Shulou(Shulou.com)05/31 Report--

In Tik Tok, the mobility of beauty talents is the most prominent.

From the star map of the headline commercial platform, we can see that whether it is the total number of orders or the number of orders, most of them are beauty experts, far more than other categories.

Makeup artist's "golden father" is not limited to make-up brands. E-commerce platforms, consumer brands and digital brands will also pay attention to the fans covered by Beauty Maker when they launch.

There are several trends that cannot be ignored:

1) in the consumer category, the growth of beauty brands is outstanding. The market scale of cosmetic products continues to expand, the valuation increases, and the proportion of online channel sales increases. According to the analysis of China Business Research Institute, the national cosmetics consumption will continue to maintain steady growth in 2019, and the retail sales will exceed 295 billion yuan.

2) the proportion of beauty makeup brands in the field of short video has increased, and both high-end and mass cosmetics brands have begun to pay attention to the short video platform.

3) the lineup of beautiful women in short videos is growing rapidly.

These points complement each other and are cause and effect.

So here's the problem.

Who is the most popular makeup artist in Tik Tok ads?

Which types of beauticians are most favored by advertisers?

How do beauticians "make" in batches?

Combined with relevant data and industry interviews, I made an atypical observation of Tik Tok artists.

Cosmetic field

In terms of content, the content of Tik Tok artists is mainly divided into the following categories:

1) component analysis.

This kind of content takes the component as the main research object. As an industry expert, "Dr. Big mouth" cuts into the production of cosmetic theme content. Dr. Daji has worked in the cosmetics R & D center for many years and has a good understanding of the ingredients and formulations of beauty products. The endorsements of KOL people in this kind of industry are also credible. Dad will also use professional instruments to analyze the composition and effect of sunscreen, mask and other cosmetics.

Tik Tok Beauty Talent Map: has the batch incubation of Li Jiaqi been realized?

2) recommended evaluation of weeding.

Li Jiaqi is the recommended leader. He cut into red segments, built influence, gained a huge audience, and then expanded his efforts to other products.

"Arin Shining" calls itself a "gentle and delicate makeup lightning rod", which will share some beauty knowledge and useful gadgets, such as curling skills and card powder. While giving users a sense of achievement, they also planted grass.

Tik Tok Beauty Talent Map: has the batch incubation of Li Jiaqi been realized? 3) make-up knowledge and skills: make-up imitation, makeup tutorials, skin care knowledge, and make-up changes.

"YUYAMIKA Mika" dresses herself as the Mona Lisa with amazing vividness.

4) compound category: plot and life implantation.

In this kind of content, beauty is not regarded as a key element, but is deeply embedded in Darren's way of life and plot. The Tik Tok content of "Shaddock Cixi Sauce" has nothing to do with the theme of makeup, but it always shows people with exquisite make-up.

Some beauty experts will choose one type of intensive development, while others will cover both types of content.

Pan-element has become a breakthrough point for Tik Tok beauty artists.

Under the Beauty Red Sea track, the iteration of content update is very fast. In addition to the personalized identification of talent and dry cosmetics, pan-elements have become the key to fan growth.

In June, there were nine makeup experts whose fans rose more than 800,000 yuan: "Li Jiaqi, pomelo Qianqian paste, Doudou _ Babe, makeup artist, anti-Xiaoyu, pickled pepper 1m-6, Guan _ _, fake makeup devil Kk", including "grapefruit paste, makeup artist, anti-Xiaoyu, fake makeup devil". In addition, the TV dramas Haofan and Natiguri are also very eye-catching.

A mother of makeup artist Xiaohan Luyu is not satisfied with her daughter's antique clothes. Xiaohan put on an antique makeup for her mother, and her mother was overjoyed and changed her mind.

Reversal is the most popular underlying logic of Tik Tok content. It brings a comparison of front and back images and emotions in a short time, making the audience feel comfortable. "Dark Horse Xiaoming" has changed from an untemperamental boy to a handsome boy.

The number of followers has increased by more than 7 million in the past three months, such as the female version of "Black Horse Xiaoming". She is completely different before and after makeup, from image to aura is invincible. When she meets people who judge people by their appearance, she will unceremoniously "forget" the past, and "counterattack" Xiao Yu has also taken this path. "makeup artist Kk" and "makeup artist Han Xiao" appeared as experts. When they are not satisfied, they will bring makeup bags to help. The comparison of the images of passers-by also brings a dramatic ending to the story.

Through these rapidly rising artists, we can see this commonality:

1. Whether the artist is a boy or a girl, the image tends to be neutral. Domineering women, brave words and other images are very popular.

2, pure beauty makeup dry information popular style is not easy, but also need to add other elements.

For example, show pain points through scenes and stories, strengthen people's memory points with the image of a domineering hostess, strengthen product function points with exaggerated elements such as sand sculptures, and use tone, repetition and music to drive emotional rhythm.

3. The scene reversal logic may seem simple and rough, but in Tik Tok's fast-paced content scene, it also means high recognition, focus on user attention, and no need to think too much. Create conflicts, reversals and emotions, allowing users to quickly immerse themselves in the atmosphere created by video.

How to know beauty talents?

1. Advertising.

Advertising is still the main way for Tik Tok to realize beauty talents.

Xiao Gui, brand director of Meimei, said, "the company's overall revenue in June

3 million, of which the main revenue comes from Aauto Quicker and Little Red Book, and advertising is the main source. At present, there are two companies. More than 0% of the self-incubating makeup talent, 80% of them are recommended for practical information. This kind of content is more convenient to realize, the content can be advertised and the advertisement can be included. "

"Erka Media" has more than 300 talent on the whole platform, half of whom are self-incubating talent, and beauty makeup talent accounts for 30% of the total talent. Advertising accounts for nearly 70 per cent of total revenue.

2. Open a self-run shop.

Some celebrities have opened Taobao self-run stores, where netizens can reach the stores from Douyin shopping carts, bringing store conversion rates by handing out vouchers on Douyin. Nearly 10 million beauty makeup talent "Bai Rabbit" and male makeup talent "Black Ma Xiaoming" with more than 4 million fans all have their own Taobao store of the same name. The rabbit's good things direct mail store has more than 550000 fans on Taobao, and the black horse Xiaoming has more than 10, 000 fans.

3. Bring the goods (advertisement + service charge or CPS share)

Cosmetics in the middle and above will choose advertising to cooperate with the brand, and a certain service charge will be charged if the brand has a demand for a shopping cart. Some tailed people will also accept a pure CPS share, ranging from 20% to 50% depending on the product.

4. Self-research brand

Compared with the distribution share, self-research brand is the biggest test for beauty makeup talent, testing the degree of user trust, but also testing whether the talent has experience and resources in product research and development, brand and supply chain. For example, "Dad Review" never advertises and relies on e-commerce income to support the team.

5. Offline appearance fee

Offline appearance fees vary according to the magnitude of the talent, if the brand is big enough, some people will not care too much about the appearance fee in order to improve their exposure and tonality. Offline participation activities can be well integrated with online content.

6. Endorsement

When the talent has a strong ability to carry goods and influence, they can receive endorsements like stars and charge corresponding endorsement fees.

Who is the beauty makeup person who advertises most on Douyin?

There are 1091 makeup talents in the background of Douyin star map, and we studied the data of 866 of them.

At present, the most expensive price is naturally the head beauty "Li Jiaqi", the number of fans of 26 million is far ahead of other talent. The quotation is as high as 80w per video, and 14 orders are currently received. From the completed makeup task, I saw the figure of perfect diary, big white rabbit gift box, L'Or é al black essence mask and Keyan Ann white bottle.

How strong is the cashing ability of beauty makeup talent?

As of July 11, the TOP 4 with the largest number of ads were Fanzi, a makeup artist with nearly 5 million fans, Chen Zeni, who had nearly 3 million fans, and Brother Berry and Meow Singher C, who had more than 4 million followers. The number of orders received by the four top performers was 114,98, 72 and 70 respectively, and the quotations for one-minute ad videos were 108000, 90000, 72000 and 23400 respectively.

The 20s short video advertisement of "serious Girl-Yan Jiu" with more than 7 million fans is quoted at 150000, and there is still no lack of advertisers to pay for it. A total of 57 ads have been received, and the realization ability is considerable. (note: the advertising price of talent will rise with the increase of followers. The actual realization power will be lower than the number multiplied by the two.) Makeup talent "Old Cheese Yuki" has received 30 ads when it has 350000 followers, and a long video ad is quoted for 8000, and the cheap price is also one of the selling points.

After taking an inventory of the odd-numbered TOP50 of advertisements, the people who take more orders have the following characteristics:

1, beauty makeup evaluation, strategy category is the most popular, followed by beauty makeup + (funny) plot, beauty makeup + emotion.

2. 90% of the beauty makeup talent on the list signed up for MCN.

3. The number of orders taken by beauty makeup talent TOP30, half of the fans of the talent are between more than 1 million and 3 million, and the talent in this range is better to sell.

4. Professionals set up endorsements. Makeup artist Fanzi uses identity as a nickname. Chen Zeni has been a clothing KOL in Weibo and has developed cross-disciplinary make-up in Douyin.

5. Multi-platform development. In Kuaishou, Weibo, Douyin or Xiaohongshu and other platforms have varying degrees of operation.

According to the data, even if you can't make it into the head, you can still make a lot of money as a million makeup person in the middle of the waist. (here is a list of people who can watch the advertising ability of beauty makeup talent, and follow the "short video staff" reply to the "beauty makeup" acquisition method.)

The method of cultivating beauty makeup talent

May make-up

Little Tortoise, the brand director of May Beauty, has gone through the whole process of recruiting talent and forming a short video team. they insist on incubating talent on their own and require them to have original content. The incubation period is usually two months, which requires an increase of 300000 fans on any short video platform.

The income of talent consists of two parts: basic salary and commission. When the fans of talent reach 500000, 800000 and 1 million nodes, the company will reward them accordingly.

The daily management of "May Beauty" adopts the responsibility system of choreographer and director, with two or three talent groups, each of which is composed of an editor and an editor. In addition, there is a department responsible for the picture and text content of Little Red Book and Weibo.

They have four criteria for selecting makeup talent:

1) appearance.

2) content production capacity. Talented people need to write their own scripts.

3) you must love the make-up industry.

4) character is more important, which determines whether talent can walk with the team for a long time.

Hawkeye Media

Zhou Jianli, CEO of MCN Hawkeye Media, where "Black Ma Xiaoming" works, once had an e-commerce business background. He defined Douyin channel as a traffic pool.

Select network celebrities from the leaders who have the ability to sell and carry out content packaging output, and form a matrix according to different fan levels. In this process, the brand gets the flow, the content organization gets the dividend, the talent gets the profit share and the product agent. SOP the production process of talent, strictly control the input cost, cycle time, production process and sharing mode.

The production cycle for Hawkeye Media to incubate 200000 fans is required to be one month, and the team cost should be controlled in a group of 20-30, 000. Through the data collection of red elements, match the camera talent, and establish the production process.

Erka Media

According to Zhang Junxiang, founder of Erka Media, there are two types of KOL content:

One is batch hatching.

One is the person setting the number. Need to have professional background experience in the industry, it is already KOL.

The beauty makeup people under Erjia cover these two categories, mainly with the number of people. Zhang Junxiang believes that

"the real online celebrities must have distinct personalities, and they must have personality shaping and strong professional background as endorsements in order to have sustainable vitality and high requirements for the quality of talented people. "

In addition to Douyin platform, Erka Media will operate makeup talent throughout the platform, and choose key operating platforms according to the matching degree of talent and different platforms. Now makeup talent has covered Douyin, Kuaishou, Weibo, Little Red Book, Kuaishou, Mogujie and bilibili, including live and short videos, picture and text three forms. Erjia will understand the overall background of the candidates during the interview, judge the expressive force through auditions, talk about their preferences and development platforms, and finally decide which platform to focus on.

Generally speaking, the head-to-head talent will match a team of three or four people, and the talent during the incubation period will ask the producer to bring three to four talent, giving each talent two months to hatch, and the performance of the talent will be evaluated comprehensively according to multiple latitudes. Fans are not the only reference.

Ms. Wang, who used to be in charge of the incubation of celebrities in a head MCN, summed up the positioning methodology of beauty makeup experts:

1) the combination of hard advantage and soft advantage

2) the shape symbol coincides with the scene symbol

3) distinguish one's own characteristics from the elements of the competition.

What are the chances of the makeup talent track?

1. The constituent party still has a market.

In 2018, the main nicotinamide components of the brand, including international brands, domestic products, cutting-edge no less than hundreds of brands. Similarly, there are mainly amino acids, ceramides, peptides, oligopeptides and other products, sales have been greatly improved. Tmall double 11 in 2018, with HomeFacialPro, perfect Diary, WIS and other Internet brands to beat the vast majority of local traditional domestic brands, the success is second only to the antelope and nature hall. In the field of skin care, we can see that there are almost no exceptions to the newly rising brands, behind which there is a rising path of content marketing of constituent parties.

Xiao Tortoise, brand director of May Beauty, said, "some brands will specify party talent, and one of our talent has been transformed into a constituent party." "

2. The demand of male makeup talent is growing.

According to official figures released by Tmall, 100000 L'Or é al men's masks were sold in Paris in the 30 minutes after the opening of June 18, 2019, and Nature Hall's World Cup customized masks were also in hot demand. The 618 data released by VIPSHOP also showed that the number of make-up products purchased by men increased by 22% compared with the same period last year. In JD.com, men's masks, men's eye creams and other items set a new sales record.

More and more men have become a new spending power in the beauty field, and the brand's demand for male makeup talent is also increasing.

3. The trend of live broadcast should not be ignored.

Stars such as Wang Zulan, Liu Yan, Nicholas Tse and Xiao S have tried to go to Kuaishou and Taobao to enter the e-commerce live broadcast, easily bringing millions or even tens of millions of goods. Kuaishou, Taobao live broadcast of the original Internet celebrities are even more amazing, Taobao live sister Weiya a live broadcast of more than 100 million purchase transformation, known as "the next VIPSHOP."

Platforms, MCN and brands are concerned about this issue and layout for it. Taobao, Kuaishou, Douyin and even the entire headline department are all tapping the potential of carrying goods in live scenes. In the eyes of industry insiders, 5G will accelerate the explosion of live broadcast potential.

Where is the next Weiya and Li Jiaqi?

According to a head MCN, short video ads have ceilings and live e-commerce has more room for imagination. A person in the cosmetics industry revealed that more than half of the cost of cosmetics is spent on brand marketing. Live broadcast shortens the distance between brand goods and people, and reduces the cost of brand advertising marketing.

Around the live e-commerce ecology, there have been many intermediate service providers, docking traffic and brands. There are companies that are online and cut into data system services, supply chain and channel ports at the same time, and there are also key layout offline, cutting from the live broadcast industry base, integrating supply chain resources, docking MCN, and passionately preparing for batch training to incubate "Li Jiaqi". The emergence of professional intermediate service providers can reduce the realization threshold and risk of beauty makeup professionals.

The business of "incubating makeup talent" on Douyin has made "Li Jiaqi" in the short video field already make money. After the advertising cash model has been proved, live e-commerce, self-research brand …... Beauty makeup talent and the MCN behind it still have a variety of realization models to explore breakthroughs. This way, beauty makeup people, MCN and platforms are all evolving rapidly.

Under the Kuaishou ecology, how do beauty makeup people play and what is their living condition?

What kind of role does MCN play among cosmetics talent, supply chain and platform, and how to build its own barriers?

We will continue to pay attention to the field of make-up video, and we welcome participants in different roles in the industry ecology to add the author Gu Wechat (gugu10101) to identify himself and discuss this topic with us.

Thank you for the support of "May Beauty", "Erka Media", "Hawkeye Media" and other industries. Some of the arguments in this article come from the Flash Group of the Survival Guide to Beauty Makeup talents. Ms. Wang is a pseudonym in the article.

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