August 16, 2023
Marketing Tips For Luxury Brands on TikTok – How To Reach Gen Z

More and more luxury brands have joined TikTok, shining a light on the potential for reaching new, younger audiences (Gen Z and Alpha will soon make up a significant portion of the market). Social has become the top source of brand and product discovery for Gen Z with 40% using Instagram and TikTok for search over Google.
How are luxury brands using TikTok in 2024? And what are the golden nuggets of success for any brand in the premium circle to diversify its target audience?
Let’s find out.
Contents
- The Prestige Factor: How 15 Luxury & Premium Brands are Taking on TikTok ->
- The opportunity for luxury brands on TikTok ->
- The types of luxury brands on TikTok ->
- The differences between luxury and mainstream brand marketing on TikTok ->
- Top tips for luxury brands utilizing TikTok ->
- Luxury brands getting TikTok right ->
- Concluding thoughts – TikTok for luxury brands ->

In this exclusive Goat Report, we take a comprehensive look at 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.
Luxury brands know they need to start building loyalty amongst younger audiences, a lot of this will be achieved through social media and influencers. When it comes to TikTok, many luxury and premium brands are finding it hard to fit in.
How are they creating their own brand personality? How does it translate on TikTok? What are the pitfalls and challenges? What can we learn from the successes?
Download the report to find out!

The opportunity for luxury brands on TikTok
For any brand, TikTok is a dynamic platform that makes it easy to engage with younger audiences. Its short-from approach to video content enables brands to tap into a vast username, leverage trends and challenges to promote brand specific products or messaging. For brands of the luxury persuasion, TikTok is primed with In-feed ads and branded content partnerships that allow for targeted marketing. Influencer collaborations are a powerful tool for endorsements, helping to reach niche markets. TikTok’s e-commerce integration enables direct sales, while analytics provide valuable insights for refining marketing strategies. Sounds great, right? But is any of this relevant to luxury brands?
Since the majority of TikTok’s audiences comprises Gen Z, anyone between 11 and 26 years old, would it make sense for luxury brands to target a demographic with limited spending power?
The likes of Cartier, Louis Vuitton, Lamborghini, Estee Lauder, and more in the luxury sector would argue that it does make sense to invest in TikTok. TikTok has become a great way for even the most prestigious brands to connect with younger audiences, cultivating the next generation of luxury consumers.
The types of luxury brands on TikTok
Luxury is a broad term. While brands like Porsche and Tiffany & Co might be perceived as premium brands, they operate within vastly different sectors. Here are some of our favorite TikTok luxury brands, filtered by their industries:
Luxury fashion brands on TikTok
Luxury beauty brands on TikTok
Luxury automotive brands on TikTok
Other luxury brands on TikTok
The differences between luxury and mainstream brand marketing on TikTok
There are a lot of similarities between luxury and mainstream brand marketing on TikTok. Successful marketing on the platform typically consists of brands participating in trends, utilizing hashtags to cultivate communities, and partnering with creators, all elements that should be included irrespective of industry.
As far as differences, there are some considerations. Luxury brands are using TikTok to raise brand awareness among younger audiences, which differs from a brand using the platform’s ecommerce capabilities to sell products in real-time.
Another difference between mainstream and luxury brands is the content itself. Lamborghini, Louis Vuitton, and Versace, post high-quality, high-production, video content that reinforces themes of prestige. Other brands like Ryanair for example create more handheld, in-the-moment content shot within the TikTok app, which feels more authentic to the TikTok experience.
The goal for luxury brands is to stand in a more prestigious stead than their competitors, reinforcing opulence over accessibility. Luxury brands are using TikTok to plant the seed for future generations, whereas mainstream brands are on TikTok to reach consumers in the here and now.
Top tips for luxury brands utilizing TikTok
Leverage Influencer partnerships
Partnering with TikTok creators who align with brand ethos is one of the most effective methods for reaching a wider, more engaged audience without sacrificing authenticity.
We’ve seen top fashion labels find success with the platform’s top creators. Hugo Boss made popular TikToker Khaby Lame a global brand ambassador in 2022. Similarly, Gucci partnered with TikTok trainspotter Francis Bourgeois at the peak of his fame.
Partnerships with creators are an excellent way for brands to capitalize on hype, show they understand the influencer landscape, and meaningfully connect with audiences on TikTok and the wider social space.
Encourage user generated content
User-generated content (UGC) makes TikTok tick. The platform relies on trends and hashtag challenges to drive such high levels of engagement.
To reach Gen Z on TikTok, brands should consider encouraging UGC. This could be through encouraging users to share their experiences with a product, or by issuing a challenge that requires submissions via a branded hashtag.
UGC can be the perfect blend of highlighting real customer experiences, fostering credibility, and driving engagement through participation.
Highlight sustainable business practices
Gen Z is known for its strong affinity toward different initiatives, sustainability being one of the values they support the most.
Luxury brands looking to connect with Gen Z on TikTok would benefit from promoting sustainable business practices, products, and supporting sustainability measures where possible.
Earlier this year, Gen Z TikTokers aimed at products from the beauty sector that they felt were a product of over-consumption, and promoted poor sustainability standards – the kind of scrutiny luxury brands should want to avoid when trying to build a rapport with younger consumers.
Try out branded effects & filters
Luxury brands may benefit from using branded effects a filters, though they should be created in line with their brand image. Branded filters can be designed to reflect the luxury of a brand’s aesthetic and style. They’re also a great way to get influencers involved, getting them to use filters across their content, which can lead to audience participation and increased visibility for the brand.
It’s crucial for luxury brands to strike a balance between utilizing these features and upholding the exclusivity and prestige associated with their brand. Overusing filters could dilute the sophisticated appeal, so their implementation should be strategic and consistent with the brand’s identity and objectives.