Urban Sophistication is a lifestyle brand that sells puffer phone covers on TikTok. They use the app for new audience reach. “Due to its algorithm we didn’t really count on it as a reliable communication channel to our current audience,” co-founder Elad Yam says. “So, a TikTok ban wouldn’t have much impact on our brand.” That said, it would leave them with only one big player in the social media space (Instagram) — “Never an ideal situation to be in,” he adds.
Though the fashion crowd shouldn’t rely solely on TikTok, learnings can help inform wider strategy. “I think the most important thing we’ve learned from TikTok is that there is a certain format and tone of content that resonates with Gen Z,” Julia Peterson, director of strategy at Archrival, says. “Brands and creators alike can take those learnings and apply them to their social presence on other channels.”
This could be considered an appeal to action. VSR gained initial traction via TikTok. Since then, the brand has been expanding its reach and putting more effort into Instagram. (The brand’s engagement rate is higher on Instagram than on TikTok with only 2 million followers). “It’s up to you to not be at the mercy of any one platform,” Groenendijk says. “Otherwise you risk being deplatformed and not being able to cross-pollinate your existing audience.”
Marketing landscape is changing
Diversifying your social strategy is smart. However, this conversation occurs amid a digitally fraught advertising environment. Instagram will remove its Shop tab from the homepage of its website in February due to lower engagement than anticipated by larger brands. Third-party data tracking is no longer a given, since Apple’s 2021 requirement for apps to ask users if they consent to having their data tracked. This disrupts apps’ ability to show users reliable targeted ads, meaning brands have less incentive to spend.
TikTok offers ads at a lower cost and a higher reach than other platforms. This is, in part, why its ad revenue is expected to surpass that of Instagram owner Meta and YouTube combined by 2027 — despite its uncertain future. The cost per click on TikTok is lower than Facebook or Instagram, says With Jéan co-founder Evangeline Titilas. “It is a platform where you can still spend little and achieve a big impact.” It’s especially useful for brands at the beginning of their content journey to gain traction, adds VSR’s Groenendijk.