Is TikTok the perfect home for luxury brands?

Is TikTok marketing distinctive for luxury brands? Fotini Efstathiou suggests they could have it easier, revealing how brands in the space can leverage the social platform to engage consumers.

Did you know that TikTok users are 31% more likely to purchase a premium version of a product than the average social media user? TikTok revealed this stat earlier this year, along with the update that #luxury has over 21.1 billion views.

It’s no wonder luxury brands are seeing the power of TikTok with younger generations and are starting to include TikTok in their marketing strategies to build engaged, buying-focused audiences.


As with all social media platforms, working with influencers can help bring your brand to a relevant and wider audience., thereby increasing your brand awareness. Not only that, but many who follow influencers consider them a great source of inspiration and recommendations.

According to the latest information, eight out of 10 consumers bought something after seeing it recommended by an influencer. It’s probably because we tend to trust recommendations from our favorite designers.

To assure you work with an influencer who matches your brand image and your values ​​is essential for the relationship to be organic and credible. Not only does working with influencers increase your brand awareness and sentiment, it also creates an additional pool of content that can be used on your own channels or for paid advertising.


Trends and challenges are what makes TikTok. Challenges encourage engagement and brand engagement, both of which are appealing to Gen Z. In fact, 74% of Gen Z don’t like traditional ads, brands therefore need to adopt a more experimental and engaging approach: mixing pleasure and sponsored content.

The idea of ​​a The hashtag challenge is to ask your audience to do something (like a dance), and share it using the given hashtag. This will gain popularity with their current followers and beyond. It also provides the opportunity to trend and go viral.

When Mercedes-Benz launched the #MBStarChallenge, it encouraged users to redesign its logo in their own way. Any creative outlet was welcome, from dancing to drawing; Mercedes wanted its users to “let their star shine”, with the best entries featured on official Mercedes-Benz channels.

Paid campaigns

It seems like an obvious choice, but it’s worth investing in paid campaigns on TikTok to get your brand in front of the right audience. Combining TikTok-worthy visuals with strategic audience targeting can provide great exposure and results for luxury brands.

In the paying area, you’ll discover branded augmented reality (AR) that allows companies to create custom filters, lenses, or even stickers for users: a great way to engage potential new customers.

Optimizedzand for shopping

A key strategy for any e-commerce brand is to optimize your profile for shopping. It’s fairly new to TikTok, but there’s definitely more to come. Buyable campaigns accelerate the consumer’s journey from ad to purchase.

TikTok Shop allows merchants, brandsand creators to showcase and sell products directly on TikTok through embedded videos, live streams, and the product showcase tab.

React to organic traffic

TikTok is all about trends. This is what makes the platform so unique; everyone has the opportunity to go viral. Most viral trends start organically, and if you join at the right time (with an appropriate trend for your brand), you can propel your brand to the fore, without it looking dishonest.

A great example is the #HarryStylesCardigan trend. This trend started when Harry Styles wore a JW Anderson rainbow cardigan. The oversized cardigan inspired a crochet craze on #DIY. The brand jumped on this trend, posting details of the color pattern, posting a tutorial video, and giving tips on how best to recreate it. This took the brand to a whole new level and created the hype for its SS22 runway show.

TikTok is still new to the world of social media. But its novelty offers luxury brands a new outlet to establish themselves Gen Z, millennials and beyond.

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