EXPLORING TIK TOK AND DOUYIN FOR FASHION
Elsbeth van Paridon TIK TOK AND DOUYIN CAN FEEL LIKE THE GREAT UNKNOWN FOR MANY RETAILERS. WeAr EXAMINES THE BENEFITS OF BOTH, HIGHLIGHTING SUCCESS STORIES AND STRATEGIES FROM KEY FASHION BRANDS
REPORT
Video content is key to a brand’s success; it compliments storytelling, spreads awareness and can increase sales. TikTok, the video app from Beijingbased Bytedance, is proving vital for brands wishing to capture new audiences, especially Gen Z. As of December 2020, Tik Tok has accumulated an audience of 800 million active users – with 66% under the age of 30. One hundred and fifty million of these active daily users reside in China and primarily use the Chinese version, Douyin.
TikTok and Douyin are not the same and run on different servers to comply with Chinese censorship restrictions. Though similar to TikTok, Douyin has become more advanced than its global counterpart, particularly when it comes to e-commerce. With three taps on Douyin, you can buy a product, stay at a hotel or take a virtual tour of a city. Much like Instagram, brands partner with Key Opinion Leaders (KOL) to drop product links into their content for commercial promotion.
However, TikTok is on the cusp of similar commercial success: March 2020 saw the launch of product hyperlinking and biddable advertisements, opening up the platform for expansion. So, where do brands begin with Tik Tok and should Western brands be investing in Douyin?
To start, retailers must keep on top of TikTok’s offerings, including paid advertisements, challenges, trends and sponsored hashtags. One success story includes Ralph Lauren, who, in 2020, launched the #WinningRL challenge, posting videos of actress Diana Silvers attending a tennis match and encouraging users to create similar videos. The challenge generated a total of 825 million views.
Activations like #TikTokFashionMonth have helped brands develop a better digital understanding of their audiences. Saint Laurent, Prada and Louis Vuitton all participated in TikTok live-stream shows, offering exclusive capsule collections. JW Anderson’s cardigan challenge is a prime example of achieving success on TikTok. After the garment was spotted on Harry Styles, the brand published the design online for fans to create at home, resulting in a viral moment that saw the label race to the top of the “what’s hot” rankings.
On Douyin, brands can create “challenge contests” where users film a skit while integrating campaign essentials. In 2020, Michael Kors started a challenge on Douyin, promoting the label’s ‘The Walk’ Shanghai event by partnering with KOLs, who responded with their own videos, which showed them wearing Michael Kors apparel and accessories.
However, users aren’t able to just sign up to Douyin; the platform requires several documents for verification and charges 600 yuan for non-native brands. For brands looking to explore Douyin, hiring a Chinesespeaking millennial to navigate the app would be advisable, as it predominantly works on Chinese linguistics, algorithms and navigations.
Both have the capacity for unparalleled reach and commercial gain. TikTok is vital for brands looking to reach a younger audience, while Douyin makes it possible to explore Eastern markets. Without a doubt, the TikTok influencer is the successor to the Insta-throne.