TikTok: A Guide For Premium Brands

Understanding TikTok’s unique platform

With 1.5 billion monthly active users, there’s no denying TikTok is a force to be reckoned with, especially given over 60% of users admit to discovering new brands and products whilst scrolling.

TikTok as a platform thrives on creativity, authenticity, and relatability. Its landscape is dominated by trends, challenges, and user-generated content, where entertainment takes centre stage. Though you might think this style clashes with a premium brand’s usual focus on polished, high-quality output, many luxury names have demonstrated that TikTok can be an effective tool for them without sacrificing their brand ethos.

How premium brands can embrace TikTok

Showcase your process

Premium brands are often known for their quality, care and craftsmanship. TikTok offers a creative platform to communicate these values through your content. This could be behind-the-scenes content that highlights your production process, showcasing the artisans behind your products, or emphasizing your brand’s sustainable practices. This not only reinforces your dedication to excellence but also builds a deeper connection with your audience by reiterating what makes your brand special.

Take Prada, for example. In a TikTok video, the brand offered a behind-the-scenes look at a day in the life of a Prada Group archivist. This unique perspective showcased the meticulous attention to detail that defines the brand effortlessly stays true to their luxury roots.

Note that even though the video is made to feel quite loosely shot through handheld movements, each shot is still well lit and carefully composed, often with a balance and symmetry to the main subject.

Only choose trends which complement your Premium Brand 

While it’s essential to stay on top of TikTok trends, it’s even more important to ensure they align with your brand values. Don’t feel compelled to jump on every trend if it doesn’t feel authentic. Instead, focus on trends that naturally complement your brand or take the time to craft potential trends of your own that resonate with your identity.

For instance, Gucci embraced the popular POV style trend by sharing a behind-the-scenes video from the perspective of one of their models – offering followers exclusive content while engaging with a trend that still felt true to their brand.

Timing is key

Staying informed about current events can lead to timely, relevant content that elevates your brand. When a topic or event aligns with your brand, take the opportunity to engage authentically.

A prime example of this is The Ritz’s ‘Trés Trés Chic’ TikTok video, which showcased their team’s outfits during London Fashion Week. This clever and timely post connected seamlessly with the event while maintaining the brand’s elegance.

Collaborate with influencers that elevate your premium brand

Influencer collaborations can boost your presence on TikTok, but it’s important to partner with influencers who genuinely reflect your brand’s values. Rather than choosing influencers based solely on follower count, prioritise authenticity and shared values.

A standout example is Gucci’s video featuring Nara Smith. Known for her baking videos and effortlessly chic fashion sense, Nara teamed up with the brand to create a unique twist: baking their iconic ‘Tote Bag.’ The video begins like her usual content, with Nara starting a recipe, but surprises viewers with the reveal of the tote bag at the end. It’s a perfect blend of content that feels authentic to Nara’s style while subtly promoting the brand, making it feel more like engaging entertainment than a traditional brand promotion.

Ascot Racecourse also demonstrated this perfectly with their collaboration with Expired Film Club, a photographer renowned for capturing sporting events through the lens of a century-old camera. This partnership beautifully showcased Royal Ascot, the brand’s most prestigious event, through stunning, on-track images. It was an ideal collaboration for Ascot, reinforcing the brand’s heritage and sophistication while celebrating its timeless elegance.

Be authentic

Authenticity is key on TikTok. Showcasing something real and insightful about your brand or partners can captivate viewers, while staying true to your brand’s values.

Burberry’s outerwear campaign is a perfect example. Featuring iconic celebrities like Cara Delevingne, Barry Keoghan, Cole Palmer, and Olivia Colman, the campaign showcased short, creative videos around their “It’s Always Burberry Weather” slogan, with playful edits of them making tea outside wearing pieces from the collection. By prioritising entertainment, Burberry kept the content engaging and fresh, all while maintaining their high-end image.

The takeaway

TikTok offers a unique chance for premium brands to increase engagement without diluting their identity. By understanding the platform’s nature and staying true to your brand positioning, your luxury brand can thrive on TikTok. Embrace creativity and authenticity, and you’ll discover new ways to connect with the next generation of consumers – without compromising your brand’s values.

If you’d like to elevate your social and content strategy, we’d love to help. You can find out more about our social and content expertise here, or get in touch with Callum, our Head of Content for chat about your brand’s content strategy.