The quantity of content material a model generates for TikTok has little bearing on its reputation on the platform, new knowledge exhibits.
A July examine from Skincare Hero tracked hashtag views, follower counts and model content material linked to TikTok, and natural curiosity in manufacturers favored by Gen Z put The Ordinary and CeraVe on prime of the lists.
Brands with essentially the most content material, akin to Dermalogica and L’Occitane, weren’t among the many most extremely ranked when it comes to hashtag searches or followers.
“I used to be curious to study if the quantity of content material you produce on the platform has something to do with reputation, and it doesn’t,” stated Jake Agnew, founding father of Skincare Hero.
Agnew defined that top-performing manufacturers’ simple method to training — right down to placing energetic ingredient breakdowns on their labels — was resonating strongly with shoppers who’re rising more and more weary over conventional model advertising performs.
“Now, persons are much less enthusiastic about being marketed to, and so they need issues that truly work. The conversations on TikTok are across the science behind skincare,” Agnew stated.
The hottest manufacturers on TikTok ranked by hashtag views have been:
1. The Ordinary: 949 million
2. CeraVe: 878.5 million
3. L’Oréal Paris: 518.4 million
4. Glossier: 400.8 million
5. Dove: 392.4 million
6. Olay: 288.1 million
7. Neutrogena: 105.8 million
8. Kiehl’s: 102.9 million
9. Cetaphil: 101.4 million
10. Estée Lauder: 101 million
For extra from WWD.com, see:
EXCLUSIVE: The Ordinary Goes Brick-and-Mortar With Sephora
How CeraVe Ruled the Internet
French Chanteuse Yseult on Why Her L’Oréal Ambassadorship Is a Big Deal