Before getting into how TikTok has become a part of fashion media it's important to have an understanding of how the app works and why it has become so popular. Although the app gained popularity with users sharing videos of themselves dancing, it has strayed away from that and become a massive part of trendsetting and pop culture among Generation Z. According to Business of Apps, a data analytics firm, TikTok downloads exceeded 300 million during quarter two of 2020 and 66% of their 500 million global users are under thirty years old.
The real secret to the app’s success is its ability to customize content for users based on their data and likes. The app creates a customized ‘For You Page’, which uses an algorithm to suggest content to users. The ‘For You Page’ is a never ending feed of content based on your likes, so it makes it easy for users to spend hours on the app scrolling through content.
With so much content being produced daily on the app and the personalization of the “For You Page’ it has created sides and communities on the app. Within the app there are multiple fashion sides and communities. One example of one of these sides is the high fashion side of TikTok. This side focuses on high end brands and the importance of having knowledge on the history of fashion. On this side of TikTok you can frequently find individuals posting videos showcasing favorite items in their closets, informative videos on the history of brands or pieces, and reviews of new collections.
Over the past year we have seen the fashion industry becoming more interested and intrigued by the app. With so many Generation Z users on the app, fashion brands are utilizing the app in their marketing strategy to appeal to new audiences and become more accessible. Brands must be careful though to stay on top of trends and build profiles with more than just promotional content.
Balmain’s TikTok profile is a perfect example of a luxury brand dipping their toes into the water of TikTok. Balmain’s Creative Director, Olivier Rousteing has his own profile and is consistently on the brand’s profile. Balmain’s profile has over 150k followers and nearly a million likes, so they are doing quite well so far. Their content focuses on behind the scenes at fashion shows and photo shoots, fun trends, Rousteing styling pieces from the collections, and content from others wearing Balmain.
The key for luxury brands, like Balmain on TikTok is all about becoming more accessible, showcasing a personality, and showcasing an aspirational lifestyle. Many brands struggle to create a personality to showcase on TikTok, and simply post too much promotional content, which doesn’t perform well. Balmain’s branding is so connected to Rousteing that it works out well that they can utilize him and his personality on the app.
I had the opportunity to interview Marc Sebastian (@marcsebastianf), a stylist, IMG model, entrepreneur, and content creator based in Brooklyn, New York on his thoughts on the app in terms of the fashion industry. He posts content all about his experiences working in the fashion industry, styling singer Troye Sivan, Queer History, and his most popular series ‘tips for fashion with Marc Sebastian’. With over 800k followers and 31 million likes, it's clear he has a grip on how the app works.
What made you start creating content on TikTok? “As with everyone it started as a joke and when one of my videos started to get a ton of views I was like...should I do this? So I started making a ton of content and a lot of it hit and here we are."
How would you describe your TikTok content to someone that has never used the app before? “My content is like Leslie Jordan. Funny, short, good intentioned and well dressed.” What do you like about TikTok in comparison to other social media platforms (in regard to the fashion industry/community)? “I like that you get to show more of your personality. Other apps are so curated and only show the best parts of someone’s life or their work. Instagram has become like a virtual portfolio and that bores me. On tiktok you get to see who someone is.” What is the fashion side of TikTok like? “You know, I don’t even know if I’m on fashion TikTok. I think that since I worked in fashion for so long people assumed I was a fashion tiktoker but I really don’t make all that much fashion content. I’m more on rugmaking and messy drama tiktok.” What role would you say your TikTok plays in your careers as a model and a stylist? “Well I got tiktok during the pandemic and haven’t really been working as a model or stylist since the start of it so I’m not sure what role it will play.” In your opinion how has TikTok changed the fashion industry and fashion media within the last year? “I don’t think it has to be honest. I don’t think high fashion or magazines or brands really work on TikTok. There’s not enough personality and uniqueness behind a brands account for it to do well. Like what kind of content would Louis Vuitton make that would actually do well?” Do you see TikTok taking a major place in fashion media moving forward? If so, what do you think that would that look like? “I really don’t. Everyone keeps asking me this but honestly fashion hasn’t been able to break out on TikTok quite yet. I think they’re still figuring out how to get a grasp on it. I think magazines would fair better because they’d be able to show the character of who they’re shooting for the cover or who they’re interviewing in little videos.”
How have you utilized TikTok to help you launch your own brand, RATdog? “Yeah, I mean I would say 90% of our sales have come directly from TikTok. It’s really great to be able to have a captive audience to sort of trap into seeing my work if that makes sense. What recommendations would you give to brands wanting to get started on TikTok? “Have your Gen Z interns do it.” What recommendations would you give to aspiring models, stylists, and others wanting to get into the fashion industry for their TikTok profiles? “Stop trying to be cool, let yourself go a little bit and don’t worry about what other people have to say. Being cool is out, being a weird funny character is in.”
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