Dipping its toes further into the fashion arena, TikTok has rolled out a comprehensive marketing manual tailored for fashion brands.
The guide is brimming with a plethora of audience data, strategic tips, and real-world case studies, ensuring fashion brands can seamlessly weave their strategies into the TikTok fabric.
The social media giant, boasting over a billion monthly active users, is not just a platform for catchy dances and memes. It has become a digital runway where users flock to be entertained, discover fresh styles, and engage with novel brands.
For fashion labels, TikTok has emerged as a goldmine, with brands witnessing significant traction and sales upticks. Astoundingly, 40% of TikTokers have made purchases from fashion labels they stumbled upon on the app, and these users are 20% likelier to instantly buy a product found on TikTok than on other platforms.
Gone are the days when glossy magazines were the go-to for the latest fashion scoops. Today’s audience, especially the younger demographics, turn to TikTok to get their fashion fix. An impressive 54% of users embarking on fashion quests utilize TikTok as their research tool, diving deep into fresh product launches and brand stories.
Moreover, 47% accredit TikTok with playing a pivotal role in their fashion discovery journey. While hashtags and direct brand searches are the common avenues, 28% of users find their ‘For You’ feed as the most influential in nudging them towards a fashion brand exploration.
Fashion brands looking to make a splash on TikTok should be attuned to the content appetites of their audience. A whopping 57% of TikTok’s user base is on the lookout for content laden with promotions or exclusive deals from fashion entities. The allure of giveaways, contests, product unveilings, tutorials, and special events also resonates strongly.
However, organic reach sometimes needs a catalyst. TikTok’s array of ad offerings, such as the native Spark Ads and In-Feed Ads, can be that nudge, enabling brands to amplify their stories, showcase reviews, and highlight offers, effectively engaging with the massive audience on the platform.
TikTok’s foray into fashion is not merely a trend; it’s a testament to its adaptability and resonance with contemporary users. For fashion brands, big or small, leveraging this platform could be the game-changer in a hyper-competitive market.