Don't Make Ads, Make TikToks: TikTok Launches New Guide for Fashion Marketers
Recognizing the unique dynamics of the fashion industry, TikTok has launched a comprehensive marketing guide specifically designed for fashion brands. This guide offers invaluable insights and strategies for leveraging TikTok’s platform to drive engagement, boost conversions, and cultivate brand awareness. As we head into one of the busiest times of year we are formulating our clients’ TikTok strategies for Q4 and leveraging this platform’s extreme success in this industry.
At 29 pages, it starts off like most similar guides: loaded with stats. For example, 75% of TikTok users visit the platform to be entertained. It’s, essentially, a deep dive into everything from TikTok’s massive reach to how users engage with fashion content on the app. Spoiler: people are loving TikTok as a go-to spot for style inspo and discovering new brands.
The main lesson is obvious: don’t make ads, make TikToks.
Understanding the Fashion Audience on TikTok
TikTok's fashion marketing guide is a treasure trove of audience insights. It highlights how fashion enthusiasts are increasingly turning to TikTok for inspiration, with over 40% of users having purchased fashion items they discovered on the platform. This is a critical takeaway for fashion brands—TikTok is not just a platform for brand awareness; it is a direct driver of sales.
Moreover, the guide emphasizes that TikTok users are 20% more likely to make an immediate purchase of something they discover on the app compared to other platforms. This statistic underscores the importance of creating content that not only captures attention but also motivates action.
Then the guide offers tips about how to reach users on TikTok. And continues with more stats relevant to the fashion industry.
Creating Impactful Fashion Content
TikTok users crave content that resonates with their fashion sense and lifestyle. The guide suggests focusing on several key content types to maximize engagement. These include:
Promotions and Sales: Nearly 57% of TikTok users appreciate content featuring discounts and special offers, making this a potent tool for driving traffic and conversions.
Giveaways and Contests: These are particularly effective for boosting user engagement, as the allure of winning something for free never goes out of style.
How-To Videos and Product Reveals: Educational content, especially tutorials and behind-the-scenes looks at new collections, can significantly increase a brand’s visibility and credibility.
UGC Styling: Using creators who have loyal followers to showcase brand products in a styling video helps to increase the validity of a brand and reach audiences that would otherwise not be a part of the brand’s general audience.
Check out some of the highlights from their guide here:
Optimizing Campaigns with Hashtags and Ads
TikTok’s guide also sheds light on the importance of using trending hashtags. Brands are encouraged to tap into popular hashtags like #FashionTikTok, #OOTD, and #GRWM to expand their reach and connect with relevant audiences. Additionally, TikTok’s ad formats, such as Spark Ads, In-Feed Ads, and Whitelisted Content, provide powerful options for brands to enhance their organic content and drive further engagement.
Conclusion
TikTok’s new fashion marketing guide is more than just a set of tips; it’s a strategic playbook for fashion brands looking to harness the power of one of the world’s most influential platforms. Taking these learnings and applying them to your brand strategy both marketing and content will help you turn TikTok into a strong revenue-driving source. At Pennock, we emphasize to our clients the importance of making TikToks not ads because the more native your content appears the better the results.
With a billion active users spending serious time on the app, TikTok isn’t just a nice-to-have anymore—it’s a must for fashion brands looking to stay relevant. And with the holiday season around the corner, there’s no better time to jump in.