Fashion magazines share their TikTok strategies.
has garnered the most likes at 17.9 million. Like many of the magazines, the latter became active on the app in 2020 when a lot of the conversation socially was switching to TikTok during the pandemic and has continued to see success as the world has opened up again.
In February Vogue’s relationship with TikTok became more formal when its owner Condé Nast inked a deal with the platform for Vogue and GQ to make content exclusively for TikTok, both for their own respective brand channels and in print. “The first content bucket is things around inspiration, so fashion and beauty inspiration. We have a bunch of different types of videos, but one we found really great success that has pretty much gone viral is that every Monday we do a franchise called ‘Fittok’ and it’s basically what Bazaar editors wore to the office that week. We put a video up earlier this week and it already has over 900,000 views which is huge,” she explained.
“Our strategy there is to get the biggest bang for our buck, especially when we’re filming with talent, which most of W’s content is,” noted Wesley Bonner, senior vice president of marketing & audience development at BDG. “If we’re interviewing them for the magazine or for a YouTube series we’ll almost always capture secondary content for short-form vertical video like TikTok. Those videos are very popular.
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