BEAUTY HAULS & REVIEWS CONTEXTUAL REPORT

BCM302

TIKTOK PAGE: Oliviajlopez

Knowing that this is the final digital artefact and contextual report is bittersweet. Looking back at all the digital artefacts I’ve begun, developed or neglected indeed shows my growth as a person finding my way and footing in the digital world which has been exciting, fun and at times challenging to keep up with. For my final digital artefact, I decided it was best to continue a previous digital artefact that I enjoyed and found had utility for myself and also for others who consumed my content. My digital artefact I had named “Beauty Hauls and Reviews” and focused to publish my content through TikTok.

Background

I began this digital artefact journey wanting to make an impact in the beauty and makeup industry. This is ultimately the industry that I have wanted to focus on and delve into. Its been my passion and hobby since the age of 13. As I’ve been involved in some form or another in the beauty industry, I felt I had enough knowledge and expertise from watching others, for creating content surrounding the beauty and makeup industry and found it was important for my future. Before studying for my bachelor of communications and media, I had never had that push of encouragement to begin doing something in this industry and for that, I’ll forever be grateful to have had that push and ability to ideate, test and reiterate as well as scrapping and beginning all over again when failure was experienced.

I wouldn’t have labelled myself as a content creator when I began the DA, but seeing how far I’ve come since taking the DA seriously, I can see in my future labelling myself in this way especially or more specifically as a TikTok content creator. I’ve come to love the process and the responses that my followers have had with me and the content I’ve published. It’s a truly exciting and surreal experience to see and hear from followers and be able to interact with people on a topic I love.

Pitch Blog Post & Video

Proposed Utility 

For my final digital artefact, I began with the intention to grow my online presence in the beauty and makeup space on TikTok. I never intended this DA to become a “beauty influencer” type of digital artefact and nor did I ever expect to see the growth that I have seen in the past 3 months. I simply decided that to pursue my passion, I needed to make this a passion project rather than focusing on the fact that this was an assessment, I framed this digital artefact as a passion project and hobby. This mindset and framing of my digital artefact gave me the extra passion and drive to work on the digital artefact without feeling as though it was a hassle or burden. 

Apart from the desire to grow my presence on the platform to help others, I wanted to set myself as a beauty content creator from Australia. The majority of content creators in this space are from other countries, with the vast majority being from the United States of America. It is difficult to be a part of this beauty tiktok realm as Australians unfortunately often miss out on new product launches and brands that are exclusive to stores Australians cannot access. I wanted to create content that focused on Australian brands or products that anyone could easily access and purchase for themselves if they wished.

Methodology

The intended methodology with the DA was to continue carrying on my previous DA by posting consistently once a day. I never mentioned this previously as I hadn’t realised this prior, but I posted these daily videos at around 9 pm-9:30 pm which I believe had a successful impact on the growth I experienced throughout this process. Although I intended to post at least one video daily, this was not always something I could achieve but in saying this, I ensured that if I had some time away from posting when I did make my return, I worked harder and created content that was trending or that had an important utility to my audience that ultimately saw growth.

I generally spent my weekends batch creating content to then edit daily as needed to post to my account. Occasionally I posted 1-2 videos a day. Knowing not all people enjoy waiting for a part 2, I often decided the best way to reach my audience and have them return for part 2, would be to post the content videos back to back. This certainly saw part 1 videos have far better results but it did also pull people back to my page and potentially have them select to watch the other videos.

Alongside my video posting and the intended schedule I had created for myself, I decided to document my progress through monthly reports. Consider the end of this report as my October update. I stuck true to this schedule although there were times I should have posted the updates sooner, I still persevered and wrote up a blog post update that included progress reports and exciting things I discovered and found to happen in that particular month. To see those progress update blog posts, please follow the links below.

August Update

September Update:

Intended Audience / Starter Pack

My intended audience is easy to describe yet hard to pinpoint due to TikTok’s algorithm. It’s difficult to determine if the audience consuming my content fits my exact intended audience but with the interaction and growth I’ve experienced, I feel I can safely assume my content has reached my desired audience. These people are part of my below starter pack.

I imagine my audience to look, feel and be a part of the beauty side of tiktok in one or multiple ways pictured in my audience starter pack. I feel I fit this starter pack as I have also been heavily influenced by the recommendations given by other TikTokers in the beauty realm.

Collaboration Element

This new feature to collaborate with another person developing their digital artefact was interesting, and if you used your opportunity wisely, it was an excellent way to get feedback and advice from a new perspective. This insight has the potential to assist you to create further improvements in the development of the DA. I decided that the best use and collaboration for my DA would be to contact Kira Sweet. 

I decided to reach out to Kira back in week 5. My DA had progressed from the beginning statistics I had recorded earlier that month but was not seeing any steady or consistent new followers, comments or views. Kira was part of the creative services team providing fellow DA peers advice on their TikTok pages as she has grown her own and managed other TikTok accounts quite well and had the knowledge and experience I was lacking in this area. Although reaching out made me nervous, the whole process was easy and quite delightful! She had put out a post on Twitter looking for any DAs she could lend her services to, so I replied and we got to talking. We ended up organising a date when we could meet on zoom. She analyzed the content I had already published and provided me with a document full of different ways I could improve my content and begin seeing growth on TikTok and in the niche I specifically have chosen to be a part of.

This zoom meeting was extremely insightful and I found it to have helped me immensely. In the meeting, we discussed points of improvement and ways I could get my content and my message in this niche more defined. Everything we discussed in the zoom meeting was sent to me afterwards which helped me go back and take a look at the document which I did multiple times throughout my DA’s progress as a way to go back and find inspiration when I felt I was lacking ideas. 

The ideas that were brought forward in the meeting with Kira and me were in the document provided to me and after analysing my content now, it is evident her advice helped a lot. I began to recognise the names of people who were regularly interacting and consuming my content. For me, this meant that I was beginning to see the signs of growth and improvement in my content and my niche and ultimately suggesting that I was growing in this niche. I was beginning to see my presence make an impact. Due to this, I would say that without the collaborative element, my DA may not have done as well as I have seen it achieve. I thoroughly enjoyed the collaboration that was included in this digital artefact assessment task.

Feedback

The feedback I received mainly came from my collaborative element and what Kira and I discussed when analysing the content I had already produced and published to improve upon for my future content. If I was to give feedback to myself looking back at how I’ve managed my DA, I can certainly see areas I could have improved on. I would say that the weeks that I consistently posted the content that was trending and where I was actively and consistently posting were my best. My downfall areas where I hadn’t noticed as much interaction came from the moments I had taken a break. These breaks certainly had an impact where occasionally I would notice losing a few followers or not getting the interaction I normally received. My feedback to myself is to stay consistent and persistent. I cannot truly continue this DA if I do not love it, and of course, through the development of my previous and current DA, I’ve come to enjoy the whole process and can confidently say, I LOVE IT! 

The biggest indicator from my audience that suggested I was on the right track was the growth, likes, saved, shares and comments my videos began gaining. This was the best feedback I could have asked for. Of course, comments asking for follow-up content were great! They gave me video ideas and had the commenters come back to my page. Listening to my audience and what they wanted to see was a key factor for the continued return of my followers. 

The October Update

I began October with the below statistics.

Now I have ended, well almost ended the month with these statistics.

This progress is amazing, especially for me because it shows me that the advice that I was given and the content I’ve been creating and publishing to my audience are doing well and I’m on the right path.

October saw the biggest growth. I was producing content that was trending and using hashtags that were highly ranked. I found that this month was one worth creating content for because Australian beauty stores were having sales and launching Christmas products. Christmas always has the best deals and therefore makes content recommending products highly ranked. I simply hope that after this DA is submitted, my TikTok page can still grow like that of my TikTok page used as a DA.   

Advice to future digital artefacts

Do not start a DA if you strongly do not love the topic. Your DA will feel like a chore if you don’t choose wisely. Begin creating your dream content and do not care what others may think because all that matters is that YOU are proud of yourself and what YOU have produced.

Overall, looking back on my DA, I could not be happier to say that I didn’t feel as though I was impacted by FIFO, that’s an achievement I’m very happy to report. After 3 years and many moments where I felt as though my DA had failed, I’ve finally found a DA that I not only love but am proud of. It certainly wasn’t easy getting here but I’m certainly proud of myself and the perseverance that these last 3 years of creating and publishing content have allowed me to accomplish. When you love what you create, it shows!

TIKTOK PAGE: @oliviajlopez

Beauty Reviews & Hauls August Recap

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My goal for this subject has been to grow my online presence through my Tiktok page and I have had some progress. I feel like the past month has been going fairly well.

If you didn’t know, I began this DA last year and fell head over heels for the process of creating content featuring beauty products. I have always been that youtube beauty community obsessed girly girl and that really translated into my everyday life where I would document my hauls to my friends on various platforms. In a way, I feel like, and I say this with some hesitation, I feel like I was made to be a content creator/ beauty influencer. For this reason, I felt TikTok would be the perfect location for me to produce content, it’s trending and I can work around my busy work and uni life that it just made sense.

I wanted to accompany my DA with monthly recaps that showed my progress. Regardless of this DA, I was documenting my monthly progress and I wanted to share this with my #BCM302 cohort. I began August with these statistics.

Within the month of August, my best-performing video was actually one that I posted towards the end of the month. https://www.tiktok.com/@oliviajlopez/video/7135791589623942401?is_copy_url=1&is_from_webapp=v1

And I ended the month with these statistics. I had a video begin to pick up again in views and likes and decided to pin the video. It became my highest viewed video and still continues to get interaction and is my first video to hit over 10 000 views. And as you can see, ended with over 18 000 views in August.

All in all, I felt August was a good learning month and allowed me to find new things that worked and I’ve begun testing new hashtag strategies to improve my reach with views which I will elaborate on in September in further detail. August was my month of experimenting and experimenting I did. I’m excited to have more to speak about in my September update!

If you haven’t already and would like to follow along with my journey, you can follow along at @oliviajlopez on TikTok!

Beauty Hauls & Reviews

BCM302

It is pretty obvious once meeting me that beauty & makeup is more than a love or a passion, it takes up the majority of my life. It is what I dream about in my sleep and what I know in my heart will always keep me sane.

As my DA is a continuation of a previous DA, I wanted to continue to pursue this topic because DAs can feel like a lot of straining work when you start an idea you don’t truly love and have the time or ability to commit to. As this DA ended up becoming a hobby of mine from previous semesters, I know that I can commit to creating and publishing content for BCM302 and truly give it more than just a little bit of thought, I can give it my all.

My strategy for this DA is similar to the strategy I use outside of uni. This means staying up to date with all the latest trends and product launches and creating content to reflect what is trending and new in beauty and makeup. Although this will mean purchasing products to review and haul and therefore can be expensive to keep up with, I know I would have purchased these products regardless if they were for my DA or simply to grow my collection. I love trying new products and growing my makeup collection and in the meantime, I’m getting to help others who view my content, letting them know if what is being featured is worth the splurge. Most times it is but its good to have someone tell you if something is worthless to save you your money because beauty and makeup is not cheap.

I am beginning my DA with these current statistics.

Content will be published daily to my TikTok account @oliviajlopez. I’m always experimenting with the best time to post my content during any day to get the best results and will document my results throughout the progress and duration of this DA. I also hope to find the best hashtag combination for the highest results of views, likes and shares on my content. I hope to document this progress and what I’ve discovered monthly to my blog which I will advertise on my Twitter account for anyone interested in my progress.

Though I’m aiming to continue to grow and build my DA, I am focusing on the development of my online presence on TikTok, but also within the beauty realm. With this, I have identified that I am not aiming for a particular number of views on a video or to reach a particular number of followers, though this is a good way to know that I am building my presence, I am more so looking at the comments, recommendations & suggestions viewers of my content are asking to see from me as a big integral part of my DA’s success. Interaction with anyone consuming my content is important to me as it helps to build my presence in the beauty space on TikTok.

Who is Changing the Game in the Beauty Industry?

BCM325

The beauty industry has evolved at such a tremendous pace that it can become overwhelming and expensive to keep up with. It is important to know who is in control of the industry to understand how this will affect the future of the beauty industry. Are consumers in charge of the beauty products that are released? Is social media? How about influencers? Or more interestingly, are the brands the ones with all the control?

The importance of social media for the beauty and cosmetics industry is undoubtedly crucial for a beauty brand. One negative review can cause rippling effects throughout the entire beauty community and influence the purchasing decisions consumers make. I know I have been thoroughly influenced by many influencers and their choices but the marketing of a product, from the campaigns, photoshoots and even the packaging of a product, has had an impact on my consumer purchasing decisions. 

Is it cute enough? Does the brand align with the collective consumer wants and needs? Will everyone have a perfect match with the shade range options? These are all questions that influence my unique purchasing decisions.

Global sales of health and beauty products are expected to soar 73% from 2016 to 2024, from $432 billion to $750 billion, according to Inkwood Research, a Boston-based research firm (A HEALTH AND BEAUTY COMPANY’S GUIDE, 2020). Currently, the industry is worth $287.94 billion dollars, and with each year to come, an additional $100 billion is to be brought into the industry (Howarth 2022). But really, who controls the industry? And why is this important to know?

Let’s get into the specifics. There are 9 megacompanies that own the majority of the beauty brands we know and love.

Estee Lauder Companies

Loreal

Unilever

Procter & Gamble

Coty

Shiseido

Johnson & Johnson

Kendo

LVMH

These mega-companies are the ones with the ultimate control. They fight for sales and of course, each brand under their company is set to compete with each other but also with the brands from other mega-companies.

Ever wonder why all of a sudden every brand has a similar product? For example, from January- to the current day of April we have seen multiple versions of serum or lightweight, natural coverage/ skinlike foundations and in general a large influx of complexion products? Most likely because these megacompanies have acquired or developed a formula and have made changes to the formula to ensure that their brands can keep up to date and compete for market share. 

Consistent launches of the same product have been consistent since these megacompanies acquired these beauty brands. Don’t get me wrong, it’s nice to have variety and options, but when is enough?

Beauty launches happen almost every day and with these consistent launches of new products, new reviews of a product from influencers are released to the public to decide if a product is worth purchasing. Not to mention, the continued desire to discover and test new products to up your beauty game is unbelievably expensive to keep up with.

It is in my opinion that the consumer has no control over what beauty brands launch because the power of marketing from beauty brands has created the wants and needs the consumer is looking for. Now I’m in full understanding that this is the point of marketing but shouldn’t we, the public who spends their hard-earned money be the ones whose voices are heard when we request a particular type of product?

On the other hand, social media influencers are the ones who hold the most power with purchasing decisions because of the impact they leave their audiences. Social media influencers drive brand engagement and brand loyalty (Lim et al. 2017). The trust a consumer places on an influencer directly affects if they trust the beauty product in question. This trust can consequently increase product sales of the product (Cooley & Parks-Yancy 2019). Studies have found that social media and influencers drive almost an equal amount of online and in-store sales (Barnes 2015).

Myself, I’m most influenced by social media beauty influencers. There are a particular few who I trust so wholeheartedly and have not yet let me down or made me regret purchasing a product. Why do I leave my trust in these people? The simple answer is that have yet to recommend a product I’ve not loved and therefore a solid foundation of trust has been built. If Jaclyn Hill, Kathleen Lights, Shaaanxo, Mikayla Nogueira, or Allie Glines has not mentioned the product, would I purchase it? Honestly, it would depend on my personal interest in the product if I will seek out reviews. If I find enough positive feedback from other influencers, then I may or may not be inclined to purchase the product, but if any of the women I trust mention the product is incredible, you can pretty much count on me to purchase the product at some point. It’s truly their personality and if I feel they’re genuine in their reviews that allows me to trust their opinion.

Loyalty and trust are always qualities we look out for in our daily life why wouldn’t you look out for them when it comes to your beauty products?

Below are a series of videos posted to my Tik Tok account showcasing the products influencers have influenced me into purchasing as well as the marketing of a product that influenced me to purchase.

The future of the beauty industry is truly heading towards influencers and beauty brands collaborating further. This collaboration whether it is paid or not does and will continue to influence purchasing decisions. In turn, this will affect the popularity of a beauty brand and in my opinion will continue to showcase us who in the beauty industry truly has the ultimate control. 

References

Cooley, D & Parks-Yancy, R 2019, The Effect of Social Media on Perceived Information Credibility and Decision Making, Journal of Internet Commerce, viewed 28 April 2022, <https://www-tandfonline-com.ezproxy.uow.edu.au/doi/full/10.1080/15332861.2019.1595362&gt;.

A HEALTH AND BEAUTY COMPANY’S GUIDE TABLE OF CONTENTS 2 Finding a Solution With True Unified Commerce n.d., Oracle Netsuite, viewed 27 April 2022, <https://cdn2.hubspot.net/hubfs/4259277/Resources/Optimized/wp-staying-relevant-in-a-fast-paced-industry-health-and-beauty.pdf&gt;.

Howarth, J 2022, The Ultimate List of Beauty Industry Stats (2022), Exploding Topics, Exploding Topics, viewed 27 April 2022, <https://explodingtopics.com/blog/beauty-industry-stats#top-beauty-stats&gt;.

Murphy, A 2021, About Our Beauty Brands | Kendo Brands | Cosmetics, Kendo Brands, viewed 28 April 2022, <https://kendobrands.com/about-us/#:~:text=The%20portfolio%20consists%20of%20Fenty,quality%2C%20innovation%20and%20authentic%20storytelling.&gt;.

Lim, J., M. Radzol, J. Cheah, and M. Wong. 2017. The impact of social media Influencers on purchase intention and the mediation effect of customer attitude. Asian Journal of Business Research 7, 21–30. [Crossref][Google Scholar]

Barnes, N. 2015. EWOM drives social commerce: A survey of millennials in US and abroad. Journal of Marketing Development and Competitiveness 9 (2):36–46. [Google Scholar]

BCM206 BETA Update

BCM206

Since my pitch video, I have begun my content creation process but rather than focusing on tutorials, I decided it was best for me to focus on reviews, more specifically on products Australians had access to. 2021 has been a great year of new product launches and even new brand launches that before this year we couldn’t purchase.

In the last few months, both Mecca and Sephora have finally given Australians access to brands such as Rare Beauty, Makeup by Mario, Rose Inc, Charlotte Tilbury, Milk Makeup and now we finally have Kylie Cosmetics in-stores. With all of this newness, I was inspired to slightly change my DA’s direction. There are thousands of tutorials out there but makeup has no set rules, so why try to teach people how to do their makeup when its a way of self-expression. So I’ve decided its best to review products as they have always had a great influence in my makeup purchases.

Although my videos are mainly reviews, they all have an element or feel like a tutorial. My first few videos had this tutorial/review type of feel.

@oliviajlopez

Testing colourpop blush and lite stixs! I think they’re pretty but definitely need to give them another go! #colourpopcosmetics #fypシ #makeupreview

♬ original sound – olivialopez

But as I continued my content creation process I felt like focusing more on the product rather than the application, and on the new product launches or just the newly purchased products I haven’t had the opportunity to test.

My DA follows the FIST model, FAST, INEXPENSIVE, SIMPLE and TINY. Fast as I’m able to create the content, edit and publish it much quicker than a youtube video. Inexpensive as I’m not purchasing extra products just for my DA but rather using what I have already purchased or would have purchased myself regardless of my DA’s topic. Simple as there is no crazy editing skills involved or a grand unachievable idea or concept that I would not be able to accomplish. Tiny because I’m using a simple concept of reviewing products to a small audience but has the ability to reach a larger audience.

Following this concept has been easy for me as this DA truly has captured my heart. I not only enjoy the content creation but the entire process. Since being in a lockdown, I have felt like I am in my element. This DA has made me feel like I have found what I should be doing with my life especially after graduating. No other DA so far has made me feel this exited for something I am doing. Although this is a DA, it has felt far from being an assignment and because of this, I’m so excited to continue to grow my platform and continue to improve my reviews and tutorials and maybe even receive more feedback that would assist me and my content creation.

If you haven’t already, follow my DA below!

@oliviajlopez

An Update on my Research Approach- Let’s Take a Trip Through Grande Lane

BCM241

Having begun my DA, creating content and gathering information, I have been able to identify epiphanies that have stood out to me in the process.

My Epiphanies

Ariana Grande Eras are very specific to the time her music was released. Each fan will have different memories and feelings that are associated with each era. Whilst scrolling through TikTok, it can easily be identified that each fan has their own unique account of what happened at the time a song or album was released and they are vocal about their experiences on the platform through the content they create.


arianaimhh, TikTok, 2021

My second epiphany comes from the identification of the difficulty of reaching my specific niche audience. The platforms algorithm is focused on showing users new content on their “for you page” making it difficult for creators to reach their desired audience. In the mean time, as I continue to create and post content, I have been taking screenshots of the videos I have interacted with as well as saving videos that give me inspiration to create similar content.

My Data Collection

My third epiphany is the identification of the different content that can be found on the platform. Each creator is known for their unique video content and therefore their unique online persona. The exposure to such a vast variety of content and personas has allowed me to sculpt and refine the persona I want to portray on the platform and more specifically within my niche. This has now included refining the style of content I want to produce and publish.

The platform through the personas created have identified “micro-celebrities” who curate, rearrange, and recirculate what they consider to be their best videos online (Senft, 2013). The creators in my Ariana Grande Fan Niche have become micro-celebrities on my ‘for you page’ as they receive a large number of views and likes on their content. These personas have influenced me and the content I have begun creating for my DA.

My content is centred around using the current TikTok trends, music or style of video, and applying it a relevant Ariana Grande related topic. These videos try to include my personality to attract other fans in this media niche who after a few posts, I have been able to identify as being mainly younger females. This is suggestive to say that the niche is heavily saturated with younger females. My best option is to explore this in more depth and create my content targeting this demographic with the hopes of attracting their attention.

In the digital age, attention is an extremely valuable resource. The concept of the attention economy suggests that in the new realities of information overload, human concentration is limited, and attention is a form of cumulative wealth (Abidin 2020). Understanding my target audience will assist me in continuing my research in discovering the persona I portray in this niche by attempting to capture the attention of my audience niche.

References

Abidin, C 2020, ‘Mapping Internet Celebrity on TikTok: Exploring Attention Economies and Visibility Labours’, Cultural Science Journal, vol. 12, no. 1, pp. 77–103, viewed 8 September 2021, <https://culturalscience.org/articles/10.5334/csci.140/print/&gt;.

i miss it 😦 #fyp #arianagrande #arianator #arianatiktok #foryoupage #xyzbca 2018, TikTok, viewed 9 September 2021, <https://www.tiktok.com/@arianaimhh/video/7001892580963273989?lang=en&is_copy_url=1&is_from_webapp=v1&gt;.

Senft, T 2013, Microcelebrity and the Branded Self, viewed 8 September 2021, <http://fws.commacafe.org/resources/theresa_senft_microcelebrity_branded_self.pdf&gt;.

BCM206 Project Pitch- TIKTOK MAKEUP TUTORIALS AND REVIEWS

BCM206

It’s that time of the year again where DAs are in full swing, and production is just beginning.

This time around I’ve decided to combine my love for makeup and a platform I’ve yet to create content on that has always intrigued me- Tiktok.

My DA focuses on encouraging and teaching those who feel that they don’t know how to do makeup or understand why and what they need to do with their makeup. It is also my hope to not influence my audience but to come across as genuine and trustworthy enough to trust my recommendations and tips and tricks. I don’t want to be an influencer; I just want to create content that educates and makes me happy.

To accomplish my goals, I will be aiming to post once a day as often as I can with an occasional bonus video every now and then for when I’m unboxing new products.

Tiktok is a platform that I enjoy watching and has features that other platforms do not that I think would be helpful to incorporate into my content creation. The duet feature that allows you to follow along and react is one of these features. Videos using this feature would allow me to test if the tips and tricks others use are worth testing or even if they’re genuinely going to help others.

Debunking makeup hacks, views and opinions will allow me to put my knowledge I’ve accumulated whilst being in this industry to the test to be able to accurately recommend products to my audience.

Coming across as trustworthy and genuine is crucial. I’m not perfect and nor do I want to portray a persona who is because let’s face it, who is?

To follow along on my journey into this new DA, follow my tiktok account – @oliviajlopez.

Comment down below the top 3 items of makeup you could not live without!

-Olivia