Lessons on Working With Leading TikTok Creators | The Business of Fashion

At the BoF Professional Summit, viral TikTok creators Nic Kaufmann and Wisdom Kaye explained what drives success on the platform.

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 Kaufmann and Wisdom Kaye, who took the stage at last month’s BoF Professional Summit.

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.

Subscribe to BoF’s YouTube channel to never miss a video.

CONNECT WITH THE BUSINESS OF FASHION:
Web: https://www.businessoffashion.com
Twitter:   / bof  
Facebook:   / businessoffa.  .
Instagram:   / bof  
LinkedIn:   / the-.  .
Pinterest: https://www.pinterest.co.uk/fashionbu...
Newsletter: https://www.businessoffashion.com/new...

ABOUT THE BUSINESS OF FASHION: The Business of Fashion is a next-generation fashion media company conceived for today’s global and hyper-connected world. Founded in 2007 by Imran Amed, BoF is known for its authoritative, agenda-setting point of view on the global fashion industry, and is an indispensable resource for fashion executives, creatives, students, and entrepreneurs in over 200 countries. It has been described as “The Economist of Fashion,” “A Daily Destination for Fashion’s Power Players”, and “The Industry Bible”, www.businessoffashion.com