Paul Jauregui, co-founder of BK Beauty, dives into the world of TikTok Shops and how they've revolutionized beauty marketing. He reveals the brand's journey from 2020 to 2024, emphasizing the power of creator collaborations and live events. Paul discusses leveraging influencer marketing to build strong relationships and the importance of personalized outreach. He also highlights the role of international talent in driving success within the beauty industry, showcasing how TikTok has transformed both product visibility and sales.
The success of BK Beauty's two live selling events on TikTok demonstrated the effectiveness of live selling in driving audience engagement and sales volume.
Partnering with TikTok Shop contributed significantly to BK Beauty's growth by integrating social commerce strategies that enhanced their market visibility and engagement.
Building authentic relationships with content creators through product seeding has been crucial for BK Beauty in fostering brand credibility and generating organic reach.
Deep dives
Successful Live Selling Ventures
The brand recently conducted two eight-hour live selling events on TikTok, achieving remarkable success and generating significant sales volume in a single day. These events highlighted the effectiveness of live selling as a powerful tool for engaging audiences and driving revenue. The outcome not only solidified their position within TikTok's live commerce space, but also provided the team with invaluable exposure and opportunities to connect with potential customers directly. Such ventures underscore the growing importance of live streaming in e-commerce strategies and the potential for brands to scale visibility and sales effectively.
Rapid Growth through TikTok Shop
The partnership with TikTok Shop has been a crucial factor in the brand's rapid growth over the past year, contributing approximately 25% of total sales. Leveraging the platform allowed them to capitalize on social commerce, integrating product seeding with affiliate marketing within a controlled marketplace. The ease of transactions and visibility through TikTok has accelerated their market presence, allowing for greater engagement with creators and customers alike. This synergy between TikTok's technology and the brand's established practices has proven instrumental in driving sales and expanding their reach.
Foundational Relationships with Creators
Building strong relationships with content creators has been at the core of the brand's marketing strategy, utilizing a unique approach focused on genuine engagement rather than mere transactions. The philosophy involves sending out products to creators without immediate expectations, which fosters authentic endorsements and enhances brand credibility. This method pays off, as the creators frequently share genuine experiences with the products, effectively amplifying organic reach. By understanding the motivations and mindsets of these creators, the brand has effectively penetrated the market and cultivated trust with their audience.
Strategic Product Seeding and Affiliate Systems
The brand's focus on product seeding has been a tactical advantage, establishing a vast network of creators who use and promote their products. This practice generates ongoing organic content that showcases the products in practical settings, contributing to sustained visibility. By supporting creators with affiliate sales opportunities, the brand sets up a win-win scenario that encourages continued promotion. This approach has proven especially effective in the beauty industry, where visual demonstrations play a key role in driving consumer interest and engagement.
The Shift to Social Commerce
The transition towards social commerce, exemplified through their efforts on TikTok, reflects a broader trend in consumer behavior where transactions increasingly occur in tandem with content consumption. This shift allows brands to capture demand at various touchpoints, providing a seamless experience from discovery to purchase. The brand has embraced this evolution, leveraging its existing relationships with creators alongside innovative platforms to reach consumers more effectively. As techniques evolve, embracing this social commerce trend is essential for brands looking to thrive in the rapidly changing digital marketplace.
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Paul Jauregui is the cofounder of BK Beauty
Follow Paul on X at @pauljauregui.
Follow Paul on LinkedIn at https://www.linkedin.com/in/myover/
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