Module 8: TikTok for Fashion Brands (When & Why)

Now let’s talk about TikTok. I know some of you might be thinking “TikTok is for teenagers doing dances” or “I’m too old for TikTok” or “my customers aren’t on TikTok.”

I’m here to tell you: TikTok has evolved way beyond dance videos, and it might be more relevant for your fashion brand than you think.

What Makes TikTok Different

TikTok is fundamentally different from Instagram. On Instagram, people usually see content from accounts they already follow. On TikTok, the For You Page shows you content from anyone, based on what the algorithm thinks you’ll like.

This means you can post your very first video and reach thousands of people who’ve never heard of you. You don’t need followers to get views. That’s powerful.

The content style is also different. TikTok is more raw, authentic, and personality-driven. People aren’t expecting perfect, polished content. In fact, overly produced content often performs worse because it feels like an ad.

Why TikTok Works for Fashion Brands

TikTok is incredible for fashion brands because:

Discovery potential: Your content can reach massive audiences without paid ads. Fashion TikToks regularly go viral, getting millions of views.

Storytelling: You can show your process, explain your why, take people behind the scenes. This builds emotional connection in a way that static posts can’t.

Trends and sounds: Fashion trends spread like wildfire on TikTok. If you can jump on relevant trends early, you can ride the wave to new audiences.

Shopping behavior: Gen Z and younger millennials are increasingly discovering and buying products on TikTok. They see something in a video, search for it, and buy it.

Authenticity wins: You don’t need professional equipment or perfect lighting. In fact, content that feels “too professional” can actually perform worse. This lowers the barrier to entry.

Is TikTok Right for Your Brand?

TikTok makes sense when:

Your target customer is under 40 (though there are older users, the bulk of active users skew younger).

You’re comfortable on camera or showing your face. TikTok is personal. People connect with people, not just products.

You can embrace a more casual, authentic content style. If your brand is very formal or high-luxury, TikTok might be challenging (though not impossible).

You have interesting stories to tell about your process, inspiration, or brand. TikTok rewards storytelling, not just product showcases.

You’re willing to post frequently. TikTok rewards consistency even more than Instagram. Successful brands often post daily or multiple times per day.

TikTok Might Not Be for You If:

Your target customer is 50+. TikTok’s audience skews younger, and while that’s changing, it might not be where you find your customers right now.

You’re extremely camera-shy and unwilling to show your face or speak on camera. Yes, there are faceless TikTok accounts, but they’re harder to grow.

Your brand aesthetic is very minimal and quiet. TikTok tends to favor dynamic, engaging content. Though again, there are exceptions.

You can’t commit to frequent posting. Posting once a week probably won’t get you much traction on TikTok.

What Kind of Fashion Content Works on TikTok

Let’s look at what actually performs well:

Behind-the-scenes content: Showing how you make your pieces, choosing fabrics, sketching designs, your studio space. People love seeing the process.

Styling videos: “3 ways to style this dress” or “How to wear oversized blazers.” Educational content that helps people get value.

Try-ons and outfit transitions: These are incredibly popular. Showing before and after, or multiple outfit options.

Day in the life: What does a day look like as a fashion designer? People are fascinated by creative businesses.

Storytelling: The story behind a specific piece, why you started your brand, a challenge you overcame. Emotional narrative content performs really well.

Trend participation: Using trending sounds and formats but making them relevant to your brand. This is how you tap into existing viral moments.

Customer features: Reposting content from customers wearing your pieces (with permission), or doing try-ons of your designs.

Hot takes and opinions: “Unpopular opinion: fast fashion isn’t the main problem…” or “Let’s talk about why ethical fashion costs more.” TikTok loves a good discussion.

The TikTok Algorithm

Understanding how TikTok works helps you use it better.

TikTok shows your video to a small group of people first (often a few hundred). If those people watch it all the way through, like it, comment, or share it, TikTok shows it to more people. If it keeps performing well, it gets shown to even more people.

This means:

  • The first few seconds are crucial (you need to hook people immediately)
  • Watch time matters (can you keep people watching until the end?)
  • Engagement matters (comments, likes, shares all help)
  • You don’t need a big following to go viral

    • TikTok vs Instagram: How They Work Together

    Here’s how many fashion brands use both:

    TikTok is for discovery and storytelling. It’s where new people find you, where you show personality, where you build interest.

    Instagram is for community and conversion. Once people discover you on TikTok, they often check out your Instagram (which feels more “official”) and eventually join your email list or visit your website.

    Many successful fashion brands post the same content to both platforms, maybe adjusting the format slightly. Your TikTok becomes a content creation engine, and you repurpose that content everywhere.

    Real Examples of Fashion Brands on TikTok

    Let’s look at how different types of fashion brands use TikTok:

    Small jewelry designer: Posts daily videos of her making pieces, packaging orders, talking about her inspirations, showing the difference between her pieces and mass-produced alternatives. Very personal, face-to-camera content. Several videos have gone viral, each bringing thousands of new followers and sales.

    Sustainable clothing brand: Creates educational content about fashion sustainability, shows their ethical production process, discusses the true cost of clothing, does styling videos. Positions themselves as experts while showing off products naturally.

    Vintage reseller: Posts outfit try-ons of new inventory, talks about fashion history, shows her thrifting process, does trend analysis. Very personality-driven, and her followers feel like they know her.

    The Time Commitment

    TikTok requires a different time investment than Instagram:

  • Content creation: Can be as simple as filming on your phone in 10-15 minutes
  • Editing: Basic editing in the TikTok app takes 10-15 minutes per video
  • Posting frequency: Ideally daily or 4-5 times per week
  • Engagement: Responding to comments (30 minutes per day)

    • So you’re looking at roughly 30-45 minutes per day if you’re posting daily. The good news is TikTok content doesn’t need to be as polished as Instagram, so it can actually be faster to create.

    The Biggest TikTok Mistake

    The biggest mistake I see fashion designers make on TikTok: treating it like Instagram.

    They create perfectly styled, beautifully lit, highly edited content that feels like an ad. And it flops.

    TikTok users want authenticity. They want to see you, hear your voice, learn something, or be entertained. The content that performs best often looks like it was made quickly and casually (even if you actually put thought into it).

    Let go of perfection on TikTok. Embrace the rough edges. That’s where the magic happens.

    Starting on TikTok

    If you’ve never posted on TikTok before, here’s my advice:

    Spend a week just watching TikTok. Search for fashion creators, sustainable fashion, small business owners, designers. See what content you naturally engage with. Notice the patterns.

    Start by posting without expecting results. Your first 10-20 videos probably won’t perform that well. That’s normal. You’re learning what resonates.

    Be yourself. The creators who succeed on TikTok are the ones who show up as themselves, not as a polished brand persona.

    Post consistently. Even if your first videos flop, keep going. TikTok rewards consistency and improvement.

    Should TikTok Be Your Primary Platform?

    TikTok should be your primary focus if:

  • Your target customer is under 35
  • You’re comfortable creating video content regularly
  • You have stories to tell and personality to share
  • You’re willing to embrace a more casual, authentic content style
  • You want to reach new audiences quickly without spending on ads

But even if TikTok isn’t your primary platform, it’s worth considering as a secondary platform because of its incredible discovery potential. One viral video can change your business.

In Program 2, we’ll cover exactly how to create TikTok content, use trends strategically, optimize your videos for the algorithm, and convert TikTok viewers into customers.

For now, just understand: TikTok is a powerful tool for fashion brands willing to show up authentically and consistently. It might feel uncomfortable at first, but the potential reach makes it worth considering.

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