“TikTok made me buy it”: Influencer marketing drives beauty trends, reveals study

23 Feb 2023 --- According to recent studies, consumers continue to be influenced by content creators on social media. “TikTok made me buy it” is a common phrase online, which has also made its way to beauty brand marketing in brick-and-mortar stores.

TikTok-commissioned research shows that the platform drives positive return on ad spend. Additionally, it is the fastest-growing channel for discovery – providing real-world commerce opportunities for direct-to-consumer brands.

“After making an online purchase, consumers were asked to identify the channel where they first heard about a product they bought online, and nearly 15% of product discoveries began on TikTok. Just a year ago, that number was 4%, so TikTok’s influence is growing rapidly,” the social media platform shares.

On the app, #TikTokMadeMeBuyIt currently has over 43.4 billion views.On the app, #TikTokMadeMeBuyIt currently has over 43.4 billion views. With the platform testing its Shop initiative where users can purchase products through the app, it is now evident that TikTok plays a significant role in scaling visibility and driving sales.

Authentic influencer content
Recently released data by Matter Communications – a brand elevation agency – reveals that consumers make purchase decisions based on influencer content. The data shows 81% of respondents have either researched, purchased or considered purchasing a product or service after seeing friends, family or influencers post about it.

“With more sponsored content hitting consumers’ social feeds and a transition of consumers now seeking real value from the influencers they follow, it’s important for brands to share content in a way that resonates, feels authentic and maps to the type of content consumers prefer – quick, snackable information that lets your audience walk away with new tips or knowledge,” shares Mandy Mladenoff, president at Matter.

Matter surveyed over 1,000 US consumers to uncover how social media consumption, influencer perceptions and purchasing habits have evolved over the past year. The research revealed that beauty (42%) and personal care (36%) consumers were interested in seeing and buying recommended products from influencer content.

Transparency triumphs
France’s Directorate General for Competition, Consumer Affairs and Fraud Prevention (DGCCRF) recently launched an investigation on the business practices of influencers. According to its findings, six out of ten did not comply with advertising and consumer rights regulations.Matter revealed that beauty and personal care consumers were interested in influencer content.

“The use of influencers to promote products or services has developed strongly, in particular to allow companies to reach young consumers who are particularly attentive to social networks,” DGCCRF shares in relation to why it began monitoring the commercial practices of influencers.

“Like traditional players in the advertising sector, influencers must comply with all the rules that apply to advertising. They must, for example, indicate whether their publication is of a commercial nature (direct or indirect remuneration by the company) or comply with the specific terms and conditions of advertising relating to certain products or services (financial services or gambling) as well as the prohibitions on advertising.”

“These provisions are important to enable consumers to be informed transparently and securely, and to guarantee fair competition in the advertising sector,” DGCCRF continues.

Recently, influencer Mikayla Noguiera came under the scanner online for her sponsored TikTok review of L’Oréal Telescopic Lift mascara. She shared a video to her 14.6 million followers promoting the mascara and said “I am speechless and I’m not sure anyone’s ever going to be able to compete with this mascara.”

Despite disclosing that she was a L’Oréal Paris Partner, viewers alleged that Noguiera was wearing false lashes and the results did not represent the product fairly. Since then numerous TikToks criticizing Nogueira’s review have been posted on the platform, and the audience is split over #mascaragate.

By Radhika Sikaria

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