SEOUL, South Korea,
Jan. 25, 2021 /PRNewswire/ -- AXIS-Y,
a Korea based skincare brand, has announced the reason for its
success story at TikTok. The most intriguing part about their
TikTok is that they only have 6.9k
followers on their TikTok page, however, their exposure and reach
on TikTok is almost 9 times more than their follower count with
more than 61 million views on their #axisy branded hashtag.
Unlike other social media platforms, TikTok is the most
unfiltered and genuine and home to the content of TikTok
challenges, skits, or the hottest AI filters. Through this rising
platform, you can see how normal, everyday users join in on the
latest trends like "Nobody's gonna know" and the "WAP dance
challenge". And people can see why TikTok is so
attractive to users with TikTokers like Charli D'Amelio,
Addison Rae, and Zac King who became internet famous with their
viral videos showcasing their dancing and MagicTricks, pushing them
to follower counts of 104.2 million, 72.9 million, and 54.2
million, respectively. This instant shot to fame heightens the
stake for users to upload their own content, especially content
that is currently trending on TikTok.
With its active user base, more and more people are joining
TikTok every day. In October 2020,
TikTok had 850 million users and this number is expected to grow to
1.2 billion this year. But for any brand that is trying to compete
or grow on TikTok, it is not easy as users on TikTok look for
content from other users, much like themselves, to get up to date
with the latest trending content. But brands are seeing the value
of TikTok as a part of their long term social media marketing as
the platform opens up with TikTok. For Business where
marketers can run ads, host branded TikTok challenges, and so on.
And with the introduction of live stream shopping, it is now more
than ever for brands to join TikTok.
There was one brand that stood out when scrolling through the
"For You" page on TikTok ─ AXIS-Y ─ a Korea based "climate inspired
skincare brand". AXIS-Y shares their insight on how they were
able to achieve these numbers organically on a platform that brands
would consider a challenge to grow on.
Below is an internal interview from the CEO of AXIS-Y,
Maggie Yue:
Why did AXIS-Y decide to open a TikTok account?
"Honestly, we wanted to explore this new platform that we didn't
know much about. Since then we have seen a lot of changes and
improvements in our engagement and reach. On our Instagram, our
followers were mostly around ages 25-34, but after we opened our
TikTok, our community around ages 18-24 outgrew other age groups.
In addition, we learned that it is much easier to make a video for
TikTok because it is fast and short, much more so than
Instagram."
How was AXIS-Y able to reach more than 61 million views on
the #axisy hashtag in a short period of time?
"It's difficult to track our success on TikTok since our
products were being reviewed or shown on the platform without us
reaching out to these users. The content is real, unfiltered
reviews from people without us having to do any of the legwork that
comes with working with influencers such as finding and contacting
them. These users enjoy our brand and our products so it's natural
that they want to share it with others. From one video to another,
we noticed how the interest in our brand is growing and this
ensures us that we are on the right path."
The AXIS-Y Mugwort Pore Clarifying Wash Off Pack is viral on
TikTok. What do you think makes it so special?
"It is indeed unique and different compared to other wash off
packs out there but the main difference is the development process.
Our wash off pack was not just developed for care for pore concerns
or alleviating acne, it was formulated specially to help people
cope with the current pandemic as a form of self care. And luckily,
skincare is just one activity that people have turned to during
lockdown which is one of the reasons why we think that our wash off
pack became a bestseller."
"We knew that our wash off pack will be one of the key products
of our skincare line, but its virality was one thing that we were
not expecting and we sold out our stock in just two weeks after its
launch. All the TikTok videos of our wash off pack are different;
they reflect the personality and style of each user, but
collectively, they enjoy the self care experience our wash off pack
provides in a rather stressful period that we are all going through
together."
We noticed that most of your followers are from Indonesia and other SEA countries both on your
Instagram account and on TikTok. Is there any specific reason for
it?
"All of our products are developed for targeting skin concerns
in hot and humid weather, and in particular, our skincare has
gained popularity in SEA countries as our customers are seeing the
benefits of using our products in tropical climates. In
November 2020, our Indonesian
Instagram account @axisy.indonesia reached 100k followers with an average monthly growth
rate of 30k which we were ecstatic
about because it showed that our efforts to respond to the needs of
our community paid off."
What is next for AXIS-Y?
"We want to continue to be a brand that listens to the community
to not only make effective products, but also one that brings value
to the community. We're looking forward to expanding our skincare
line that is inclusive to all skin types and needs by incorporating
our deep understanding of skincare technology while maintaining our
identity as a climate inspired brand."
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