Tik tok and the fashion industry

"TikTok is the leading destination for short-form mobile video. Our mission is to inspire creativity and bring joy."-Tik Tok

Tik Tok is a new social media platform in which people make short videos of themselves dancing, making food, traveling etc.

The fashion industry has recently tapped into the brand, drawing billions of views by sponsoring hashtag challenges that encourage users to submit video responses, resulting in a viral trend that spreads further awareness and attention for the fashion brands. The apps predominately young user base is a new type of consumer that brands are trying to reach out to.

I personally love the app, its a quick fix of entertainment. I actually spend hours scrolling through the 'for you' page which filters the app for the videos which it thinks I would enjoy. The reason I wanted to write this blog is from seeing some of the most famous users like Chari D'amelio (15 years old) being sponsered by Prada, doing popular dances on their sets and in their clothes to help them reach the consumers in Gen Z. So many more brands have started reaching out to influencers to make videos in their clothes and tag them in the comment section, I see this alot on my page with reality stars who gained fame from Love Island and other similar shows.

MAC Cosmetics launched its first TikTok campaign, a hashtag challenge called #YouOwnIt, pegged to September’s New York Fashion Week. Users responded to the hashtag, which was prompt to showcase their individuality, with videos that incorporated everything from makeover transformations to funky runway walks.

The result was 1.5 billion views in six days, the highest amount to date for a TikTok campaign over a similar period. More importantly for MAC, over 700 pieces of content have been created using the hashtag, says Kelly Solomon, senior vice president of consumer marketing at MAC. “TikTok is a content creation platform more than a social network, so it’s not all about traditional engagement. We were looking for consumers to get up off the couch and create with us.”

“While Instagram has grown into a well-established platform, TikTok has a young demographic who doesn’t care about the whole perfect shot thing,” Banham said. “The editing thing, the fake boobs and fake lips. When you are 13, you want to sit with something that’s entertaining. TikTok is making social media fun again. It’s a place where you are enjoying other people’s company online.”- Vicky Banham