At Fanbytes, we feel the ultimate here we are at fashion brands to be TikTok was this past year, however the the second best time is appropriate now. In the last couple of years, we’ve observed an growing interest and existence of fashion content around the platform, plus an explosion of conversation within the wider digital world commenting on the strength of TikTok on consumer conduct and trends inside the fashion industry.
Not just has Google trends says global looks for the keyphrase ‘TikTok fashion’ are up by 195% since The month of january 2020, but TikTok has started to inspire purchases. It takes only a couple of scrolls on TikTok and also the internet to deal with witness towards the ‘TikTok helped me buy it’ headlines and comments.
From popularising the #cottagecore aesthetic, inspiring users to upcycle their old clothes (#upcycling) or showing users how you can ‘become a gucci influencer’ within the #guccimodelchallege,TikTok fashion has been successful for making waves beyond its platform.
For this reason, in 2022, fashion brands are navigating towards the platform to obtain a small slice of it. At Fanbytes, we would have liked to stay the main thing on this so might be now broadly recognised for applying blockbuster Gen Z influencer activations for prominent fashion brands on social networking for example Vestiaire Collective, Boohoo & River Island.
Through our experience dealing with fashion brands, we’ve discovered the best hacks for disrupting the TikTok space. This short article connects fashion brands using these valuable expert insights that we’ve collected from your experience running 200 effective Gen Z campaigns and from your time studying user conduct among fashion content on social networking.
3 Ways Fashion Brands Can Leverage TikTok In 2022:
1. Collaborate with influencers & boost with compensated ads
2. Make use of sustainability initiatives
3. Capitalise on meme culture
1. Collaborate with influencers & boost with compensated ads
TikTok challenges continues to be good at delivering the kind of Gucci to JW Anderson’s ‘Harry Styles cardigan’ viral in 2020. Imagine what can be possible if these popular content formats were coupled with TikTok creators and boosted with compensated ads?
We do not have to assume. We’ve helped countless brands capitalise on organic viral trends utilising our top rated influencer network and with the aid of our specialised compensated ads team. From creative ideation, expert influencer selection to boosting, we cover campaigns all angles to make sure 100% optimisation.
An excellent example originates from our use Vestiaire Collective an application that is built to purchase and sell pre-loved fashion products. Their core approach is sustainability, in which you buy less but better. Within our use Vestiaire, we requested 8 influencers to demonstrate their personal style, putting on products purchased in Vestiaire Collective. Then they sold again these products, revealing two core options that come with the application: how easy it had been to purchase and revel in luxury goods at 70% off, and just how easy it had been to re-sell them.
Influencers used native TikTok effects such as the ‘green screen’ to maximise engagement, putting strong calls-to-action they are driving installs with text within the video. By doing this, we drove an enormous 1,000 organic installs along with a 17.5% ad rate of conversion. We would have liked to guarantee the most cost-effective CPI for the clients, so A/B tested these creatives, leveraging the very best-performing as compensated ads. Consequently, our ads drove an additional 4,000 installs so we reduced the clients CPI by 50% in comparison with other channels for example Instagram and Youtube.
The general campaign drove a mammoth 1,307,200 views and Vestiaire Collective were so ecstatic using the results they made the decision to operate a second US campaign which delivered 2.6M views although maintaining an identical CPI. In addition, we’ve since become their official TikTok partner, and also have activated in other territories like the United kingdom & EU where we’ve been in a position to achieve record-breaking CPI’s of £0.40!
We utilise influencers and compensated ads like a core area of the marketing funnel and see them to be integral towards the delivery of measurable results. To discover the way we can generate similar recent results for you, get in contact.
2. Make use of sustainability initiatives
Sustainability is really a word that’s been propping up everywhere lately. When not being plastered on ad campaigns and articles, it’s growing on TikTok. Gen Z, who’re a residential area of conscious consumers, constitute 60% from the user-base on TikTok. Data in the Sustainable Investment Group stated 73% of Gen Z stated they’d pay more for any brand when they understood it had been sustainable.
Consequently, TikTok continues to be accountable for developing a space and platform for sustainability creators and trends which have resonated using its users. TikTok has turned into a more “serious” platform determination move towards educating its users, highlighting important issues and tackling misinformation.
This move has allowed the sustainability/ wellness space to enjoy the application with hashtags for example #sustainablefashion (846.5 million views), #upcycling (4.8 billion views) & #diy (79.5 billion views) driving millions to vast amounts of views. Even TikTok’s infamous #cottagecore trend, that has received 5.6 billion views, brought to some 900% rise in looks for the word on Depop once the trend is at its peak, showing tiktok includes a real affect on their choices.
The #cottagecore trend can also be underpinned by sustainability and DIY, which brought towards the viral #strawberrydress trend where users would recreate their very own. Ultimately, with regards to sustainable fashion on TikTok, users benefit from the highly visual content that shares ‘how-to’ video lessons and tips about maintaining lower impact wardrobes, alternatively towards the specifics and details regarding logistics ethics.
This is due to TikTok’s 60-second time period limit on their own videos. It offers creators very little time to waffle or higher-compensate, and rather forces creators and types to relay the main messages and tips they would like to hear within that window.
@tristan_detwiler, founding father of sustainability brand STAN clothing, has been in a position to grow his brand to utilise TikTok. He boasts 135k supporters, a million likes and shares that “TikTok has permitted me to reveal STAN so organically with a lot positive reception. I’ve grown a crowd that believes in sustainability and storytelling, in an exceedingly small amount of time. I recieve replies with your inspiring and loving comments from true fans who frequently become supporters on Instagram and subscribers on my small website STAN. I really suggest that any brand, business, or creative uses TikTok to advertise sustainable awareness.”
Luxury sustainability brand @andagainco has adopted within the same actions. The company account presently has 201.9k supporters, 4.seven million likes and it has built a effective status around the platform from creating behind-the-scenes style videos. The founder shares her ideas on why this works: “Nowadays, it appears that everything brands do is behind closed doorways however when individuals are requesting sustainable and ethical practices running a business, the only method to verify this really is through radical transparency.”
3. Capitalise on meme culture
TikTok differs dramatically using their company platforms because it is driven by user-innovation, meaning its trends are ever-altering and fleeting. For this reason it’s vital that you create content that taps into something so cemented in Gen Z culture: memes, the word what of Gen Z.
So fun fact: Gen Z makes up about nearly 50% of Gucci’s total sales. Which means that Gucci has to locate unique and original methods to interact with their audience around the platforms they feel their finest. Gucci was quick to embed themselves within meme culture by making use of a natural viral TikTok trend poking fun in the stereotypical appearance of a Gucci model.
In responding and achieving part of this conversation, they broke lower the barrier and stigma of exclusivity and ‘snobbery’ that’s usually mounted on luxury brands and humanised their brand. This enabled these to become an insider around the platform, alternatively for an outsider searching in. They capitalised about this trend if you take that storyline and increasing across new content ideas which performed extremely well.
This labored particularly mainly because Gucci is really a luxury brand that could utilise memes to show to users that they’re in a position to remove the ‘exclusivity’ and ‘seriousness’ connected with luxury brands and take the mask. It goes a lengthy way on TikTok with Gen Z.
Luxury fashion brands, particularly, have to adopt an identical accessible attitude if they would like to win the hearts of the digitally-savvy and aware audience. The ‘you can’t sit with us’ mindset just doesn’t work any longer.