Lifestyle brand Urban Sophistication, with its popular blowfish phone case on TikTok, uses the app to reach new audiences. “Due to the algorithm, I didn’t expect it to be a reliable communication channel for today’s audience,” says co-founder Elad Yam. “So the TikTok ban won’t have much impact on our brand.” That being said, it leaves him with only one big player in the social media space (Instagram). “It’s never an ideal situation,” he adds.
Fashion insiders shouldn’t rely solely on TikTok, but what they learn can help inform wider strategies. “The most important thing we learned from TikTok is that there are certain formats and content tones that resonate with Gen Z,” said Julia Peterson, director of strategy at Archrival. “Brands and creators alike can take these learnings and apply them to their social presence on other channels.”
It might be considered a call to action. VSR, which first grabbed attention on TikTok, has already diversified, especially putting more energy into its Instagram account (the brand has 232,000 followers compared to 2 million on TikTok). (Nevertheless, it reaches higher audience engagement on Instagram). “Otherwise, you risk being disconnected from the platform and unable to cross-pollinate your existing audience.”
Changing marketing environment
A diversifying social strategy is a smart move, but these conversations occur in an increasingly confusing digital advertising landscape. Instagram took the plunge from its homepage in February after lower-than-expected engagement on the part of big brands.[ショップ]We’re moving forward with plans to remove the tab.Third-party data tracking is no longer the norm, as Apple’s 2021 requirement now asks users if they consent to their data being tracked. This undermines the app’s ability to serve credible and targeted ads to its users and reduces the incentive for brands to spend.
TikTok, on the other hand, offers cheaper ads with higher organic reach than its competitors. That’s part of the reason — despite its uncertain future. TikTok’s cost-per-click is lower than Facebook and Instagram, says Evangeline Titilas, co-founder of With Jéan. . “It’s a platform where you can make a big impact for a small amount of money.” VSR’s Groenendijk adds that content can be especially helpful for brands early in her journey to get noticed.