Tiktok changed the way of social media by introducing gripping short videos instead of long video formats and pictures, which used to be the staples of social media platforms. Therefore, the brand presence had to adapt to the latest trends. This platform has about 1 billion monthly active users, with over 130 million users in the United States alone. For that reason, Tiktok allows companies to connect with their fans. Moreover, they get to be a part of the community that determines the hype products and future trends. The short video format can be utilized to showcase behind the scenes and how products are made. Tiktok offers a way for the fashion industry to showcase its products in the best light to the interested parties and connect with their customers.
However, an official Tiktok account can only do so much. Most brands use various types of online engagement to make their vision reach more target clientele. Working with influencers became a huge part of advertising in recent years, however, brands working with Tiktok stars weren’t a thing until recently. With the rise of fashion formats on the famous social media app, more opportunities arose for collaborations between Tiktok influencers and fashion brands. This is why Tiktok stars can now be seen in the first rows of fashion runways.
Most fast fashion, as well as high fashion brands, are now taking full advantage of the platform by publishing content daily and creating engaging campaigns.
Brands like Pretty Little Thing’s account became a staple for any GenZ fashion lover.
Tiktok is a platform that greatly relies on its users to create content that generates buzz. Therefore, there is less highly polished content we often see on other platforms and more of self-expression. This is what drives the younger generations to join Tiktok, as it focuses more on getting the point across, rather than the execution. This makes it possible for anyone to be a part of the community. With 62% of active users in the United States being between the ages of 10 and 29, Tiktok is Gen Z-dominated social network. Considering this, brands often choose to run events on Tiktok using a hashtag and engage their following in that way. These campaigns often prompt Tiktok users to partake in a challenge or to be creative. Often, these campaigns are supported with a giveaway to further motivate people to participate. When the marketing strategy is executed correctly, the giveaways reach many people, allowing the brand to gain traction. Even when the campaign doesn’t directly affect the sales, it certainly raises brand visibility, which is incredibly important in the online space.
Often, social campaigns are mixed with real-life events. For example, motivating attendees at a fashion show to post on a platform can make the event more satisfactory. Furthermore, this can allow for products to reach people online.
Ecommerce exploded last year. According to Digital commerce estimates, online sales make up 21.3% of total retail sales in 2020 in the US. This represents a 44% growth since 2019. Therefore, 2020 marks the year of the highest eCommerce growth since 2000. Tiktok allows brands to capitalize on this phenomenon. Online shops can be connected to the Tiktok accounts making it easy to shop for fashion items. This can boost sales and help fashion companies to reach younger audiences.
In conclusion, opportunities for advertising are constantly changing, and in order to stay afloat, brands need to adapt. Finding a way to engage with Tiktok users can considerably affect the performance of a certain fashion company.