I was talking to my cousin about social media marketing the other day to get another perspective on how social media affects our everyday lives. Instantly she told me about TikTok, a platform used by many people across the world, especially Gen-Z. More specifically, she talked to me about the Skyhigh mascara phenomenon, a product she and many of her friends have bought because of the app and which has swept across the platform to the point where it has sold out multiple times. For those not in the know, there has a been a new viral trend in TikTok where people are trying on the Mabelline Skyhigh mascara, and showing what their face looks like before and after applying it.
The product first gained traction after TikTok influencer Jessica Eid posted a sponsored video showcasing its positive qualities, showcasing the application and the differences before and after putting it on. Even for someone with no knowledge about beauty products, the contrast is quite stark. This product most definitely helps the eyes "pop" and changes the way a person looks. As my cousin puts it, "the product is perfect. All mascaras advertise the before and after, but really none of them walk the walk after talking the talk. The videos that I have seen proved that it is more than worth buying it." I have to agree with her.
What I find most interesting of all is the products' virality. Some people who have tried out the product have liked it so much that they decide to make posts showcasing the difference before and after using it on social media like TikTok without being sponsored by the company. This is a perfect example of Viral Marketing, with people believing in a product so much that they advertise it on their own time for free. It really is the perfect storm: you make a product that people really enjoy and where you can easily spot its impact, and people will more than gladly show their friends, family, and followers how much it matters to them. Let this be a lesson for any aspiring marketers; sometimes, you just need a product to speak for itself.
What do you think about Viral marketing? How important are influencers in shaping consumer wants and needs? Have you tried a product that has been promoted on social media before? Let me know in the comments!
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