Now that TikTok is a force to reckon with, many luxury and fashion brands are trying to tap the spending power of youngsters who are hooked to the addictive app. Recently Mac Cosmetics launched an online challenge, encouraging users to transform and showcase their looks using their products. Ralph Lauren and Burberry managed to garner around a billion views for their respective TikTok challenges.
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TikTok is a breakthrough social media platform with millions of mostly young users worldwide, who share short videos and funny clips with matching music.
Lately, its popularity has skyrocketed, with artists like Khloe Kardashian, Ariana Grande and Britney Spears taking on to the platform. The Chinese App reached 1.5 billion downloads late last year and has caught the attention of brands around the world.
TikTok is a huge social media space to scout new fashion and modelling talent, as it provides a glimpse at the personality of the rising star and not just a pretty face. The number of followers and the search buzz the TikTok artist creates can be easily measured.
The appeal of TikTok is mostly among Gen Z, who love music, weird behaviour, humour and fashion. They love the blend of a social media network which is focused on consuming and creating viral content, along with catchy music.
TikTok, whose Chinese owners are worth billions now, wasn’t the first-of-its-kind app but became a runaway success due to its unique format. Music biggies became early adopters of the TikTok format, using creative techniques to magnetically lure viewers and ensure it goes viral.
Studies show that the younger demographic wants restricted, private, secure and exclusive networks which cannot be thronged by unwanted people, like their parents.
These exclusive online social places can be termed as digital campfires, and are mainly in the domains of private messaging, micro-communities and shared experiences.
TikTok is the home of many viral videos in which influencers and enthusiasts do a ‘show and tell’ of make-up related products and other oddities. The social media marketing strategy shows quick and tangible results, with the advertised products getting out of stock in minutes.
Products like apple juice, rollerblades and stuffed animals show a jump in demand just as the video gains popularity, resulting in manufacturers taking advantage of this phenomenon and using TikTok to market specially created products.
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