TikTok has released a marketing fashion playbook for small and medium businesses. 

Insights:

• 70% of global consumers say they’ve changed their style based on advice from smaller fashion creators, showing just how influential niche voices can be.
• 67% of fashion consumers reported that they prefer small designers who they consider to be more authentic and unique compared to bigger brands.
• 56% of users are browsing TikTok specifically to discover something new, signalling that the desire to connect with new brands is high across various demographics.
• 50% of Gen X users are using the app to learn about new products or brands.
• 67% of creators and 56% of users say they feel closer to the brands they see on TikTok.

Tips:

Make the Most of Peak Moments - Best Practices for Capitalising on Peak Periods:

Test Your Creative Early:
Use TikTok’s Creator Marketplace to team up with fashion influencers and generate authentic user-generated content (UGC) before big campaigns hit. Real people reviewing or styling your products can drive serious credibility.

Leverage Lookalike Audiences:
Once your campaign starts converting, use TikTok Ads Manager to find similar audiences who are likely to engage with your brand - this can help you scale faster while taking the guesswork out of targeting.

Boost Your Ad Budget During High-Intent Windows:
Don't hold back during key shopping moments, especially in summer and Q4. Increasing ad spend during these times can drive significantly more product sales at a time when audiences are actively shopping on the platform.

Keep the Momentum Going Post-Campaign:
Even after the big sale ends, keep engaging your audience. Use upselling, cross-selling, and loyalty content to turn one-time buyers into long-term devotees.

Let Smart+ Do the Heavy Lifting:
Smart+ takes the guesswork out of performance marketing. It uses AI to test creative variations, amplify what’s working, and retire what’s not automatically. That means better results with less manual effort, and up to 36% better performance compared to doing it all yourself.

Build a Content Strategy That Converts - Tried-and-True Narratives That Drive Results:

Try-On Hauls
Showcase the unboxing moment and let viewers see your pieces in action. It’s high-impact, low-effort, and great for driving purchases.

Community Love
Feature real customers' styling your looks. It builds trust, lets viewers picture themselves in your products, and makes your brand feel more relatable.

Style Variety
Highlight different sizes, colours, and fits. When shoppers see themselves reflected in your content, they’re more likely to convert.

Fashion Lists
Break down benefits, features, and outfit inspiration in a scrollable list format. It's perfect for delivering quick value.

To download the full EU and/or META playbooks, visit tiktok.com