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TikTok Tactics: Comparative Analysis of High-End and Budget Friendly Skincare Brands’ strategies on TikTok and Instagram.

Zaya Mendez, Layla
(2024)

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ZayaMendez_63092200_2024.pdf
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ZayaMendez_63092200_2024_Annexe1.pdf
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Details

Supervisors
De Cock, Sylvie
Faculty
Faculté de philosophie, arts et lettres
Degree label
Master [120] en communication multilingue, à finalité spécialisée: langues des affaires
Abstract
This dissertation explores the differences in how high-end and budget-friendly skincare brands use TikTok by comparing it to their Instagram use. With the increasing importance of short video marketing, TikTok has become vital for social media strategies. This study focuses on the beauty sector, particularly skincare, to fill a research gap. Eight brands were analyzed: four high-end brands (Estée Lauder, La Mer, Sisley Paris, and Tatcha) and four budget-friendly brands (The Ordinary, The INKEY List, COSRX, and Neutrogena). The findings show that the budget-friendly brands adapt their content more effectively to TikTok, targeting younger audiences while high-end brands often use Instagram strategies that are less effective on TikTok. Ultimately, both types of brands use TikTok to expand their reach and engage younger users, highlighting the platform's significance in modern (video) marketing.