Why does your brand always fail to resonate with female users onTikTok?

Content is constantly updated, but likes and interactions remain lukewarm?

How can you truly understand their thoughts and turn them from casual viewers into must-have buyers?

Don't worry! Today, let's dive into three successful brands to see how they master theTikTok content ecosystem, accurately capture the psychology of female users, and successfully achieve a breakthrough from market indifference to products in high demand.

 

Image source:Google

01

Emi Jay

Binding women's daily scenarios with practical aesthetics

Emi Jay is a brand that entered the market through hair accessories, originally founded by a 14-year-old girl, and has now become a DTC benchmark with annual revenue of tens of millions of dollars.

Its content strategy onTikTok is very clear:

Instead of directly selling products, it showcases usage effects through hairstyle tutorials.

For example, the brand released a“viral haido” braiding tutorial video, which naturally integrates the product through intuitive and clear teaching, ultimately gaining 2.7 million views.

Female users gainnot only product information, but also practical beauty solutions from this.

In addition,Emi Jay also values collaboration with influencers who match its tone, using real wear tests to prove product durability and further strengthen trust.

This content model, which replaces hard ads with solutions, precisely meets women's dual needs for beauty and practicality.

 

Image source:TikTok

02

WOSADO

Touching vertical users through authentic experiences

WOSADO, a brand specializing in glue-free, lightweight magnetic false eyelashes, has now topped both TikTok Shop rankings in Singapore and Thailand, two Southeast Asian markets.

Its content strategy onTikTok is very clear:

Showcase product strength through localized account matrix and authentic content.

Its Thailand account@wosado.thai has reached 300,900 followers, with content focused on wearing effects and visual beauty.

A video of a girl comparing different false eyelashes, presented quietly and intuitively, received11.6 million views.No exaggerated narration, yet it prompts users to actively inquire.

The brand also collaborates extensively with beauty influencers, bringing high conversion through daily makeup tutorials and scenario-based sharing. In the past28 days, influencer-contributed orders accounted for more than 40% of the brand's sales in Thailand.

This authentic experience and localized content are the key forWOSADO to win over female users.

 

Image source:TikTok

03

Sculpd

Awakening emotional resonance through healing creation

Sculpd, a brand based on clay DIY kits, has gained 900,000 social media users worldwide and annual sales exceeding $5 million in just three years.

Its content strategy onTikTok is very clear:

Avoid complicated craft explanations, instead highlighting the simplicity and stress relief of creation.

For example, a14-second fruit plate making tutorial received 10.6 million views,with clear steps and a relaxed atmosphere greatly lowering users' psychological barriers.

Moreover, the brand also collaborates with clay influencers to create fun themed content such as SpongeBob plates, achieving community diffusion.

This content not only showcases product features, but also conveys the brand concept that“everyone can create”, deeply hitting female users' needs for self-expression and physical and mental relaxation.

 

Image source:TikTok

04

Summary

Three commonalities for TikTok brands to win over female users

Although these three brands are from different categories, their success onTikTok reflects highly consistent strategies:

1) Content > Advertising:

Instead of hard-selling products, they naturally integrate into users' lives through tutorials, demonstrations, and experiences;

2) Authenticity builds trust:

Whether it's influencer collaborations or user-generated sharing, real usage scenarios and feedback are far more persuasive than polished ads;

3) Emotion drives decisions:

Female users often pay for emotions. Whether it's the confidence of becoming more beautiful, the sense of achievement from creating, or the resonance of being understood, all can drive female users to place orders.

Remember:TikTok is not just a marketplace, but a hub for content, emotion, and social interaction.Brands that understand users, know how to tell stories, and respect content can truly win people's hearts.