There are more than one million creators on TikTok Shop in the UK – a 64% increase from 2023 – and that number continues to grow every day.
The opportunities for beauty brands to commit to long-term collaborations with creators on the platform is ever-growing and “the results can be game-changing”, Nora Zukauskaite, Integrated Marketing Director at TikTok Shop UK, tells Cosmetics Business.
“It can create a ripple effect that resonates with both audiences and sales alike as creators are the lifeline of TikTok Shop.
“The key differentiator between creators on TikTok Shop is that they are often a lot more like your everyday neighbours, sharing their latest finds and honest reviews rather than just showcasing glamorous lifestyles.”
And these TikTok Shop-focused creators get compensated differently, relying solely on affiliate fees, which range from 10% to 20%, based on units sold as opposed to flat fees.
There are different ways beauty brands can engage with the creator community, and you need to pick the model that works for your business
“This ensures that compensation is tied directly to commercial performance,” explains Zukauskaite.
And the data shows the power these influencers have – with 71% of TikTok users saying that creator authenticity motivates them to purchase products.
But how can beauty brands effectively scale their growth via creator partnerships on TikTok Shop, and what are some of the common pitfalls?
Zukauskaite reveals the platform’s secret sauce to creator partnership success below…
Why invest now?
By now, the majority of beauty brands recognise the importance of authentic collaborations with creators on TikTok Shop.
But, at TikTok, we often get questions about what successful creator partnerships look like on our discovery commerce platform.
When it comes to how to succeed on TikTok Shop, we always go back to the powerful three Cs – creators, communities and content.
TikTok Shop is rooted in shoppable videos and live shopping.
This fuels the joyful discovery of new brands and products for consumers on their ‘for you’ feeds, which is often driven from creator content.
The ability to tap into the unique voices of over a million