Uncovering Strategies Generating 1M+ Followings on Fashion TikTok

TikTok
Content & Messaging
December 16, 2021
Apparel

Key Takeaways

FashionNova, Pretty Little Thing (PLT) and ASOS are fashion brands with high TikTok followings at 3M, 1.8M and 1M respectively. From January to November 2021, on the top 10 performing videos, ASOS has generated the most total views (150M) while PLT has generated the highest number of likes (3.8M). The following strategies are used to help generate top performing content:  

Posting Cadence: Amongst the three brands, their average weekly posting cadence from January to November 2021 is 10 posts per week. 

Average Post Duration & Hashtags: Of the top 10 performing posts for each brand, the average amount of hashtags used is one per post. The average duration of the top posts is 18 seconds. 

Top Performing Content Strategies:

  1. FashionNova: The main recurring strategy found in FashionNova’s top 10 videos are simple clips of the model walking towards the camera and showing off the product from all angles.
  2. Pretty Little Thing: PLT’s strategy uses trending sounds, storytelling and transitions to keep their viewers engaged for longer. Their content features famous influencers who are always tagged.
  3. ASOS: ASOS’ strategy features behind the scenes videos on photoshoots as well as influencer content using transitions to show different outfits. 

From June 2021 to November 2021, the audience interests of bodenusa.com visitors in the United States include the following brands. 60% of these brands currently have a TikTok account.

Other fashion brands with strong followings on TikTok include: 

FashionNova, Pretty Little Thing (PLT) and ASOS are fashion brands with high TikTok followings at 3M, 1.8M and 1M respectively.

From January to November 2021, ASOS has generated the most total views (150M) while PLT has generated the highest number of likes (3.8M) on their respective top 10 performing videos.

From January to November 2021, FashionNova has seen an average weekly posting cadence of 14, while PLT has seen an average of 9, and ASOS has seen an average of 5 posts per week.  

Amongst the three brands, their average weekly posting cadence from January to November 2021 is 10 posts per week. 

Of the top 10 performing posts for each brand, the average amount of hashtags used is one per post. The average duration of the top posts is 18 seconds

ASOS holds the highest average views (552K) on their account while PLT holds the highest average likes (34K) on their account for all time posts.

ASOS’ discrepancy between views and likes may be due to paid ads on their TikToks

The main recurring strategy found in FashionNova’s top 10 videos are simple clips of the model walking towards the camera and showing off the product from all angles. On average, FashionNova’s TikToks generate 18K likes and 240K views. Videos using this tactic have generated upward of +732% more views and +502% more likes than average.

Views: 3.9M | Likes: 130K 

Views: 3.5M | Likes: 158K


@fashionnova

Can You Handle This? ❤️‍🔥 #FashionNova

♬ original sound - FashionNova

Views: 3M | Likes: 127K


Views: 2M | Likes: 106K

PLT’s strategy uses trending sounds, storytelling and transitions to keep their viewers engaged for longer. Their content features famous influencers who are always tagged. On average, PLT’s TikToks generate 32K likes and 389K views. Videos using this tactic have generated upward of +2,134% more views and +389% more likes than average. 

@prettylittlething

DREAM girl @francescafarago giving us a LOOK 😍 Shop dresses with the link in bio 💕✨ #PLT

♬ DRESS CALVIN KLEIN - •☠️✨𝕬𝖊𝖘𝖙𝖍𝖊𝖙𝖎𝖈𝖘✨☠️•

Views: 23M | Likes: 527K 


@prettylittlething

That airport outfit though 🤩✈️ @lydsbutler giving us all that style inspo 🙌 #plt #airportoutfit

♬ original sound - prettylittlething

Views: 14M | Likes: 264K

@prettylittlething

💫 THE ESSENTIAL EDIT 💫 Brand Ambassador @mollymaehague is BACK and serving up the sleek new season ‘fits 🤩 #mollymae

♬ Originalton - 90s_hits__

Views: 12M | Likes: 158K

@prettylittlething

Oh we are OBSESSED ⚡️ Shop all your lace bodysuit needs with PLT ⚡️ #plt #bright #fashion

♬ dancin in the dark - xxtristanxo

Views: 8.7M | Likes: 296K

ASOS’ strategy features behind the scenes (bts) videos on photoshoots as well as influencer content using transitions to show different outfits. On average, ASOS’ TikToks generate 11K likes and 552K views. Videos using these tactics have generated upward of +154% more views and +909% more likes than average. 

@asos

#pov you’re the ASOS Social Media Manager tryna shoot cute #bts on the set of our London shoot 🎞

♬ original sound - kpop universe <3

Views: 1.9M | Likes: 239K 

@asos

POV: Black Friday turning your living room into your runway 💅✨ As Styled by @denisemmercedes #ASOS #blackfriday #fashion

♬ original sound - asos

Views: 1.5M | Likes: 121K

@asos

@tegaalexander secures the bag 🛍️ Kick off Black Friday with the ASOS warm-up sale 👀 #asos #blackfriday #fashion

♬ original sound - asos

Views: 1.5M | Likes: 108K

@asos

Okay, but which ‘fit is your fave? 💖 feat. the cast of our #nyc shoot 💫 #asos #streetstyle #nycstyle

♬ original sound - Yo

Views: 1.4M | Likes: 198K

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