Tiktok influencer marketing as a marketing tool for cosmetic industry to attract generation Z

Abstract

Marketing strategies that make use of social media influencers and the emergence of social media platforms have been increasingly common in recent years, particularly in the beauty products sector. Because of the availability of these channels, social media and the utilization of social media influencers are extremely influential among particular audiences. Tiktok has quickly become one of the most prominent social media channels for Generation Z, which is entering an age where they have more purchasing power. Because of this, it is essential to have a solid understanding of how Tiktok can be used as a platform for influencer marketing for this audience.

The worldwide cosmetic industry, the components of an influencer marketing campaign, and various cases of successful influencer marketing campaigns in the cosmetic industry were investigated in the course of the work for the thesis. In addition to that, the study shed light on Generation Z as a potential customer base. To investigate how influencers were utilized for marketing campaigns in the cosmetics business, a case study was carried out.

The primary data came from the responses of the audience members to a survey that was distributed earlier. The secondary data came from a variety of sources, including published works, statistical compilations, and the internet. The findings of the empirical investigation as well as the findings of the literature review were used to develop the conclusions. When it comes to attracting the Generation Z audience on Tiktok through influencer marketing, brands need to grasp the goals, the type of campaign, the influencer, and the type of content that is best suited for the brand. The key to getting Generation Z’s attention is transparency and relatability, videos that are true to life, with an honest opinion, will win Generation Z. Ra-ther than relying excessively on influencer content, brands should be more selective, working with honest, relatable and talented influencers, regardless of the number of followers.