Hero Cosmetics is moving more of its marketing to TikTok after seeing more success there than on Instagram.

Hero Cosmetics is moving more of its marketing to TikTok after seeing more success there than on Instagram.A TikTok campaign that promoted their introduction to 1,500 Targets last month doubled sales at the stores, garnering an engagement rate that nearly tripled what they saw on Instagram (12% versus 4.5%). The makeup company is now launching a campaign called “Get Ready With Me” that will have 20 influencers post their getting ready routines with the hashtag #schoolsurvivalkit that they estimate will reach four million mostly-teen TikTokers. (They’re not the only company betting on the app.) (Mobile Marketer)