Jasmine TXO: The key to cracking TikTok – Ragtrader

(@jasminetxo)5.5 million followers

I think the number one thing for a fashion brand to note before working with a TikTok creator is to always allow for creative freedom. As content creators, we understand that brands often have a specific vision in mind, particularly fashion brands, since the items being sold are tangible and shown on screen visually.

In saying this, giving creators a brief that aligns with the brands vision and key messaging yet remains open to individual interpretation means that the creator is being authentic with their content. Audiences know when a creator is uploading content that does not align with their regular style or format, so its important that this is always taken into consideration by the brand.

More specifically, in regards to creators who focus on building and maintaining a strong community online, it can be extremely jarring for their long term viewers to come across their favourite creator on the following or for you page only to find content that they would never usually have any interest in watching.

This lack of authenticity not only comes across to the viewer, but in turn can have significant impact on the engagement of the content. Factors including watch time, saves, shares and likes are the biggest contributors to the way content performs on the platform, so if a viewer is not interacting with the video as they usually would it is likely that the branded content will not perform on par with the creators organic content. Hence why creative freedom is pivotal in ensuring the best results for both the creator and the brand.

(@grace.hylandd)569k followers

Fashion has never been more consumable than in the age of social media! The very platforms that we use to both produce and consume social media have such smart algorithms that cater our media to our specific tastes depending on the content we engage with the most.

TikTok, is remarkably one of the best platforms at doing this which makes fashion so consumable. As a result, fashion brands can be sure that the creators they work with have a large portion of their audience that are inspired by their style.

Consumers can picture themselves in fashion pieces like never before, but I think we can take this further.

As a transgender woman who started her transition at 12, fashion was a very important part of my transition. Years later, having found a style that compliments my femininity and personality, I have the privilege of educating over 600k people on my platforms.

If we take this into account, I think fashion brands can make a huge difference when it comes to supporting those who need it most.

By aligning with creators who represent minority groups, fashion brands are not just saying that they stand with us but they ARE standing with us.

Fashion brands that take the plunge and dare to be different have the power to help so many diverse people find their fashion sense through the creators that represent them, and in-turn make their life that little bit fiercer!

(@tyra.mua)587k followers

TikTok is an exciting way for brands and creators to come together in a beautiful partnership that can lead to success on both sides. Cracking the TikTok algorithm and winning the hearts of its users can, however, be tricky.

I think the most prominent factor fashion brands should know about working with TikTok creators, is that like themselves, TikTok creators also have their own brand and aesthetic theyre trying to establish or have established. So sometimes, rather than going with the most popular creator with the largest following, choosing to go with a creator with a really established community, high engagement levels, and that has a following similar to that of a fashion brand, can sometimes be a much more successful campaign or partnership.

Sometimes creators and influencers online can feel more approachable and real compared to the big celebrities. Audiences can see themselves in online influencers in a way they cant with celebrities. Seeing someone you can relate to wearing a specific piece in their style can be much more influential than seeing a supermodel wearing the exact same piece down a runway at Paris Fashion Week.

The other thing to keep in mind is the sheer reach some creators have on TikTok compared to a lot of the big celebrities. Gen Z mainly resides on TikTok and submerge themselves in influencer culture, so it is a way for brands to stay current and on-trend.

I think the number one thing for a fashion brand to note before working with a TikTok creator is to always allow for creative freedom. As content creators, we understand that brands often have a specific vision in mind, particularly fashion brands, since the items being sold are tangible and shown on screen visually.

In saying this, giving creators a brief that aligns with the brands vision and key messaging yet remains open to individual interpretation means that the creator is being authentic with their content. Audiences know when a creator is uploading content that does not align with their regular style or format, so its important that this is always taken into consideration by the brand.

More specifically, in regards to creators who focus on building and maintaining a strong community online, it can be extremely jarring for their long term viewers to come across their favourite creator on the following or for you page only to find content that they would never usually have any interest in watching.

This lack of authenticity not only comes across to the viewer, but in turn can have significant impact on the engagement of the content. Factors including watch time, saves, shares and likes are the biggest contributors to the way content performs on the platform, so if a viewer is not interacting with the video as they usually would it is likely that the branded content will not perform on par with the creators organic content. Hence why creative freedom is pivotal in ensuring the best results for both the creator and the brand

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Jasmine TXO: The key to cracking TikTok - Ragtrader