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With nearly half of its users aged between 16 and 24, the TikTok social network is an ideal outlet for the watch industry, whose current ambition is to target the younger generation.
Launched in 2016, the TikTok application now has 800 million active users worldwide (Datareportal, 2020). No less than four years after its launch, the social network has exceeded 2 billion downloads on the Apple Store and Google Play. Offering the possibility to easily create playful videos, TikTok allows people to express themselves creatively through singing or dancing. Thus, it is among the youngest that the application is the most popular. Initially intended for an audience under 18 years old, 41% of social network users are now between 16 and 24 years old (Globalwebindex, 2019).
In addition, the hashtags used on the network provide easy access to thematic groupings of content, proposed by the platform’s algorithms according to the preferences calculated for each user. The appeal of the application to younger people, as well as these personalized prescription devices, make TikTok a very useful resource for brands, particularly those in the luxury watchmaking sector.
Eager to broaden their consumer ranges, companies in the watch industry therefore use Tiktok as a relay for their creations. Indeed, the social network offers videos in which lovers of luxury products showcase their latest acquisitions, whether it is an evening gown or flashy accessories, like a beautiful stone watch. In addition to the #drip movement, the #luxurywatches movement has generated nearly 50,000 views on TikTok. The platform also suggests more serious, even professional content, in which users draw up a historical overview of watch brands, recommend certain models or protect their followers against the dangers of counterfeiting.
This is notably the case of the blogger Eve Meryl – @evemeryl – who works for the jeweler and watchmaker Tiffany and responds in her video-blogs (or vlogs) to the prejudices that Internet users may have about the brand. In addition to deconstructing preconceived notions about the New York-based brand, Eve Meryl informs her community about how to care for its pieces or about the season’s latest must-have trends. By putting personalities in the spotlight on platforms like TikTok, luxury watch brands are able to create greater proximity with their consumers.
Watch industry brands are also using TikTok to showcase their know-how and enhance their after-sales service. For example, #Watchmaking offers many videos of craftsmen repairing watches. In the same vein, #WatchRepairs has 327,000 views.
Established as a true relay for the brand image of luxury watchmaking companies, the TikTok platform should not, however, be taken for what it is not. While the application allows to capture popular trends and target active communities of amateurs, the social network is not to be considered as a trend setter per se. In other words, it is better to use TikTok to reinforce a fashion effect rather than to create it. A telling example: when Burberry tried to launch its own page to present its new ideas, the brand came up against a lot of negative feedback.
Thus, the TikTok platform itself sums up the requirement of this approach: “the experience is not about advertising, it is about connection, inspiration, co-creation and entertainment. This allows brands to be real and to be part of the cultural creation on TikTok because they appear as members of the community.”
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Featured Photo : © Logo TikTok[/vc_column_text][/vc_column][/vc_row][vc_row njt-role=”not-logged-in”][vc_column][vc_column_text]
With nearly half of its users aged between 16 and 24, the TikTok social network is an ideal outlet for the watch industry, whose current ambition is to target the younger generation.
Launched in 2016, the TikTok application now has 800 million active users worldwide (Datareportal, 2020). No less than four years after its launch, the social network has exceeded 2 billion downloads on the Apple Store and Google Play. Offering the possibility to easily create playful videos, TikTok allows people to express themselves creatively through singing or dancing. Thus, it is among the youngest that the application is the most popular. Initially intended for an audience under 18 years old, 41% of social network users are now between 16 and 24 years old (Globalwebindex, 2019).
In addition, the hashtags used on the network provide easy access to thematic groupings of content, proposed by the platform’s algorithms according to the preferences calculated for each user. The appeal of the application to younger people, as well as these personalized prescription devices, make TikTok a very useful resource for brands, particularly those in the luxury watchmaking sector.
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With nearly half of its users aged between 16 and 24, the TikTok social network is an ideal outlet for the watch industry, whose current ambition is to target the younger generation.
Launched in 2016, the TikTok application now has 800 million active users worldwide (Datareportal, 2020). No less than four years after its launch, the social network has exceeded 2 billion downloads on the Apple Store and Google Play. Offering the possibility to easily create playful videos, TikTok allows people to express themselves creatively through singing or dancing. Thus, it is among the youngest that the application is the most popular. Initially intended for an audience under 18 years old, 41% of social network users are now between 16 and 24 years old (Globalwebindex, 2019).
In addition, the hashtags used on the network provide easy access to thematic groupings of content, proposed by the platform’s algorithms according to the preferences calculated for each user. The appeal of the application to younger people, as well as these personalized prescription devices, make TikTok a very useful resource for brands, particularly those in the luxury watchmaking sector.
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