As unforgiving as my initial attempt at a pun may be, many of us know the app for its comical, cringe-worthy content.
However, those of us who have fallen victim to the apps enticement will know that there is so much more to its content, proving to be surprisingly informative – no seriously, I have for sure learned a thing or two! But what does this have to do with fashion?
So what’s the big deal with Tik-Tok? The app's content consists of sharing short video’s, incorporating smart editing, music and a multitude of filters. With an audience of 800 million active users in 2020 (Datareportal, 2020). The app ranks as the ninth most popular social network site, with 33 million downloads in a single quarter from the Apple store (Q1, 2019). At this incredible figure, Tik-Tok beats fellow social media apps Instagram, YouTube and Whatsapp. Many would see this as no surprise, viewing Tik-Tok as the social platform ‘representative’ for Generation Z, with 41% of users aged between 16 and 24 (Globalwebindex, 2019). Those figures speak for themselves, there’s no denying that the globally celebrated app is taking the world by storm-but what has any of this got to do with fashion?
Going back to the app’s fast-paced business, capitalising off the creation and sharing of short videos, it only makes sense that the social media beast has boomed within the fast-fashion industry. This includes numerous brands which increase marketing interaction and causes an influx in brand sponsorship of influencers via paid promotions and collaborations. Cheap and chic brand Shein is one of many who have jumped onto the bandwagon, with a whopping 876.9k following, as well as 7.5 Million Likes (Friday 2nd October 2020). It’s increasing interaction with its clientele exemplifies the unlimited business potential which the app offers.
Tik-Tok is making moves, and that includes in the fashion industry
Influencer’s are changing the game
The never-ending evolvement of fashion trends can prove to be quite overwhelming, as well as expensive. What Tik-Tok has enabled is fashion fanatic creators to share their individual style and offer advice, which, in turn, allows them to grow their audience and capitalise from their following. In regards to the average user, followers are able to have that free insight on how to not only dress, but accessorise, style, and most importantly save. This is where Shein comes in, with its competitive pricing and trendy stock, its collaboration with influencers offers an accessible means-especially so amongst the ongoing pandemic-of providing users with the means to embrace trends, and even creating their own style; whilst supporting the average individual's bank account. Love it or hate it, Tik-Tok is making moves, and that includes in the fashion industry, bringing us all one step closer to inspiring an at-home style revolution.
All images courtesy of Instagram, video provided by Tik
Sources: Tik-Tok, Oberlo