If you aren’t on TikTok as a hair professional yet, you may want to reconsider. The platform — a video-sharing app where social meets entertainment — has a mission to “inspire creativity and bring joy.” It just reached 1 billion monthly active users globally.

During a presentation titled "How to Use TikTok to Grow Your Brand" at Aveda Congress 2021, Alana Biagioli — Brand Partnerships Manager, Beauty, TikTok — emphasized that beauty is inclusive and real on TikTok, meaning the need for perfectly coiffed and styled content is not always necessary.

According to Biagioli, HairTok macro trends include:

• Transformations

• Education

• Oddly Satisfying

• Hacks

Micro trends include:

• #wolfcut

• #curtainbangs

• #heatlesscurls

• #bubblebraids

When creating a TikTok, the most important things to keep in mind are:

• Length — less than 15 seconds is ideal

• Using sounds, transitions and effects

• Being authentic

• Providing educational or entertainment value (or both)

Posting three times per week is what Biagioli suggests for growing your presence on the platform successfully.

“The best advice I have is just to start,” she says. “People are being influenced on TikTok, and we want you to be here in the most authentic way possible.”

For more resources on how to use TikTok, visit the Creator Portal.

For more information about Aveda Congress, click here.