As TikTok continues to reshape the marketing landscape, especially in industries like fashion, beauty, and luxury, it has become imperative for brands to harness this platform effectively. Recent insights, particularly from BoF’s collaboration with TikTok, underscore the importance of strategic engagement and adept use of TikTok’s unique features. With over 60 percent of TikTok users indicating that creators enhance their interest in new products, brands need to focus on thoughtful collaborations with these digital influencers to foster connection and drive consumer behavior.
A key determinant of success on TikTok is the choice of content creator. According to Material’s 2022 study, 55 percent of users trust brands more when they learn about them through TikTok creators. This highlights the need for brands to select creators whose personal brand aligns closely with their values and aesthetic. This choice is crucial in establishing authenticity and relevance to audiences. For instance, McCorquodale points to Vinted, a second-hand marketplace, emphasizing how its creators normalize the buying and selling process, making it appear simple and intuitive for users. This strategy can cultivate habitual engagement, ultimately enhancing consumer adoption of a brand’s offerings.
Another critical insight is the significance of diversity in creator partnerships. Research from Alter Agents found that 66 percent of TikTok users appreciate when brands collaborate with a variety of creators. Craft elaborates on this idea, suggesting that diverse voices attract different communities and enhance relatability. By engaging various creators, brands can tap into multiple narratives and resonate with a broader audience. Charles Gross, a fashion critic who talks about Hermes, exemplifies how a single creator can introduce luxury brands to new demographics, sparking conversations that might not have taken place otherwise.
Furthermore, TikTok provides tools like TikTok Shop’s affiliate program, allowing brands flexibility to collaborate with creators while giving those creators opportunities for monetization. The educative aspect of creators—where they inform, inspire, and effectively drive product discovery—should not be underestimated. A Material study shows that 47 percent of users value a creator’s knowledge when deciding to purchase a product. Therefore, when selecting creators, brands should prioritize those who genuinely understand and believe in the product they are promoting, ensuring the content feels natural and consistent with the creator’s established narrative.
Credibility in partnership is essential. McCorquodale advises conducting thorough background checks on creators to confirm their alignment with brand values, going beyond simple follower counts. A common benchmark in the industry is to assess engagement rates, with a healthy range being around 3 to 5 percent. This approach can help brands avoid creators with inflated follower counts but low interaction, leading to more meaningful engagement.
A successful example of authentic resonance can be seen with Gucci’s collaboration with Amelia Dimoldenberg, who interviewed other guests during the debut of their creative director in September 2023. By allowing her to employ her unique style, Gucci was able to engage not only its own audience but also Dimoldenberg’s followers, enhancing brand visibility across multiple demographic segments.
To drive community engagement further, brands should encourage two-way conversations. Research shows that 76 percent of users feel brands that engage in comments are part of their community. Actively replying to comments and even addressing critiques can reinforce a brand’s presence and commitment to its audience. Moreover, according to Marketcast, 57 percent of users consult the comments when considering a purchase, emphasizing the need for brands to foster genuine interactions.
In terms of innovative strategies, brands like E.l.f. have successfully harnessed user-generated content through participatory campaigns like the #eyeslipsfamous challenge, generating community involvement and enhancing brand loyalty. Additionally, TikTok’s Branded Mission feature allows brands to brief creators for content generation, driving participation and scalability. An added benefit of these campaigns is that high-performing content can be adapted into ads, ensuring wide visibility.
Moreover, co-creation and remixing of content echo TikTok’s ethos. Grant highlights that post-launch conversations about original campaigns amplify their longevity and overall impact, demonstrating how everyday prosumers can breathe new life into marketing narratives. The viral moment of beauty influencers recreating a look from the Maison Margiela SS24 couture show exemplifies how trends can grow organically through community involvement.
Integrating collaborative workshops where creators are present during product development discussions can also breed authenticity. By directly involving creators in the strategic decision-making process, brands not only benefit from their insights but also strengthen relationships that encourage ongoing loyalty.
The future of branding in the fashion and beauty industries heavily relies on understanding and engaging with the TikTok community. Real-time feedback can significantly influence product development, as demonstrated by The Ordinary and Beis, whose consumer feedback directly shaped their product offerings. Swiftly responding to cultural trends, like Loewe’s Tomato Bag campaign, illustrates how brands can stay relevant and relatable to their active communities.
Successfully navigating TikTok’s landscape requires that brands pivot from traditional marketing approaches to ones that prioritize authenticity, community engagement, and strategic collaboration. By operating with this understanding, brands can not only capture the attention of the TikTok audience but also foster lasting connections that translate into tangible business results.
