Tik Tok Operation Skills in the Beauty Industry

How to become a beauty influencer from scratch?

According to iMedia Consulting data statistics, 42% of short video users prefer to watch short videos on beauty and fashion. In fact, beauty and cosmetics have always occupied a very important share on Douyin, and its commercial performance is also very good. It is certainly difficult to become a top influencer, but it is not impossible to start from scratch and become an Internet celebrity with hundreds of thousands of fans. Today we will reveal the practical skills of Douyin operation in the beauty industry .

Image source: iiMedia Research

1. Find the right positioning and create an internet celebrity persona

It is very important to create a vivid account persona. All the fashion and beauty celebrities on Douyin have their own IP personalities. For example, which of the top anchors in the beauty industry: Li Jiaqi, Viya, etc., doesn’t have a persona? Therefore, if you want to be a beauty influencer, you must first think clearly about what kind of personality you want to have. Only after you have expressed your own personality can you gain the trust of others. Therefore, it is very important to create a personality. You must design your personal characteristics and create a memorable personality. There are many types of personalities, here are some examples:

1. Skin care experts, who mainly promote and promote beauty products, create a persona that they are very knowledgeable about various beauty and skin care products.

2. A master of imitation makeup, who can produce various imitation makeup.

3. Contrast makeup, compare the beauty and ugliness before and after makeup.

4. Ordinary people, whose nicknames are usually brother, sister, or younger sister, etc., mainly share daily life, such as some skin care tips, beauty tools, etc.

5. Niche fields, such as sharing makeup for college students, sharing skin care products for sensitive skin, etc. This kind of personality in a niche field can attract people in certain specific fields.

There are many more besides these, which I won’t go into detail.

Many people choose to create a persona of a skin care expert, because this kind of persona can post both makeup and skin care courses, the threshold is relatively low, and it is relatively practical. Although the threshold is low, the competitive pressure is very high. If you search on Douyin, you will find a variety of makeup tutorials and skin care courses. If you do these courses, you must also have some of your own characteristics. For example, how to match makeup and hair for a big face, how to do skin care for sensitive skin or combination skin. This kind of distinctive video allows others to see your professionalism. Otherwise, if you make all kinds of videos, they will be too messy and there will be no way to create deep memories, and you will not be able to create your own IP.

2. Find the right direction and refine content output

After determining the character, the next step is to determine the content direction, which is also a very critical step!

In terms of specific performance, it can be divided into several types:

1. Drama-based, storytelling, attracting people through a story with a twist. This story can be exaggerated or it can be sharing some real skills, such as how you used to have sensitive skin and how you regulate it now.

Image source: iiMedia Research

2. Talent show, where you can show off your makeup skills, or even your singing and dancing skills, and promote beauty products in a variety of ways to get more fans interested.

3. Comedy performances, which may require multiple people. These usually involve funny videos, such as putting makeup on a boyfriend, etc. This can also attract users’ attention.

3. High-quality short videos start with details

"I don't have any shooting skills, I don't know how to use the camera at all"

“I feel like the photos I took aren’t beautiful at all.”

This kind of problem about video shooting is a problem that many beauty novices will encounter, but a good video requires attention to many details. Even if you don’t have the shooting level of a master, you can still make your video attractive by doing the following points.

1. The first three seconds of the video are very important and are the key to retaining users. If you share useful knowledge through a video, you should tell users what your useful knowledge is in the first three seconds of the video. For example, “Why do spots appear on my face?” or “Why does my skin become dry and itchy when the weather gets cold?” Videos that provide skin care knowledge and tutorials should identify user pain points in the first three seconds to motivate users to continue watching.

2. You can design some interactive questions in the video to guide users to participate and increase the number of comments. You can also include some plot twists and baits.

3. Appropriate music. Background music is very, very important. Appropriate background music can be more infectious. We can match our own plot and talent show with appropriate music videos.

4. Be sure to add subtitles. Many people's Mandarin is not very standard, especially bloggers from Fujian, Guangzhou, Jiangxi, Guangxi and other places. You may not feel it when you are talking to people around you, and think that your Mandarin is quite standard. In fact, it is not very standard. Sometimes users can't hear clearly. If you add subtitles, we can highlight our key points and let people better understand the plot.

5. The picture must be clean. Some people use makeup to create a contrasting effect. At the beginning, they are ordinary girls, quite plain, or even ugly girls, who use makeup to make themselves look very fairy-like. This kind of contrast video is to make a prominent contrast, but the ugly makeup should also be matched with a clean background as much as possible to avoid disgusting users.

6. Design your lines according to your own plot. Just like we said above, whether it is a performance or a talent show, all kinds of content can be created, but you have to establish an account persona. For example, if you are doing a beauty talent show, you have to establish a beauty talent persona, and the lines should be designed to be memorable so that users can have a deeper impression.

7. Good at using dialects. For example, areas with more distinctive dialects, such as Northeast China, Sichuan, and Guangzhou, can choose dialect broadcasting, but some people may ask, doesn’t it say that standard Mandarin should be spoken as much as possible? If you use dialect, it can help us create a real and down-to-earth anchor image, which will also help to create a distinctive character image and add to the impression of users, but dialect broadcasts must be subtitled.

4. Increase in followers and traffic

The Tik Tok algorithm is now very complex, and factors such as video playback volume, interaction volume, and playback volume are taken into consideration. Here is a reminder: Try not to brush traffic during the novice period. Douyin has a traffic pool to support novice accounts and videos. Generally speaking, videos released by new accounts will have 0 to 200 views. If the work performs well, it will be recommended to a larger traffic pool, so you still have to focus on the content of your work. How can I make my work perform better and be recommended to the traffic pool by Douyin? In fact, the main factors that affect the performance of the work are mainly the following:

1. Number of likes. As for the issue of the number of likes, it goes without saying that we should keep reminding users to like our posts. We can also use some small activities to attract users to like our posts. The key in the video is to continuously deepen and build your own unique personality. The personality brings its own traffic, and a specific personality is also easy to attract likes.

2. Number of comments. Starting with the content and setting up some plot baits with strong twists can make our videos more attractive and users will want to forward them. When your account is just starting to operate, you must be good at collecting your own account data and often check how many comments there are on a certain video. If the number of comments is greater than 10, we will collect the comments for this issue and analyze what type of comments they are. For example, if users mainly comment on our talents, we can deepen the talent part. If users are talking about skin care tips, we can focus on this part in the next issue.

3. Number of forwardings. If you want users to forward your video, the uniqueness of the video content is very important. There are too many beauty videos on Douyin now, and only unique beauty videos can attract users to forward them. You can also start more topics to interact with fans. If you have the ability, you can organize some activities and draws to attract fans.

4. Completion rate. The so-called completion rate refers to the frequency of complete playback. This means that when we make video content, we must be exquisite from beginning to end. Although the first three seconds are important, we must carry it through to the end.

IV. Summary

In summary, to do beauty makeup on Douyin, the first thing is to analyze the vertical field. Although there are many beauty makeup accounts on Douyin now, we can segment them and find the areas in which we are good at. Makeup videos, especially lip videos, facial creams, hair care, women's perfumes, etc. also have a large number of views, and you can all do this. Practical information, grass-planting, discount sharing, and weed-pulling types are all acceptable. The positioning of these contents is very good, and there is no distinction between good and bad. It mainly depends on what you are good at. Here I must remind you: you must do what you are best at. It is time-consuming, laborious, and difficult to produce results in areas you are not good at. First, determine your position, then focus on what interests you and continue to share.

Some people also said that at the beginning they really didn’t know what content to post, nor did they know what kind of persona to set for themselves. They felt like they knew nothing. This is a big problem for many people who have just started doing beauty on Douyin. What should they do? A better method is testing. We can post some videos for testing and understand fans’ requirements through interactive questions.

You can post more at the beginning because we need to test. If you slowly find your position, you can update 2 to 3 high-quality original videos every week. Quality of videos is more important than quantity. Good videos are the key to increasing followers.

Author: Silk Road Praise

Source: Silk Road Academy