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Tips for TikTok Affiliators: Real-Life Content Now Preferred, Says Alma Tando

From Tempo · () Indonesian

Translated from Indonesian, summarized and contextualized by DistantNews.

At a glance

In-depth Sources not specified Context piece
  • Indonesian content creator Alma Tando advises aspiring TikTok affiliates to focus on relatable, real-life content over polished, formal advertisements.
  • She observes that audiences now trust everyday experiences more than overly produced campaigns.
  • Tando also notes a shift in beauty consumer behavior, with individuals increasingly seeking products suited to their specific undertones rather than just viral trends.

Alma Tando, an Indonesian beauty enthusiast and content creator, is advocating for a more authentic approach to TikTok affiliate marketing. She observes that the platform's audience now gravitates towards "real life" content, finding it more relatable and trustworthy than traditional, highly polished advertisements.

People now prefer to see everyday content for new references rather than formal ads.

— Alma TandoAt the #TemukanCantikmu, TikTok ForYouBeauty press conference in Jakarta.

"People now prefer to see everyday content for new references rather than formal ads," Tando stated at a recent TikTok ForYouBeauty event in Jakarta. She explained that as a consumer herself, she looks for how products are used in daily life by ordinary people, believing this provides a more accurate assessment of a product's efficacy.

If we see the real experience, we know if the product really works or not.

— Alma TandoExplaining why real-life usage is more convincing.

Tando believes this shift in audience behavior stems from increased exposure to digital content, making consumers more critical and selective. She contrasts this with the past, when TV ads or celebrity endorsements held more sway. Today, natural, everyday content, like a quick makeup routine or applying perfume in a car, builds emotional connections that drive purchasing decisions.

In the past, we really believed in TV ads or famous public figures. Now people prefer to see daily life content that feels natural.

— Alma TandoDescribing the shift in audience trust.

Furthermore, Tando highlighted a significant evolution in how consumers approach beauty products. The focus has moved beyond simply chasing the fairest skin tones or specific makeup trends. Instead, consumers are becoming more discerning, asking crucial questions about product suitability for their individual undertones and skin colors. This growing awareness, she noted, is a major positive change, indicating a move away from impulsive, trend-driven purchases towards more informed choices based on personal needs.

Now people are starting to ask, 'Is this suitable for warm undertones?' or 'Is it good for tanned skin?' I think that's a huge change.

— Alma TandoDiscussing the increased consumer awareness about undertones.
DistantNews Editorial

Originally published by Tempo in Indonesian. Translated, summarized, and contextualized by our editorial team with added local perspective. Read our editorial standards.

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