How Fashion Brands Should Be Using TikTok in 2024

It doesn’t matter whether you’re a clothing brand known all over the world or a startup fashion brand that’s in its first week of trading; TikTok should be a part of your digital marketing strategy. In fact, some would argue the smaller you are, the more effort you should be putting into your TikTok game.

If you’re running a startup fashion store, here are three ways you can increase sales through TikTok. 

Influencers

Influencer marketing isn’t new. Some would even tell you that the influencer era is over. But like everything in marketing, tactics tend to evolve rather than die out. This is certainly the case when it comes to influencer marketing.

Using influencers as part of your marketing strategy isn’t as simple as it used to be, and it’s vital that brands find ways to make their relationship seem authentic and genuine. Consumers aren’t stupid, and they know that there is some form of transactional relationship between the influencer and the brand being promoted.

TikTok has offered a new channel for influencer marketing in recent years and brands have been provided with a whole new pool of influencers in 2024, which they should consider. However, as mentioned above, the key lies in working with individuals who fit with your brand ethos and appeal to your customer demographic.  

Also, don’t discount smaller influencers with fewer followers. You may be able to pay these individuals with free products as opposed to a monetary fee. As a startup, this can be a great option when working with a small marketing budget. You might be thinking that you won’t get great reach when working with smaller influencers; however, TikTok’s algorithm means a video’s reach is determined more by the content than the account behind the content.

Video Content Marketing

Content marketing has been integrated into SEO strategies for a long time. Blog posts and articles have been used to provide users with educational content relating to their search queries. Often this comes in the form of a ‘how-to’ article written by a brand that sells a product relating to the search. For example, if you search ‘How to tie a tie, ‘ you’ll see that the top results take you to a website that sells ties.

Articles and blogs might have nothing to do with TikTok, but as mentioned before, trends evolve rather than die out and that’s certainly what happened when it comes to content marketing. You might have heard the recent debate about whether TikTok should be classed as a search engine or not, and behaviours would suggest it most certainly is.

With it becoming increasingly common to go to TikTok for answers instead of traditional search engines, creating informative content that is designed to answer user queries is a great way fashion brands can use TikTok in 2024.

Relatable Content

Users see a million and one ads every single day so the trick really is to stand out from the crowd and a good way to show your customers and potential customers is by creating unique and relatable content. This could include videos that aren’t obvious to promote your fashion brand and could be, in fact, taking part in a currently viral trend on TikTok or creating funny short videos from sounds that you have found. 

These types of videos will expand your reach, increase the number of followers, and introduce your brand to a much wider range of people than posting typical e-commerce content. Think outside of the box and become a more relatable brand for customers to connect with.

Paid Ads

While TikTok offers a new form of SEO, it also offers a new channel for paid advertisements. These are a great option for startup fashion brands as they build up their following. For example, Avant Garde Paris would initially do this to compete with more established brands in terms of organic marketing.

TikTok offers a route to your audience that isn’t as dependent on factors such as followers and backlinks. As a result, TikTok is great for smaller brands. 

If you can produce high-quality, creative content that uses attractive fonts and has a compelling message or offer, investing in paid TikTok ads can be a great way to drive sales while you’re still in the early days of building up an established brand.

Final Thoughts

When it comes to creating a business account on TikTok, be sure to hit the ground running with regular videos, connecting with influencers and your customers and investing some money into paid posts. This will give you the reach your business needs to gain popularity, and followers and grow your customer base. Be sure to promote your TikTok on other accounts, such as Instagram, to get a good head start with followers. You will appear like a much more trustworthy brand to customers if you have that good, solid amount of followers.