Video sharing app TikTok arrived at just the right time for any quarantined creatives who needed an outlet for their ideas, but this visual platform has provided a new realm of opportunities for people in the makeup and beauty industry.
Make-up artists have been able to showcase their artistic talents to millions of people across the world on a more equal playing field.
When comparing TikTok to Instagram each have similar features however, the TikTok algorithm customises a timeline of videos according to each users personal and individual interests, this means no two timelines are the same and even users with a smaller following can appear on someone’s ‘for you’ page.
Nicole Callan a 19-year-old MUA from Manchester said: “Lockdown has been amazing for creatives like myself, it has given us lots of time to express ourselves as artists, and really grow as artists too!”
Nicole has been practicing makeup as a hobby since she was 11-years-old but started taking it more seriously at 16. She said: “Social media, especially Instagram and TikTok, have really helped me to get my name out there and become better known as a creative in the industry.
“It has allowed me to grow from a following of around 6,000 before lockdown, to now 87,000, just through creating makeup content!”
Despite its positive elements, TikTok has received a lot of negative attention as some users expressed concern for the mental health of themselves, their children, friends and family who use the app.
A study by Challenge Magazine has explored the possible prospect of TikTok rewarding teenage humiliation and hazing and The Sun highlights the amount of verbal profanity and bad language that is enabled through lip-syncing in the app.
Nicole expressed “mixed feelings” towards the platform saying: “It enables me to grow and I have a lot of fun creating, being on the app, and doing TikTok lives for my followers but as a platform, I absolutely hate it. There is so much hate and negativity and I believe that a lot more could be done to tackle the bullying and negativity on the app.”
In December 2020 Metro published a story about a teenage girl who was ‘forced to move schools after being bullied on TikTok’.
When we asked Nicole if she thought people in the makeup industry should continue to use TikTok to showcase their work she said: “100% it’s a great way to grow and learn.”
Kirsten Rostron, is a 22-year-old accountant and graphic designer from Manchester who has always had a love for makeup. While studying Media Makeup at college she was booking clients and focused on developing her skillset. She said: “TikTok is a great way to get noticed and grow your following really fast.
“I’ve only uploaded three videos of my makeup and I gained around 300 followers and they each got around 300-400 likes. If I had the motivation to carry it on who knows where I could have gone with TikTok.”
Although TikTok has a huge opportunity for quick growth, Kirsten believes “Instagram is used as a more ‘professional’ platform.
“I think TikTok is a fun way to grow and excel faster but I think the majority of businesses will still use Instagram as it’s like a portfolio for their work.”
Sophie Hodgson, a 26-year-old MUA from the Lake District shares similar views, she said:
“I think that creatives should get involved in any new social media platform that launches as you never know when you could go viral or get your big break – especially with how the TikTok algorithm works. I think the length of the videos on TikTok is also good as they hold the viewers’ attention and captivate them for just the right amount of time.”
Instagram is still the most popular photo sharing app but the short and snappy videos on TikTok have been a hit amongst an easily distracted audience. When we asked Sophie her opinion on which app is more prominent in the beauty industry, this was her response:
“It depends on what aspect of the beauty industry is being referred too. So, in terms of pro MUAs I think that Instagram will always be the most prominent app, as it is a platform to showcase images of their professional work e.g. magazines/shoot work. Also, with the addition of the reels feature on Instagram you have the option to share videos of your content alongside images, so it’s a two in one sort of thing.
“However, if in reference to the more beauty influencer aspect of the industry then yes, I would say TikTok is probably the more prominent app, you can reach huge amount of people and grow massively if consistent enough.”
The increase in makeup content on TikTok has somewhat blurred the lines between beauty influencer accounts and qualified make-up artists sharing their work online.
Nicole Callan said brands now ask about her TikTok following as well as Instagram and YouTube however, Sophie still believes there is a “big difference” between the two.
“Anyone can create and grow an account on TikTok regardless of their actual background and/or training/qualifications. I think the app has done huge things for self-taught makeup artists, but generally they will only have experience of working on themselves and so will probably come across more like an influencer than a professional MUA that would usually work on others,” she explained.
| Most Followed Beauty Influencers and MUA’s on Instagram |
|---|
| @jamescharles / 27.3M Followers |
| @bretmanrock / 15.5M Followers |
| @nikkitututorials / 14.5M Followers |
| @makeupbymario / 8.3M Followers |
| @jaclynhill / 6.4M Followers |
| Most Followed Beauty Influencers and MUA’s on TikTok |
|---|
| @dajjrambo / 303.2K Followers |
| @ashleyquiroz_ / 219.1K Followers |
| @alxcext / 166.1K Followers |
| @cutcreaser / 160.7K Followers |
| @charbarker / 97.1K |
Fashionable Creatives 