Skincare brand Truly is taking advantage of the #TikTokMadeMeBuyIt hashtag to reach young consumers. Truly’s main customer base is 18-34-year-olds and they plan on being more involved on TikTok to reach them. But unlike most viral beauty content, the brand is not going to rely on influencers, they’re using their own marketing team instead, as well as “real people in [their] TikTok videos with trends like ASMR (autonomous sensory meridian response) content to stand out.” The brand has organically been on a roll, without the need for influencer sponsorship. From “2020 to 2021, Truly accumulated one million followers on TikTok” and they noticed people featuring their brightly colored products under #TikTokMadeMeBuyIt, a hashtag YPulse research shows is very convincing to young consumers (and fuels their social shopping). As more brands use the platform to attract young consumers, it’s important to note how TikTokers themselves are catalyzing a brand or product’s virality. (Digiday)
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