In recent years, TikTok has emerged as a powerful social media platform, capturing the attention and engagement of millions of users worldwide. Luxury brands, traditionally known for their exclusivity and high-end appeal, have been hesitant to embrace TikTok and its unvarnished content.

However, as the platform continues to grow and its user base skews towards the younger generation, luxury brands are starting to recognise the potential of TikTok as a marketing tool to connect with their target audience.

The Growing Luxury Landscape on TikTok

The Rise of TikTok and Its Appeal to Gen Z

Since its inception in 2016, TikTok has experienced exponential growth, with an average of 78.7 million users in 2021. This social media channel has become particularly popular among Gen Z, who make up a significant portion of its user base. As the fastest-growing consumer group, Gen Z is projected to contribute to 130% of the growth in luxury personal items by 2025. With such a promising consumer base, luxury brands cannot afford to ignore the potential of TikTok as a marketing platform.

The Influence of Digital Content on Luxury Purchases

In today’s digital age, more than 85% of luxury purchases are influenced by digital content and marketing efforts. Luxury brands that establish a strong online presence can leverage their digital footprint to drive sales and engage with their target audience. TikTok, with its immense reach and viral nature, offers luxury brands a unique opportunity to connect with consumers and create impactful digital experiences.

TikTok Marketing Strategies for Luxury Brands

A TikTok logo on a graphical background

To effectively market their brands on TikTok, luxury companies can employ various strategies that leverage the platform’s features and user behaviour. Here are some proven tactics that luxury brands can use to enhance their digital reach on TikTok:

Create Compelling Content Directly on TikTok

Luxury brands can establish their presence on TikTok by creating engaging and authentic content directly on the platform. Leading luxury brands like Gucci, Louis Vuitton, Burberry, and Alice + Olivia have embraced this strategy and effectively communicate with their audience through their TikTok brand accounts. By showcasing behind-the-scenes footage, product launches, and creative storytelling, luxury brands can captivate their followers and build brand loyalty.

Collaborate with Influencers for Increased Reach

Influencer collaborations have become a reputable strategy for luxury brands to expand their audience reach on TikTok. By partnering with influencers who have a relevant following, luxury brands can tap into their organic reach and connect with a wider demographic. To maximize the impact of influencer collaborations, luxury brands should create content that aligns with both the influencer’s style and the brand’s image. Luxury brands can amplify their message and generate buzz around their products by participating in promotional campaigns across multiple platforms.

Harness the Power of Paid Promotions

Running paid TikTok campaigns is another effective strategy for luxury brands to increase their visibility and engagement. Branded Augmented Reality (AR) features allow companies to create custom filters, lenses, or stickers that users can incorporate into their videos. By sponsoring hashtag challenges, luxury brands can encourage users to create content and engage with their brand. Offering promotional products or prizes to top content creators further incentivizes user participation and increases brand exposure.

Success Stories: Luxury Brands on TikTok

Several luxury brands have already harnessed the power of TikTok to engage their target audience and drive brand awareness. Let’s explore some notable examples:

Burberry’s #TBChallenge

Burberry, a renowned luxury fashion brand, launched the #TBChallenge on TikTok to promote its new Thomas Burberry monogram collection. The challenge invited users to create their own Thomas Burberry monogram motif design using their hands, unlocking a new lens in the process. The campaign generated over 57 million views and inspired more than 30,000 user-created videos, effectively spreading brand awareness and fostering user engagement.

@btypep #TBChallenge #fashion #myoutfit #foryoupage #foryou #burberry #fyp ♬ original sound – Cory Nation 🏳️‍🌈

Lick’s Innovative DIY Content

Lick, a wall paint and wallpaper brand, leverages TikTok to showcase its sustainability efforts and engage with its community. The brand uses eco-friendly products and collaborates with colour consultants and decorating experts to promote a “people-driven decorating movement.” Through TikTok, Lick shares DIY tips, trends, and ASMR-style packaging videos, showcasing its unique “peel and stick” testers. By staying on top of TikTok trends and innovating its content, Lick effectively connects with their target audience and promotes their products.

@lick Looking to give your bedroom a makeover? This is for you! 3 epic colour schemes for a dreamy bedroom scheme. 1. Dusty, romantic Pink 07 + warm Taupe 03 Soho Roc House to create a cosy ‘cuddled’ tonal scheme of soft pinks that feels very cool and contemporary. 2. Magical green meets blue Teal 01 + oaty White 05 on your ceiling and woodwork. A timeless scheme that will magically change colour as the light changes. 3. Beige 03 + Beige 02 Soho Farmhouse for anyone wanting a neutral scheme with character. Use Beige 02 on your woodwork to add drama against our most versatile shade of Beige 03. Which is your favourite? #lickhome #neutralhome #interioradvice #interiordesigneruk #colourpsychology #diyhacks #decoratingadvice #interiordesigner #modernhome #interiorscheme #homedesign #diyonabudget #bedroommakeover #bedroomdesign #cosybedroom #modernbedroom #bedroomideas ♬ original sound – Lick

Gucci’s exclusive content

Gucci is an Italian luxury fashion brand recognised across the world. The company is known for its high-end fashion and accessories, including handbags, shoes, clothing, and also TikTok content! As well as pairing with famous celebrities/public figures to #GucciChime for gender equality, they use TikTok to show their exclusive fashion shows, collections, and events.

@gucciVisit the temporary exhibition in Milan open until Sunday June 18 at 6 p.m.♬ suono originale – Gucci

Embracing the TikTok Opportunity

In a rapidly evolving digital landscape, luxury brands must adapt their marketing strategies to reach and engage with their target audience effectively. TikTok, with its immense popularity among Gen Z and its potential for user-generated content, presents an exciting opportunity for luxury brands to connect with their customers and create memorable experiences. By creating compelling content, collaborating with influencers, and running paid promotions, luxury brands can leverage TikTok’s power to elevate their brand presence and drive growth in the ever-competitive luxury market.

Now is the time for luxury brands to embrace TikTok and experiment with strategies that resonate with their audience. By strategically planning and executing TikTok campaigns, luxury brands can tap into the limitless potential of this platform and establish themselves as leaders in the digital space.

With its vast reach, viral nature, and user-generated content, TikTok has become a force to be reckoned with in the world of social media marketing. Luxury brands that understand the platform’s appeal and implement effective strategies can unlock the potential of TikTok as a valuable tool for brand building, customer engagement, and driving sales. As the luxury landscape continues to evolve, embracing TikTok is not just an option; it is a necessity for brands looking to stay relevant and connect with the next generation of luxury consumers.


At Prohibition, we work with a range of B2B and B2C brands across all sectors to create engaging social media marketing strategies. If you’re interested in any of our luxury PR and TikTok marketing services, contact us today!