The Interview: Glow Hub Founder Tiffany Salmon on the power of TikTok
Tiffany Salmon is a beauty entrepreneur and the founder of Glow Hub, a vegan skincare brand that provides targeted solutions and simple routines for the Gen Z beauty community.
Like many beauty brands, Glow Hub uses social media to promote its product line-up and create a community for its customers. However, there's one platform in particular that's proving a great success... TikTok.
Whether you like it or not, TikTok has become one of the most influential platforms for the beauty industry. As retail opportunities increase on the app, many beauty businesses have joined in on the action.
Glow Hub is amongst thousands of businesses taking advantage of TikTok's various benefits. With a following of 46.4k and over 332.4k likes to date, the brand creates videos including new launch previews, how-to product videos, behind the scenes content, and more.
@glowhubbeauty Ever wondered what its like to work at Glow Hub?👀 This week we are taking you BTS to get the glow_down on life at Glow Hub HQ💜 Comment what you would like to see from us!🫶 #glowhub #bts ♬ Jell-O - Egozi
"TikTok is a huge part of our strategy - not just our social media strategy but also our sales strategy. It used to be about Instagram, which we still love, but TikTok is definitely where our demographic is. It's where they search for new ideas. It's where they're now shopping!
"Compared to other social platforms, I think the people on TikTok are different. It isn't somebody in their shiny house talking about how perfect the life is - it's real. It's relatable. It's people sat in their bedroom having a conversation about real life issues, like 'help I got this massive spot, look at this product that really helped'. That is what TikTok is really great for," says Salmon.
As part of its business appeal, TikTok allows brands to reach consumers through the influencers that interest them. Influencer partnerships are a popular marketing strategy for beauty brands on the platform, as these paid advertisements can generate both brand awareness and sales.
"It's so important to us that we're authentic. Our relationship with Amelia Olivia is a good example of how we work with influencers on the platform. She's massive for us, but we had an authentic and genuine relationship with her first. We gifted her some products and she loved them, kicking it all off by doing a before and after video using our Scar Slayer serum. This really engaged her audience, who loved the product and wanted to hear more about Glow Hub. So, we then formed a partnership with her, but only because she loves our products and felt this way before any partnership," Salmon added.
@glowhubbeauty The ultimate routine, just look at that GLOW🤩 Shop all your skincare essentials in our Tik Tok shop!💜 @amelia0livia #glowhub #skincare ♬ original sound - glow hub beauty
TikTok Shopping also allows businesses to connect with consumers, providing an ecommerce experience on the app. The service allows brands to add a shopping tab to their TikTok profile and tag products directly in videos. In addition, brands can showcase their products in real-time via the platform's live shopping capabilities.
"We also have a great relationship with TikTok; they really want to provide their audience with great authentic content, plus they want brands to also have success from that. They approached us to ask if we'd be interested in live shopping. At first, I thought it was crazy! However, it's been incredible for us and for our audience. I get so much fulfilment from our livestreams and seeing all the comments. We have this gorgeous little community that really support each other. We also have these amazing sellout moments. TikTok is really great for us - helping us to chase those viral moments and create a great community hub," Salmon emphasised.
To find out more about Glow Hub, listen to TheIndustry.beauty's podcast with Tiffany Salmon.
