file:///Users/niracaro/Desktop/COnference%20paper%20on%20the%20blog%20.pdf

 

Abstract

The impact of TikTok’s algorithm on the fashion industry is significant, with brands like Louis Vuitton and Ralph Lauren leveraging creativity and social responsibility to boost visibility and engage consumers. Elements like brand identity, creativity, influencer collaborations, and visual appeal are driving consumer engagement and influencing purchasing decisions on TikTok. Brands are authentically connecting with their audience, driving sales through strategic visuals and influencers, and reshaping the fashion industry landscape. Embracing TikTok’s algorithm offers brands unique opportunities to enhance visibility and build a loyal consumer base in the digital world.

 

Introduction

The profound influence of TikTok’s algorithm on consumer behaviour within the fashion industry is captivating. Brands such as Louis Vuitton and Ralph Lauren have adeptly navigated the realm of content manipulation to amplify their visibility on the platform.(Zhang et al., 2024.) By strategically prioritizing creativity and social responsibility, these brands have effectively elevated their presence on TikTok. (Zhang et al., 2024.) Elements like brand identity, creativity, influencer collaborations, and visual appeal serve as pivotal drivers of consumer engagement and influence purchasing decisions on this dynamic platform.(Distenfeld, 2021.) The strategic utilization of visuals and engaging influencers has proven instrumental in converting user interest into tangible purchases, thus propelling these brands to not only connect with their audience but also drive sales through the platform. (Martini et al., 2022.) The evolving trend towards authenticity on TikTok has revolutionized user interaction with fashion content, creating an engaging and dynamic space for brands to authentically communicate with consumers. (Ionescu & Licu, 2023.) The combination of creativity, authenticity, and strategic content manipulation on TikTok has indeed reshaped the landscape of the fashion industry. (Tripathi, 2018.) Brands that can adeptly leverage these essential elements stand to gain a competitive edge and foster profound connections with their target audience. (Hazari et al., 2023.) By embracing the unique opportunities afforded by TikTok’s algorithm, brands can not only enhance their visibility but also cultivate a devoted and engaged consumer base within the ever-evolving digital sphere.

 

Algorithm on consumers

The impact of the TikTok algorithm on consumer behaviour within the fashion industry is truly remarkable. Research by Zhang et al. (2024) highlighted how fashion brands strategically manipulate content to enhance visibility on the algorithm it has been able to create a significant space for businesses. Brands like Louis Vuitton and Ralph Lauren have adopted diverse approaches to bolster their presence, with Louis Vuitton focusing on creativity and Ralph Lauren emphasizing social responsibility; they have both opted for different routes of branding but still focus on a certain audience, which has shown to have a beneficial impact on the overall sales and branding. (Zhang et al., 2024). The study also pointed out that a more creative approach to content creation tends to elevate a brand’s standing on the algorithm; it has been revealed that tiktok creates a great space where brands are encouraged to be more creative, which pushes their content higher on the alroithm – landing their content on users FYP (for you page) (Zhang et al., 2024). Moreover, the study by Martini et al. (2022) shed light on the key factors that drive consumer engagement and purchasing decisions on TikTok. It was found that the incorporation of brand identity, along with elements like creativity, influencer collaborations, visual appeal, original sound, and strategic hashtag use, significantly enhances the likelihood of content reaching a wider audience (Zhang et al., 2024). The criteria set by TikTok, focusing on informativeness, user-friendliness, and recognizability, play a pivotal role in categorizing potential buyers into those interested in purchasing and those likely to make a buying decision (Martini et al., 2022). Additionally, the study suggested that images tend to have a more substantial impact on driving consumer purchases compared to videos. By leveraging photos for marketing and enlisting influencers to create engaging content around products, brands can increase the chances of converting user interest into actual purchases (Martini et al., 2022). The shift towards a more authentic culture on TikTok has not only fostered user engagement. Still, it has also propelled content higher on the algorithm, creating a dynamic environment for fashion brands to connect with consumers and drive consumption through social media platforms.

 

Tiktok influence in the fashion industry

The impact of TikTok on the fast fashion industry is profound, reshaping how users engage with fashion content. TikTok fosters a culture where individuals can advocate for causes and express themselves within their communities it has been a vital area where users come from all over the world in a means to express their self and creativity through fashion and content. (Distenfeld, 2021.) Fashion holds a significant presence on the platform, providing a vast space for users to share their opinions and insights through concise videos. It allows users to become authentic and almost create their “dream” persona or “real self.” This activation of personalities helps users feel comfortable and allows users to keep coming back onto the platform.(Distenfeld, 2021.) Particularly notable is the influence on Generation Z, which is known for their expressive nature and individualism it has essentially been driving engagement and propelling content visibility through the algorithm. The algorithm has helped boost more content to users and show them content they may think they want. (Martini et al., 2022.) The platform’s ability to deliver information rapidly aligns well with the shorter attention spans of today’s youth, facilitating efficient marketing strategies. (Distenfeld, 2021.) This form of enagaement and marketing is a new era for social media. (Distenfeld, 2021.) This digital era heralds a new approach for brands to cultivate relationships with their audience, leveraging engagement and creating a sense of virtual connection. Users are incentivized to interact with content creators and brands through actions like sharing, liking, and commenting, thereby amplifying the visibility of content within the algorithm. (Distenfeld, 2021.) Advocates strategically utilize interactions and compelling messaging, such as enticing captions and unexpected content transitions, to captivate viewers and encourage engagement. By manipulating the algorithm effectively, creators and businesses can promote causes like sustainability in the fashion industry, fundamentally altering the industry’s landscape.(Martini et al., 2022.) This symbiotic relationship between users, content creators, and brands has revolutionized how fashion is consumed and interacted with in the digital realm, fostering deeper connections and broader audience reach.

 

Reshaping the dynamic between fashion and people

The impact of TikTok on the fast fashion industry is deep, reshaping how users engage with fashion content in a dynamic way. (Ionescu & Licu, 2023.) TikTok fosters a culture where individuals can advocate for causes and express themselves within their communities, creating a vibrant space for fashion enthusiasts. Fashion holds a significant presence on the platform, providing a vast space for users to share their opinions and insights through concise videos. Particularly notable is the influence on Generation Z, which is known for its expressive nature and individualism, driving engagement and propelling content visibility through the algorithm.(Ionescu & Licu, 2023.) The platform’s ability to deliver information rapidly aligns well with the shorter attention spans of today’s youth, facilitating efficient marketing strategies that resonate with the tech-savvy generation. (Ionescu & Licu, 2023.) This digital era heralds a new approach for brands to cultivate relationships with their audience, leveraging engagement and creating a sense of virtual connection that transcends traditional boundaries.(Swart, 2021.) Users are incentivized to interact with content creators and brands through actions like sharing, liking, and commenting, thereby amplifying the visibility of content within the algorithm and fostering a sense of community. (Swart, 2021.) Advocates strategically utilize interactions and compelling messaging, such as enticing captions and unexpected content transitions, to captivate viewers and encourage engagement. By leveraging the power of the algorithm effectively, creators and businesses can promote causes like sustainability in the fashion industry, leading to a fundamental shift in the way fashion is perceived and consumed. (Swart, 2021.) This symbiotic relationship between users, content creators, and brands has revolutionized how fashion is consumed and interacted with in the digital realm, fostering deeper connections and broader audience reach that transcend geographical boundaries.

 

Influencer era

In the realm of the fashion industry, the emergence of influencer marketing has reshaped the landscape, ushering in a new era where influence can be wielded by anyone. Brands have embraced influencers as a strategic marketing tool to tap into broader audiences and transform mere prospects into devoted consumers. It has shown over these past developing years that influencers have a greater voice for consumers than ads that actually sell users the product (Tripathi, 2018). Consumers want authenticity; they want a relationship and influencers are able to offer that through their identity and branding of their own image, which, as a result, benefit brands and businesses largely. (Tripathi, 2018). The overall multitudes of viewers and active engagement of followers and users between each other create a space where the algorithm thinks users want to keep seeing its content, essentially boosting it higher and higher onto the People for You page. (Tripathi, 2018). This trend has become ingrained, fostering a symbiotic relationship between consumers, fashion aficionados, and brands, resulting in a notable surge in consumption rates over the past half-decade.(Hazari et al., 2023.) The dynamic engagement of followers plays a pivotal role in elevating the visibility of creators’ content within algorithms, enabling users to collaborate with businesses. (Hazari et al., 2023.) The persuasive power of influencers is evident, as a substantial following increases the likelihood of users being swayed to make purchases (Hazari et al., 2023). Influencers exhibit a profound understanding of their audience’s content preferences, tailoring their posts by crafting concise videos or infusing artistic elements to cater to diverse tastes (Tripathi, 2018). Social media platforms have provided a fertile ground for individuals and fashion enterprises to engage with users in innovative ways, establishing a robust online presence to captivate potential buyers and bolster brand recognition concurrently.

 

Conclusion

In conclusion, the influence of TikTok’s algorithm on consumer behavior within the fashion industry is truly captivating. Brands like Louis Vuitton and Ralph Lauren have mastered the art of strategically manipulating content to amplify their visibility on the platform. (Zhang et al., 2024.) By prioritizing creativity and social responsibility, these brands have successfully elevated their presence on TikTok. Elements such as brand identity, creativity, influencer collaborations, and visual appeal play a pivotal role in driving consumer engagement and influencing purchase decisions on the platform.(Distenfeld, 2021.) The power of visuals, coupled with engaging influencers, has proven to significantly enhance the conversion of user interest into actual purchases. (Distenfeld, 2021.) This strategic approach has enabled these brands to not only connect with their audience but also drive sales through the platform. The evolving trend towards authenticity on TikTok has revolutionized how users interact with fashion content, creating an engaging and dynamic space for brands to communicate with consumers. (Martini et al., 2022.) As we delve deeper into the realm of social media and its impact on consumer behaviour, it becomes evident that TikTok has become a powerful tool for brands to engage with their audience in a more authentic and creative manner. (Ionescu & Licu, 2023.) The platform’s algorithm has the ability to shape trends, influence purchasing decisions, and redefine the way consumers perceive and interact with fashion content. (Swart, 2021.) The fusion of creativity, authenticity, and strategic content manipulation on TikTok has reshaped the landscape of the fashion industry. Brands that can effectively leverage these elements stand to gain a competitive edge and foster deeper connections with their target audience. By embracing the unique opportunities presented by TikTok’s algorithm, brands can not only boost their visibility but also cultivate a loyal and engaged consumer base in today’s ever-evolving digital landscape.

 

 

References:

Distenfeld, M. D. (2021). A Content Analysis of How TikTok Creates Conversations Around Sustainable and Fast Fashion. A Content Analysis of How TikTok Creates Conversation. https://eloncdn.blob.core.windows.net/eu3/sites/153/2022/06/02-Distenfeld.pdf

 

Hazari, S., Talpade, S., & Brown, C. O. (2023, June 9). Do brand influencers matter on TikTok? A social influence theory perspective. Journal of Marketing Theory and Practice, 1–19. https://doi.org/10.1080/10696679.2023.2217488

 

Ionescu, C. G., & Licu, M. (2023, August 21). Are TikTok Algorithms Influencing Users’ Self-Perceived Identities and Personal Values? A Mini Review. Social Sciences, 12(8), 465. https://doi.org/10.3390/socsci12080465

 

Martini, L. K. B., Suardhika, I. N., & Dewi, L. K. C. (2022, March 1). TIK TOK AS A PROMOTIONAL MEDIA TO INFLUENCE CONSUMER PURCHASE DECISIONS. Jurnal Aplikasi Manajemen, 20(1), 170–180. https://doi.org/10.21776/ub.jam.2022.020.01.17

 

Swart, J. (2021, April). Experiencing Algorithms: How Young People Understand, Feel About, and Engage With Algorithmic News Selection on Social Media. Social Media + Society, 7(2), 205630512110088. https://doi.org/10.1177/20563051211008828

 

Tripathi, A. A. (2018, August 31). Impact of Social Media on Customer Engagement and Brand Loyalty in The Fashion Industry: An Empirical Investigation. INFORMATION TECHNOLOGY IN INDUSTRY, 6(2), 71–78. https://doi.org/10.17762/itii.v6i2.843

 

Zhang, Y., Liu, C., & Lang, C. (2024, January 6). How luxury fashion brands leverage TikTok to captivate young consumers: an exploratory investigation using video analytics. Journal of Marketing Analytics. https://doi.org/10.1057/s41270-023-00276-w