The purpose of many famous manufacturers who use advertising techniques closely aimed at social media promotion is to create and produce content material that goes viral. Much like the spread of an accurate virus, viral content material is quickly shared through social media audiences to increase the content’s reach to as many viewers as possible to capture as many potential audience members as possible.

CosmeticsDesign recently sat down with Lash Remedy Australia co-founders Lauren Rugolo, Emma Spiliopoulos and Jessica Arthur to discuss social media success and how they made exponential progress through viral advertising campaigns to help land world-class models . and market penetration.

CDU: How did you develop your viral social media skills?​

Jessica Arthur (JA)​: I would like to say that even before our company was launched, before we even launched, we have seen various Australian manufacturers and international manufacturers develop their companies tremendously through the TikTok facility. It was one of those things we knew we wanted to address from the beginning.

We tried so many different methods. It was just a real hit or miss, and we adopted what was popular. I tried a lot of things, and in addition to posting behind-the-scenes stories, I also tried ASMR. We kept trying until one thing happened. Actually, it was just trial and error.

CDU: If it went viral, how did it actually happen? When did you know and what was the content material?​

Lauren Rugolo (LR)​: As Jess mentioned, after trying a variety of content, we posted before and after photos showing the results of our eyelash serum, and those videos mainly went viral. From there we discovered that it was the perfect kind of content for us.

We post these before and after results because they are immediate and right in front of you. We were amazed by it because it was so huge.

CDU: Once you established that it was viral, how did you maintain the momentum?​

Emma Spiliopoulos (ES)​: I think it’s quite necessary to simply stay on the platform consistently. Posting every day is what creates distinction, after which you repurpose your content material, especially using before and after photos. It then helped us build an audience by reaching out to individuals all over the world.

We also tapped into numerous micro-influencers and regular people who liked our products and then reposted their content. Just including the product in my regular makeup routine has helped me generate additional gross sales and make my models look even more presentable.

CDU: A lot of your preliminary recognition took place in Australia, but it has since disappeared globally. Which global markets have demonstrated significant profitability?​

japan​: Our biggest market right now may be the United States. About 50% of our audience comes from there, which also translates to our social media followers.

Over 60% of our TikTok followers are from the United States. Our Instagram following is very American. So that was our biggest market. I think individuals are very energized on TikTok, especially throughout COVID-19.

When we first launched, it was a really huge platform in the US at the time. It’s a good thing for us because it feels like our Australian and American traditions are a little more intertwined. Our content translates well to them and Australians love America again, so this goes hand in hand. When individuals post our products, Australians should try them.

CDU: Which social media platforms have been essentially the most profitable for you, and why do you think that is?​

LR​: It could undoubtedly be TikTok because we feel it is rather pleasant for people. We are often visited by individuals on a regular basis to inquire about every little thing from corporate travel to cooking. I also think there is a lot of potential to reach many different individuals, anywhere on the planet, in a natural and natural way.

japan​: On Instagram, you can only see posts from individuals you follow. But with TikTok, anyone with an account can get your content. You don’t even need to follow Lash Remedy to show up in your feed. This was one of many important explanations for why this is so useful to us.

CDU: Will we see TikTok Store turning into a large retail channel anytime soon?​

ES​: Australia just needs to approve the TikTok store. But we’ve heard a lot about the TikTok Store in the US, so we’re excited to see it coming back to Australia. I heard it was coming to Australia soon and I’m excited to take advantage of it. We hope to see it launch in Australia in the coming months.

We will definitely be a part of it. We’ve done a great job of using TikTok advertising and various methods within the platform to boost businesses in Australia, but to date, every other little thing in the US has been done organically, so a TikTok store could significantly increase matters there.

CDU: What about long-term techniques for selling models? Are you going to be multi-channel or where do you want to go anytime soon?​

japan​: I believe our grand plan is to move to a reputational model within the United States. We actually set up shop in Australia, we’ve done pop-up stores, we’ve done events, we’ve had events. This is exactly what we need to convey to the American market as well.

You can see the model in real life. Otherwise, you can also see it on billboards. We completed the billboard in Occasions Sq. I believe it’s a transition from seeing one thing online to seeing it in everyday life. This basically brings to the forefront the fact that the model exists and creates a need for the client to purchase that model.

CDU: You obviously have a transparent agreement with the US market, but are there any other markets you’re thinking about entering?​

ES​: Of course. The United States is definitely a key country to look at. But we’re thinking about Europe and particularly the UK because it’s such a big market. I would also say that our Canadian customers are quite similar to our Australian counterparts.

japan​: I would like to add that after attending the Cosmoprof Miami event, I discovered an additional important curiosity about products produced in South America. We didn’t really expect it, but I believe this opened our minds to the potential of this large market.