Acne Brands Capitalizing on the “Ick Factor” as a Recipe for TikTok Success
Pence says that the model solely receives constructive suggestions on the “gross” movies they share of consumers utilizing their merchandise. In reality, the movies have been so profitable that the manufacturers use them in paid social advertisements, the place they repeatedly have a click-through price of round 7%, versus common 3.4%.
“We have by no means obtained pushback on displaying the product or being sincere about what occurs if you use the product as a result of that is the advantage of the product, watching the gunk being sucked into the hydrocolloid.”
One in every of their newer viral movies is a 20-second close-up video displaying somebody eradicating an pimples patch, revealing the juicy inside. The video has racked up over 3.2 million views and over 289,000 likes. Pence says this speaks to the buyer demand for authenticity in advertising, particularly in skincare.
“I feel they’re searching for [brands] to be genuine, and to know that you just’re really telling the reality about what your product is and what it does. What’s the good thing about utilizing this product?” says Pence. “On the finish of the day, that is the largest suggestions we get. Folks love our product as a result of it does what it says it does within the least period of time in order that they will return to feeling good about themselves.”
Peace Out isn’t the one pimples model capitalizing on the recognition of those #oddlysatisfying movies. ZitSticka, a skincare model identified for its pimples patches, sees greater engagement on these movies versus others.
“There’s a type of visceral satisfaction in seeing, say, the contents of your zit extracted or a hyper-macro video of a hair being tweezed,” says Melissa Kenny, Director of Communications at ZitSticka. “It feels virtually primal, but additionally tough to hint! This class of content material positively arouses a great deal of curiosity/interplay for ZitSticka on TikTok (in addition to Instagram) which is likely to be defined as being cathartic or stress-relieving for some.”
“Social media is a diary of our collective unconscious,” a consultant from the skincare model tells BeautyMatter. “The oddly satisfying movies mirror our wider sentiments, preferences, and needs. Folks cannot cease watching these satisfying movies as a result of they’re projecting themselves onto the individual within the video who’s pulling off an pimples pimple patch from their pores and skin.”
Bioré Skincare is greatest identified for its basic pore strip, which predates the pimples patch craze of latest years by at the very least decade. The Biore tag on TikTok is crammed with examples of this pattern, garnering over 88 million views. The model is aware of precisely why customers maintain coming again to the enduring pore strip: the satisfaction of fresh and clear pores.
“There’s one thing about individuals sharing their stripping expertise—and the gunk that comes with it—that buyers simply can’t get sufficient of,” says Leah Stone, Affiliate Director of Face Care at Bioré Skincare. “Watching up-close and private content material of others clearing out their pores can evoke emotions of success and productiveness, and might even encourage the viewer to take motion in relation to their very own pores and skin. There’s additionally a way of neighborhood in relation to these movies—they create a sure consolation to some viewers in figuring out they’re not alone of their pores and skin struggles, and all who watch them share that very same intrigue and longing for a satisfying expertise.”
Sonia Elyss, magnificence advertising strategist and President and founding father of Spherical Twelve, a digital advertising consultancy, explains why she believes some of these movies overperform on TikTok.
“Whereas I do consider there’s an viewers that actually enjoys and feels that odd sense of satisfaction from this up-close-and-personal have a look at one thing that’s deemed ‘gross,’ many others simply have to decelerate to observe, regardless that they honestly really feel it IS gross,” says Elyss. “Contemplate the automobile crash impact. Most individuals do not really need to see something ugly, however everybody slows down to observe! As we watch and rewatch TikTok’s algorithm picks up on our ‘curiosity’ within the content material distributing it to others on the platform at a sooner price.”
Most individuals won’t ever expertise an extraction worthy of Dr. Pimple Popper, and that’s most likely a great factor. However most individuals will expertise the occasional pimple, and once they do, there could also be a small a part of them that feels giddy on the excuse to see a pimple patch at its fullest potential. Even in the event you don’t discover watching these movies on TikTok #oddlysatisfying, when it occurs to you, it’s simply plain satisfying.