How Fashion Influencers Use TikTok05.10.2021
Influencers took over the front row at fashion week 2009 after they had established a strong presence in the blogging era. Although this caused a shockwave in traditional industry sectors, it was not impossible to ignore the new guard. Their honest, relatable and unfiltered perspective (at the time), ensured that their voices were heard.
Fashion influencers quickly rose from attending shows to landing campaigns with some the most renowned brands in the world, becoming celebrities. We have become used to their filtered, static and filtered content across their platforms. This is even though we saw their progress from blogs to Instagram posts. This is until TikTok.
TikTok is available worldwide since it was acquired by Musical.ly in 2018. However, the video content sharing platform made its biggest leap in 2020 when many of us were searching for entertainment. Although it started as a platform for Gen-Z dancers, some of whom are now famous, it has quickly evolved into a viral platform that allows users to create exciting content in any niche. TikTok boasts over a billion users and more than 200 million downloads in the U.S.
The new generation of fashion influencers is trading Instagram’s #ootd hashtags for #personalstyle and #fashionhacks. TikTok’s unfiltered energy feels intimate and transparent, with many videos feeling more like one-on-one conversations than the Instagram-style world. The platform’s algorithm is highly personalized, making it easier than ever for fashion enthusiasts of all backgrounds, talents, and interests to make a name for themselves.
Zahraa’s tutorials on how to wear a hijab and create a sophisticated outfit. Keri Fay’s styling tips, hauls and impromptu recipes are all available. Ms Kristine’s looks that are suited for all body types. TikTok fashion bloggers use their profiles in educational and versatile ways. This strategy is proving to be very popular.
TikTok influencers have experienced a level of community building and organic growth that has not been seen in a while. This has even caught the attention of top luxury brands. In February 2020, Prada was the headlines for inviting TikTok dancer Charli D’Amelio to attend its runway show and create content. Prada joined Saint Laurent and Louis Vuitton in live streaming fashion week shows via TikTok last Sept., which brought over three million viewers to the platform. The global stage has shifted through social media and a growing mobile scene. The TikTok fashion community is a great example of this power.
This is not to say that fashion influencers are no longer relevant on other platforms. However, TikTok allows fashion influencers to rebrand and create new voices to reach their target audience. The TikTok fashion blogger is able to engage with wider audiences and share what’s on their minds by displaying unique content that is more easily accessible to its intended audience.
Many of TikTok’s most prominent fashion influencers are new, but some OG icons have taken the platform to elevate their status. Bryanboy is one of them. He has over 500,000 Instagram followers, more than a decade in blogging, and clients like Chanel, Louis Vuitton and Prada. His influence is worldwide. Although the world is familiar with his curated feed, which features luxury fashion content from around the globe, you will only be able to find his humorous sketches and lighthearted humor when you visit his TikTok account. Bryanboy has 1.3 million followers and 36.3 million likes. Bryanboy gets 300,000 views per video. This allows him to be creative.
Bryanboy’s example is a great example of how TikTok can allow for more creative fashion content than ever before, enriching the experiences of existing powerhouses and the third wave fashion influencers. Although it is still unclear how TikTok will interact with the fashion industry as live events return, it is clear that TikTok is here to stay.