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Background:

TikTok has become one of the world’s largest and buzziest social media platforms, with over a billion active monthly users. But while fashion brands are eager to experiment with the platform, they’re still figuring out what strategies work best to effectively engage creators like Nic Kauffman and Wisdom Kaye, who took the stage at last month’s BoF Professional Summit alongside Christopher Bugg, communication director of Prada Group and Pranav Mandavia, a talent agent from United Talent Agency and BoF senior editorial associate Alexandra Mondalek.

Successful campaigns on TikTok tend to cast a wide net, allowing creators to do what they want with a hashtag or product. Both Kaye and Kaufmann underscored the need for brands to relinquish creative control to creators to yield the best results. For creators, “the key to sustained viral success as a creator is “differentiation [of your content], as well as being a multifaceted creative,” according to Kaye.

“What defines success on TikTok is the requirement for authenticity,” Kaufmann said, explaining how his best videos — that is, those that have attracted the most viewers — are the result of brand collaborations in which he was given a wide berth to style, produce and direct his content, free of interference.

Meanwhile, for brands, “understanding that TikTok creators are multi-hyphenates” is the key to getting the best out of partnerships,” according to Mandavia.

“When a brand partners with a TikTok creator, they need to remember that they’re essentially hiring a cameraman, a stylist, a model, all in one — we cover every single aspect of that,” said Kaye, a content creator with over eight million followers, who has partnered with brands such as Dior, Zegna and Fendi.

Key Insights:

• Between them, viral content creators Nic Kaufmann and Wisdom Kaye have a collective 26 million followers on TikTok and have partnered with brands such as Dior, Prada, Ralph Lauren and Hugo Boss.
• For brands, relinquishing creative control to creators will yield authentic content and drive organic engagement, as seen with Prada’s bucket hat challenge.
• Brands looking to partner with talent on the platform must understand that TikTok creators are multi-hyphenates — their roles encompass styling, modelling and production.

Additional Resources:

• Catch up on the BoF Professional Summit: New Frontiers in Fashion and Technology. All sessions are now available to watch on-demand, exclusively for BoF Professional All-Access members.
• The Complete Guide to Influencer Marketing — Download the Case Study: As the creator space has matured, brands must be thoughtful about crafting a strategy that leverages influencer marketing’s full power, considering everything from talent scouting to the effectiveness of metrics.
• The TikTok Thrifters Opening Physical Stores: Sellers who made a name for themselves online with ‘90s and ‘00s vintage see retail as a way to stand out in an increasingly crowded market.

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