To build a following for your skincare brand on TikTok and Instagram without spending money on paid ads, follow these steps:

1. Develop a content strategy: Plan a mix of educational, entertaining, and promotional content that resonates with your target audience. This could include skincare tips, product demos, behind-the-scenes glimpses, customer testimonials, and user-generated content.

2. Consistency: Post regularly to maintain visibility and engagement. Aim for at least 3-5 posts per week on Instagram and 1-2 TikToks per day. Experiment with posting times to determine when your audience is most active.

3. High-quality visuals: Create eye-catching images and videos, showcasing your products and their benefits. Use natural lighting, clean backgrounds, and consistent aesthetics to maintain a cohesive brand image.

4. Engaging captions and Calls-To-Action: Write engaging captions that evoke emotions, tell stories, or ask questions. Include clear CTAs like "Tag a friend," "Comment your favorite product," or "Visit our website for more information."

5. Use hashtags strategically: Research popular and relevant hashtags within your niche. Use a combination of general skincare hashtags and brand-specific ones to increase visibility and discoverability.

6. Collaborate with influencers and content creators: Partner with micro-influencers or content creators who share your brand values and have an engaged following. This can help expose your brand to new audiences without spending on ads.

7. Engage with your community: Respond to comments, messages, and engage with your followers' content. Show appreciation for user-generated content by sharing it on your profile or stories.

8. Instagram Stories and TikTok challenges: Utilize Instagram Stories to share behind-the-scenes content, polls, and Q&As. Participate in or create TikTok challenges related to your brand or products to boost visibility.

9. Monitor and analyze performance: Track your content's performance using in-app analytics tools to identify trends and adjust your strategy accordingly. Focus on the content that generates the most engagement and growth.

10. Cross-promote: Share your TikTok content on Instagram Reels and vice versa to maximize exposure and attract followers from both platforms.

By consistently delivering valuable, engaging content and fostering an authentic connection with your audience, you can build a strong following for your skincare brand on TikTok and Instagram without relying on paid ads.