The Business of Fashion | The Debrief: What TikTok’s Rise Means for Fashion @businessoffashion | Uploaded September 2022 | Updated October 2024, 13 hours ago.
BoF technology correspondent Marc Bain and contributor Chantal Fernandez join Lauren Sherman to discuss how TikTok took over fashion conversation — and what brands need to know to get the most out of the platform.
Background:
It seems Instagram’s autonomous rule over fashion is finished. While the Meta-owned app still has more users, a growing number of brands and creators are turning to TikTok as their go-to marketing platform. As TikTok ascended to Gen-Z-favourite status, fashion and beauty used the app as a space for experimentation, while doing most of their marketing on Instagram. That is starting to change — and it's shaking up the way brands approach their social media channels.
“The content demands on brands are just escalating and escalating,” says BoF contributor Chantal Fernandez.
Key Insights:
- Just a year ago, TikTok wasn't taken seriously as a marketing platform by fashion brands, which struggled to adapt their polished content to its loosy-goosy approach. Now, it's seen as a place where all brands need to have a presence. However, returns on TikTok marketing investment aren't great yet. The app is still pretty new, where Facebook and Instagram have decades-old, more sophisticated advertising platforms.
- For influencers, wannabe influencers and regular users, TikTok is appealing because it has created a relatively level playing field, where anyone could go viral at any moment. Casual, personality-forward content is preferred over high-production, over-the-top shoots and scenes.
- Instagram still plays an important role for influencers and brands. It can serve as a channel for reaching older consumers, showcasing products and can act as almost a secondary website or blog that people refer back to.
- Prompted by the rise of TikTok, social media is moving away from being social — and more toward acting as a sort of recommendation machine, where algorithms decide what’s shown to users.
Subscribe to BoF’s YouTube channel to never miss a video.
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ABOUT THE BUSINESS OF FASHION: The Business of Fashion is a next-generation fashion media company conceived for today’s global and hyper-connected world. Founded in 2007 by Imran Amed, BoF is known for its authoritative, agenda-setting point of view on the global fashion industry, and is an indispensable resource for fashion executives, creatives, students, and entrepreneurs in over 200 countries. It has been described as “The Economist of Fashion,” “A Daily Destination for Fashion’s Power Players”, and “The Industry Bible”, businessoffashion.com
BoF technology correspondent Marc Bain and contributor Chantal Fernandez join Lauren Sherman to discuss how TikTok took over fashion conversation — and what brands need to know to get the most out of the platform.
Background:
It seems Instagram’s autonomous rule over fashion is finished. While the Meta-owned app still has more users, a growing number of brands and creators are turning to TikTok as their go-to marketing platform. As TikTok ascended to Gen-Z-favourite status, fashion and beauty used the app as a space for experimentation, while doing most of their marketing on Instagram. That is starting to change — and it's shaking up the way brands approach their social media channels.
“The content demands on brands are just escalating and escalating,” says BoF contributor Chantal Fernandez.
Key Insights:
- Just a year ago, TikTok wasn't taken seriously as a marketing platform by fashion brands, which struggled to adapt their polished content to its loosy-goosy approach. Now, it's seen as a place where all brands need to have a presence. However, returns on TikTok marketing investment aren't great yet. The app is still pretty new, where Facebook and Instagram have decades-old, more sophisticated advertising platforms.
- For influencers, wannabe influencers and regular users, TikTok is appealing because it has created a relatively level playing field, where anyone could go viral at any moment. Casual, personality-forward content is preferred over high-production, over-the-top shoots and scenes.
- Instagram still plays an important role for influencers and brands. It can serve as a channel for reaching older consumers, showcasing products and can act as almost a secondary website or blog that people refer back to.
- Prompted by the rise of TikTok, social media is moving away from being social — and more toward acting as a sort of recommendation machine, where algorithms decide what’s shown to users.
Subscribe to BoF’s YouTube channel to never miss a video.
CONNECT WITH THE BUSINESS OF FASHION:
Web: businessoffashion.com
Twitter: twitter.com/BoF
Facebook: https://www.facebook.com/businessoffa...
Instagram: instagram.com/BoF
LinkedIn: https://www.linkedin.com/company/the-...
Pinterest: https://www.pinterest.co.uk/fashionbu...
Newsletter: https://www.businessoffashion.com/new...
ABOUT THE BUSINESS OF FASHION: The Business of Fashion is a next-generation fashion media company conceived for today’s global and hyper-connected world. Founded in 2007 by Imran Amed, BoF is known for its authoritative, agenda-setting point of view on the global fashion industry, and is an indispensable resource for fashion executives, creatives, students, and entrepreneurs in over 200 countries. It has been described as “The Economist of Fashion,” “A Daily Destination for Fashion’s Power Players”, and “The Industry Bible”, businessoffashion.com
