In the age of TikTok, we look at success stories on the app as blueprints for our own engagement strategies. SJC Media's FASHION is one such standout example.
With post views reaching millions, and a rapidly growing follower base, we asked Bernadette Morra, FASHION's Editor-in-Chief and Jillian Morgan, FASHION's Acting Digital Director for insight on what makes the account tick.
What is FASHION's TikTok strategy?
FASHION: A mix of behind the scenes content from photoshoots, leveraging star power and tapping into trends to create content that feels native to the platform, sometimes utilizing trending audio or addressing topics that TikTok users care about.
What posts are you finding most successful?
FASHION: Posts that leverage FASHION’s celebrity access or that tap into big trends on the app, such as our Euphoria explainers or trending audio, as well as content that generates conversation within the comments (fast-paced commentary on red carpets or runways, for example)
What has been the biggest challenge adapting content for TikTok?
FASHION: Unpredictability of the algorithm. It’s hard to know what will take off and what will fall flat, as with all things digital. However, the benefit in this unpredictability is that the TikTok For You page is not linear. Videos may take off days or even weeks after posting.
Resources. We realigned our social strategy on other platforms to zero in on what worked, and spend less time on things that didn’t, to carve out space for TikTok.
What benefits are you seeing as a result of TikTok engagement?
FASHION: We are seeing increased brand awareness/visibility and admiration and curiosity from brands and publicists we work with. Committing to TikTok has made FASHION look cool and reinforced our relevance and our leadership position.
Can you share one (or more!) tips for marketers just delving into the TikTok world?
FASHION: Main tip: Focus on creating TikTok content, not marketing content (i.e., find ways to tap into trends on the platform and create like a regular user).
Don’t try to hit all brand messaging in one post. Keep the concept simple. Aim for entertaining content that incorporates the brand, but doesn’t put it front and centre.
Be opinionated and find a way to ask a question or generate conversation on your videos. Find your niche audience with hashtags (and avoid those with millions or billions of videos). Start a relationship with TikTok Canada. They are very open to providing guidance.
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