TikTok and Its Growth in the Fashion World
TikTok is the latest social media platform to gain everybody’s attention and screen time. Fashion influencers haven’t been oblivious to the power of this new platform, but it is those with the most innovative one-minute video ideas that have dominated the TikTok fashion scene.
Brittany Xavier is currently one of the most successful fashion influencers on TikTok with 2 million followers and 43.2 million likes to evidence it. This is a goal she achieved by utilizing general video editing trends on the app and adding the concept of fashion to them. Some of her most popular videos include: #styletips (where she gives tips on how to style basic items such as black leggings) lookbooks alongside her daughter, and montages about her personal life. Each of them is accompanied by a song that went viral on the app, as she capitalizes on trends beyond those in fashion.
Given the popularity of these videos, we begin to see what viewers love to see the most from influencers. This includes people they admire not being able to use a photo editing tool with ease and therefore appearing more real through a video. Coupled with using the same trends non-influencers use, the influencers get more personal with their audience. Becoming as fashionable as them doesn’t seem too far off as Instagram could make it out to be.
But it isn’t only fashion influencers that can take advantage of the platform. One of the most recent trends has been “best places to online shop,” where TikTokers tell their audience the best places to get clothing during a pandemic. From wholesale phone cases to accessories, there is a lot you can market. With these types of videos getting millions of views, it is a great idea for brands to work with TikTok influencers through sponsorships.
Of course, if you do, you must factor in the recent security concerns that TikTok has been plagued with in the past couple of months. It’s hard to tell whether the risks are as real as people like to make out - you’re not an internet security expert - but that doesn’t mean you have to miss out on the benefits that the platform clearly leverages. An Android, Apple, or Windows VPS is all it takes to implement an extra layer of digital safety that should ensure your sensitive data is private.
Aerie was one of the first brands to see the profitability of TikTok campaigns by working with the top user in the app, Charli D’amelio, on a #aerierealpositivity campaign. Digiday reports that the app is already testing e-commerce capabilities.
Photo Credits: TikTok and Brittany Xavier's Youtube Channel
Report: Jonara Jimenez
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