In a digital age where connection and engagement are paramount, TikTok has emerged as a game-changer for brands in the fashion, luxury, and beauty industries. With over one billion active users, the platform offers unprecedented opportunities for businesses to engage their audiences and drive sales through innovative marketing strategies. A recent analysis by the Business of Fashion (BoF) highlights key practices that brands should adopt to maximize their presence on TikTok, tapping into unique brand identities and community engagement.
The data speaks volumes; in the first half of 2023, luxury brands increased their media impact value (MIV) on TikTok by 11 percent, according to Launchmetrics. Notably, iconic names such as Dior, Gucci, and Prada generated almost the same MIV in just five months as they did throughout the entire previous year. This surge reflects how effectively TikTok can connect brands with their audiences, prompting a re-evaluation of traditional marketing approaches.
Speaking to this evolution, Kory Marchisotto, Chief Marketing Officer at E.l.f. Beauty, emphasizes a shift from short-form to long-form content aimed at creating engaging brand stories. He notes, “We learned how to be a music producer, how to be a movie producer, how to be an entertainment brand.” Instead of delivering mere ads, brands are now focusing on storytelling that resonates with viewers on a personal level. This approach assures that their content does not feel like straightforward advertisements but instead integrates seamlessly into the user experience.
TikTok offers various tools to aid brands in aligning with platform-native trends. Matt Cleary, TikTok’s Head of Retail, advocates for brands to “TikTok-ify” their content by utilizing trending sounds and creative formats. Insights provided through TikTok’s Creative Centre and Creator Portal guide brands on how to leverage native overlays, duet demos, and green screen effects, which enhance brand visibility and engagement.
Virtually every brand is exploring new avenues of authentic communication. Jordan Mitchell, co-founder of Good Culture, suggests that adopting a “lo-fi” aesthetic in line with TikTok’s popular culture democratizes brand conversations, making them more relatable and accessible. For example, Burberry’s captivating post of an office printer producing high-quality images from its Winter 2024 campaign attracted over 14.6 million views, seamlessly blending a polished image with a casual presentation style.
Brands are increasingly prioritizing authentic narratives over traditional advertising tactics, acknowledging that audiences today avoid overt branding. The challenges imposed by shifting consumer behaviors require businesses to craft relatable narratives that invite viewer engagement. TikTok creator Alix Earle exemplifies this strategy; her casual content, combined with relatable storytelling, has garnered her a following of 7 million, illustrating the platform’s preference for authenticity over virality.
Significantly, TikTok users seek content that links engagement with genuine connection. Creative strategist Tyla Grant emphasizes that today’s consumers are astute, making it important for brands to evolve their advertising approaches to feel less obstructive. She cites the Alexis Bittar mocumentary series on TikTok as a prime example of utilizing narrative arcs while highlighting the product. The lighthearted approach captivates audiences while effectively showcasing the brand.
For effective brand-building on TikTok, companies must first consider their core values and how these values can be portrayed on the platform. Grant stresses the importance of understanding the brand’s persona—how would it act after a glass of champagne? This introspection allows brands to tailor their voice and content appropriately. For instance, Coach successfully leans into its kitschy and cheeky identity, enhancing its engagement with viewers.
Highly engaged content not only fosters brand loyalty but also lays the groundwork for community-building. E.l.f. Beauty emphasizes that community engagement is more than a goal; it’s their entire strategy. Marchisotto reiterates, “Building a community. Period. Full stop.” This grassroots approach may not translate to instant sales but creates a reservoir of goodwill that can yield significant long-term benefits.
Furthermore, leveraging user-generated content (UGC) proves essential for brands aiming to connect authentically. TikTok’s inherent nature encourages the seamless blend of personal creativity and brand messaging. By showcasing real user experiences alongside brand narratives, companies foster trust while elevating their creative efforts. E.l.f.’s consistent output and engagement have eventually led to strong conversion rates, culminating in a meaningful relationship with their audience.
Educational content is also taking center stage on TikTok, particularly resonating with older demographics seeking information about products. Brands that provide actionable insights are likely to keep audiences engaged longer. Levi’s utilizes its historians to connect its heritage with current trends, enhancing viewer appreciation for craftsmanship within the denim culture.
In the face of rapidly changing trends, TikTok allows brands to experiment with content creation without extensive production costs. As demonstrated by Loewe’s unconventional campaigns, brands can highlight their products through humorous and relatable storytelling, effectively bridging the gap between entertainment and advertisement.
The versatility provided by TikTok’s ad formats serves to enhance a brand’s reach. Whether through Top View placements or Spark Ads that collaborate with creators, there’s a wealth of options available to capture audience attention. In one study, it was found that TikTok users are 67 percent more likely to trust a brand when it is presented in a creator-focused manner.
As brands assess the effectiveness of their strategies, adjusting content for audience response is vital. With TikTok Symphony and Search Ads Toggle, brands now have enhanced tools at their disposal to monitor engagement and refine content quickly. Following cultural trends and redefining moments in real-time can give brands a competitive edge, allowing them to insert themselves into ongoing conversations seamlessly.
The insights gleaned from TikTok are changing how fashion, luxury, and beauty brands approach their marketing strategies, enabling them to craft connections that resonate deeply with their audience. By focusing on authenticity, engaging narratives, community empowerment, and innovative content, brands can optimize their role on this dynamic platform.
