With the emergence of Web 2.0 and social networks, users went from being mere consumers of content to generating, editing, and sharing it with their community. In Web 2.0, power lies with users, who personalize content based on their tastes and interests, creating a social network with enormous possibilities for viral marketing.(1)

The rise of social media has promoted an irreversible change in consumers' relationship with brands, given that users now grant greater credibility to the opinions and recommendations found from their contacts than to any other communication channel.(2)

In short, we are experiencing a new digital and social wave, in which the centralized content distribution model is broken and the consumer becomes its main creator. This consumer plays a vital role in the advertising strategies of advertisers given the consumer's capacity to intervene in advertising messages.(1)

Since their inception, users have used social media as a loudspeaker to express their experiences with the services and products they consume.(3) A way of communicating their experiences is through the reviews they themselves write about brands and products.

According to the Real Academia Española de la Lengua, a “reseña” is a “note taken from the distinctive features of someone or something for their identification”.(4) In the online world, by reseña we refer to a critique, assessment, opinion, or comment given about an object, service, business, or experience. This term also often appears with its English version review.(5)

Reviews have a strong effect on audience behavior and, consequently, on brand image and performance. Reviews published online about a service or product are acted upon just like recommendations from friends, even though they are posted by strangers (5).

As Carlos Zuriguel (6) argues, for quite some time now the opinions and comments of users themselves have become the main added value of several brands, such as the travel website Tripadvisor or e-commerce sites like Amazon. Opinions of this type, in review format, have great credibility for consumers, and most of them take them very much into account, to such an extent that they sometimes become their main argument when purchasing any type of product: from a restaurant reservation to a lipstick.

One article developed by Drew (7) states that “online reviews can be defined as reviews of short, informative, and descriptive texts that are responsible for revealing to the public a brand or product novelty in order to attract the audience's attention.”

But reviews do not only take the form of text; they can also be developed in audiovisual format. There are several typologies of reviews, among which we find video reviews, tutorials, and unboxing, which, as Google (8) maintains, is a genre of video review that emerged on YouTube where people show the experience of opening a product: they take it out of the box to get to know it and see what it feels like; or reviews of “dupes.” Dupe is the diminutive of duplicate (duplicado in Spanish) that is used when two products are very similar to each other. It can be said that they are not replicas, since they are products from legitimate brands, with safe products, and not counterfeits.

Similar or dupe makeup products are low-cost products compared with brand-name lines that offer expensive options, and the reason they have become so popular on social media is the alternative they represent in consumers' purchasing decisions when compared in quality, consistency, and color (9).

Many of the review videos are user-generated, but brands are also beginning to participate in this trend.

From this perspective, focusing on audiovisual content, as Drew (7) argues, an online review can be considered a good resource within a content marketing strategy.

The Content Marketing Institute defines content marketing as “a marketing technique for creating and distributing valuable articles, through relevant and consistent content to attract audiences.” Kilgour M (10) contribute to this definition, that content marketing can be seen in the role of consumer participation to share and be active in the media interest space.

Figueiredo (11), in his research on content marketing and beauty and cosmetics brands, states that consumers spend most of their time browsing online platforms, whether to seek information before considering a purchase, to share opinions about brands, or to connect with their friends. Therefore, content marketing represents an opportunity that users, content creators, have known how to take advantage of by providing relevant information for their audiences, through their own content: reviews, tutorials, etc.

Castillo Calle (12) In their research: “Content marketing and its influence on millennial consumer behavior on social media of fast-food brands in the dmq”; after a compilation of theories, they propose a content marketing model composed of 5 dimensions: Social network, Content strategy, Content typology, Content presentation, Content value.

Within each dimension, different items are proposed:

In the social media dimension, the following are identified: Instagram, Facebook, Twitter, Youtube. For this research, it is relevant to add the social network TikTok.

Regarding content strategy, Castillo Calle (12) lists the different types of strategies, which can be interaction, information, and entertainment.

In addition, the authors describe the content typology dimension and highlight the following items: sketch (fiction), documentary record (reality), quote post (Quotes), memes, product test, tutorial, quiz (Test), challenge (Challenge), storytelling (story of emotional impact), and gamification (dynamics).

Another proposed dimension is that of content presentation, which refers to the format used for its creation. It may take the form of written content, video, images, or combined formats.

Lastly, Castillo Calle (12) takes the content value dimension as part of the content marketing model proposed by Rodríguez (13) in their thesis on the consumer decision process. It is derived from Sheth's (14) model, which establishes 5 consumption values that affect purchase decisions: functional, social, emotional, epistemic, and conditional values.

As Rodríguez (13) states, functional value is defined as the utility acquired from the functional, utilitarian, or physical performance of an alternative. Social value is defined as the perceived utility acquired from the association of an alternative with specific social groups. Social value is acquired when an alternative is associated with positive or negative stereotypes of different groups (social, demographic, economic, ethnic, and cultural). Emotional value is understood as the capacity of an alternative to generate feelings or affective states. Epistemic value is the perceived utility derived from the capacity of alternatives to generate curiosity, which entails satisfying a desire for knowledge. Finally, conditional or circumstantial value is understood as the utility acquired by an alternative as a result of a set of circumstances to which the consumer is exposed at a given moment; it is considered the functional or social value of a specific decision in which certain particular and temporal circumstances of the consumer come into play.

In conclusion, it can be said that, among the many benefits of developing content relevant to the audience (content marketing), the potential for viralization stands out; that is, the dissemination of content by users themselves, especially through social networks (15).

What does viralization consist of? The term “viralization” was coined to refer to the way in which certain content, information, or ideas spread rapidly among a population through social media. This phenomenon is fueled by audiences that retransmit information almost automatically. Currently, audiences are considered active subjects capable of selecting and rejecting online content and sharing messages within their networks (16).

This content shared by users, in the form of reviews, has been gaining prominence in the world of social networks, as more and more users are encouraged to share their opinions on various platforms such as Google, Instagram, Youtube, Facebook, and TikTok.

TikTok is a platform for short-form videos on mobile devices. The application was created in 2014 and is currently among the top 10 best applications worldwide, occupying position number 6 in the Global Apps Ranking and available in more than 150 countries. It was the most downloaded app of 2020, with approximately 115,2 million installs (17).

Juan Arcos (18), in his case study on the TikTok user from the University of Valladolid, notes that the videos created on this social network are short in duration (up to 3 minutes), which makes attention less likely to be lost, since there are many different types of videos with diverse content within an infinite home page where videos related to the user's tastes never stop appearing. These factors give this social network a highly addictive component in terms of entertainment. In addition, the TikTok algorithm promotes video viewing through likes, shares, and searches, which makes the application a powerful tool for viralization.

TikTok users enjoy sharing their purchases, reviews, and tutorials, offering opinions their followers can trust. They are real people sharing their opinions, creating a digital version of word-of-mouth advertising that makes their reviews immediately more authentic and credible (19). In the last year, TikTok demonstrated its efficiency in selling products, particularly through unpaid "viral" posts. This virality has earned TikTok its reputation as a sales machine (20).

Behind this virality effect fostered by the social network TikTok lies the TikTok Made Me Buy It phenomenon, or TikTok me hizo comprarlo in Spanish, a hashtag that currently has more than 21.9 billion views. As Cristel Antonia Russell (21) states in her article on the influence of the TikTok phenomenon, people proudly post items they bought based on the posts they saw on TikTok with #TikTokMadeMeBuyIt; the shared items then become viral and motivate consumers to buy the product in question. In fact, many of these items marketed on TikTok frequently sell out and become even more popular products.

In other words, this is a viral commerce phenomenon caused by the use of a hashtag.

(...) a hashtag is a word or phrase without spaces, preceded by the hash symbol (#). It is therefore a metadata tag, preceded by a special character so that it can be easily identified by both a user and a system, and it offers those who use it an easy way to communicate around a topic (22).

Furthermore, González Fernández (22) adds to his definition that a hashtag is an effective tool for promoting the viralization of content. Hashtags have spread across all social media and serve two purposes: to tag content and conversations and to identify a community.

Therefore, this element grants greater visibility to a publication on a social network, as occurs with content published on TikTok with the hashtag #TikTokMadeMeBuyIt.

A study conducted by TikTok Business (19) identifies that 42% of users say they are on TikTok to discover new things; and 67% mention that the platform showed them products they were not aware of, demonstrating the extent of its influence on shopping behavior. The fun and collaborative environment encourages users to join any popular trends or audio that are going viral at the time; either by responding with their own TikToks or by buying the product for themselves.

As TikTok states, “A post can be all it takes for a product to go viral.” A convincing video or a review by any user can generate new trends, sold-out products, and overnight success for brands.(19)

However, how can content be made to go viral? There is still no formula that is 100% effective for making content go viral on TikTok.

However, in her article “8 tips to make a video go viral on TikTok,” Lorena Ramírez (23) outlines some strategies and guidelines that, if taken into account, can help create a viral video. First, she advises using humor.

The National Science Foundation studied the content of 256 video clips to analyze what made a video viral and found that those that included fun were more likely to have more views and be shared more on social media. (23)

Second, she advises encouraging the audience to replicate the content by involving them in a challenge, trying a product, or joining a trend; in this way, participation is incentivized and the impact extends to more people.

She mentions timing as a way to stay aware of the viral content that is being generated in the tool and to seek ways to replicate it in a specific type of business or niche in a timely manner.

Another strategy proposed by Ramírez (23) is the use of hashtags. The hashtag is among the factors that TikTok considers when classifying a video in its home section. This not only helps users find content on a particular topic faster, but also allows the algorithm to understand the video and present it to the intended audience.

It then states a “3-second rule,” which refers to the importance of the time users spend viewing content. If the audience watches only the first seconds of a video, the algorithm will identify it as boring and irrelevant content.

Therefore, it is important to generate an immediate impact in the first 3 seconds of the video. The longer the video viewing time, the greater the boost it will receive from the platform.

Another strategy to take into account is the use of trending audios. According to Lorena Ramírez (23), among the most interesting factors of TikTok is the use of musical trends within videos. Therefore, making a correct choice of music and appropriate effects will allow capturing the audience's attention and getting it to interact with the content.

Finally, Ramírez (23) proposes using the surprise effect in videos, since unexpected reactions can lead users to share the content.

On the other hand, we consider it useful to identify whether there are characteristics present in user-generated content that have similarities with the different types of execution frameworks in advertising design, which may favor their viralization. This will later help us analyze how brands can use those resources in the same way in their own advertising content, and how these can have a greater probability of viralization.

Within advertising design, execution frameworks can be identified. “An execution framework is the way in which the advertising resource of an advertisement is presented.” (24)

Following Clow's (24) definition, different types of execution frameworks can be identified, such as animation, life passages, dramatization, testimony, authority, demonstration, fantasy, and lastly informative.

Taking into account the research problem and the questions raised above, we consider it relevant to focus on the life passages, testimony, informative, and demonstration execution frameworks.

Clow (24) defines life passages as an advertising resource in which advertisers attempt to offer solutions to the daily problems that consumers or companies face.

On the other hand, when defining the testimonial execution framework, they refer to the content in which a customer appears in the advertisement talking about their experience with a particular product.

Promoters and celebrities do not always enjoy high levels of credibility, because consumers know that they are paid for the endorsement. In testimonials, ordinary people, often real customers, are the main characters. At other times, they are paid actors who pass themselves off as ordinary consumers.

The demonstration execution framework shows how a product works. The product's attributes are communicated at the same time as the product is exhibited.

Finally, they mention that the informative advertising execution framework, as its name suggests, presents information directly to the public.

“Consumers who are very interested in a particular product category pay more attention to informative advertisements.”

Attempting to encompass this phenomenon through generalization and the vast universe of existing brands would complicate the research and require consideration of an infinite number of variables. For this reason, the #TikTokMadeMeBuyIt phenomenon will be analyzed by focusing on the makeup industry, based on a selection of 3 brands: Fenty Beauty, Maybelline, and L'Oréal, which currently have a strong presence on the platform and can provide significant data for this research.

In the case of Maybelline, the brand's viralization resulted from reviews generated by users of its new product Lash Sensational Sky High.

The mascara became popular among the TikTok community thanks to the “chain” trend, in which each user shared a video using the product. The results of the mascara were so surprising that TikTokers were delighted with them, leaving Maybelline's Lash Sensational Sky High out of stock for a time.(25)

In addition, the brand hashtag #Maybelline on TikTok currently has approximately 2.6 trillion views.

L'Oréal currently has approximately 372 200 followers on TikTok, and the hashtag #Loreal has nearly 1,2 trillion views.

A successful case was the one under the hashtag #Infaillible24hrsfreshwear, which has more than 4.7 million views. The brand succeeded in making its challenges transcend barriers and in encouraging thousands of female users around the world to share with their community the results that, in this case, makeup offers based on their own reviews.(26)

Lastly, Fenty Beauty, which was among the first brands to join TikTok, currently has approximately 1.3 million followers, and its hashtag #FentyBeauty has more than 1 trillion views.

Taking the #TikTokMadeMeBuyIt phenomenon applied to the makeup industry as the starting point of our research, we posed the following questions: Why have reviews with #TikTokMadeMeBuyIt taken a leading role in the viralization dynamics of makeup brands on TikTok? What are the common elements in the most shared user-generated posts?

In what ways can brands use these elements in their own content and achieve viralization?

We consider it important to address this phenomenon in our research, since the virality of hashtags such as #TikTokMadeMeBuyIt is making brands eager to decipher the formula that drives sales on TikTok (27), and there is insufficient research addressing this issue in the makeup industry in our local context due to the contemporaneity of the phenomenon.

Returning to Figueiredo (11), we can say that the underlying reason why the beauty and cosmetics industry is experiencing an increase in this type of content, compared with other industries, is that it is a highly experimental industry. Nowadays, customers are interested not only in trying and buying new products but also in learning to use them easily and effectively.

This is where consumer reviews come in, showing products and their ways of use. Major trends, such as #TikTokMadeMeBuyIt, start with smaller groups of users who have the power to communicate with and influence each other, and, as Gladwell (28) argues, brands must understand and pay attention to these specific types of content in order to use them to their advantage.

Taking this into account, the purpose of this work is to identify the reasons why user content in the format of reviews on TikTok using #TikTokMadeMeBuyIt is linked to the viralization of makeup brands on the platform, and to determine which elements predominate in this content in order to discover how brands can use them to their advantage.

After contextualizing the problem and the purpose of this research, we define the general objective of this work as understanding why TikTok reviews generated by users featuring #TikTokMadeMeBuyIt are linked to the viralization of makeup brands, based on the identification of the elements that these contents have in common, and then finding ways for brands to leverage them when creating their own content. Regarding the specific objectives, we mention:

Select 15 consumer reviews that use #TikTokMadeMeBuyIt from 3 viral brands in the makeup industry. Identify the common elements in posts that may lead to their future viralization.

To discover how brands can use these identified elements in their own content and achieve viralization.

To seek the reasons why reviews are linked to the viralization of makeup brands on TikTok and to discover how brands can use these identified elements in their own content to achieve viralization, a qualitative content analysis was conducted of the 15 publications from 3 international makeup brands with high participation on the platform (Fenty Beauty, Maybelline, and L'Oréal) that were most shared, commented on, and liked by users and that used the hashtag #TikTokMadeMeBuyIt or mentioned the phenomenon.

For this content analysis, a self-developed analysis grid was used as the instrument, and the following was observed:

In this research, we set out to find the reasons why content generated in the format of makeup reviews on TikTok that use #TikTokMadeMeBuyIt is linked to the viralization of makeup brands on the platform and then to discover how brands can use these elements identified in the reviews in the creation of their own content and achieve their viralization.

We believe it was important to address this phenomenon since there is not enough research dealing with the viralization of makeup brands through reviews on TikTok due to its contemporaneity. In addition, returning to the Adlatina article (27), brands are eager to decipher the formula that drives viralization and the consequent sales on the platform to be analyzed.

Returning to the specific objectives of the research set out in our introduction, we can say that:

With regard to the first specific objective proposed, (selecting 15 reviews made by consumers who use #TikTokMadeMeBuyIt from 3 viral brands in the makeup industry), concerning the definition of the sample to be analyzed, we can say that it was achieved. 15 TikTok posts were collected from the 3 most relevant makeup brands on the platform at present.(32,33)

When selecting the sample, the selection criterion of the hashtag #TikTokMadeMeBuyIt was respected, and, additionally, during the process we decided to add to the sample certain posts that did not use the aforementioned hashtag but that did mention or give relevance to the TikTok Made Me Buy It phenomenon. This allowed us to reach the number of posts (15) previously stipulated for the analysis.

Regarding the second stated objective (identifying which elements the publications that could lead to their future viralization have in common), we can say that it was successfully achieved, since, in the analysis stage, we were able to recognize certain elements that predominated in the publications corresponding to those stated in the theoretical framework of the selected authors. These will be revisited later.(34,35)

The last specific objective proposed (to discover how brands can use these identified elements in their own content and achieve their viralization) was achieved, since, based on what was observed, we were able to develop a series of tips or recommendations so that brands can use these identified elements in publications, in the creation of their own content, and approach viralization. They are presented later.(36,37)

Returning to the results observed in the previous section of this research, we identified certain concordances and discrepancies with respect to the theoretical background and definitions proposed by the authors present in the Introduction section of the work.(38,39)

First, with respect to the different typologies of reviews set out at the beginning of the research, we highlight that in the publications analyzed, tutorial and unboxing reviews predominate.(40,41)

Those tutorial-type makeup reviews present the makeup product chosen by the creator, whether a Maybelline lipstick or an L'Oréal Serum, and teach how to use it (generally an explanation of the steps to achieve a makeup look with the product in question). This characteristic of online reviews in tutorial format means that they can be considered an appealing resource within a content marketing strategy.(7) This occurs because tutorials seek to teach how to use products, which turns them into educational and valuable content that provides added knowledge value to users, leaving aside merely commercial or advertising content. As Figueiredo (11) states, currently users are not only interested in trying and buying certain makeup products, but also in learning to use them easily and effectively.(42,43)

For this reason, this type of tutorial review can be of great interest to users attracted by makeup products, who (as observed) share, comment on, and like them, causing the consequent viralization of the posts. In view of this, we consider that makeup brands seeking viralization may choose to use this type of tutorial-type review in their content to achieve their widespread dissemination.(44,45)

Regarding unboxing, we can say that this type of review predominated in new product presentations, such as L’Oréal’s “TikTok Made Me Buy It” box. This type of review is attractive to users browsing the TikTok platform; this is reflected in the large number of shares, comments, and likes that this type of review received within the sample of posts, which leads us to consider it a fundamental element for their virality. As they are videos in which creators show products freshly taken out of the box and give their testimony about how they feel (8), we believe they give consumers the opportunity to be part of that long-awaited moment of seeing for the first time what the package contains, such as the product, its packaging, label, etc. Achieving greater attention and interaction from users.(46,47)

On the other hand, we want to highlight that, although the dupe review typology did not predominate in the publications, the most viral video (publication No. 1), which obtained the greatest reach of interactions of the entire sample, belonged to this review category in which two makeup products from different brands but with the same characteristics and functions were presented. This leads us to ask why the publication achieved this level of virality unlike the others.(48,49)

In response to this question, we highlight that the publication “Fenty and Maybelline Dupe” (No. 1), in addition to having used this type of dupe review, complies with all the items proposed in the content marketing category of the analysis grid, as well as with 4 viralization strategies (out of 7) proposed by Ramírez (23), which are: use of hashtags, use of trending audios, the 3-second rule, and timing. Likewise, it complies with two execution frameworks of advertising discourse that predominate throughout the entire sample, informative and demonstrative. This results in a publication that consists of elements that coincide with those proposed by the authors cited in the theoretical framework of the research (50).

Continuing with the findings, what we found in these publications is that the most used content strategy is informative. We identified that in the sample of publications the objective of presenting a makeup product and its characteristics to the platform's users predominates, generally accompanied by a demonstration of how to use it; which leads us to highlight a product-test type of content, in agreement with what the authors Castillo Calle (12) propose about content marketing.

From our point of view, we consider that the product testing typology is the most appropriate to use in this type of content, where makeup products are the protagonists. As an online medium, users are exposed to this type of video in which cosmetic products are presented, without the possibility of seeing or testing them for themselves. This represents a challenge for content creators in this industry, from which they must use different types of strategies and typologies to present the products in the best possible way (51).

Product testing is a way for users to see the actual product on the skin, observe its texture, true color, and method of use. This results in a highly appealing review for users interested in makeup products, contributing to the consequent interaction and viralization of these contents.

Furthermore, we observed that in these review-like publications, creators give a testimonial, their personal opinion about the product in question, which contributes to attracting users to this type of content, becoming their main argument when purchasing any type of product.(6)

We identified in the publications of the makeup brands that make up the analysis sample the predominance of 3 viralization dynamics, which were: use of hashtags, use of trending audios, and timing, in accordance with what was proposed by author Lorena Ramírez (23) in her article “8 tips to make a video go viral on TikTok.” In turn, certain viralization dynamics were identified that were partially found in the sample; these were: encouraging the user and the 3-second rule.

Regarding the viralization dynamics present in the publications, it can be concluded that the use of the hashtag is a fundamental element for the viralization of the reviews.

This viral phenomenon, in which users share their reviews, generating a “chain” effect that influences other users to buy and share their own reviews of makeup products, acquires a name and a form of identification from the hashtag #TikTokMadeMeBuyIt, which currently has approximately 22 billion views on the platform.

Continuing with the findings, we were able to observe that the use of trending audios widely predominated, this being a key element for the viralization of content, in accordance with what was stated by Ramírez (23).

After specifically observing the metrics of the audios used, we were able to identify that these could be considered viral due to the high number of plays and their use by other creators in their publications (some reaching up to 24 trillion videos). With this in mind, we consider that a trending audio is a great element when it comes to making content viral due to the high exposure they bring with them.

Regarding those dynamics that did not predominate in the sample, we can identify the use of humor in the contents and surprise effects, in discrepancy with what was stated by the author Ramírez (23) in her theory.

With everything presented so far, we consider that these elements present in the reviews are a powerful resource that brands cannot lose sight of when creating their own publications on TikTok and being able to achieve viralization. This leads us to revisit the 3rd objective of the research: “To discover how brands can use these elements identified in their own content and achieve their viralization.”

Based on what was analyzed, we decided to create a list of 10 recommendations that brands in the makeup industry could use to generate content with the possibility of viralization.

Create posts in review format. Produce content showing one person giving their testimonial about a makeup product and interacting with it.

Opt for various types of reviews such as tutorial, unboxing, and dupe.

Publish the contents in video format accompanied by text and images that can contribute to the presentation of the makeup product.

Use trending audios from the platform. A way to identify whether an audio is trending is by looking at the number of videos created with it. If the number of uses is high, we are probably dealing with a trending audio, which will help our content stand out among the rest.

To be innovative in the way the makeup product review is presented.

Use excerpts from reviews of the same product by other users as a complement to the user's own review. Document the journey to the store where the makeup product is purchased. Conduct the product review (packaging, price, etc.) at the point of sale.

Use an informative content strategy. Present in the publication characteristics of the makeup product to be promoted, such as its name, price, and color shade.

In reviews, use the product-testing content typology and add functional and epistemic value to it. We suggest conducting usage demonstrations where users can observe the real product on the skin, observe its texture, true color, use, etc.

Employ advertising discourse resources in the contents. Those we suggest are the informative and demonstration execution framework.

Use hashtags in the post description (minimum 5, maximum 18); some suggested ones are: #TikTokMadeMeBuyIt #productsoftiktok #viralmakeup #makeuptutorial #beautyreview #makeupreview.

Create a positive impact in the first 3 seconds of the video. To achieve this, elements that spark user curiosity can be incorporated so that the user continues watching the content until the end.

What has been presented so far must be interpreted taking into account the inherent limitations of the research. The results were obtained from one small sample of 15 posts from 3 makeup brands on the TikTok platform. Therefore, for the results obtained from the sample to be generalizable and applicable on large scales, one larger sample should be used, encompassing more brands in the makeup industry.

Regarding the strengths of this research, we can highlight the richness of the contents chosen in the sample, which allowed covering the content analysis in a complete manner, enabling the identification of the vast majority of the items proposed in the analysis categories.

It should be noted that, in the sample, international brands were selected, two of which are national in scope, which allows the research problem to be adapted to the local context. The recommendations previously proposed are considered for both the local and the international context.

In addition, we reflect on possible future lines of research that could complement what has been presented. We identify the need to further examine the role of the consumer in this viralization phenomenon, in which a “chain” cycle of reviews generated by the platform's users about makeup products is created, achieving their viralization.

We propose to conduct field research in which first-hand information can be collected, by means of surveys and interviews with consumers about their interests and opinions regarding content in the form of reviews; as well as to determine why users give a certain place to this type of content in the viralization dynamics on the platform over others. We present the following question as a trigger: In what way do the platform, the consumer, and the brand interact for viralization on TikTok?

To conclude, it can be said that reviews have gained prominence in the viralization dynamics of makeup brands on TikTok, not only because of the undeniable spreading power fostered by the use of hashtags (mainly #TikTokMadeMeBuyIt) but also because of the added value they provide to users. Reviews allow users to learn about a makeup product, learn how to use it through a tutorial-type review, hear an opinion about the product (which carries great weight for its purchase decision), and be part of the moment of product acquisition through an unboxing review.

Reviews prove to be content valued by users thanks to the added value of knowledge and functionality they provide. Users respond positively to these publications by giving their likes, comments, and sharing them with other users, generating the consequent viralization.