Beauty brands can improve social-search discovery by making product information precise, matching content to the way people describe routines and skin concerns, and connecting product pages to useful demonstrations. There is no disclosed, universal ranking formula: TikTok and Pinterest describe different discovery systems, so treat their guidance as platform-specific and measure results rather than assuming a tactic guarantees visibility.
What social search means for beauty brands
Social search is broader than typing a product name into a search box. A shopper might search directly, follow recommendations or related content, use visual search, discover a product in creator content, or move from an inspiration Pin or shoppable video to a product page. TikTok describes discovery through swipe, tap, and search; Pinterest emphasizes visual discovery and catalog-based product discovery. The platforms do not publish a complete ranking formula or the weights applied to product pages.
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TikTok for Business reported that 55% of respondents preferred researching products on video and social platforms rather than traditional search platforms. It also reported that 61% of TikTok users in a study conducted with Material discovered new brands and products on TikTok, 1.5 times the rate of other platform users. These are platform-published 2024 survey figures, not universal consumer measurements. TikTok for Business: Where Brand Discovery Thrives
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Write descriptive product titles
Put the product type first, then add only useful distinctions that accurately describe the item, such as shade, finish, skin concern, format, or size. A title for a moisturizer, for example, should make clear that it is a moisturizer and distinguish its relevant variant; do not cram in unrelated trending phrases or promise a search position.
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Fill in attributes and keep catalog data current
Make sure the product feed and landing page agree on the brand, product name, price, color or shade, size, and other available attributes. Pinterest recommends current catalog data, comprehensive product titles, relevant descriptions, and useful attributes. These are Pinterest recommendations, not a guarantee of ranking. Pinterest Business: Ready, Set, Shop
For each item, check that the social destination remains valid, the selected variant is available, and the price and product details match what the shopper sees after clicking. A mismatch can frustrate shoppers even if the content earns discovery.
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Use the language shoppers use to describe needs
Plan content around product type, routine, skin concern, and desired result—not only brand names. TikTok’s January 2026 UK report describes beauty search behavior organized around skin concerns. Pinterest’s CeraVe case study says 97% of the top beauty searches on Pinterest were unbranded; the case study’s publication year is not stated in its search result, and the figure should not be treated as current or representative of every market or user. Together, these examples support testing non-brand and concern-led language, not assuming one keyword strategy will work everywhere. TikTok Newsroom: From ‘Glass Skin’ to British Favourites · Pinterest Business: CeraVe Success Story
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Use audience phrasing as a planning prompt: “moisturizer,” “skincare routine,” “Mascara,” “DrySkin,” or “MatureSkin” are examples appearing in platform materials, not a complete keyword list or evidence of search volume. Check how people describe a need, then use the terms naturally in relevant titles, descriptions, Pins, videos, and landing-page copy.
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Connect product information to demonstration
Beauty products often make more sense when people can see how they are applied and where they fit in a routine. TikTok’s beauty marketing guide points to tutorials, transformations, creator content, transparent product information, and shoppable content as creative and commerce approaches. These are platform suggestions, not independent proof that a particular format increases sales. TikTok for Business: Beauty Marketing Guide
- Show the product’s texture, application, shade, or routine context where appropriate.
- Explain what the product is for and provide substantiation for ingredient, efficacy, safety, and before-and-after claims.
- Use creator or customer demonstrations only with appropriate permissions and clear, accurate context.
- Link discovery content to the matching product or variant so the shopper does not have to guess which item was shown.
Adapt publishing to TikTok and Pinterest
| Platform | Discovery emphasis in its guidance | Practical product-page connection |
|---|---|---|
| TikTok | Video, creator content, search, and shoppable content | Pair concern- or routine-led demonstrations with accurate product destinations, then track referrals and shopping actions. |
| Visual search, Pins, product catalogs, and product tagging | Keep catalog details current, complete Pin fields, and connect relevant lifestyle imagery to the correct product where tagging is available. |
On Pinterest, its business guidance recommends filling in Pin fields, using relevant keywords in titles and descriptions, adding topic tags when offered, and giving boards clear titles and descriptions. Its visual-search materials also discuss product discovery through catalog data and product tagging in lifestyle imagery. Check current eligibility, market availability, and platform requirements before relying on a feature. Pinterest Business: How To Build Your Audience On Pinterest In 2025 · Pinterest Business: Why Visual Search Marketing Is the Future
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TikTok Shop UK reported 60% year-on-year beauty-category growth in 2025, a 125% increase in K-Beauty searches on TikTok Shop, and 90% growth in beauty-focused LIVE shopping sessions in 2025. These are platform-reported UK figures, published by TikTok Newsroom in January 2026; they are not forecasts or results guaranteed to other brands or markets. TikTok Newsroom, January 26, 2026
Measure discovery through purchase
Track whether social discovery leads to meaningful product-page visits and actions, not just impressions. TikTok’s guide lists website traffic, product-page visits, add-to-cart actions, sales, and return on ad spend as example measures. Define each metric and its attribution window consistently for each platform; the platform materials do not prescribe one universal attribution method.
- Record the campaign, platform, creative, and destination so results can be compared on a like-for-like basis.
- Separate exposure and engagement measures from visits and purchase actions.
- Check that analytics and commerce reporting use consistent definitions, and account for journeys that continue on a brand site or another retailer.
- Use the resulting pattern to refine product information and creative; do not infer causation from a single metric alone.
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