What products have you seen go viral on Tik Tok? I automatically think of the famous Aerie Flared Leggings, Maybelline Lash Sensational Mascara, The Ordinary Niacinamide Serum, Revlon One-Step Hair Dryer, and Zara Jeans. My list of popular products I’ve seen on Tik Tok might look different than yours, but I know I’m not the only one who has been persuaded to buy something based on a TikTok review, only to find that it’s been sold out already.
It’s no secret that Tik Tok has transformed how brands gain publicity. Tik Tok creates brand awareness through influencer sponsorships, similar to social media platforms like Instagram. However, unlike other social media apps, being a famous influencer might not determine the impact of your post on Tik Tok. You never know what will be next to gain overnight fame, from pasta recipes to local restaurants to trendy skincare products. Maybe it’s just my For You Page, but my feed is constantly flooded with clothing unboxing hauls, makeup reviews, and fashion styling videos. While some of these reviews are a form of sponsored influencer marketing, I’ve found that honest and unsponsored reviews of clothing and beauty brands still get impressive views.
Creating a successful YouTube channel might require high-quality equipment to shoot your product review. Achieving the status of an Instagram influencer might require you to build a large following to gain a brand’s attention for partnership opportunities. On Tik Tok, anyone can film a quick product review on your phone and have the potential to interact with thousands, earning a brand a strong reputation and unprecedented sales. Whether you have a large or small following, your fall lookbook or beauty routine video has the chance of going viral on Tik Tok, resulting in a comment section filled with questions from future customers: “What’s the name? Where’s the link? Where did you buy it?”
On Tik Tok, products can gain popularity regardless of how recently they were released. Beauty brand Clinique introduced a lipstick in 1971 in the shade “Black Honey.” Due to a viral trend of makeup lovers trying on the versatile lipstick, Clinique had to create a product waitlist to keep up with the demand for this specific shade. The hashtag #cliniqueblackhoney has 24.9 million views as of today.
The power of earned, word-of-mouth recommendations is astonishing. Current and future Public Relations Practitioners should never underestimate just how much Tik Tok creators can increase promotion and brand loyalty. What’s fantastic is that finding relatable and personable creators on Tik Tok is easy, and their opinion has the power to influence anyone who opens their For You Page.
–Isabel Chowdhury, Account Associate