Why should I create a TikTok account if I work in the luxury sector and what can I do with it?

In today’s digital world, social media platforms have become essential tools for luxury brands looking to expand their reach and connect with new and diverse audiences. TikTok, with its unique content format and growing user base, offers exceptional opportunities for the luxury sector. Below, we explore the reasons to create a TikTok account if you work in this sector and the strategies you can implement to maximize its potential.

The TikTok Revolution in Luxury Marketing

1. Young and Diverse Audience: TikTok has a predominantly young user base, with over 60% of its global users between the ages of 16 and 24. For luxury brands, which have traditionally attracted an older audience, TikTok represents a gateway to a younger, aspirational market.

2. Creativity and Authenticity: Luxury brands can leverage TikTok to showcase their most creative and authentic sides. TikTok content focuses on spontaneity and originality, allowing luxury brands to break away from formality and explore more innovative ways to present their products and story.

3. Trends and Virality: TikTok is a platform where trends can emerge and spread rapidly. Luxury brands can capitalize on these trends to gain visibility and relevance. A viral video on TikTok can achieve global reach in a matter of hours, something few other platforms can offer.

4. Interactivity and Engagement: TikTok fosters interaction and engagement through challenges, duets, and comments. Luxury brands can use these features to create interactive campaigns that directly involve users, strengthening the connection with the audience.

Strategies for Luxury Brands on TikTok

1. Visual Storytelling: Use high-quality videos to tell your brand’s story. Show the process of creating your products, the artisanal details, and the exclusivity that characterizes luxury. Visual storytelling can be powerful in conveying the essence and value of the brand.

2. Collaborations with Influencers: Work with influencers and content creators who resonate with your brand and have an audience that might be interested in luxury. Collaborations can increase visibility and bring credibility.

3. Challenges and Contests: Create challenges or contests that encourage users to interact with your brand. These can be style contests, creativity challenges, or any activity that promotes participation and the use of your products.

4. Behind-the-Scenes Content: Offer followers an exclusive look behind the scenes. This can include visits to your workshops, interviews with designers, or a day in the life of your brand’s employees. This type of content humanizes the brand and generates interest.

5. Live Events and Launches: Use TikTok Live to broadcast real-time events such as fashion shows, product launches, or store openings. Live events can generate excitement and allow followers to feel part of important moments.

6. Education and Added Value: Create educational content that offers added value to your followers. This can include style tips, product care guides, or the history and evolution of certain luxury elements.

Examples of Luxury Brands Using TikTok and How

Luxury brands are using TikTok innovatively to connect with younger and more diverse audiences. Here are some standout examples and the strategies they are implementing:
Burberry: In 2019, Burberry launched the #TBChallenge on TikTok, where users had to form the Burberry monogram with their hands. Those who managed to do it correctly were rewarded with a special Burberry filter. This campaign not only promoted user participation but also reinforced the brand’s identity through a creative and accessible challenge.

Gucci: The #GucciModelChallenge campaign invited users to dress like Gucci models using items they already had in their closets. This inclusive and fun approach resonated with TikTok’s audience, promoting creativity and fashion without needing to own the brand’s products.

Fenty Beauty: Fenty Beauty has dominated TikTok by combining trending sounds and challenges with entertaining content. They are also extremely active on the platform, responding to comments and creating videos based on conversations with their followers. This constant interaction strengthens the sense of community and brand loyalty.

Moncler: The #MonclerBubbleUp campaign, in collaboration with influencers like Charli d’Amelio and Bella Poarch, encouraged users to wrap themselves in creative elements like sleeping bags or mattresses, inspired by the architectural shapes of their jackets. This challenge reached over 4.7 billion views, demonstrating the power of influencer collaborations on TikTok.

Lexus: In the luxury automotive sector, Lexus has used TikTok to connect with micro-influencers who create promotional content for the brand. One of their strategies included creating an original song by a team of influencers, which was also distributed on streaming services, integrating music and product promotion innovatively.

Valentino: Valentino has taken a varied approach on TikTok, posting everything from fun and trendy content to educational videos about their products. They use features like the video reply function to interact directly with their followers, answering questions and providing detailed information about their products.

These brands demonstrate that by adapting to TikTok’s unique features, they can reach new audiences and strengthen their presence in the digital market. The key to success lies in creativity, authenticity, and active interaction with the user community.

TikTok is a platform that offers endless opportunities for luxury brands. Creating an account on this social network can open doors to new audiences, allow for innovative content creation, and foster a deeper and more authentic connection with consumers. By implementing creative strategies tailored to TikTok’s format, luxury brands can not only stay relevant but also lead the conversation in the digital world.