Beauty and fashion are top-performing categories on TikTok

By

Sandra Halliday

Published
May 13, 2021

Small businesses in the beauty and fashion sectors are outperforming on TikTok, new research shows. The five-year-old social media platform has over 689 million active users and the #smallbusiness hashtag currently has 25 billion views on the platform. This has resulted in small business owners looking to use it to elevate their brands and capitalise on the opportunity to reach new audiences.

And a money.co.uk study reviewed the top-performing videos under #smallbusiness, noting down the number of likes and the industry the business belonged to.

It seems the beauty industry is the most popular based on these metrics with a total of 61,792,300 likes from the videos analysed. Consumers are responding to a wide variety of videos about cosmetics from homemade lip gloss to ASMR packaging clips.

The fashion industry is the second most popular with 50,424,500 likes. Streetwear, printed logo shirts and activewear are all heavily featured in the most popular small business videos.

Just behind the top two in third place is the jewellery industry with 49,893,000 likes. The most popular videos include homemade necklaces, rings, and earrings.

It all underlines the importance of TikTok to small companies operating in these key categories and how nailing an effective TikTok strategy can be transformational.