How to Build Cultural Relevance on TikTok

Dear Reader,

The era of top-down brand marketing is fracturing like never before. As digital subcultures decentralise influence, there is a shift away from selling a lifestyle to building communities of brand fans.

Fandom culture is not new, but platforms like TikTok have transformed its scale and impact, enabling participatory communities to form, create and interact in real time. TikTok’s creation tools, collaborative formats and algorithmic discovery have accelerated how culture is built and shared.

BoF’s latest knowledge report — “Building Cultural Relevance on TikTok”, produced in partnership with TikTok — examines the fandoms reshaping brand engagement, outlines strategies to align with shifting consumer culture and provides a framework for optimising operations to unlock the full potential of the TikTok toolkit.

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Alongside exclusive TikTok data and strategic insights, the report features expert perspectives from the National Football League (NFL), Adanola and Refy, as well as interviews with acclaimed content creators and cultural commentators Recho Omondi and Elias Medini (Lyas).

What's Inside The Report

The Macro Forces Reshaping Brand-Consumer Engagement
Explore four major shifts including the next generation of consumers with new cultural, social and political interests; how AI is redefining audience engagement; the shifting attention dynamics accelerating format innovation; and the growing appetite for community driving in-person connection.

Connecting With Culture and Consumers
Discover strategies for success and best-in-class brand examples that connect with culture, communities and creators on TikTok. As brands strive to foster loyalty, online platforms like TikTok provide ready-made communities ripe for reach and engagement.

Unlocking the Full Potential of Tools and Teams
Learn how brands can assess performance metrics and leverage TikTok tools, from ideation and video production to post-campaign insights. Find out how to optimise for strategic discovery, volume and an always-on mentality within teams — staying on top of trends and cultural conversations in real time.

“Cultural capital on TikTok is a measure of a brand’s authority, relevance and influence within the communities and conversations that shape culture on the platform.”

— James Stafford, Global Head of Operations at TikTok

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The Business of Fashion partners with leading fashion and beauty brands to produce custom knowledge reports like this one. If you are interested in working with us, email hannah.obyrne@businessoffashion.com to learn more.