July Beauty and Fashion Rankings: Beauty and Fashion Brands Rev Up TikTok’s Influencer Marketing Engine

• Let Influencers Run the Show. Because TikTok celebrates and rewards creativity, brands eager to stand out on the platform shouldn’t limit influencers’ artistic liberty. Instead, follow Valentino’s lead by letting content creators take the reins when it comes to planning and producing videos. The resulting content will feel more in keeping with th... See more

• Embrace Opportunities for Edutainment. TikTok’s short-form video format isn’t just addictive—it offers brands a unique opportunity to educate consumers about their products. Additionally, teaming up with TikTok beauty and fashion experts, à la The Inkey List, can help brands build credibility and win over potential skeptics.

How to win on TikTok: • Use Caution With #SponCon. Influencers and consumers on TikTok tend to be distrustful of content that appears overly transactional, so it’s important for brands to prioritize inspiring authentic enthusiasm, rather than leaning heavily on sponsored activities. When possible, use paid activations to elicit an organic response,... See more