August 13, 2022

Digital Marketing Education

Latest news and events

TikTok analysis points to best practices for success


Consumers, including celebrities such as Reese Witherspoon and Jessica Alba, recently responded to an e.l.f. Cosmetics’ TikTok hashtag challenge by creating 2 million videos, and Chief Marketing Officer Kory Marchisotto credits much of the success to the inclusion of its original 15-second song, “Eyes.Lips.Face,” by popular songwriter iLL Wayno and Holla FyeSixWun and follow-up track that’s climbing the Spotify charts. Evan Horowitz of e.l.f.’s agency Movers+Shakers says, “TikTok is such a unique opportunity especially in this moment and time” because the platform is mature, has a large, engaged community and little brand competition.

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