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Creative StrategiesCreative Tips | Beauty SEA

Creative Tips | Beauty SEA

Aug 17,2023
Jonathan Lim, Creative Strategist APAC
Creative Guidance

💅Beauty's Always In Style on TikTok

From lipstick reviews to #selfcare routines, Beauty has solidified its place in TikTok's top 5 most consumed content categories, becoming a well of inspiration and entertainment for beauty enthusiasts. Despite its popularity, beauty content is also the fastest growing (76% YOY), showing sustainable growth of the category. With 80% of TikTok audiences in SEA preferring to buy beauty products that reflect their identity and community, it's no wonder brands with a frequent presence on the platform are seeing 1.5x times more in brand love from followers. All the more reason to be on TikTok!

These creative tips are based on observations only, and should be used to think outside the box and test a variety of creative ideas to maximize chances of success on TikTok.

Before we begin, know your creative
success fundamentals.

Performance advertisers that adhere to these essential practices see their performance
and ROI of ad spend significantly increase.

1. Creative Asset Essentials

To leave an impression...

Videos should always
be above 10s.

For optimal viewing experience...

Videos should not
be below 720P.

To inspire engagement...

Videos should always
be full screen.

To capture

Videos should always
include audio

2. Creative Performance Essentials

Creative Quantity helps optimize for better performance

A high number of creative assets allows for better optimization of asset selection. Spread your creatives throughout multiple ad groups, maintaining 3-5 creatives per group.
This enables the system to learn what works best for you.

Creative Diversity maximizes possibility of success

Refreshing and uploading new and diverse assets to your campaign will increase your chance of finding a winner!

Observations for Creative Success

We analysed the Creative Patterns in top-performing ads.

There’s no secret formula for great creative on TikTok. But we reviewed the top-performing beauty creatives and identified a few key Creative Patterns to inspire you. Experiment with different creative methods across the 3 groups to discover what's best-suited to you.


Use camera effects and techniques to showcase products through a human perspective. These creative patterns content have seen a 25% lift in CTR, compared to CGI creatives.

Test it Out!

Work with a creator that uses your product and shares their experience with the audience, showing each step of the journey and the desired end result.

Show and Tell (CTR +17.6%)

Use Show and Tell techniques to highlight each product and convey its key selling points in a clear and informative manner.

Product Showcases

The product is shown front and center, with the key message delivered through voiceover or text. Effective for highlighting beautiful packaging, product texture, or ease of use.

Communities and creators are your best allies. Explore TikTok Creator Marketplace to find creators that bring your story to life.

1. What is your key message?
2. Have you seen any Creators who would be a good fit for delivering your message?

3. Who is your target audience? Is there an existing community on the platform?

4. How does your product impact the lives of your audience?

💋CGI Production

If you’re working with static or existing assets, animation or CGI can elevate visual interest and add diversity to your asset pool.

Graphics and Text

This traditional text + image pairing is clear and direct, and adds a clean and professional touch. While low in production cost, overly simple visuals may be less eye-catching. Make it visually engaging with interesting design elements.


Animated creatives and characters add a fun entertainment factor. This requires a higher production budget, and is therefore not recommended for small business owners.

Are you working with existing assets?

1. Add new visual elements on top to maximize your video’s entertainment factor.

2. Are there any animated characters that could effectively tell your story?

💋Build Trust through Creators

Build trust by tapping into the strong bonds within TikTok communities.
Creators are trusted experts and are crucial partners in building trust with your audiences.

Build on existing Creatives

Use effects like Stitch to build on existing creatives. Creators can add their own commentary to build rapport with your audience.


Go hard on the facts! That not only shows your brand's transparency and confidence, but also reassures your audience that your product is safe and yields results.

Before and

Think of Before and After creatives as a real-time review of your product. The "After" results is a huge motivator for audiences to try it out themselves.


Show real-time comparison between two products to emphasize the key selling points and key differences.

💄Add Value by Caring

Add value by helping people with their concerns. Give them info that benefit them, around the topics that they care about. Create educational content that can take their personal care to the next level. They'll thank you for it!

Product Reviews

Product reviews are a good way to show real-time results and demonstrate the effectiveness of your product.


Use tutorials to showcase how your product will help your audience get that desired look!


Hacks are a good way to help your audiences get their desired looks easily and efficiently, without the hassle of the usual process.


Feature your product in full personal care routines - provide guidance to help your audience achieve their desired results.

💄Engage to Build Connections

Pose questions or involve audiences in the process of discovering your product to build a deeper connection. Keep things interactive and exciting.

Respond to Comments

Respond to real comments and questions to convey key product features, while establishing relevance.


Unboxing is a common trend that can showcase a variety of products at once, sparking curiosity around the items.


Introduce a collection of products to excite audiences about the brand’s range and diversity.

Get Ready With Me

Tell a story behind your "look" by inviting viewers to get ready with you.

💄Play with Trends

Take advantage of the community's evergreen! Always have a pulse on what's hot and trending to boost relevance and brand favorability. Head to Creative Center to discover more Beauty & Personal Care TikTok trends!

Oddly Satisfying

Oddly satisfying" videos somehow keep us wanting more. Use this trend as an opportunity to reveal the satisfying results of using a product.

Tap into trending styles to get your video noticed. Encourage users to get involved and expand your community.


Tap into trending audio tracks to stay top of mind. Depending on the audio track, this can also make way for a creative spin for added entertainment value.

Funny Skits

Use humour! Encourage Creators to express their comical personalities to engage their communities while highlighting the key selling points of your product.

💅Special effects

Use visual effects, editing and camera tricks to add a level of excitement and fun to your creative.


Edit your video clips with the playback feature to mesmerize your audiences. This is a great opportunity to focus on certain product features like texture.

Stop Motion

Stop-motion animation is a fun and entertaining way to make static images come to life.

Holiday Sparks

Add holiday-specific elements to tap into relevant occasions and shopping themes.


Sound is powerful, especially on TikTok! Use trending music or other audio elements to captivate your audiences through sound.

Background Music

Capture the attention of your audience through catchy background music on TikTok and create your ideal "vibe" through sound. This can contribute to your ideal brand image.


ASMR is a popular trend on TikTok that features mesmerizing, soothing sounds that have been proven to have a stress-reducing, mood-boosting effect.

Rhythm of Nature

This creative leverages the sounds of nature to effectively showcase product ingredients.

A Great Beauty TikTok: Master the Hook,
Middle and End.

Beginning - The Hook

The first 3-6 seconds of your ad are precious. Make sure the hook is related to your product in some way. This ensures a smooth transition from the initial hook to the key message that follows.

Middle - Key Messages

Ensure your key message is connected to your product in a natural way. Right after the hook, keep your message upbeat and exciting by focusing on the positive benefits of the product.

End - The CTA

End with a clear CTA to get your audience to take action. It should be easy to follow as the next step right after they watch your content.

TikTok Tools: Supercharge your content

Creative Patterns

Identify Creative Patterns

Video Editing Tools

Amplify your Creative Production

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