What you’ll learn…
Introduction
The Fenty Beauty TikTok Case Study
Fenty Beauty, the cosmetics brand founded by superstar Rihanna, is no stranger to groundbreaking marketing techniques. In 2020, the brand launched a TikTok campaign that generated a whopping 3.3 million views and engaged younger audiences en masse on the platform.
Background and Objectives
The objective of the campaign was to increase brand awareness and engage with younger audiences on TikTok. To attain this goal, Fenty Beauty created a hashtag challenge that encouraged users to show off their glow-up skills using the brand’s products.
Details of the Hashtag Challenge
The hashtag challenge was called the #FentyBeautyHouseParty and involved users creating short videos that showcased their makeup looks using Fenty Beauty products. The challenge was launched in partnership with popular TikTok influencers, who helped to promote the challenge to their followers. Fenty Beauty also created a dedicated landing page on their website where users could learn more about the challenge and see the submissions.
Results and Impact
The #FentyBeautyHouseParty challenge was a huge success, generating 3.3 million views and over 10,000 user-generated videos. The campaign helped Fenty Beauty to reach a younger demographic on TikTok, with the majority of users engaging with the challenge being between the ages of 16 and 24. The challenge also resulted in a substantial increase in brand awareness and engagement on the platform, with Fenty Beauty’s TikTok following growing over 250% during the campaign.
The #FentyBeautyHouseParty challenge was a primary example of how businesses can utilize hashtags on TikTok to engage with younger audiences and increase overall brand awareness. By partnering with influencers, creating a devoted landing page, and encouraging user-generated content, Fenty Beauty was able to create a successful TikTok campaign that generated millions of views and boosted the brand’s presence on the platform.
How to Use Hashtags to Generate TikTok Views
Hashtags are a crucial element of TikTok marketing, as they can help businesses to reach new audiences, increase engagement, and generate more views for their content. Here are some best practices for using hashtags effectively on TikTok:
Research Popular Hashtags in Your Niche
To maximize the visibility of your content, it’s important to use hashtags that are relevant to your niche and popular with your target audience. Conduct search to identify nonclassical hashtags in your industry and integrate them into your content.
Create Branded Hashtags
Creating a unique branded hashtag for your campaign can help to increase brand awareness and promote user-generated content. Make sure to promote your branded hashtag on your website, social media accounts, and other marketing channels to maximize its reach.
Use Relevant and Specific Hashtags for Each Post
To ensure that your content reaches the right audience, use relevant and specific hashtags for your posts. This will help to attract users who are interested in the specific issue you are addressing.
Participate in Trending Hashtags
Participating in trending hashtags can help to increase the visibility of your content and reach a wider audience. Keep an eye on popular hashtags in your industry and join the conversation by creating relevant content.
Other Successful Hashtag Campaigns on TikTok
In addition to Fenty Beauty’s #FentyBeautyHouseParty, there have been many other successful hashtag campaigns on TikTok. For example, Chipotle’s #GuacDance challenge generated over 1 billion views and increased sales of their guacamole. The NFL’s #WeReady challenge encouraged fans to show off their team spirit and generated over 3 million views. These examples demonstrate how using creative, engaging, and relevant hashtags can help businesses to achieve their marketing goals on TikTok.
Tips for Creating Engaging TikTok Content
TikTok has a unique audience that values creativity, authenticity, and entertainment. Understanding the audience is essential for creating content that resonates with them and generates views. Here are some tips for creating TikTok content that aligns with your brand and values while appealing to the platform’s audience:
Incorporate Music, Filters, and Effects
Music is an essential element of TikTok. Many popular trends and challenges are based on music, and incorporating popular songs into your content can help it reach a wider audience. Similarly, filters and effects can make your videos stand out and attract attention.
Experiment with Different Types of Content
TikTok’s audience values creativity and experimentation. It’s necessary to try different types of content to see what works best for your brand. Tutorials, challenges, and behind-the-scenes glimpses of your brand can all be effective ways of grabbing your audience.
Align Your Content with Your Brand and Values
While experimenting with content, it’s crucial to ensure that it aligns with your brand’s values and messaging. Creating content that feels authentic and genuine will help build trust and connection with your audience.
Research shows that TikTok users value authenticity and creativity over perfection. Brands that embrace the platform’s unique culture and create content that resonates with the audience can generate significant views and engagement.
Conclusion
Hashtags are an essential part of TikTok marketing, and using them effectively can help businesses and marketers generate millions of views and reach younger audiences. The Fenty Beauty case study showcases how one hashtag challenge can draw 3.3 million views and increase brand awareness. To effectively use hashtags on TikTok, it’s important to research popular hashtags in your niche, create branded hashtags for your campaign, and use relevant and specific hashtags for each post. Understanding the TikTok audience and creating content that aligns with your brand values, incorporates music, filters, and effects, and experiments with different types of content, can help increase engagement and views.
As TikTok continues to grow in popularity, businesses and marketers must adapt their marketing strategies to include TikTok and effectively use hashtags to reach younger audiences.
