TikTok has released new TikTok luxury brand marketing advice, showing how luxury shoppers connect emotionally with products and discover new collections on the app.
Insights from a recent AYTM survey of 4,000 luxury buyers reveal changes in what motivates purchases—and how brands can use TikTok to reach customers who value personal expression over image.
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TikTok Luxury Brand Marketing: Luxury Shopper Insights from TikTok
Key findings highlight how TikTok shapes luxury buying choices and product discovery:
- 58% of TikTok users save luxury content after searching for it.
- 43% visit a brand’s website after watching luxury content.
- 53% of TikTok users bought a luxury item in the past four months, higher than non-users.
- 1 in 3 TikTok users discover luxury through creator content.
- 26% wait for creator reviews before making a luxury purchase.
- Emotional connection and authenticity drive luxury purchases more than status or image.
- Luxury buyers respond to content that expresses identity and personal values instead of just prestige.
- TikTok campaigns succeed by working with creators who offer genuine, fresh perspectives.
Also read about: How To Make Money While Using TikTok
Four-Step TikTok Plan for Luxury Brands
TikTok advises luxury marketers to follow its “4 Ls of Luxury” approach to engage buyers and build brand loyalty:
- Listen: Watch how users interact, remix, and reinterpret luxury content and products; find creators who tell authentic, new stories.
- Lure: Use magnetic, intriguing content that sparks curiosity, questions, and conversation on the app.
- Loop: Post consistently to fuel movements and let audiences reimagine posts in their style; engagement drives long-term trust.
- Lift: Create TikTok clips that make your audience feel supported and understood; build true connections through two-way dialogue.
Luxury brands that lean into identity-driven, emotional, and participatory content strategies on TikTok can form valuable relationships with new audiences and improve conversion rates.
SEO keyword: TikTok luxury brand marketingTitle:
TikTok Reveals Winning Tips for Luxury Brand Marketing in 2025
TikTok is changing the luxury marketing game in 2025. The platform has shared new insights showing how luxury shoppers now buy for emotional reasons, personal identity, and authentic digital connections. According to a recent AYTM survey, luxury buyers are highly influenced by what they see on TikTok—and brands can boost sales by tapping into users’ feelings and intentions.
How Luxury Shoppers Use TikTok
TikTok research reveals important trends among luxury shoppers:
- 58% save luxury content after searching for it on the app.
- 43% visit a brand’s website after watching luxury content.
- 53% of TikTok users bought luxury items in the last four months, compared to 45% of non-users.
- 1 in 3 discover luxury products through creators’ videos and posts.
- 26% of users wait for creator reviews before purchasing luxury items.
- Shoppers respond more to emotional and identity-driven content, not just prestige.
TikTok’s Four “L” Steps for Luxury Brands
To help luxury marketers connect with buyers, TikTok suggests using a four-part strategy:
- Listen: Pay attention to how users interact and remix luxury content. Look for creators who bring fresh, authentic brand stories to life.
- Lure: Spark curiosity with magnetic TikTok posts that ask questions and encourage audience participation.
- Loop: Be present and consistent. Let shoppers reimagine your posts and build trust through ongoing engagement.
- Lift: Use TikTok videos to create supportive conversations. Help your audience feel understood and welcomed.
By leaning into emotion, authenticity, and collaboration, luxury brands can stand out on TikTok and inspire loyal customers.
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