Instagram and TikTok Clash at New York Fashion Week

Photo illustration: Erin O'Flynn/The Daily Beast/Getty, Instagram, TikTok

Photo illustration: Erin O’Flynn/The Daily Beast/Getty, Instagram, TikTok

The turning point comes as to who will set the next trend and rule the front row at New York Fashion Week. For decades he was a respected editor of top fashion magazines. Eventually, the department store’s top buyers and stylists joined her.

With the acceleration of the internet, fashion bloggers were born, and top fashion bloggers like Brian Boy and Chiara Ferragni have joined the fashion industry’s elite in the front row of fashion weeks to be respected. The blogger era has evolved into his influencer era as Instagram has taken over as the top social media platform for him. Because Instagram is a visual medium, it has also become the social media platform of choice in the fashion industry. It’s all about fashion and visuals.

Why mega brands like Tommy Hilfiger and Puma are back at New York Fashion Week

Now, with the next generation of influencers emerging in the next decade, TikTok is competing with Instagram for who will claim its place on the fashion industry’s preferred social media platform. This war is unequivocally demonstrated in Fashion Month. Because the front lines and who brands are looking for are changing.

Small Business Blog conducted a study that shows some of the pros and cons of Instagram and TikTok for brands to consider. TikTok has been proven to have the highest average session duration compared to other social media applications.

American TikTok users open the app more than eight times a day. 13.15% of 3.8 billion social media users use Instagram daily, and 11.01% of 4.54 billion internet users worldwide access Instagram daily. Instagram also has 1.3 billion users to TikTok’s 1 billion, but in 2021 TikTok had 745 million downloads compared to Instagram’s 545 million. Still, 89% of marketing professionals say he prefers Instagram over TikTok for digital marketing.

Brands like Coach court the next generation of top trending influencers. TikTok star and model Wisdom Kaye took the front row at Coach’s show at New York Fashion Week. He has also been known to receive lavish gifts from designers like Rick Owens, who hopes to see him wear his clothes at events during Fashion Week.

On the other hand, brands like Nicole Miller who are interested in millennials and beyond have historically favored front row Instagram influencers like Cristina Caradona.

Gen Z model and influencer Cole Etgen has attended and modeled for New York Fashion Week and boasts 70,000 followers on Instagram and over 468,000 followers on TikTok. While he has quite a few of his TikTok followers, the brands he’s worked with are asking for more on Instagram. “Instagram is the first fashion platform, so people there take fashion more seriously,” he said. “On TikTok, if you are perceived as attractive and you wear fashionable clothes on TikTok, you are doing well. No interest, more focus on actual fashion.

Julia Fox on the runway for LaQuan Smith at New York Fashion Week

Other influencers like Martin Soto, who boasts 244,000 followers on TikTok, have noticed brands are courting more through their platform. Some brands see TikTok as a more serious and less curated platform.

“TikTok is better for brands because the app is more trustworthy,” he said. “Brands can share their products in unique ways. One example is the voiceover aspect of TikTok, where a video can show how a company starts their day. There is also the ability to share video footage from , and the video can use TikTok’s trending sounds to match the content.”

Some of Soto’s sentiments were also shared by Justin Kline, co-founder of influencer agency Markerly, in an interview with Forbes. “Looking at the brands, Reels got higher engagement, which I presume is due to its much longer established and cultivated presence than TikTok,” he said. . “TikTok made a name for itself with authentic, fun and creative content led by real people, so it’s no surprise that individual users still beat brands on the app. come to see dance challenges, songs and pranks rather than overtly branded content.”

Instagram is a more selective issue with images edited to a specific standard, and the platform has simply shifted its focus to the video component reels to compete with TikTok. Instagram may still reign supreme as a fashion platform, but like TikTok, designers and executives are recognizing the need for something less curated to connect with consumers. (Both Instagram and TikTok did not immediately respond to The Daily Beast’s request for comment.)

“If you look at it from a business perspective, pure economics and eyeballs just don’t know how creators just post and keep going. [Instagram] Vanessa Flaherty, president of influencer management firm Digital Brand Architects, told Business of Fashion: “At the moment, it’s kind of an extinct species.”

Fashion designer Adam Dalton Blake, who has previously shown at New York Fashion Week, told The Daily Beast: Sure, he doesn’t get the same amount of interaction on Instagram as he used to, but now he likes TikTok because it’s more fun and creative. ”

New York Fashion Week seat assignments have also restarted. Last season, the TikTok account @nyctrends posted several videos of front row guests arriving at shows like Tory Burch and Collina Strada. There were occasional comments on the “Who is he?” video. regarding guests. Many of them were up-and-coming or current his TikTok stars.

The influencer who became famous on Instagram was able to turn that success into the next step with TikTok. Bryan Boy now boasts his 3.9 million followers on TikTok, where we see brands offering him gifts such as designer bags. Her 335,000 Instagram followers and her 550,000 TikTok followers Fashion Her editor and stylist Caroline Vazzana is best known for her video “Get Ready With Me” I’m here. In this video, she shows people how she prepares for her fashion week by gifting and lending her Carrie Bradshaw-inspired outfits. from the brand.

Certain brands tend to seek out Instagram influencers over TikTok influencers and vice versa. In February 2020, before TikTok’s rise in popularity, the app partnered with New York Fashion Week producer IMG to send three of his TikTok influencers to join Tory Burch, Alice + Olivia, Rag & Bone, Covered shows such as e1972, Zadig. & Voltaire. This opened up these brands to his Gen Z world.

Meanwhile, that same season, Instagram sent two stars from the Netflix show. supportwhich means Lexi Blumback and Gabi Butler will be part of the behind-the-scenes footage, capturing them in various front rows.

The war between Instagram and TikTok will ultimately be won by two factors. It’s about awareness and who’s helping brands generate a return on investment. Instagram now has a larger audience, but TikTok has surpassed the platform in terms of new users. Most social media metrics today include the sum of all channels, including Instagram, Facebook, TikTok, and Twitter, so it’s hard to tell if one is better than the other in terms of engagement. It Is difficult.

However, as brands look to individual influencer metrics to see where the best return on investment lies, there will eventually be a clear winner.Until then, the battle between Instagram and TikTok continues. .

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