We're used to thinking of Instagram and Pinterest as fashion's premiere social media platforms, but, in 2021, TikTok revitalized the way we talk about fashion both online and IRL. Here's how TikTok became this year's biggest fashion influencer:
. Some are also using it as an online resume of sorts, using the app to promote their skills: “Influencer marketing is so saturated that at this point we are using this as a platform to push ourselves professionally,” says Panzoni, who landed a job as a category manager of womenswear at Depop since going viral on TikTok. ; it's the latest marketing frontier for companies to bet on.
This past summer, both of these brands witnessed firsthand the IRL success of the #BamaRush phenomenon, in which sorority hopefuls at the University of Alabama started sharing their rush week outfits on the app. Kendra Scott saw a 15% increase in new website users from women between 18 and 24. The brand also smartly capitalized on the moment by creating its own content through a “Choose Your Own Sorority Character” video on TikTok and a personal video message from Kendra Scott herself.
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