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Skincare has become a new quarantine obsession for many who turn to social-media platforms, especially TikTok, to learn about new products, routines, and ways to treat their skin.
But influencer Young Yuh’s skincare journey started well before 2020.
“When I was in sixth or seventh grade, I had gnarly acne on my forehead,” Yuh, the face behind the viral TikTok account “yayayayoung,” told Business Insider.
And when all the tricks he had been trying on his own didn’t work, he forced his mother to take him to a dermatologist.
“The dermatologist did this crazy procedure where she got this like, metal scraper and she scraped it along my forehead,” he said. The doctor put a cream on his skin and prescribed him a four-day skincare set. Within days, his acne disappeared.
“I was like, what is this?” Yuh said. “What is this sorcery?” Ever since, Yuh had been intrigued by skincare.
“I will skip meals just to do my skincare,” he joked.
In 2017, Yuh started his social-media career by doing product reviews and sharing his routines on Instagram and YouTube. But his popularity snowballed with the rise of TikTok, where he has over 1 million followers.
He posted his first TikTok in March and quickly started gaining traction. His first few videos were getting thousands of views, and within a month, they were getting nearly half a million, Yuh said.
Yuh is part of a surge in skincare content across social media, a category which saw a 197% increase in engagements between the first half of 2019 and the first half of 2020, according to data from Traackr, an influencer-marketing platform.
TikTok, in particular, has given rise to a new type of skincare influencer focused on affordability and the non-glamorous side of beauty. On TikTok, #skincare has nearly 20 billion views.
While many skincare influencers were focusing on Instagram and creating “aesthetically pleasing photoshoots,” Yuh went a different direction, he said. His TikTok content is centered around comedy and accessibility — a notion that skincare can be fun, instead of intimidating.
“While it’s fun, I want to educate you on something, and maybe take one little point about skincare that you’ll remember,” he said.
In May, skincare brands started reaching out to Yuh for potential partnerships on TikTok, he said.
“At that time, no one really knew what the requirements were,” he said. “They didn’t know how to approach the pay rate. You can’t approach TikTok like Instagram. Instagram is consistent.” On TikTok, view counts can vary wildly depending on whether a particular video is favored by the app’s algorithm.
Because of this, negotiating TikTok brand deals takes more work than Instagram collaborations, Yuh said.
After researching on Craigslist and Indeed about how much money videographers and production assistants make hourly, he calculated his starting rates for his content: between $1,000 and $3,000. For a more educational TikTok video, it takes Yuh about five to six hours, including scripting, filming, and editing takes, he said.
But for his more comedic sketches, like his recent TikTok of …read more
Source:: Businessinsider – Tech