Is TikTok a viable marketing tool for beauty brands to use in order to grow, stay competitive & reach a wider audience?


TikTok is still considered to be a fairly new platform and has already seen its success in viral marketing (Too Faced). Instagram is already a strong marketing tool and TikTok is quickly catching up in terms of the user base. The audience for Instagram is mainly millennial and gen-z while TikTok sees more of gen-Z. This research will help beauty brands who are targeting these audiences to understand the benefits and drawbacks of TikTok as a marketing platform and if they should invest in it. There is an abundance of new research online that helps beauty brands create marketing plans for TikTok, however, not all beauty brands might need to, or can afford to put resources into the platform, and hence, this research will fill in that blank on whether it is necessary.


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