to dynamically interact with your audience, enhancing the visibility and appeal of your brow business.

Moving Away from the Traditional Ad Concept

Shifting away from traditional ad concepts is essential when advertising on platforms like TikTok. Advertisers accustomed to creating print or TV commercials often focus on crafting highly polished, meticulously designed ads. While suitable for traditional media like magazines or television, this approach does not align with the expectations and norms of social media video platforms.

In the realm of social media, and particularly on TikTok, the emphasis is on authenticity and relatability. Users of these platforms are more engaged with content that feels genuine, personal, and less like a conventional advertisement. Traditional ad creatives and agencies, experts in creating polished ads for product sales, must adapt their approach to TikTok.

On TikTok, an overly-produced, sleek ad can be inauthentic and may not resonate with the audience. The platform thrives on user-generated content, where relatability and realness are valued over glossy perfection. For brow artists and businesses, this means embracing a more raw and authentic video content style that feels more like a natural part of the user's feed rather than a disruptive advertisement. This approach is about connecting with the audience in a way that feels organic and true to the platform’s culture.

3. The Golden Rule

The video can not look like an ad

The most effective strategy for TikTok ads is to make them not look like traditional ads. This approach is essential for blending seamlessly into a user's feed, grabbing attention organically and subtly. If your content is immediately recognizable as an advertisement, you risk losing a significant portion of your audience from the outset.

In the current social media environment, users are highly attuned to advertising. They encounter many ads daily, leading to an instinctual skill for identifying and often ignoring overtly commercial content. This 'ad awareness' means the traditional, in-your-face advertising approach is less effective.

To engage users effectively, your video ads should resemble content that a friend or fellow social media user might create. This approach enhances engagement rates as users gravitate towards authenticity, relatability, and valuable content. When your ad offers these elements, it stands a better chance of resonating with your audience and spurring them to action.

4. Considering Stepping Aside

In video advertising, particularly on platforms like TikTok, it's vital to reassess who should be the focus of your content. While you, as the owner or lead artist of your powder brows service, might feel inclined to be the face of your business in your ads, there's a more impactful approach.

Our analysis suggests that featuring your clients in your advertising videos can be more effective than presenting yourself. The reason is simple yet powerful: potential clients often find a deeper connection with testimonials from people they can relate to - individuals who have experienced your services firsthand.

This is where the power of user-generated content comes into play, especially in client testimonials. These real-life experiences your existing customers share can significantly resonate with your target audience. They provide authentic, relatable stories that potential clients can see themselves in, making your service more appealing and trustworthy.

Therefore, consider stepping aside and spotlighting your clients in your video ads. Let them share their experiences and results, making your advertising more relatable and persuasive. This approach showcases the impact of your services and builds trust and credibility with your audience, potentially leading to higher engagement and conversion rates.

5. Genuine Testimonials

Ads that showcase clients sharing their experiences with your brow services or products often have a greater impact than those featuring the business owner or lead artist. This doesn't mean you should exclude yourself entirely from your video content; it's about striking a balance and giving your clients a voice.

Capitalizing on a client's satisfaction can be a powerful marketing tool. When a client is thrilled with her brows, encourage her to capture that genuine reaction in a short testimonial using her smartphone. This spontaneous, unscripted moment can be incredibly impactful. Such authentic testimonials resonate with potential clients as they provide a real-life glimpse into the results and satisfaction your services can deliver.

This type of content is valuable because it speaks directly to the viewer in a personal, relatable way. It’s not just about seeing the final results but about hearing the client’s excitement and satisfaction firsthand. These genuine reactions build trust and credibility, as they come from real clients rather than scripted advertisements. By integrating these authentic testimonials into your marketing strategy, you can enhance the appeal and effectiveness of your advertising, drawing in potential clients with the power of real stories and genuine endorsements.

6. The Power of Spontaneity

For TikTok content, there are specific criteria to remember: create short clips, ideally no longer than 10-15 seconds, infused with genuine emotion, delivered quickly, and containing just the essential information. TikTok's content ethos greatly differs from Instagram’s, where longer, more detailed, and polished clips are often more successful.

TikTok uniquely values and even encourages a certain degree of rawness and authenticity in its content. Videos that might be considered 'imperfect'—with natural lighting, spontaneous background activities, and candid moments—resonate deeply with the audience. These characteristics align with the platform's spontaneous, fun-loving nature and often result in high engagement.

Leverage the power of spontaneity in your marketing. When a client expresses delight with your work, seize the opportunity to record that moment with your phone. This real-time reaction can be incredibly valuable for your business’s promotion. Such authentic clips foster a deeper connection with your potential clients, who often find this content more relatable and trustworthy. Remember, on TikTok, genuine, spontaneous moments capture hearts and minds, making your business stand out in a crowded digital space.

7. Mirroring the Audience

Understanding your audience and mirroring them in your content is a key strategy in marketing. When your promotional videos feature individuals representing your target demographic, the content is more likely to resonate and be effective. This principle is especially significant in the context of TikTok videos.

The alignment between the presenter in the video and the viewer on TikTok is crucial. Unlike Instagram, where visually appealing images of models may appeal across various age groups, TikTok demands a closer connection between the content creator and the audience. The platform thrives on relatability and authenticity, making it essential for your videos to reflect the characteristics and preferences of your target demographic.

We Trust Those Who Are Like Us

The concept of trusting those who resemble us is deeply ingrained in human psychology. This concept is known as the "similarity-attraction effect." This effect suggests that people are more inclined to be attracted to or influenced by others who share similar attributes, whether age, gender, lifestyle, values, or experiences.

In marketing, this principle has been a staple for decades. Brands often select spokespeople who mirror their target audience in various aspects like age, gender, race, or lifestyle. When potential customers see someone they can identify with using a product or service, they are likelier to know it as relevant and appealing. In your TikTok marketing for brow services, employing this principle means featuring real clients who closely represent your intended audience. This approach not only enhances your content's relatability but also boosts your services' credibility and appeal.

8. The Myth of the Perfect Video

Navigating TikTok video ads is like exploring a complex maze. A common misconception is that there's a "perfect" formula for creating videos that guarantee success. Predicting a TikTok video's success is highly unpredictable and often counterintuitive. Unlike traditional advertising mediums, tikTok values spontaneity, authenticity, and the unexpected. Even seasoned marketers, well-versed in audience preferences and trends, can find it challenging to predict which videos will resonate and go viral.

From Quality to Quantity

On TikTok, the focus shifts from crafting a single perfect video to producing a variety of content. It's a platform where quantity often has more impact than quality. The key lies in experimenting with different types of content, styles, and messages.

The strategy involves creating and releasing multiple versions of similar clips and then meticulously observing their performance. It's not uncommon to find vast differences in engagement between video variations. For instance, running campaigns with over ten variations of a single concept can reveal surprising differences in performance, sometimes varying by a significant margin.

This trial-and-error approach is crucial for TikTok. It allows you to discover what truly resonates with your audience, which might differ from what you initially expected. Continuously experimenting and adapting based on the performance of your videos is essential in understanding and leveraging the unique dynamics of TikTok for successful marketing of your brow business.

9. Trusting the Numbers

Once your video ads are live on TikTok, switching to an analytical mindset is crucial. Set aside any assumptions about which video “should” be more successful. Focus instead on the data: view counts, likes, shares, comments, website traffic, and bookings generated. These metrics, not personal preferences or gut feelings, will guide your decision-making process.

The key is to identify what genuinely engages your audience. When a particular video shows promising results, invest more in it. Boost it, share it, and use its successful elements as a template for future content. This data-driven approach will refine your advertising strategy and increase the effectiveness of your campaigns.

TikTok vs Instagram: The Differences

It’s important to recognize that TikTok operates differently from platforms like Instagram. On Instagram, quality, design, and aesthetics play significant roles. A well-crafted image or a clever caption can have a substantial impact.

TikTok, on the other hand, thrives on spontaneity and authenticity. The platform's dynamics are fluid and often unpredictable. Effective strategies on Instagram may not yield the same results on TikTok. As a brow artist delving into TikTok advertising, it's essential to acknowledge these differences and be willing to adjust your approach. Embrace TikTok's unique environment and tailor your content to match its users' preferences and behaviors. This adaptability is key to capturing the attention of the TikTok audience and achieving success in your marketing efforts.

10. The Core Challenge

One of the main issues with TikTok video marketing is the elusive relationship between video metrics (like views and engagement) and tangible business outcomes, such as service bookings. While high engagement and many views can certainly increase an artist's visibility and notoriety within specific demographics, translating this into actual revenue remains challenging.

The Broad Demographic Range of TikTok

TikTok's demographic reach is expansive, spanning continents from the US to Asia and Latin America. While this broad reach is beneficial for global visibility, it complicates targeting and conversion for local businesses like brow artists. A viral video across various regions might not necessarily increase local service bookings. The platform’s global reach often dilutes the local impact, making it challenging to harness this visibility for localized business growth.

Limitations in Analytics and Conversions

The lack of a linear correlation between TikTok’s engagement metrics and direct business conversions poses a significant hurdle. Unlike other platforms where analytics can provide clear insights into the effectiveness of marketing efforts, TikTok’s analytics are less straightforward in correlating reach and engagement with actual business outcomes.

This unpredictability makes it difficult to make concrete recommendations for investing in TikTok marketing for local services like brow artistry. Without a clear, analytics-driven way to measure the impact of TikTok marketing on service bookings, it becomes challenging to assess the platform's return on investment.

11. Conclusions

As a brow artist stepping into TikTok advertising, embrace the platform's dynamic and video-centric nature. Move away from traditional, polished ad concepts; create authentic, engaging content that resonates with your audience. Remember, the most effective TikTok ads don't look like ads. They blend seamlessly into the user's feed, capturing attention organically.

Give your clients the spotlight in your videos. Client testimonials and genuine reactions are more impactful than self-promotion. Capture these authentic moments spontaneously as they resonate more with viewers and build trust.

TikTok's content should be short (10-15 seconds), genuine, and fast-paced. Embrace the platform's preference for rawness and authenticity. Don't aim for perfection; spontaneous, candid content often performs better.

Understand and mirror your audience. Use the "similarity-attraction effect" to your advantage by featuring clients representing your target demographic. This builds a stronger connection with potential customers.

Quantity trumps quality on TikTok. Experiment with various content styles and messages and closely monitor their performance. Use data-driven insights to guide your strategy, focusing on what engages your audience.

Finally, acknowledge the unique landscape of TikTok compared to platforms like Instagram. Adapt your approach to suit TikTok's spontaneous, authentic environment. Be prepared for the challenge of correlating video metrics with tangible business outcomes, like service bookings, and recognize the broad demographic reach of the platform.