TikTok has completely changed everything we know about marketing as products promoted on the platform instantly sell out after a 20 second video goes viral – but do these products deserve the hype?
Companies such as Verizon, American Express and Walt Disney thrive on elaborate marketing campaigns. Now products sell out because of free marketing from videos posted on TikTok.
According to a June 8, 2020 article from The Startup, Medium.com’s largest publication, several products in the past year have seen growth in sales because they go viral on TikTok and many even sell out in stores because of it.
When TikTok gained popularity in 2019, it started as an app to post dancing or funny videos. Now, the app has the power to make or break a company or brand.
British public relations publication PRmoment discussed the influence TikTok has in the marketing industry and how it has evolved into a leading platform for companies.
“[TikTok is] a key advertising route for any brand looking to launch a social media campaign,” according to the July 7, 2020 PRmoment article.
TikTok makes it easy for users to upload video after video with a never-ending stream of trending music, effects and filters that are produced through the app.
The power of the app is placed in the hands of content creators. If you are willing to put yourself out there, it can be a fun, interactive way to gain a substantial following.
“What I love so much about TikTok, aside from the endless entertainment, is the ease of going viral and growing your account,” said TikTok sensation @heleneinbetween in an April 2020 blog post.
The app entices users because everyone has the same opportunity to go viral through its algorithm. It all depends on if the audience interacts with the content by liking and sharing the video.
“That’s why if you have often interacted with a specific account and have seen all its videos, it is more likely that the content from that account will appear in the For You section more frequently,” according to a Jan. 14 article published by Metricool.com, an online service to increase social media presence.
The For You section of the app is tailored to categories the user most likes and follows your actions on the app to build the page.
A March 7, 2021 article published by E! News lists products that went viral on TikTok including skincare brands such as CeraVe, The Ordinary and Truly.
This was simply because a user promoted their love for a product, these brands spiked in consumer popularity.
However the question remains, do they live up to the hype? Are these products truly as great as users claim? My experience was mixed.
Over the summer, I was struggling with my acne. Instead of setting up an appointment with a dermatologist, I turned to TikTok for advice.
Skincare by Hyram is a skincare-focused account I follow, so I decided to invest in brands such as The Ordinary and CeraVe because they were highly recommended on the platform.
I expected to see results in a few days because that’s what the videos claimed but that wasn’t my experience and I didn’t see a noticeable difference.
I eventually scheduled an appointment with my dermatologist and he recommended ditching the list of products I was using and sticking to Dove.
Although The Ordinary wasn’t right for me, CeraVe is a brand my dermatologist supported. He said CeraVe makes a great moisturizer and it does deserve the hype it gets from TikTok.
While some products turned out to be a success for me, some didn’t, but despite this I still believe some TikTok products are worth it.
I recommend consulting with a professional or doing additional research before you run and grab your card to complete that online purchase.