TikTok has become a cornerstone social platform for beauty brands and consumers. If it’s banned in the US, what should the industry do?
The proposed ban would mean a significant shift for brands that have relied on the platform for its ability to generate viral moments, drive product discovery and foster authentic creator partnerships. “The beauty sector thrives on TikTok’s visually immersive, educational and interactive ecosystem,” says Pauline Oudin, CEO of marketing agency Gradient Experience.
Experts and execs weigh in on the industry’s to-do list in the event it gets through.
Leverage more touchpoints
Brands should lean into email marketing, SMS campaigns and other owned channels to help reduce their reliance on social media platforms, says Oudin. Yuriy Boykiv, CEO of marketing agency Front Row, agrees: “Brands should build a robust owned media strategy such as enhancing their website and SEO efforts to maintain direct connections with their audiences that were likely funnelled through TikTok’s — and social media’s — discovery funnel.”
Beauty brands Dieux and Hair Syrup are among those already doing so. “We’ve been raising awareness and sharing where people can find us, whether that’s on Instagram, email, SMS or [community rewards platform] TYB. And with it, we’ve already redirected our ad spend to other platforms and upper-funnel media, driving email as a channel that we can control,” says Charlotte Palermino, Dieux’s co-founder and chief brand officer. Hair Syrup founder Lucie Macleod plans to make expanding her mailing list a priority in the coming weeks.
Brands should also pivot to experiential, in-person marketing efforts including pop-ups and physical events, says Oudin. “The idea here is to maintain strong audience relationships and to generate buzz,” she says. Beauty pop-ups that offer gamification and personalised activations have become a crucial format for standing out in a digital-driven world and fostering greater consumer engagement, according to a report by market research firm Mintel published in December.
Explore alternatives
There are at least 13 social media platforms waiting in the wings to steal market share from TikTok in the US, such as Chinese-owned app Red, which has been ushering in those soon to be left behind.
Brands are weighing up the pros and cons. “There is a mad dash of brands signing up for platforms like Red, but I’m not particularly bullish on these given they are [like TikTok] Chinese-owned,” says Kevin Gould, co-founder of nail and beauty brand Glamnetic. Instead, Gould is hedging bets on established, US-based platforms like Instagram and YouTube.
“Our team will focus on doubling down on those channels over the next few weeks to meet the new influx of attention that’ll migrate back there,” he says. “Once the dust has settled, we’ll look out to see what new platforms are worth tapping into but it depends on the traction and attention they garner.” Gould expects that YouTube will take the majority of top-of-funnel content and brand awareness spending, while Instagram will receive more of the direct conversion spend.
It should be relatively easy to migrate to Instagram’s Reels and YouTube’s Shorts, says Thomas Rankin, co-founder and CEO of social media management platform Dash Social. “These platforms are no longer just about social connections, but also about evolving into spaces where engaging, short-form video content reigns supreme,” he adds. This is what has happened in India following its 2020 TikTok ban. “While some users continue to access TikTok unofficially [via VPNs], the big change has been the migration to Instagram and YouTube,” says Chris Beer, senior data journalist at consumer research firm GWI. While other variables such as a youthful online population may also play a role in the growth of Instagram and YouTube in India, Beer says the successful transition to these platforms is particularly noteworthy in their ability to “emerge as dominant platforms for creators and brands in a post-TikTok world”. However, Oudin warns that these platforms have higher costs than TikTok per thousand impressions, which may lead to greater ad spend.
Oudin believes emerging platforms like Lemon8 (the platform is also owned by Bytedance and is at risk of being banned) could be interesting for brands wanting to explore a space that caters to trend-focused, younger audiences and blends the creativity of TikTok with an editorial feel. Platforms like Substack and even Tumblr offer beauty brands the opportunity for deeper engagement. “Substack allows beauty brands to build strong relationships with audiences, particularly through curated newsletters and storytelling. Tumblr’s DIY aesthetic and creative freedom make it a nostalgic yet untapped avenue for brands to connect with subcultures and embrace storytelling,” Oudin says. Boykiv adds that Snapchat Spotlight and Pinterest Idea Pins present opportunities for beauty brands that thrive on visual appeal.
Repurpose TikTok content
Some TikTok content could be repurposed to help build audiences on other channels quickly (rather than starting from scratch). Dieux has begun downloading all of its TikTok content. “We’re looking at taking our existing content, adapting and repurposing it on other platforms like YouTube Shorts and Instagram Reels. We’re waiting to see how content shapes out on new platforms and what’s driving the most engagement to steer the next few months,” explains Ryan Scott, the brand’s CEO.
Beauty brands should use this time to examine what content performs well on TikTok — whether owned content or via creator partnerships — to better understand core consumer behaviours and habits. For example, if consumers invest more in image-based carousel content over videos or entertainment-led content versus educational-led content, it could determine the best strategy over the coming weeks.
Bouncing back from lost revenue streams
Brands that rely on TikTok creators to generate revenue are facing a difficult period. Per market research firms NielsenIQ and Spate, nearly half (44 per cent) of the 600 billion brand views on TikTok are paid for. Experts say focusing on authentic and creative campaigns on other platforms will be key if the ban is passed.
“Leverage user-generated content (UGC) and align with platform-specific norms to drive creator and community engagement,” says Oudin. “Tracking a return on investment (ROI) through organic and engaged customer content will help optimise strategies and budget allocation. If brands embrace the UGC campaign styles required for each platform, they’ll regain their footing financially and maintain strong connections with their audiences in the long run.”
Micro-influencers with loyal, niche audiences will grow in importance because they foster trust and credibility, says Oudin. “Niche thought leaders will excel on platforms like Substack and Lemon8, creating immersive experiences that resonate with highly engaged followers.”
Iona Silverman, intellectual property and media partner lawyer at London-based law firm Freeths, predicts that the dust will settle relatively quickly. “The blowback will rebalance over time as creators and paid campaigns migrate onto other platforms and thrive under their algorithms.”
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