TikTok was once thought of as the anti-Instagram; a place where influencers could stop being polite and get real. Now that it has matured, brands are adapting to a new reality.
In the early days of TikTok, a quick, unfiltered 30-second review could make almost any product go viral. This raw approach made TikTok different from Instagram’s curated aesthetic. But today, TikTok is filled with polished ads, influencer-sponsored content, and shoppable videos. Brands have turned the app into a central piece of their marketing strategies.
“It’s a different place than it was when we started,” said Michelle Miller, SVP of global marketing at K18. The hair-care brand capitalized early on TikTok and continues to invest heavily in its marketing. Data from Nielsen shows that 49 percent of views involving beauty brands were sponsored in the past year. For K18, the rate is lower at 35.1 percent, but brands like CeraVe show up to 80.9 percent paid mentions.
This shift has made users more skilled at spotting ads and calling out deceptive practices. Rachel Lockett, VP of marketing at MAC Cosmetics, noted, “As consumers become more familiar with the platform, they can spot ads faster and often recognize them before the ad disclosure appears.”
The early days of TikTok, from its 2018 launch to 2022, saw rapid growth for new influencers with raw content. Beauty influencers gained trust by sharing honest takes on products. For instance, a 2022 post about Glossier’s You fragrance caused a viral sales spike. Similarly, a non-influencer content about Peter Thomas Roth’s FirmX Eye Tightener led to a 1,000 percent increase in sales.
However, the TikTok landscape is now saturated. Sarah McNamara, CMO at Peter Thomas Roth, pointed out, “Creating authentic-looking content is harder in a market flooded with promotional posts.” Early adopters like K18 and E.l.f. Beauty reaped the benefits of low competition, but as TikTok commercialized, strategies had to evolve.
The platform’s monetization has made it challenging for influencers too. A notable example is the “mascaragate” scandal in 2023, where influencer Mikayla Nogueira was accused of deceptive practices.
Nowadays, even “messy” content by popular creators like Alix Earle appears polished. “You can see that their content is perfectly lit and situated,” Miller noted.
Brands are adapting their strategies. Lockett explained that while MAC previously invested in traditional advertising, it now focuses on boosting organic content, which feels more “authentic and organic.” TikTok Shop is another avenue brands are exploring for direct sales.
If a TikTok ban were enforced, other platforms like Instagram and YouTube would likely fill the void. “Instagram’s becoming less curated and more focused on short-form video,” Miller commented. Brands plan to follow creators, just as they did with TikTok.
TikTok remains crucial for sales, but the tactics to engage and maintain authenticity have shifted, requiring brands to constantly innovate in the competitive landscape.
