How are luxury brands using TikTok? (2023)

How luxury brands use TikTok?

TikTok serves a vital chance for luxury brands to connect with younger audiences. Between influencer campaigns, live content, and paid advertising on TikTok, your luxury brand can capitalize on this opportunity while enhancing your video strategy with other digital marketing efforts.

TikTok is being used by marketers daily to connect with new audiences. For more visibility and interest, most of them favor organic content strategies. User-generated content, which results from encouraging your audience to make and share films, is among the best organic techniques most businesses utilize on TikTok.

If you have a fashion brand or a lifestyle project, TikTok can help you to create authentic and relatable content; as the user experience in the app is really intuitive, you can engage in watching other brands' strategies for benchmarking analysis.

Luxury influencer marketing: high-end brands work with influencers to promote their luxury goods in an authentic way that drives engagement, increases relevance, maintains exclusivity, and establishes brand personality. Today's luxury consumer is concerned with quality, social and environmental issues.

Loyalty and social media for luxury consumers

As we've seen above, users often connect both at the beginning of their initiation with a brand but also post-purchase and so any social platform can work to drive further sales but also keep the brand front of mind for consumers.

Luxury brands can promote their products and announce new offerings to a wide audience with social media channels. Through social networks, upscale providers can connect with clients on an emotional level, differentiate their brand, and build a loyal following.

According to one study by Influencer Marketing Hub, TikTok beats all other platforms when it comes to engagement levels across accounts of all sizes. TikTok is also really good at keeping people on the app, as users typically interact with it 45 minutes a day.

While it may not be the most obvious platform for direct B2B sales conversions, TikTok provides a great space to build brand trust and loyalty: TikTok users are 2.4x more likely than other platform users to create a post and tag a brand after buying a product.

TikTok makes it easy for brands to connect with its most popular users through its TikTok Creator Marketplace service. It costs money to work with an influencer, but it's a good option if you just want to get a TikTok audience up and running quickly and start winning some attention for your brand.

Because TikTok creators have no official product to market besides themselves, their creativity and their brand recognition is what makes them so desirable for brands looking to spread their awareness.

How do luxury brands engage their customers?

Luxury brands live and die based on their repeat customers. Customers who develop high brand loyalty will regularly purchase new item releases, shop for others at your store during the holidays, share luxury brands on social media, and bring other customers with high brand loyalty potential on board.

Influencer marketing is a way for luxury brands to stay relevant to emerging markets, so brands can't be afraid about diving in. The keys to influencer marketing for luxury brands is to maintain their aesthetic and voice by choosing the right influencers for their campaigns.

Research has shown that 13 factors influence a customer's interaction with a luxury brand on social media, from aesthetic motives to status signalling. Above all, luxury products signal superior quality. As such, luxury brand's require superior social media content.

Exclusivity is fundamental to luxury brand marketing as it maintains consumer desire through scarcity and rarity. If anyone could walk into Louis Vuitton and buy a handbag, Louis Vuitton would lose their appeal to those who wish to have something that others can't get access to.

Our money is on Instagram. Luxury shoppers are among the most ardent users of visual platforms, making Instagram a natural fit. In fact, these buyers view five times as much content, like posts three times as much, and post twice as often compared to average consumers.

Gucci (@gucci) Official | TikTok.

Luxury Brands are New to Influencer Marketing

Now, 66%+ of luxury brands are actively using influencer marketing to promote their brand, but 46% say that the program is less than a year old.

Dior (@dior) Official. TikTok.

Unlike other platforms, TikTok uses a unique discovery algorithm that gives every video an equal chance to go viral, regardless of how popular the content creator is. This allows for the rapid scaling of a social media presence, fast growth, and virtually unlimited marketing experimentation.

Why your brand should be on TikTok?

While it may not be the most obvious platform for direct B2B sales conversions, TikTok provides a great space to build brand trust and loyalty: TikTok users are 2.4x more likely than other platform users to create a post and tag a brand after buying a product.