This September, an intimate roundtable co-hosted by BoF and TikTok brought together top executives from leading fashion brands, including LVMH, Calvin Klein, Tiffany & Co., and E.l.f. Beauty, to explore strategic approaches for succeeding on TikTok. As brands increasingly recognize the significance of engaging with a youthful, highly interactive audience, understanding TikTok’s unique dynamics is essential for driving commercial results.

TikTok operates on an interest graph rather than a social graph, meaning users are served content based on their interests, shaped by their activity on the platform. This fundamental difference fosters a sense of community and connection among users, allowing them to bond over shared experiences. According to the TikTok Marketing Science Global Diversity Study conducted by Flamingo Group in 2022, 72% of TikTok users find it easy to connect with strangers around common interests, demonstrating the app’s potential for creating meaningful interactions.

Fashion brands are now taking note; with over a billion active users, TikTok presents a vast arena for engagement. Yet, navigating this space requires brands to adapt to rapidly shifting consumer sentiments. As representatives from these key players convened in New York City just before Fashion Week, the conversation was rife with insights on building digital intimacy and authenticity. Here are some pivotal themes that emerged from the discussions:

Community Engagement Is Key

One salient theme was that a brand’s presence on TikTok is deeply tied to its community engagement, regardless of whether the brand is active on the platform. Content creators play a crucial role by discussing and sharing their experiences with brands, inevitably reshaping the public’s perception. As one participant put it, “Whether or not you’re on the platform, your brand is active in discussions. Ignoring this reality can be a costly oversight.” This underscores the importance of proactively participating in conversations surrounding brand image.

Moreover, community-generated content often achieves broader reach compared to brand-produced content, as TikTok’s For You feed facilitates rapid distribution. Engaging with user-generated content is not just beneficial; it is a necessity. Responding to customer conversations is a way to solidify brand authenticity.

The Power of Comments

The commentary section on TikTok is a unique asset where potential customers seek peer reviews. Research indicates that 57% of users reference comments before making purchase decisions. This is not merely a space for feedback; it is a barometer for brand sentiment. To capitalize on this, brands must not only monitor sentiment but also directly participate in discussions. “Go straight to the comments,” advised one executive. “That is where your community is engaging.”

Such engagement helps brands understand consumer needs better and allows them to address concerns in real time. In this environment, silence is often interpreted as indifference. Brands that respond to comments tend to foster a stronger sense of community.

Empowering Social Teams

Empowerment of social media teams to interact authentically is crucial for success. Social media must not be viewed as a mere customer service function; instead, it should facilitate genuine communication paths. “76% of TikTok users feel that brands engaging with them are part of their community,” one leader noted.

Senior management buy-in is critical for allowing social teams the autonomy to respond promptly and appropriately. “Effective brands leverage their social team’s insights and experiences to engage in real-time discussions,” shared another attendee, highlighting that timely responses can enhance trust significantly.

Targeting Specific Audiences and Conversations

The executives also examined the importance of precision in selecting which conversations to engage in. Not every trending topic aligns with a brand’s identity. “It’s about rebuilding connections with specific audiences rather than overwhelming them with generic messages,” one individual stated. Understanding the subcultures on TikTok and aligning marketing efforts with the right movements can greatly benefit a brand’s resonance within individual communities.

Brands should capitalize on collaborations with content creators who embody the values of their target audience. Since over 60% of TikTok users express increased interest in products endorsed by creators, leveraging these partnerships can translate into deeper consumer engagement.

Fandom: A Growing Opportunity

Engaging with fandoms—groups attracted to specific individuals or cultural moments—can unlock significant opportunities for brands. “Finding people with passionate, niche followings can lead to greater brand loyalty,” one executive described. The BookTok community serves as a prime example, where undiscovered authors gain popularity through organic shares—a phenomenon that illustrates the impactful nature of community-driven content.

Measuring Emotional Connections Beyond KPIs

Traditionally, brand success is measured through clear KPIs. However, the roundtable underscored the importance of emotional connection, or what some referred to as “citizenry.” Engaging consumers at this deeper level often leads to a vested interest, where consumers feel they are part of something bigger. “The comments section can provide rich insights into this,” remarked one participant, noting that understanding these connections surpasses conventional metrics and fosters deeper consumer relationships.

Ultimately, TikTok’s unique role in the marketing landscape offers brands an unparalleled opportunity to engage and connect with their communities. However, success hinges on a willingness to listen, adapt, and participate in the evolving narrative of consumer discourse. By building genuine relationships through engagement and understanding, brands can fully leverage TikTok’s vast potential for business success.

Fashion brands will need to continually refine their strategies to thrive in this rapidly changing landscape. Authenticity, community engagement, and effective communication will pave the path for brand success on TikTok.