DTC skincare brand Truly turns to TikTok to reach Gen Z and millennials through short-form videos

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by Anna Munhin Sep 15, 2022 News
DTC skincare brand Truly turns to TikTok to reach Gen Z and millennials through short-form videos

The brand invested in TikTok to increase brand awareness among its target consumers who are spending more and more time on the app.

Truly decided to use the #TikTokMadeMeBuyIt on TikTok as a part of its TikTok marketing strategy in order to get more traffic to its page.

TikTok is all about viral-ability, and Truly's products are defined as "viral skincare" in which the unique aesthetic of bright colored products with swirls, scuplture and blemish-free skin can easily attract its target audience, according to the brand. Most of the platform's users are between the ages of 18 and 34.

Tyler Moore, social media manager at Truly, said that they like to take advantage of the hashtags because it can do wonders for their brand.

As skincare has evolved beyond just a grooming act, the brands that are used by Gen Z and the younger generation are based on their skin concerns. Moore said that they don't shy away from speaking about people's bodies in a very real way.

Real people are used in Truly's TikTok videos to stand out from the crowd. Truly's marketing team makes all the content. It is possible to drive wide-reaching viral content that is popular with customers by controlling the creative process and key elements.

Customers are invited to participate in the brand's social communities on TikTok andInstagram where they can share their real feedback about their experiences with the brand and products they have acquired from Truly. All comments are visible in order to be transparent.

Truly had 1 million followers on TikTok. The video uploading limit was increased from fifteen seconds to one minute. Truly began to produce skits and routine videos in order to market their products.

Moore stated that having a longer video helps them be more flexible with their content creation.

It is not clear how much of Truly's advertising budget is allocated to its marketing strategies. According to Moore, the majority of the ad budget is allocated to paid social and paid search as they lean on an organic approach Moore said that they have a heavy focus on driving organic traffic through their videos. Pathmatics and Kantar don't have ad spend data.

Other brands are reaching younger generations by targeting them on social channels where they spend the most time Deux and Sourse are two brands that use social media to reach their target audience.

Rob Jewell is the chief growth officer at Power Digital, a tech-enabled growth marketing firm. "Truly has developed a smart marketing strategy through a hype-house type model where they have a dedicated approach to building and testing creative through trends likeASMR which is appealing for consumers to watch." It almost feels like you are in your own world.

"It's no surprise that Truly has seen tremendous growth on TikTok." The combination of their product names and vibrant colors make for a kind of content that thrives on the platform, especially with the Gen Z market.