MILAN, Dec 27 (Class Editori) - Among the more than 100 million Tik Tok active users per month in Europe - the Chinese social platform of short adv videos, which has been sharply targeted by the US administration in recent months - there are the most established brands in the fashion industry and the creators specialized on this theme, who are contributing to create an original, new and cutting-edge fashion language.
They are defined as "content creators" or tiktokers, a concept that differs significantly from the now common role of influencers - who are used increasingly more often by other platforms -, to underline a totally new way of acting, which is leading the Chinese platform to establish itself as a real ecosystem of different personalities, offering users a full immersion in the Tik Tok universe. It is a trendy new essence, less perfect than photo shoots, but a more natural and inclusive experience, in many ways.
A concept that Adriano Accardo, managing director of global business solutions southern Europe of Tik Tok also underlined, on the occasion of the MFGS-Milano fashion global summit 2020: “The language of Tik Tok is different from any other platform, it has democratized luxury and this is the reason why millions of users choose our app and the link between us and the world of fashion is getting increasingly stronger”.
Among the many well-known fashion brands which landed with a profile on Tik Tok in the past year there is Prada, which, to inaugurate its presence on the platform, broadcasted its S-S 2021 fashion show live during last September Milan Women fashion week, offering users a front row seat during the show.
Balenciaga and Burberry have used this platform in order to shorten distances with the new generations, as well as Gucci, which has launched also some challenges. Fendi, instead, included by Tik Tok among the successful case histories, has launched its profile in order to raise awareness and engagement by publishing five in-Feed announcements.
Thanks to these, which link the originality of contents and the aim of reaching a large audience, it has gained over 4 million views and an involvement rate by 5.8% of the community with an initial wave of 15,000 new followers. The announcements have also reached an average click-through rate, which has overcome its benchmark by over 158%.
In the meantime, the famous characters in the fashion field, such as Chiara Ferragni, take the field with the most viewed fashion advices and the most representative videos of 2020; other less known creators, who, however, can boast an audience of millions of followers, are taking steps forward in the platform by sharing advices and ideas.
In the top ten of profiles to follow, drafted by Tik Tok, for instance, there are the names of @Glojoines who gives practical advices of how to match an iconic shoe such as the Superga 2750 or how to wear white jeans in winter. As well as @Luciaandreoli who tells about the tailoring manual skill needed to make her creations real and @Ginevrasalustri, active on Tik Tok in order to talk about her career of aspirant model between a shooting and the other. Therefore, each of them offers a personal point of view, which is different in the fashion field, it is increasingly interesting and is becoming an important way for users, but also for the experts of the field. (All rights reserved)
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