TikTok is a HUB for entertainment. In fact, 鈥渆ntertainment鈥� is ranked as the category on the platform. What comes to mind when you picture entertainment on TikTok? Dance trends? Movies broken down into 87 parts? What about luxury brands?
Luxury brands on TikTok may seem like the odd one out… it’s not. The luxury industry feels more editorial, serious, and curated than the average TikTok. But some luxury brands are cracking the code and letting the algorithm do their bidding. We鈥檙e going to take you through each one and what makes their TikTok strategy stand out. So you can take inspiration for your own social strategy and ultimately win over the platform’s hyper engaged audience.
For a more detailed look at the premium side of TikTok, check out our latest report: The Prestige Factor – How 15 Luxury and Premium Brands are Taking on TikTok. In this report we compare 15 brands to find out how they’re approaching the platform, who’s getting it right, and what we can learn from them. Download the report to find out how brands are building ‘the prestige factor’ on TikTok!
Download “The Prestige Factor” report here!
Contents
Key takeaways from top luxury brands on TikTok
1.
Speaking of editorial, Louis Vuitton has landed firmly on the TikTok landscape and with 11.6 million followers, they鈥檙e definitely doing something right. Their content is beautifully curated, but this isn鈥檛 the only thing that鈥檚 drawing in followers. With a profile full of celebrity collaborations, it鈥檚 clear that they鈥檝e embraced the serious power of influencer marketing.
They made the announcement of appointing Pharrell Williams as their new Men’s Creative Director on the platform and have brought in millions of views on single videos of his work. And with further partnerships with celebrities like Kim Kardashian, Jared Leto, Marcus Rashford, Naomi Campbell, and Lewis Hamilton, they are firmly labeling themselves as the luxury leaders in mega-influencers.
Why their content works
It鈥檚 not just the fact that they鈥檙e collaborating with these stars that works; it鈥檚 the way they do it. Louis Vuitton builds hype. They know how to get people talking, and they lean into this before every main event. When they were announcing their partnership with Pharrell Williams, they dropped a teaser video of Jerrod Carmichael with Pharrell鈥檚 new song in the background.
They鈥檝e also gone all out on their collaborations. We鈥檙e not just talking about one or two celebrity endorsements. Louis Vuitton has doubled down on their affiliations with mega-influencers. The comments section definitely noticed. One user said, 鈥淗OW MANY CELEBRITIES IS ON THIS COLLECTION??鈥�. But the important thing to learn here is that each and every celebrity they work with is right for Louis Vuitton. They align with their aesthetic, values and ideas. And that is the big takeaway here. If you can afford to use multiple creators for influencer marketing campaigns, make sure they are the perfect fit for your brand.
2.
With over 3.9 million followers, Gucci are among the top followed luxury brands on TikTok. They haven鈥檛 got to that number on reputation alone. They have a consistent brand voice throughout their profile with snippets of their shows and other editorial content. But they have also leaned into the more human side of TikTok, getting real opinions and thoughts from celebrities and collaborating with influencers from a variety of backgrounds.
Why their content works
TikTok is all about face-first, authentic content. of TikTok users say they can be their true selves on TikTok, while an average of of TikTok users say they can post videos they wouldn’t post elsewhere. Gucci has leaned into this through their #Guccichime campaign, advocating for gender equality. Getting celebrities to talk about 鈥渨hat they chime for鈥�, i.e. what they believe in, put them on a more intimate level with the viewers. Not only does the campaign have a good cause, but it gives their fans an opportunity to see stars in a more realistic and open setting.
This realism is what makes their content work so well. It鈥檚 not just celebrities they鈥檙e working with, either. Gucci continuously partners with social influencers too. checked out their exhibition (and the brand posted it to their own account), and did a video for their feed too. Gucci is moving past the sole celebrity factor and branching out to creators with highly engaged followers, and it seems to be working wonders.
3.
Up there with the best luxury brands on TikTok, Moncler knows how to create hype. They have a loyal following of fans and have really developed a strong connection with Gen Z especially. They鈥檝e done this through storytelling pieces, collaborations, and trends. And most importantly, they鈥檝e tried to be ahead of the game in all of it.
Why their content works
Moncler is definitely creative when it comes to TikTok tactics. In 2020 they went viral for their #bubbleup trend, with influencers like Charli D鈥橝melio and Bella Porch getting involved.
It was a seriously successful campaign. The hashtag from the challenge drummed up over 7.7 billion views.
Now Moncler has been playing with storytelling. Their newest campaign features Korean singer Hwang Minhyun, and a CGI character called a LOVOT, an adorable and affectionate roving robot. So they鈥檙e clearly leaning into their creativity.
But what brands can really learn from Moncler is their engagement on these videos. You only have to go to their comments section to see that. Because they鈥檝e built hype among a generation, that demographic has continued to advocate for them. So users everywhere are getting in on the conversation. In fact, the hashtag #moncler has over 1.2 billion views with young people everywhere talking about the brand. That鈥檚 what you need to be looking at. Influencer marketing doesn鈥檛 just have the power to drum up sales for a particular campaign. It can create a snowball effect and get a whole generation of consumers on board when done correctly. So think about working with influencers as the long-term game. Not just for short-term KPIs.
4.
This watch brand is actually the new kid on the block when it comes to TikTok. Their first post appeared in 2021, and since then, they鈥檝e accumulated 135.8K followers. With surprisingly funny content and relatable posts, Breitling is pushing the boundaries on what it means to be a luxury brand on socials – and it鈥檚 working.
Why their content works
People want funny and relatable content on TikTok. If you can do that whilst still staying true to your brand, you鈥檒l be winning. Breitling has created some unexpectedly funny posts, and this has led to the shock factor from viewers in the best possible way.
On a meme-like post, one user commented: 鈥淎 luxury watch company posted this 馃ぃ鈥�, and Breitling replied with 鈥淲ho said luxury can鈥檛 be fun? 馃槒鈥�. It鈥檚 an interesting take, but going against the flow in a world full of high-class editorial content can sometimes get you noticed even more (as long as you keep it within the brand guidelines, of course).
Breitling is creating a whole new feel for their marketing, but somehow they are keeping their reputation through their other posts too. This mix is clever and clearly grabs people鈥檚 attention.
5.
Fenty Beauty has nailed the TikTok game. How? Their content is full of trending sounds, challenges and pure entertainment. They manage to show off their products with high-quality luxury visuals whilst still keeping it real through funny meme audios and funny trends. The best part, though? They are active. They never miss an opportunity to reply to comments and create more videos from their fan鈥檚 conversations.
Why their content works
TikTok is all about community. of TikTok users said they felt a sense of community while on the channel. Fenty Beauty taps into this perfectly. Some of the trends they jump onto (like this 鈥渞olling bottles downstairs鈥� trend) have done wonders for their brand awareness, but where they really shine is how they interact with the viewers on every video.
The takeaway here is that engagement can be just as important as awareness. That鈥檚 why micro-influencers and nano-influencers can be so effective for brands. They have a engagement rate than mega influencers. It鈥檚 safe to say that Fenty Beauty didn鈥檛 miss this trick either, so it’s no surprise that they’re among the top luxury brands on TikTok. They鈥檝e collaborated with influencers like and , showing just how powerful niche influencer marketing can be. So keep your community thriving with regular conversations with your fans and the right kind of influencer partnerships.
Luxury Brands and Gen Z
Gen Z and Millennials will account for of the global luxury market by 2025. Since TikTok is still a thriving hub for these generations ( of TikTokers are aged 18 to 24). This is the place for luxury brands to get in front of them.
TikTok is not just for the short term, though. Brands can use a multichannel approach with different social media outlets to find a loyal following who will keep coming back for more. TikTok is just part of the strategy.
The platform is especially brilliant for igniting interest. Its short-form content interface can spark the attention of Gen Z fast. Then it鈥檚 up to you to bring them in for the long run. Get them engaging and bring them through to other channels to watch longer-form videos (like your collection runways on YouTube). Gen Z is looking for trust, ethical awareness and sustainability from brands going forward, so keep this in mind when building content for them.
Key takeaways from top luxury brands on TikTok
Now that we’ve seen them in action, what are the key takeaways from the top luxury brands on TikTok, and how can brands implement a similar strategy to engage Gen Z on TikTok? Here are our top three takes:
1. Stay authentic, but challenge the status quo
The Luxury industry has many connotations. But as new generations are becoming their main consumers, brands need to adapt their content to work. Jumping on trends, creating challenges, and knowing what鈥檚 hot will allow your socials to grow. The trick is doing all this whilst still staying true to your brand. Consistency is key, so don鈥檛 go too off-topic. Try utilizing TikTok sounds and challenges in a way that makes sense to your branding. The more creative, the better.
2. Collaborate with the right influencers
Of course, influencers mean investment. But when you get the right ones involved, the results go beyond basic metrics. Influencers build serious trust with your audience, and in a world where brands are relying on authenticity to stay connected to their customers, influencer marketing is a winning strategy (when implemented correctly). TikTok is a highly engaged platform for creators. In fact, it鈥檚 the most engaging social media platform, with an average engagement rate of . When you build an influencer marketing campaign, TikTok can be a powerful tool to kick it off.
3. Listen to your audience
TikTok is a brilliant listening tool. But often, this gets forgotten about. You can learn so much about your customers through the app and understand what they鈥檙e really looking for. The comments section is a place to not only engage with consumers but also hear what they have to say. Younger demographics are constantly looking for a change from Luxury brands, so to really delve deep into what that change might be, TikTok can help. Bridge that brand-to-customer gap and make luxury a more accessible topic to win over the youngest luxury consumers.
How luxury brands are scaling using TikTok
TikTok may seem like the get-rich-quick scheme to virality. But it鈥檚 actually a useful platform to gain long-term customer acquisition and champion brand loyalty. Different platforms can be misunderstood, and a successful marketing strategy means using the right platforms at the right times and with the right creators.
Are you a luxury brand looking to scale on TikTok? Check out our new report How 15 Luxury and Premium Brands are Taking on TikTok for a more in depth look at the luxury space on TikTok. In this exclusive 新香港六合彩开奖网 Report, we compare 15 luxury and premium brands on TikTok to find out how they’re approaching the platform, who’s getting it right, and what we can learn from them.
