TikTok or the challenge of deconstructed advertising for luxury brands.

The word “deconstruct” is trendy. Revived by a generation that refuses to endure the world as it is… but instead, aims to reinvent it. We've seen it attached to various words and concepts.

Some are resistant to the approach, fearful of engaging in this introspective exercise. But deconstruction doesn’t mean destruction. It’s about questioning, unlearning what we think we know, reflecting, and daring to ask if there are other ways to be and do things. The process is healthy, and in this period of significant upheaval, many sectors could benefit from allowing themselves a “deconstructive” reflection, with the advertising world leading the way.

It’s precisely on the new platform favored by the younger generation where this small revolution might take place, as TikTok is not just reshuffling market shares.

The success of the Chinese social network may herald a new era for platforms and brands, more concrete and rapid than any metaverse.

Content creation, diffusion strategies, editorial policies, tone, format… brands will need to deconstruct their communication approach.

As with any new upheaval, there are many opportunities to seize. However, it’s a tough blow for many brands that have struggled over the past 10 years to tame social networks and their constant evolution.

It has its own rules, both on the platform itself and on others that seem resigned to copying it. Inevitably, brands will need to submit to its authority and partially rethink their digital communication strategies.

Firstly, TikTok brings a paradigm shift. While traditional social networks relied on a relational mechanism supplemented by algorithms, TikTok reversed the power dynamic. Thanks to its highly efficient algorithm, you see content likely to interest you first, regardless of whether it comes from accounts you follow or accounts you’ve never heard of.

This obviously has huge implications for brands. They now compete with thousands of content creators, and the competitive edge of established brand recognition can be rendered meaningless. A little-known brand with highly effective content can quickly gain more visibility and impact than a major brand producing irrelevant content.

“Brand content is the key to a good strategy."

For years, we’ve read everywhere that “content is key.” This was already true with social networks and the rise of brand content, but in the TikTok era, it’s an even more striking reality.

Editorial strategies must be at the heart of brand thinking. It’s no longer enough to be present on a platform; you must be better than your direct competitors. The same questions arise: what is the added value of my content? How is it particularly useful or entertaining? What emotions will it generate? What values should be highlighted to create a strong connection with my audience? But this time, you can’t just convince yourself that the answers are sufficient or credible. The content in question will face the test of TikTok’s algorithm. If it’s not up to par, it will quickly be overshadowed.

Rethink your content strategy

Every luxury brand should already be working on content strategies that meet these new demands. This involves creating video series that serve both the brand’s narrative and the audience’s interests. Without completely wiping the slate clean, analyze the past and assess it through the lens of new rules. This cannot be improvised.

Self-critique should address not only substance but also form, as TikTok is gradually implanting and imposing its culture and codes. These codes are often far removed from those that previously dominated. For instance, Instagram spent years making “beauty” the centerpiece of its content. Today, TikTok reintroduces the opposite: raw, authentic content where framing and editing should convey sincerity and honesty. Pedagogy, transparency, or humor now follow inspiration. Brands will need to deconstruct what they thought they knew and adapt.

How to develop a perfect brand content strategy on TikTok?

How can you stand out while blending in? This is the challenge of balancing two contradictory imperatives. Create content that stands out and resonates with the audience while adhering to the framework that aligns with the platform. It’s no surprise that many brands now directly entrust their TikTok content creation to influencers. They master the platform’s codes perfectly.

In this world where content competes in creativity and originality, traditional advertising is unwelcome. Too intrusive, too simplistic, too vulgar. The “TikTok generation” is demanding. The big challenge for brands today is to move beyond a purely commercial role. They must position themselves and contribute to the world around them. In short, find their place in society. Before achieving that, finding their place on TikTok will be a good start. And nothing beats a bit of deconstruction to start a new cycle on more solid foundations.

Elsa Barbier – President and Co-Founder of the agency Dix Sept Paris

Thanks to CB NEWS for sharing this op-ed “What brand content strategy on TikTok in 2023?"