In the world that we live in, social media and fashion work hand in hand in more ways than one. One affects the other and vice versa, it is like how thread and needle work together to bring out amazing footwear and clothing items. Some social media apps that have played a huge role in promoting fashion and dictating trends in the fashion industry are Instagram, Pinterest, and TikTok, just to name a few.
On hearing the name TikTok, the first thoughts that come to mind are short amazingly creative videos that are funny, pass across a message, or are put up ‘just because’.
TikTok is a Chinese video-sharing networking service by ByteDance, a Beijing-based Internet technology company. It was first launched in the Chinese market in 2016 and was introduced to the rest of the world in 2018, after merging with Musical.ly.
Upon its launch in 2018, it gained over 500 million global users in the first half of the year. Over the years, the app has grown to be increasingly more accepted by users, and as the pandemic hit and everyone was forced to stay indoors, TikTok saw a surge in user engagements.
TikTok and Fashion
With Gen Z and Millenials making up a large chunk of TikTok users, many western fashion brands that target the younger generation have jumped on the TikTok bandwagon to promote their brands and gain more visibility for themselves. Seeing as how TikTok plays a huge role in influencing how fashion trends are perceived and received by fashion lovers due to influencer marketing, this strategy works for them
With most TikTok users coming from countries like India, USA, Turkey, Russia, and Pakistan, Africans have not yet really taken to the platform. Unlike western fashion brands like Celine, Prada, Michael Kors, Guess, Calvin Klein, and Ralph Lauren who have used influencers like Noen Eubanks and Charli D’Amelio, hashtag challenges, and video campaigns to advertise their brands, African brands are not so active.
To encourage more Nigerians, and Africans as a whole, to engage more with the platform, TikTok put a few things in place. For instance, in Nigeria, TikTok has been signing up comedians, dancers and singers from Instagram and YouTube with promises of higher visibility and more followers.
Advantages of Using TikTok to Advertise Your Fashion Brand
Since statistics have shown that people tend to engage more with video content than with written content, the advantages of using TikTok as a fashion brand that targets the younger generation are immense. They include;
1. Brand Awareness
TikTok serves as a great platform for fashion brands to grow brand awareness. Creating great brand awareness for your fashion brand is achieved through balancing general humorous content with brand promotion.
The TikTok algorithm works in such a way that users see videos that were made in their location, i.e. same country, city, or area, first on their feed before they see others. This means that the target market of a fashion brand, of in the same location as the brand, will see the brand’s video easily.
2. Great User Engagement
With TikTok, it is easy to get higher engagement on videos your brand puts out to with much less effort. Even if you have no followers, it is easy to have your video go viral. Fashion brands can use this advantage by marketing their brands on TikTok.
3. Large Audience Base
With the number of active users on TikTok monthly, fashion brands can reach a large audience base in no time. The more people that view the brand’s marketing campaigns, the more likely sales will happen.
Disadvantages of Using TikTok to Advertise Your Fashion Brand
1. Only Video Content can be Posted
Since TikTok is strictly video-based, brands cannot put up text or photo posts. This, in some ways, limits the message brands can pass across to their audience and also means brands have to spend more on content protection.
2. Not Suitable for Audiences Over 30 Years Old
TikTok is mainly used by Gen Z and Millenials. This means that if a fashion brand’s target audience is over 25, it might be a struggle to connect with them. If its audience is over 30 then the likelihood of connecting with them is almost nonexistent.
3. Staying on Top of Trends is Hard
On TikTok, certain trends go viral and gain millions of likes and views. As a fashion brand, for your adverts to be able to get attention, they need to be on top of trends which is a bit difficult. You must know the ins and outs of pop culture, references, and the overall zeitgeist of internet meme culture.
What do you think about using TikTok to market your fashion brand? Please share your thoughts with us in the comments section below.