July 28, 2023
Luxury Brands on TikTok: The 5 Brands Making an Impact in 2023
TikTok is a HUB for entertainment. In fact, “entertainment” is ranked as the most popular category on the platform. What comes to mind when you picture entertainment on TikTok? Dance trends? Movies broken down into 87 parts? What about luxury brands?
Luxury brands on TikTok may seem like the odd one out… it’s not. The luxury industry feels more editorial, serious, and curated than the average TikTok. But some luxury brands are cracking the code and letting the algorithm do their bidding. We’re going to take you through each one and what makes their TikTok strategy stand out. So you can take inspiration for your own social strategy and ultimately win over the platform’s hyper engaged audience.
For a more detailed look at the premium side of TikTok, check out our latest report: The Prestige Factor – How 15 Luxury and Premium Brands are Taking on TikTok. In this report we compare 15 brands to find out how they’re approaching the platform, who’s getting it right, and what we can learn from them. Download the report to find out how brands are building ‘the prestige factor’ on TikTok!
5. Fenty Beauty
Fenty Beauty has nailed the TikTok game. How? Their content is full of trending sounds, challenges and pure entertainment. They manage to show off their products with high-quality luxury visuals whilst still keeping it real through funny meme audios and funny trends. The best part, though? They are active. They never miss an opportunity to reply to comments and create more videos from their fan’s conversations.
Why their content works
TikTok is all about community. 60% of TikTok users said they felt a sense of community while on the channel. Fenty Beauty taps into this perfectly. Some of the trends they jump onto (like this “rolling bottles downstairs” trend) have done wonders for their brand awareness, but where they really shine is how they interact with the viewers on every video.
The takeaway here is that engagement can be just as important as awareness. That’s why micro-influencers and nano-influencers can be so effective for brands. They have a much higher engagement rate than mega influencers. It’s safe to say that Fenty Beauty didn’t miss this trick either, so it’s no surprise that they’re among the top luxury brands on TikTok. They’ve collaborated with influencers like @yvonnevictoria and @winniym, showing just how powerful niche influencer marketing can be. So keep your community thriving with regular conversations with your fans and the right kind of influencer partnerships.
Luxury Brands and Gen Z
Gen Z and Millennials will account for 70% of the global luxury market by 2025. Since TikTok is still a thriving hub for these generations (30.8% of TikTokers are aged 18 to 24). This is the place for luxury brands to get in front of them.
TikTok is not just for the short term, though. Brands can use a multichannel approach with different social media outlets to find a loyal following who will keep coming back for more. TikTok is just part of the strategy.
The platform is especially brilliant for igniting interest. Its short-form content interface can spark the attention of Gen Z fast. Then it’s up to you to bring them in for the long run. Get them engaging and bring them through to other channels to watch longer-form videos (like your collection runways on YouTube). Gen Z is looking for trust, ethical awareness and sustainability from brands going forward, so keep this in mind when building content for them.
Key takeaways from top luxury brands on TikTok
Now that we’ve seen them in action, what are the key takeaways from the top luxury brands on TikTok, and how can brands implement a similar strategy to engage Gen Z on TikTok? Here are our top three takes:
1. Stay authentic, but challenge the status quo
The Luxury industry has many connotations. But as new generations are becoming their main consumers, brands need to adapt their content to work. Jumping on trends, creating challenges, and knowing what’s hot will allow your socials to grow. The trick is doing all this whilst still staying true to your brand. Consistency is key, so don’t go too off-topic. Try utilizing TikTok sounds and challenges in a way that makes sense to your branding. The more creative, the better.
2. Collaborate with the right influencers
Of course, influencers mean investment. But when you get the right ones involved, the results go beyond basic metrics. Influencers build serious trust with your audience, and in a world where brands are relying on authenticity to stay connected to their customers, influencer marketing is a winning strategy (when implemented correctly). TikTok is a highly engaged platform for creators. In fact, it’s the most engaging social media platform, with an average engagement rate of 4.25%. When you build an influencer marketing campaign, TikTok can be a powerful tool to kick it off.
3. Listen to your audience
TikTok is a brilliant listening tool. But often, this gets forgotten about. You can learn so much about your customers through the app and understand what they’re really looking for. The comments section is a place to not only engage with consumers but also hear what they have to say. Younger demographics are constantly looking for a change from Luxury brands, so to really delve deep into what that change might be, TikTok can help. Bridge that brand-to-customer gap and make luxury a more accessible topic to win over the youngest luxury consumers.
How luxury brands are scaling using TikTok
TikTok may seem like the get-rich-quick scheme to virality. But it’s actually a useful platform to gain long-term customer acquisition and champion brand loyalty. Different platforms can be misunderstood, and a successful marketing strategy means using the right platforms at the right times and with the right creators.
Are you a luxury brand looking to scale on TikTok? Check out our new report How 15 Luxury and Premium Brands are Taking on TikTok for a more in depth look at the luxury space on TikTok. In this exclusive Goat Report, we compare 15 luxury and premium brands on TikTok to find out how they’re approaching the platform, who’s getting it right, and what we can learn from them.
