Indonesian Gen Zs using TikTok to determine cosmetic

To capture this market, researchers suggest that beauty firms officially verify their brands to prove authenticity, highlight more brand names, interact with the target audience and engage influencers to promote products.

“Angga Anugrah Putra, as Head of Content and User TikTok Indonesia, stated that fashion beauty content became one of the most popular content because it featured videos about make-up and skincare that dominated user interest.

“Based on searches on the TikTok app, the number of hashtags #makeup and #skincare has been viewed as many as 91.2 billion and 32.7 billion as of November 26, 2020. This shows that TikTok is able to provide business opportunities for Cosmetic Products such as make-up and skincare in Indonesia,”​ said the researchers.

These findings were highlighted in their study titled Engagement Behaviour Generation Z on TikTok Case Study: Cosmetic Brands​ published in the Budapest International Research and Critics Institute-Journal (BIRCI-Journal).

The team utilised the quantitative research method and devised an online questionnaire that had 260 respondents who followed cosmetic brand accounts and liked, commented or shared cosmetic brand video content on TikTok. Engagement intentions then influence on Gen Z consumption, contribution and creation behaviour on TikTok.

TikTok experience influences Gen Z behaviour

Three factors could influence the engagement intention of Gen Zs on TikTok – media richness, trustworthiness and expertise. The engagement intention of the respondents then exerted influence on their consumption, contribution and creation behaviours on the platform.

About the author: AKDSEO

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