Tik Tok Is The New Runway

I am currently obsessed with the way that people are using TikTok as a platform to share their personal fashion styles through "Get ready with me" videos and brand deals.

Tik Tok Is the Place for Personal Fashion Videos

As I’ve mentioned previously in my blog post, “From the Runway To Our For You Pages”, TikTok has changed the fashion world and made fashion a much more approachable field. I personally do not post fashion videos on my TikTok page because I am still trying to figure out what my personal style looks like. However, I have recently been obsessed with watching other (more fashionable) TikTok users share their process of picking out outfits and expressing themselves through clothing.

Compared to other social media platforms like YouTube and Instagram, I feel like TikTok really is the best platform for growing fashion influencers to showcase their style and grow their following.

I remember when I was in high school, influencers would share their “OOTD” (outfit of the day) via Instagram to express themselves and give inspiration to their followers. But now, with TikTok, influencers can post 15 second to 3 minute long videos going through their process when picking out the perfect outfit. It now feels like we, as followers, are on a FaceTime call with a friend while they pick out their outfit for the day.

This has been one of my favorite niches that have risen from TikTok. I love that people are able to be more open, more realistic, more confident in sharing parts of their lives with the world. I also feel like with people posting videos of themselves trying clothes on, it unveils more realistic and relatable content that makes people like me feel like I too can find my personal style and maybe one day share it on the internet. I genuinely feel inspired when I see fashion influencers sharing their processes because it makes me think that I can start curating fashionable outfits that fit my style.

Tik Tok Allows For More Realistic Content

One of the main downsides to social media is comparison and unrealistic expectations. We constantly see celebrities and influencers posting stunning photos of themselves on Instagram, accompanied by the cutest outfits. What we forget to remember is that those people probably tried 50 different poses to get the perfect angle and then edited or photoshopped the pictures. With TikTok, we get to see those same types of people struggle in the same ways we all do: "Those jeans are too long on me", "That shirt doesn’t look flattering on me", "I now have a massive pile of clothes on the floor from me trying on way too many outfits".

Rather than us seeing the final product that Instagram shows us, we get to see the process before the final product and how even these picture perfect social influencers struggle with finding their style, clothes not fitting, and other insecurities.

I also love seeing different body types making these fashion videos because it reminds us that anyone of any body type can pull off these trendy outfits. It is always comforting to see people with a similar body type to you try on clothes so you know what it would look like on you.

It is incredibly hard not to get wrapped up in the “beauty standard” or the ideal “model” body type when it floods your social media feeds. This is one of the positive purposes of social media, for people to connect and relate to the content that they see.

The Brand-Influencer-Follower Relationship

A lot of influencers even post videos trying on different outfit options and ask their followers to comment which one to wear. I can attest to the fact that sometimes you just need another set of eyes and another opinion to help you look and feel your best. Even in my college house, I will practically have my own fashion show by trying on different outfits in front of my roommates and having them tell me which one they like the best. Not that myself or anyone needs to have validation from others, but when you look at yourself for too long, it’s hard to decide what looks best on you.

I think a lot of influencers have benefitted from making these videos because they grow a following of people who engage with a lot of their content and will come back to every video to help them "pick out their outfit", just like a real friend would do. You almost form a para social relationship with the influencer when you constantly engage with their content and feel like you know them in real life, which makes it more fun!

Going off of fashion influencers, another perk that both the influencer and the consumer gain is brand deals and coupon codes. A lot of influencers that often post fashion-related content will get the opportunity to work with fashion brands such as Princess Polly, Free People, and others. Basically, these brands send clothes over to the influencer, who then tries the clothes on via TikTok videos and promotes the clothing to their followers. Sometimes, brands will give influencers their own featured section on the website of their "top picks". That way, if an influencer has a lot of followers that love their style, they will get excited to buy clothes that the influencer loves. I read in an article from Tribe Dynamics, written by Catherine Kulke, that ‘...beauty and fashion brands have recognized and harnessed the power of influencer relationships, giving these impactful players key roles in their developing brand stories”.

Influencers do exactly what their title says, they ~influence~ people. It is a genius marketing strategy for brands to send their clothes or other products to the influencers who will basically convince their followers that they need them. Especially when the influencers’ followers love their style and trust their opinions, the followers will definitely be tempted to shop on the brand's website. Personally, I love this influencer-brand business strategy because I get to find discount codes for brands that I like buying from. If I’m ever shopping on a certain website and the total price in my cart is a little too high, I automatically search in TikTok “(insert brand name) coupon codes”. It genuinely makes for a beneficial relationship between brands, influencers, and consumers. Brands get exposure for their products, influencers get free clothes and make money from those who use their discount codes, and consumers get fashion inspiration and money off the clothes we want. It’s truly a win,win,win situation. TikTok has opened the doors for so many aspiring fashionistas and clothing companies to show off their style, make a profit, and build strong relationships with their followers. Tik Tok is the new runway, and I am so thankful for it.

Sources:

Kulke, C. (2021, March 18). Why Luxury Fashion Brands Need Influencer Marketing. Tribe Dynamics. Retrieved October 12, 2022, from https://www.tribedynamics.com/blog/why-luxury-fashion-brands-need-influencer-marketing