{"id":1522,"date":"2024-03-24T05:37:33","date_gmt":"2024-03-24T05:37:33","guid":{"rendered":"https:\/\/ventil.rs\/blog\/life-style\/with-tiktok-under-fire-brands-that-rely-on-it-worry\/"},"modified":"2024-03-24T05:37:33","modified_gmt":"2024-03-24T05:37:33","slug":"with-tiktok-under-fire-brands-that-rely-on-it-worry","status":"publish","type":"post","link":"https:\/\/ventil.rs\/blog\/life-style\/with-tiktok-under-fire-brands-that-rely-on-it-worry\/","title":{"rendered":"With TikTok Under Fire, Brands That Rely on It Worry"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<div class=\"css-53u6y8\">\n<p class=\"css-at9mc1 evys1bk0\">Amid debate in Washington over whether TikTok should be <a class=\"css-yywogo\" href=\"https:\/\/www.nytimes.com\/2024\/03\/13\/technology\/tiktok-ban-house-vote.html?action=click&amp;pgtype=Article&amp;state=default&amp;module=styln-tiktok-bans&amp;variant=show&amp;region=BELOW_MAIN_CONTENT&amp;block=storyline_flex_guide_recirc\" title=\"\">banned<\/a> if its Chinese owner doesn\u2019t sell it, one group is watching with particular interest: the many brands \u2014 particularly in the beauty, skin care, fashion, and health and wellness industries \u2014 that have used the video app to boost their sales.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">Youthforia, a makeup brand with more than 185,000 followers on TikTok, is thinking about moving more marketing to other platforms, like YouTube and Instagram. Underlining, which makes the popular brand Nailboo, planned to use TikTok to launch a product with a major retailer in August and is now wondering if it will have to change course. And BeautyStat, which sells skin care products on TikTok Shop, can\u2019t even fathom the idea of the platform\u2019s disappearing.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">TikTok is \u201cjust too big, especially in beauty and in certain industries, I feel, for it to disappear,\u201d said Yaso Murray, BeautyStat\u2019s chief marketing officer.<\/p>\n<\/div>\n<aside class=\"css-ew4tgv\" aria-label=\"companion column\"\/><\/div>\n<div>\n<div class=\"css-53u6y8\">\n<p class=\"css-at9mc1 evys1bk0\">Companies and creators have known for years that TikTok could be at risk. But those fears seem more real now that the House has passed a bill that would ban TikTok in the United States unless its owner, ByteDance, sold it. (Since that vote last week, the bill\u2019s progress has slowed in the Senate.)<\/p>\n<\/div>\n<aside class=\"css-ew4tgv\" aria-label=\"companion column\"\/><\/div>\n<div>\n<div class=\"css-53u6y8\">\n<p class=\"css-at9mc1 evys1bk0\">Some lawmakers in Washington think TikTok is a platform for spying by the Chinese government. Parents fume that it is rotting their children\u2019s brains. But lots of companies \u2014 big and small \u2014 credit TikTok and its band of influencers for getting their products in front of potential customers, especially young ones.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">Retailers, whether Sephora, Walmart, Target or Amazon, have also been big beneficiaries of TikTok, said Razvan Romanescu, chief executive and co-founder of Underlining and 10PM Curfew, a firm that connects content creators with brands.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">\u201cIf something goes viral on TikTok, they sell out,\u201d Mr. Romanescu said. \u201cSo I feel like the whole ecosystem is driven by the discoverability that TikTok provided.\u201d<\/p>\n<p class=\"css-at9mc1 evys1bk0\">For some brands, TikTok has become an integral piece of marketing strategy and sales growth. That\u2019s partly because the short videos are easily digestible by consumers and partly because marketing on the platform is relatively inexpensive for smaller brands. TikTok Shop, which <a class=\"css-yywogo\" href=\"https:\/\/www.nytimes.com\/2023\/09\/12\/business\/tiktok-shop-e-commerce.html\" title=\"\">started<\/a> last year and allows shoppers to buy products directly on the app, has become particularly popular among beauty and fashion brands.<\/p>\n<\/div>\n<aside class=\"css-ew4tgv\" aria-label=\"companion column\"\/><\/div>\n<div>\n<div class=\"css-53u6y8\">\n<p class=\"css-at9mc1 evys1bk0\">\u201cPre-Covid, the beauty category was pretty flat, maybe growing a couple of percentage points each year,\u201d said Anna Mayo, a vice president of beauty and personal care at NIQ, a research firm. But during the pandemic, when consumers had more time on their hands and Zoom calls became more popular, TikTok beauty and skin care videos exploded.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">\u201cSince then, the beauty industry has been all about growth and hasn\u2019t slowed down,\u201d Ms. Mayo said. \u201cTikTok is a big driver of that growth.\u201d<\/p>\n<p class=\"css-at9mc1 evys1bk0\">New products or clothing can be highlighted by individuals who, unlike movie stars or models, feel more relatable to viewers. The quick how-to videos can show the best way to mix and match spring sweaters and jeans or the order in which to apply toner, serums, moisturizers and sunscreen in a morning skin care routine. Some people say they go to TikTok before Google for shopping.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">\u201cThe first video was a makeup tutorial, showing you how to flawlessly cover acne using three products,\u201d said Mikayla Nogueira, a 25-year-old influencer who started making TikTok videos four years ago. \u201cIn just 60 seconds, you learned a new skill.\u201d<\/p>\n<p class=\"css-at9mc1 evys1bk0\">That was when Ms. Nogueira had time on her hands after her university shut down classes and Ulta Beauty, where she worked, closed its stores because of the pandemic. Today, she has 15.5 million followers on TikTok and works regularly with beauty and skin care brands.<\/p>\n<\/div>\n<aside class=\"css-ew4tgv\" aria-label=\"companion column\"\/><\/div>\n<div>\n<div class=\"css-53u6y8\">\n<p class=\"css-at9mc1 evys1bk0\">While larger companies can spend marketing dollars across a variety of sites, TikTok offers a more affordable advertising channel than platforms like Google and Meta, which owns Instagram.<\/p>\n<\/div>\n<aside class=\"css-ew4tgv\" aria-label=\"companion column\"\/><\/div>\n<div>\n<div class=\"css-53u6y8\">\n<p class=\"css-at9mc1 evys1bk0\">\u201cFor a direct-to-consumer business like ours, the platform is very unique,\u201d said Nadya Okamoto, who started posting TikTok videos about the organic menstrual products of her company, August, in the summer of 2021.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">First, TikTok\u2019s \u201cFor You\u201d feed is constantly putting August\u2019s videos in front of new consumers, not ones who have chosen to follow the brand on other social media platforms like Instagram. Second, the platform allows Ms. Okamoto to be an in-house chief content creator.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">\u201cOther brands are spending hundreds of thousands of dollars each month on advertising, and we\u2019re spending next to nothing,\u201d she said.<\/p>\n<\/div>\n<aside class=\"css-ew4tgv\" aria-label=\"companion column\"\/><\/div>\n<div>\n<div class=\"css-53u6y8\">\n<p class=\"css-at9mc1 evys1bk0\">Asked about a possible TikTok ban, Fiona Co Chan, the chief executive and a co-founder of Youthforia, said, \u201cI don\u2019t know that anything would fill the hole the same way.\u201d<\/p>\n<p class=\"css-at9mc1 evys1bk0\">TikTok allows Frida to talk about its baby and postpartum products in a way that other advertising and social media platforms may see as taboo, said Chelsea Hirschhorn, the company\u2019s founder. The brand was a relative latecomer as an active user of the app \u2014 ramping up its posts starting about a year ago \u2014 but has about 123,000 followers and has had several videos go viral.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">Still, Ms. Hirschhorn said, there are legitimate concerns about TikTok\u2019s going away or changing in some way, and Frida isn\u2019t overly reliant on the app. It has figured out how to advertise both in traditional forums (it\u2019s now sold in 4,000 Walmart stores in the United States) and in more creative ways (sponsoring Jason Kelce\u2019s pregnant wife, Kylie, at the Super Bowl when his Philadelphia Eagles played in the game last year).<\/p>\n<p class=\"css-at9mc1 evys1bk0\">\u201cI think it\u2019s really important that brands have a bulletproof, robust marketing plan in a variety of media channels, both traditional and emerging, in order to weather any prospective challenge,\u201d Ms. Hirschhorn said.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">While some companies work on contingency plans for new products, others are watching and hoping legislators won\u2019t ban the platform.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">At BeautyStat, Ms. Murray said she was \u201ctrying not to get too alarmed by everything that\u2019s going on because I think a lot of brands would suddenly experience a big hole in their sales.\u201d She added, \u201cIt would be very damaging.\u201d<\/p>\n<\/div>\n<aside class=\"css-ew4tgv\" aria-label=\"companion column\"\/><\/div>\n<p><br \/>\n<br \/><a href=\"https:\/\/www.nytimes.com\/2024\/03\/22\/business\/tiktok-beauty-fashion-companies.html\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Amid debate in Washington over whether TikTok should be banned if its Chinese owner doesn\u2019t sell it, one group is watching with particular interest: the many brands \u2014 particularly in the beauty, skin care, fashion, and health and wellness industries \u2014 that have used the video app to boost their sales. Youthforia, a makeup brand&#8230;<\/p>\n<p class=\"more-link-wrap\"><a href=\"https:\/\/ventil.rs\/blog\/life-style\/with-tiktok-under-fire-brands-that-rely-on-it-worry\/\" class=\"more-link\">Read More<span class=\"screen-reader-text\"> &ldquo;With TikTok Under Fire, Brands That Rely on It Worry&rdquo;<\/span> &raquo;<\/a><\/p>\n","protected":false},"author":1,"featured_media":1523,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/static01.nyt.com\/images\/2024\/03\/20\/multimedia\/20TikTok-Companies-cqkm\/20TikTok-Companies-cqkm-facebookJumbo.jpg","fifu_image_alt":"","footnotes":""},"categories":[6],"tags":[],"class_list":["post-1522","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-life-style"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v17.8 (Yoast SEO v22.1) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>With TikTok Under Fire, Brands That Rely on It Worry - Breaking News<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ventil.rs\/blog\/life-style\/with-tiktok-under-fire-brands-that-rely-on-it-worry\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"With TikTok Under Fire, Brands That Rely on It Worry\" \/>\n<meta property=\"og:description\" content=\"Amid debate in Washington over whether TikTok should be banned if its Chinese owner doesn\u2019t sell it, one group is watching with particular interest: the many brands \u2014 particularly in the beauty, skin care, fashion, and health and wellness industries \u2014 that have used the video app to boost their sales. 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