![]() Furthermore, it makes it easier for them to connect to their younger audience, also on a deeper level by creating challenges and campaigns like MAC Cosmetic’s #YouOwnIt challenge, giving an insight into the work process of employees like L’Oreal did or collaborating with freshly emerged TikTok influencers like the American Eagle and Addison Rae collab or the Hollister deal with Charlie and Dixie D’Amelio.Įven new and lesser-known fashion brands such as “House of Sunny“ and “Lucy & Yak“ have been able to grow and connect with new audiences and customers on the app since they automatically land on the explore pages of the right people which then leads to more engagement. Especially now that it is known that TikTok users have a brand recall that is three times greater than of any other community.īeing on TikTok allows brands to be part of trends right when and where they are being created. ![]() But not only teenagers and young adults made use of the opportunity to join a large community of alike thinking people and fun challenges, even huge fashion brands started catching on to the amazing possibilities.ĭuring the last year, many fashion brands finally realised how much potential could actually be found in the app. In 2020 nobody on the app could find a way around Y2K fashion like the Von Dutch clothing and mini purses, but also sweater vests and tennis skirts had a huge moment simply because users decided they would start creating their own fashion trends and not follow what everybody else was doing on other social media platforms. This way of portraying what fashionable people around the world wear without having to have a significant following and without the pressure of obeying already set beauty and fashion standards allows many new trends to be set by TikTok users. It also supplies a lot of inspiration and ideas for example, by posting aesthetic videos of their take on sustainability with DIYs for sewing and crocheting and many different up-cycling ideas. Giving voices to everyone who wants to show what they like to wear and give inspiration to people who normally would not have looked them up on Instagram. Due to the special algorithm, Tik Tok makes it possible for users without lots of followers to go viral. TikTok is giving millions of people the opportunity to express themselves in any way they want, most noticeably when it comes to fashion. Due to the algorithm users are exposed to topics/videos that they already have interest in. The whole construct is very fast-paced as the users don’t have to do anything but scroll down to get the content they like. Those users simply scroll down their personally customised page (that is curated through an algorithm) and react to the videos that interest them by liking, commenting and creating video responses. Creators post videos with a maximum length of 60 seconds, which then get shown on multiple users’ “For You Pages“. It is mainly popular among generation Z, more precisely teens and adults between the ages of 16 and 24. TikTok was launched in 2018 and has since been downloaded more than 110 million times. Could it possibly replace Instagram? and how big is its influence on the fashion industry? In the past year, TikTok has stolen the spotlight. Especially when it comes to the fashion world. ![]() After years of influencers, discount codes, and hashtags, Instagram has risen to the top of the most influential and memorable social media platforms. When thinking about fashion inspiration and finding the newest trends, Instagram is probably the first platform that comes to mind.
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