Tik Tok Marketing Promotion, How Do Beauty Experts Make Money?

Tik Tok has become a video-watching software that many young people like, and beauty bloggers on Tik Tok have also attracted countless fans by shooting videos and their fame has soared.

On TikTok, beauty influencers have the most outstanding monetization capabilities.

In the star map of Toutiao's commercial platform, we can see that beauty experts are far ahead in both the total order amount and the number of orders, and they far exceed experts in other categories.

The sponsors of beauty influencers are not limited to beauty brands. E-commerce platforms, consumer brands, and digital brands also pay attention to the fan base covered by beauty influencers when investing in their advertising.

There are several trends that cannot be ignored:

1. Among consumer categories, beauty brands have performed exceptionally well in terms of growth. The size of the beauty and cosmetics market continues to expand, valuations increase, and the proportion of sales in online channels climbs. According to the analysis of China Business Industry Research Institute, the national cosmetics consumption will continue to maintain a stable and long-term trend in 2019, and the retail sales will exceed 295 billion yuan;
2. Beauty brands have increased their investment in short videos, and both high-end and mass-market beauty brands have begun to pay attention to short video platforms;
3. The lineup of beauty short video experts is growing rapidly.

These points complement each other and are mutually causal.

So here comes the question:

1. Who is the beauty influencer with the most sales in Tik Tok ads?
2. What types of beauty experts are most favored by advertisers?
3. How to “produce” beauty experts in batches?

Combining relevant data and industry interviews, I conducted an atypical observation of beauty influencers on TikTok.

01 Beauty Expert Map

In terms of content, the beauty influencer content on Douyin can be divided into the following categories:

1. Component analysis

This type of content takes ingredients as the main research object.

"Dr. Big Mouth" has entered the field of beauty-themed content production as an industry expert. Dr. Big Mouth has worked in a cosmetics research and development center for many years and has a deep understanding of the ingredients, formulas and efficacy of beauty products. The personal endorsement of KOLs in this type of industry is also very credible. "Dad's Review" also uses professional equipment to analyze the ingredients and effects of cosmetics such as sunscreen and facial masks.

2. Weeding and weeding evaluation

"Li Jiaqi" is a leader in the grass-growing category. He started from the lipstick segment, and after establishing influence and gaining a huge audience, he extended his ability to bring goods to other products.

"Alin Sparkling" calls herself a "gentle and schizophrenic beauty lightning rod" and will share some beauty knowledge and useful gadgets, such as curling techniques and ways to save powder from sticking. It not only makes users feel fulfilled, but also plants seeds for them.

3. Makeup knowledge and skills: imitation makeup, makeup tutorials, skin care knowledge, makeup comparison

"YUYAMIKA" made herself up to look like Mona Lisa, and the degree of lifelikeness is astonishing.

4. Complex: Plot and life implantation

In this type of content, beauty is not a key element, but is deeply embedded in the influencer’s lifestyle and plot. The Douyin content of "Yuzi Cici Jiang" has nothing to do with beauty themes, but she always appears with exquisite makeup.

Some beauty experts will choose to specialize in one category, while others have more complex content that covers several of the above categories at the same time.

02 Pan-entertainment elements have become a breakthrough point for Douyin beauty influencers to increase their followers

In the red ocean track of beauty and cosmetics, content updates and iterations are very fast. In addition to the personalized recognition of experts and beauty and cosmetics knowledge, pan-entertainment elements have become the key point for fan growth.

In the June fan growth ranking list, there are nine beauty influencers whose fans increased by more than 800,000: "Li Jiaqi, Youzi Cici Jiang, Doudou_Babe, Makeup Artist Xiaohan, Counterattack Xiaoyu, Paojiao Yimi Liu, Guan Xiaowei, and Imitation Makeup Demon Kk". Among them, the content of four of them, "Youzi Cici Jiang, Makeup Artist Xiaohan, Counterattack Xiaoyu, and Imitation Makeup Demon", has incorporated storylines and some reversal elements. In addition to them, the performances of "Hao Fan" and "Natiguli", who are in the plot category, are also very eye-catching.

▲Makeup artist Xiao Han met a mother who was dissatisfied with her daughter's ancient style outfit. Xiao Han changed the mother's makeup into an ancient style. The mother was delighted and changed her mind.

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▲The contrast between the before and after of the counterattack blogger is the highlight

Reversal is the underlying logic of the most popular content on TikTok, which brings about a contrast between the before and after images and emotions in a short period of time, making the audience feel extremely comfortable. "Dark Horse Xiao Ming" transforms from a boy with no temperament into a handsome young man, and as the plot twists and turns, he reaches the highlight moment of his life.

The new celebrity "Ye Gongzi", whose fans have increased by more than 7 million in the past three months, is like a female version of "Dark Horse Xiao Ming". She is like two different people before and after the makeup. She is invincible from image to aura. When she meets someone who judges people by their appearance on the road, she will "confront" them without hesitation; "Counterattack Xiaoyu" also followed this route; "Imitation Makeup Devil Kk" and "Makeup Artist Xiaohan" appeared as experts, and when they encounter injustice, they will help with their makeup bags. The contrast between the passerby's image before and after also brings a dramatic ending to the story.

Through these rapidly rising beauty influencers, we can see the following commonalities:

1. Regardless of whether the beauty expert is a boy or a girl, their image tends to be neutral. The image of a domineering heroine who speaks out for justice is popular;
2. It is not easy to create a hit product with pure beauty products, other elements need to be added. For example, pain points can be shown through scenes and stories, the domineering female protagonist image can be used to strengthen the character's memory point and enhance the favorability, exaggerated elements such as sand sculptures can be used to strengthen the product's functional points, and tone, repetition, and music can be used to drive the emotional rhythm;
3. Scenario-based + reverse logic may seem simple and crude, but in the fast-paced content scenario of Douyin, it also means high recognition, focusing user attention without requiring too much thinking. Create conflicts, reversals, and emotions to quickly immerse users in the atmosphere and emotions created by the video.

03 How do beauty experts monetize?

1. Advertising

The main way for beauty influencers on TikTok to monetize is still through advertising.

Little Turtle, the brand director of "May Beauty", said, "The company's overall revenue in June was 3 million, of which more than 1.7 million came from Douyin, mainly advertising. The company currently has more than 20 self-hatched beauty influencers, and 80% of them are content-based. This type of content is easier to monetize, and can be turned into advertising and vice versa."

"Erka Media" has more than 300 influencers across all platforms, half of whom are self-hatched influencers, and beauty influencers account for 30% of the total influencers. Advertising revenue accounts for nearly 70% of the total revenue.

2. Open a self-operated store

Some celebrities have opened their own Taobao stores. Netizens can reach the corresponding stores from the Douyin shopping cart and increase the store's conversion rate by distributing coupons on Douyin.

"Beibeitu", a beauty expert with nearly 10 million followers, and "Dark Horse Xiaoming", a male beauty expert with more than 4 million fans, both have their own Taobao stores with the same name. Beibeitu’s direct mail store for good products has more than 550,000 fans on Taobao, and Heima Xiaoming’s fans have also exceeded 10,000.

▲Beibeitu’s store already has 550,000 fans. Its best-selling facial mask has 41,000 buyers a month, with monthly sales exceeding 200,000.

3. Bringing goods (advertising + service fee or CPS share)

Beauty influencers at the mid-level or above will choose to cooperate with brands through advertising. If the brand requires them to add a shopping cart, a certain service fee will be charged.

Some of the top influencers will also accept pure CPS sharing, ranging from 20%-50% depending on the product.

4. Self-developed brands

Compared with distribution sharing, self-developed brands pose the greatest challenge to beauty influencers, testing user trust and whether the influencers have experience and resources in product development, branding, and supply chain.

For example, "Dad Review" never advertises and relies on e-commerce income to support its team.

5. Offline appearance fee

Offline appearance fees vary according to the size of the influencer. If the brand is big enough, some influencers will not care too much about the appearance fee in order to gain a certain amount of exposure and improve their image. Offline participation in activities can be well combined with online content.

6. Endorsement

When an influencer has strong sales ability and influence, he or she can take on endorsements like a celebrity and collect corresponding endorsement fees.

04 Who is the beauty expert with the most advertisements on TikTok?

There are 1,091 beauty influencers in the Douyin Star Map backend, and we studied the data of 866 of them.

The person with the most expensive bid at the moment is naturally the top beauty influencer "Li Jiaqi", whose number of fans, 26 million, is far ahead of other influencers. The quotation is as high as 800,000 yuan per video, and we have received 14 orders so far. From the beauty tasks that have been completed, we can see Perfect Diary, White Rabbit gift box, L'Oreal Black Essence Mask, and Kiehl's Whitening Bottle.

▲Li Jiaqi’s order data on the Douyin Star Map backend

How strong is the monetization ability of beauty experts?

As of July 11, the top four with the most advertising orders are makeup artist Fanzi with nearly five million fans, "Chen Cai Ni" with nearly three million fans, and "Brother Mei Zi" and "Singer C Miaoge" with more than four million fans. The four talents have completed 114, 98, 72 and 70 orders respectively, and the quotes for a one-minute advertising video are 108,000, 90,000, 72,000 and 23,400 respectively.

▲Beauty influencers who receive more orders on Douyin

▲The picture shows the two beauty experts who have completed the most orders

The price of a 20-second short video advertisement for "Serious Girl_Yan Jiu", who has more than 7 million fans, is RMB 150,000 per advertisement, and there is still no shortage of advertisers willing to pay for it. She has received a total of 57 advertisements, with considerable monetization capabilities (Note: the advertising price of influencers will increase as the number of fans increases, and the actual monetization capability will be lower than the multiplication of the two.) The beauty influencer "Chen Cheese Yuki" had already received 30 advertisements when she had 350,000 fans. The price of a long video advertisement was RMB 8,000 per advertisement. The low unit price is also one of her selling points.

We counted the top 50 influencers with the most orders, and found that those with the most orders have the following characteristics:

1. Beauty reviews and guides are the most popular, followed by beauty + (funny) plot and beauty + emotion;
2. 90% of the beauty influencers on the list are signed to MCN;
3. Among the top 30 beauty influencers with the most orders, half of them have between 1 million and 3 million fans, and influencers in this range are more marketable;
4. Professional endorsement. Makeup artist Fanzi uses her identity as her nickname. Chen Caini is already a fashion KOL on Weibo, and has developed across the beauty field on Douyin;
5. Multi-platform development. There are different levels of operations on platforms such as Kuaishou, Weibo, Douyin or Xiaohongshu.

Judging from the data, even if you can't become a top beauty celebrity, you can still make a lot of money by being a mid-level millionaire beauty expert. (Here is a list where you can watch the advertising monetization capabilities of beauty experts. Follow “Short Video Consultant” and reply “Beauty” to get the method)

05 How to become a beauty expert

1. May Beauty

Little Turtle, the brand director of "May Beauty", has experienced the entire process of talent recruitment and short video team formation. They insist on incubating talents on their own and require them to have the ability to create original content. The incubation period is generally two months, and the influencer needs to gain 300,000 followers on any short video platform.

The income of experts consists of two parts: base salary plus commission. When the number of fans of the expert reaches 500,000, 800,000 or 1 million, the company will give corresponding rewards.

The daily management of "May Beauty" adopts the director responsibility system, with one director leading two or three talent groups, and each talent and an editor forming a group. In addition, there is a department responsible for the overall text and picture content of Xiaohongshu and Weibo.

They have four criteria for selecting beauty experts:

1. Appearance;
2. Content production capabilities. Talents need to write their own scripts;
3. You must love the beauty industry;
4. Personality is more important, which determines whether the talent can stay with the team for a long time.

2. Eagle Eye Media

Zhou Jianli, CEO of MCN Eagle Eye Media where "Dark Horse Xiao Ming" works, has a background in e-commerce entrepreneurship. He defines the Douyin channel as a traffic pool.

"We select influencers from group leaders who have the ability to sell goods, package and output content, and form a matrix based on the different levels of fans."

In this process, brands get traffic, content agencies get dividends, and influencers get profit sharing and product agency. They have standardized the talent production process into a SOP, strictly controlling input costs, cycle time, production process and profit-sharing methods.

The production cycle for Eagle Eye Media to incubate an influencer with 200,000 fans is one month, and the team cost is controlled at 20,000 to 30,000 per group. The elements that make a person popular are collected through data, the influencers are matched, and a standardized production process is established.

3. Erka Media

In the opinion of Zhang Junxiang, founder and CEO of Erka Media, there are two types of beauty KOL content: one is batch incubation; the other is personal accounts, which require professional background and experience in the industry and are already KOLs.

The beauty experts under Erka cover both categories, with the main ones being personal accounts.

Zhang Junxiang believes that "a true internet celebrity must have a distinct personality, a well-developed character, and a strong professional background to back him up, in order to have sustainable vitality, which requires a very high level of quality."

In addition to the Douyin platform, Erka Media will operate beauty influencers on all platforms and select key operating platforms based on the match between the influencers and different platforms. Now beauty influencers have covered Douyin, Kuaishou, Weibo, Xiaohongshu, Kuaishou, Mogujie and Bilibili, including live broadcast, short video and text and pictures.

The second person will get to know the overall background of the candidate during the interview, judge his/her performance through the audition, talk about his/her preferences and the platforms he/she prefers to develop on, and finally the company will decide which platform to focus on for development.

Generally speaking, top talents will be matched with a team of three to four people. Talents in the incubation period will have producers lead three to four talents, and each talent will be given two months to incubate. The performance of the talents will be evaluated comprehensively from multiple dimensions, and fans are not the only reference standard.

Ms. Wang, who was once in charge of incubating influencers at a leading MCN, summarized the personality positioning methodology of beauty influencers:

1. Combining hard and soft advantages;
2. The appearance symbols and scene symbols match each other;
3. Distinguish your own characteristics from competing elements.

06 What opportunities are there in the beauty expert track?

1. The ingredient party still has a market

In 2018, there were hundreds of brands that mainly promoted niacinamide, including international brands, domestic brands, and emerging brands. Similarly, products featuring amino acids, ceramides, peptides, oligopeptides and other ingredients have also seen a significant increase in sales.

During the Tmall Double 11 in 2018, Internet brands such as HomeFacialPro, Perfect Diary, and WIS overwhelmed the vast majority of traditional domestic brands, and their success was second only to Pechoin and Chando.

In the skin care field, we see that almost all newly emerging brands have the path of ingredient party content marketing behind them.

▲The picture shows the hot trends of Chinese fashion and beauty in 2018

Little Turtle, the brand director of "May Beauty", said, "Some brands will specify that they want influencers who support the ingredient party. One of our influencers has transformed into an influencer who supports the ingredient party."

2. The demand for male beauty experts is increasing

Data officially released by Tmall showed that within 30 minutes after the opening of the 618 shopping event in 2019, 100,000 pieces of L'Oréal Paris men's facial masks were sold, and Chando's customized World Cup facial masks were also snapped up.

The 618 data released by Vipshop also showed that the number of cosmetics products purchased by men increased by 22% year-on-year. On JD.com, products such as men's facial masks and men's eye cream set new sales records.

More and more men are becoming the new rising consumer force in the beauty and cosmetics sector, and correspondingly, brands’ demand for male beauty experts is also increasing.

3. The trend of live streaming sales cannot be ignored

Celebrities such as Wang Zulan, Liu Yan, Nicholas Tse, and Xiao S have tried to go to Kuaishou and Taobao to join the e-commerce live streaming, which often brings in millions or even tens of millions of sales. The native internet celebrities of Kuaishou and Taobao Live have amazing sales power. Viya, the top anchor of Taobao Live, has generated over 100 million purchase conversions in a single live broadcast and has been called "the next Vipshop."

Taobao, Kuaishou, Douyin and even the entire Toutiao system are all exploring the potential for selling goods in live streaming scenarios. With the arrival of 5G, there is still a lot of room for the potential of live streaming to be released.

Where is the next Viya and Li Jiaqi?

Platforms, MCNs and brands are all concerned about this issue and are making plans for it. Taobao, Kuaishou, Douyin and even the entire Toutiao system are all exploring the potential for selling goods in live streaming scenarios. In the opinion of industry insiders, 5G will accelerate the explosion of live streaming potential.

In the view of a leading MCN, short video advertising has a ceiling, while live streaming e-commerce has greater room for imagination. A beauty industry insider revealed that more than half of the cost of cosmetics is invested in brand marketing. Live streaming shortens the distance between branded goods and people and reduces brand advertising and marketing costs.

Around the live streaming e-commerce ecosystem, a number of intermediary service providers have emerged to connect traffic providers and brand providers. There are companies that focus on online and enter from the data system services, supply chain, and channel ports; there are also companies that focus on offline layout, enter from the live broadcast industry base, integrate supply chain resources, connect with MCN, and passionately prepare for mass training and incubation of "Li Jiaqi". The emergence of professional intermediary service providers can lower the monetization threshold for beauty experts.

The business of "hatching beauty experts" on Douyin has allowed the "Li Jiaqi" in the short video field to make money. After the advertising monetization model has been proven, there are still various monetization models waiting to be explored and broken through for live streaming e-commerce, self-developed brands...beauty experts and the MCNs behind them. Along this path, beauty experts, MCNs and platforms are evolving rapidly.

In the Kuaishou ecosystem, how do beauty experts play and how are their survival situations?

What role does MCN play between beauty experts, supply chains, and platforms, and how does it build its own barriers?

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Author: Gu Gu

Source: Short Video Consultant (ID: Viiideo)