How florence by mills Became TikTok’s Most Entertaining Beauty Brand

The Challenge for the Brand

In the ever-evolving social entertainment landscape, florence by mills, long-term partner of Give Back Beauty, tackles the challenge head-on to stay relevant and engaging. A plethora of content is required to keep up with its extraordinarily engaged community, and with Instagram and TikTok regularly adding new features, the brand must balance posting frequency with staying true to its upbeat, fun and distinctive Gen Z voice. With Dash Hudson, florence by mills has all eyes on cross-channel content and performance, competitor strategies and a pulse on emerging sounds and trends — empowering the brand to make informed decisions and outsmart social.

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Embracing TikTok Trends and Authentic Content

florence by mills' most significant focus is video and lo-fi behind-the-scenes content. With the help of Dash Hudson's TikTok Insights, the brand is able to stay on top of trending videos and quickly adapt to new crazes with a strategy centered around authenticity, fun and engagement. The team works closely with its media agencies, The Edit and Power Digital, to create content that is both entertaining and informative, showcasing the clean, vegan and cruelty-free products that define the brand. Additionally, florence by mills aims to balance Millie's celebrity status with diverse talent behind the scenes, maintaining a Gen Z focus and highlighting the people within the organization, its agency and user-generated content from the brand's superfans.

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Building a Positive Brand Community

Collaborating with influencers and creators on TikTok is a key component of florence by mills' strategy. The brand has an extraordinarily strong fanbase, which it engages by working with nano-influencers and building relationships with its Flo Squad. It also focuses on targeting not only young end-users but also older demographics with purchasing power. 

For many social media teams, predicting what will trend is a significant challenge, however, florence by mills has a winning streak with both videos and branded sounds appearing on the For You page because of how well it understands its community. The brand keeps its community engaged by responding to comments, using feedback to inform future videos and featuring UGC on its page. To keep content fresh and engaging, the team leverages Dash Hudson — analyzing content performance on a macro and micro level to help determine what comes next, while also consulting Trending Sounds — a weekly curation of the most popular sounds on TikTok — to ensure they never miss a beat and take action quickly.

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We are always analyzing what works for us and jumping on emerging trends. Our strategy involves monitoring trends, staying ahead of sounds and listening to what our community wants. We have such a good community — I’ve never seen anything like it on TikTok. They are very supportive of our content.

Weston O’Connor
Product Marketing Manager at florence by mills – Give Back Beauty

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Engagement at the Center of Measuring Success

To measure success on social media, florence by mills looks at metrics such as Engagement Rate, Video Views, Reach, and Dash Hudson's proprietary Entertainment Score — which measures content on a scale of 1 to 10 to determine how entertained the audience was by a video. The brand also relies on Dash Hudson to track engagement and analyze what type of content drives growth. TikTok has become florence by mills' #1 traffic source for its direct-to-consumer site, playing a crucial role in the top and middle of the marketing funnel. The brand will continue to leverage cross-channel tools to remain informed and ahead of the curve.

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We look at Dash Hudson’s competitive insights for Instagram before any photoshoot to see what our competitors are doing and what has worked for the industry. Additionally, we use the Vision tool, which helps us see how content would perform. 

Samantha Fiock
VP of Marketing at florence by mills – Give Back Beauty

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