How Luxury Brands Are Navigating the World of Short-Form Content
Luxury brands have finally made their debut on TikTok, and the ones who've mastered the platform are generating quite a buzz. While short-form video content isn't new to the world of luxury fashion, TikTok presents a unique challenge. So how are luxury brands finding their footing, and is influencer marketing still alive? What are the strategies for success in this ever-evolving social media landscape? We have the answers!
The Ritz
A great example of how even the most prestigious brands need to be on TikTok for more exposure, to keep their name relevant no matter what age or economical status. This content works for The Ritz because the crisp video and audio quality reflects the quality of their service. A genius move that really helps communicate the feeling of luxury that we need to feel from an account like The Ritz.
When it comes to fashion content on TikTok, it's traditionally been dominated by fast-fashion brands and dupes. Luxury brands are accustomed to social media success, but on TikTok, achieving virality – whether good or bad – isn't as easily controlled. Remember Prada's bucket hat challenge in 2021? It was a hit. However, there were also memorable flops, like Chanel's widely mocked advent calendar from the same year.
Fast forward two years, and we're witnessing a shift. According to Launchmetrics, in the first half of 2023, premium brands saw an 11% increase in their media impact value, surpassing the 7% growth seen in fast fashion. It appears that luxury brands are finding their bearings on TikTok.
So, how can luxury brands make their mark on TikTok? The answer is still to work with influencers, who contribute to nearly 70% of the media impact value for premium brands. Influencers like Emma Chamberlain (who doesn't even have to be on TikTok to have over 4 BILLION views on #emmachamberlain), Madeline Argy, Sabrina Bahsoon, and Amelia Dimoldenberg have become an important marketing strategy to fashion brands' TikTok success. They're invited to Fashion Week, creating content, doing paid partnerships with brands, that is resulting in millions of views and increased revenue. Influencers have the power to make a brand relevant in spaces where they weren't previously active.
Additionally, owned media – a brand's social media, blog, newsletter, etc. – provides an opportunity to showcase the brand's personality and offer behind-the-scenes glimpses. Repurposing content from planned events or photoshoots, such as lookbook shoots and behind-the-scenes videos for TikTok, is a cost-effective way to create engaging content. For instance, Madeline Argy's video of her being pretty lonesome (LINK: https://open.spotify.com/show/3oj90mfo368jASvFcz7gn4) at the BOSS show makes the brand relatable to her viewers because she herself is relatable, and she is staying true to her persona. And just like that, millions of people are captivated by what's happening in Paris during Fashion Week. While it's difficult to predict which content will go viral, authenticity is key to building a strong profile.
TikTok is no longer a distant place for luxury brands. With the right strategies, such as influencer collaborations and creative content repurposing, they can successfully navigate this platform. As the numbers indicate, TikTok holds the potential for premium brands to not only catch up but also surpass fast fashion in terms of engagement and impact. So, if you're a luxury brand looking to make it on TikTok, remember that authenticity is your greatest asset.
Reach out to us if you would like to know more about TikTok and how to set a social media strategy for your brand.
