How Manufacturers on TikTok Can Develop with Natural Content material


When did you final take note of a generic model video that wasn’t for analysis functions? If you happen to’re something like me, there are such a lot of issues combating to your consideration on-line that it’s important to be extremely selective about what you give valuable minutes, and people movies normally don’t make the minimize.

Many social media customers share my perspective, so many manufacturers battle to create content material that connects with their viewers in widespread codecs like short-form video. The possible cause? Folks need folks, not manufacturers or advertisements.

Fashivly isn’t struggling, although, due to CEO Ashlyn Greer’s strategy to social media. Eschewing the standard social media playbook of curated and polished content material, Fashivly has adopted an agile, in-the-moment strategy to creating content material, prioritizing authenticity and spontaneity.


Verify sure or no #summeroutfit #shorts

♬ hospital seaside – Cottonwood Firing Squad

This daring option to step away from the extremely edited content material that populates Instagram and different platforms has paid dividends. The non-public styling model has grown to practically 60k+ followers on TikTok. Their secret sauce? Authenticity and spontaneity.

By flipping the script on only one platform – their Pinterest and Instagram are completely curated – Fashivly breathed recent life into their social media presence, demonstrating that manufacturers can, certainly, efficiently adapt and thrive in evolving digital landscapes. On this article, Ashlyn shares recommendation for tapping into the expansion potential of TikTok from Fashivly’s journey on the platform.

Take your imaginative and prescient and model id and distill it to your viewers

Most manufacturers have a imaginative and prescient they function by internally, however the corporate-speak of an official imaginative and prescient assertion doesn’t translate effectively for the audiences on TikTok. Nonetheless, each manufacturers and creators striving for social media success have to articulate their imaginative and prescient cohesively.

What’s this imaginative and prescient? Merely the distinctive perspective you deliver to your viewers – what units you or your model aside within the huge digital house. In apply, take Fashivly – most of their content material stems from a want to assist folks perceive trend in a enjoyable, participating, and accessible means. It is their worth proposition to their viewers as a model and a enjoyable account on TikTok.

This well-defined imaginative and prescient, or perspective, will information content material creation and act as an efficient elevator pitch when hooking somebody within the first 5 seconds of your video or negotiating model offers as a creator.

Fashivly has taken a singular strategy by straddling the realms of each creators and types. Ashlyn shared her perception on their strategy, “I’m the face of our model, however our strategy differs from how typical manufacturers conduct their content material technique on TikTok. I’m not fully a creator, however a lot of our content material is rooted in that perspective.”

However what ties this strategy collectively and makes it work? It is the worth you ship to your viewers. A model that resonates with its viewers solves its issues and addresses its wants. Fashivly does this by specializing in three content material pillars:

  • trend training
  • demystifying trend tendencies
  • offering sensible type recommendation

So, in a flip of occasions, relatively than proscribing your model to the area of interest you use in, broaden your perspective in your whole trade. Embrace your distinctive perspective as an organization engaged on a particular a part of your trade with several types of experience beneath one roof. This strategy gives a wider canvas to your model, permitting you to discover different areas whereas staying true to your core values.

You’re already one step in direction of an improved content material technique you probably have a stable model id and focus. What your model stands for, and what key messages do you wish to talk to your viewers?


OMG i forgot to incorporate “boutique cocktail lounge.” So enjoyable. My private type reference equal can be one thing like “dimly lit wine bar” 🖤😎

♬ authentic sound – fashivly

Fashivly has discovered a candy spot of subjects related to its model, trade, and viewers. Ashlyn shares that roughly 40 % of Fashivly’s content material revolves round brand-focused concepts.

She explains, “We start [content development] with deciding what we, as a model, wish to focus on. This could possibly be associated to relevancy — just like the onset of spring and the corresponding trend tendencies we wish to enlighten our viewers about. Or it could possibly be useful styling guides on learn how to pair trending objects.”

The Fashivly crew must do these analyses anyway because it’s brand-relevant, however they go additional by speaking their findings to their viewers. This contributes to the belief their viewers has in them.

Deal with your model id as a roadmap that guides the creation of content material that helps your model’s id and resonates together with your target market.

Keep in mind, your model’s content material is the reflection of your model’s id within the digital world. Due to this fact, at all times be sure that your brand-focused concepts type a big a part of your general content material technique.

Handle viewers ache factors together with your perspective and experience

A vital a part of resonating together with your viewers and constructing a reference to them is knowing their experiences and chatting with these struggles. Ashlyn realized this firsthand with Fashivly’s first viral video.


the chokehold these denims had on us #greenscreen #greenscreenvideo #millennial

♬ authentic sound – fashivly

“Our first video that gained traction was merely me sharing my frustration round sizing discrepancies within the trend trade. Discussing the distinction in measurement of the identical pair of denims over a ten-year span led us to discover subjects resembling shifting magnificence beliefs and altering sizing charts over time,” she explains.

The great thing about this connection wasn’t about Fashivly’s private styling companies; it was a couple of shared frustration that the viewers and Ashlyn each understood. This widespread ache level fashioned an emotional bond, a bridge that led the viewers to change into invested in Fashivly’s content material. “Our clients typically strategy us as a result of they know their type preferences and the way they wish to painting themselves, however battle to seek out the place and learn how to actualize it as a consequence of sizing frustrations,” Ashlyn recounts.

By highlighting these frustrations of their content material, Fashivly fashioned a singular bond with their viewers. Ashlyn maintains this focus in her content material creation strategy, stating, “We’ve continued to create inclusive content material based mostly on these insights. Understanding these ache factors has guided our content material creation and ensured we keep as inclusive as attainable as a result of we all know this strategy resonates with our viewers.”

As you intend your content material technique, focus much less on what you assume your viewers needs. As a substitute,

  • take heed to them
  • determine their widespread frustrations and
  • converse to these ache factors.

#sew with @lizziegreenberg #greenscreen #everlane #easypants

♬ authentic sound – fashivly

Turning the highlight on them is usually a highly effective approach to create a deeper bond and develop content material that genuinely resonates together with your viewers, permitting your model to develop organically.

Simplify your trade with related insights to your viewers

Within the fast-paced trend and social media world, being forward of tendencies and adapting content material accordingly is a vital technique that Ashlyn Greer and her crew at Fashivly have mastered. However how precisely do they do it? Ashlyn supplied a step-by-step clarification of her course of:

  1. Usually have interaction in trade analysis: One of many preliminary steps within the Fashivly crew’s content material creation course of is being conscious of market patterns and upcoming tendencies. “A part of our every day duties contain purchasing on-line, so we naturally spot recurring patterns or rising tendencies,” Greer explains.
  2. Customise tendencies to suit their viewers: After figuring out the tendencies, the subsequent step is to customise them based on their viewers’s wants. As Ashlyn places it, “Initially of every season, we delve deeper, researching what development forecasters or trend journalists are saying. We then filter this data by means of our understanding of our viewers and clients – which tendencies go well with them finest?”
  3. Preserve an organized system for monitoring content material concepts: That is essential for the graceful execution of their content material technique. Ashlyn explains, “We monitor all our content material concepts utilizing a shared doc amongst crew members. This doc accommodates brainstorming concepts, hyperlinks to potential trending sounds or content material, and different artistic ideas.”
  4. Keep versatile with content material planning and execution: Totally different platforms typically require totally different approaches. Fashivly makes use of a extra fluid content material technique for fast-paced platforms like TikTok, whereas channels like Instagram and Pinterest are deliberate out extra meticulously.
  5. Incorporate viewers participation: Ashlyn encourages manufacturers to permit viewers enter to information the course of content material. She shares, “We not too long ago created a trip information sequence. We requested our viewers to inform us their summer time locations, and we crafted seems for them.”

With this course of, Ashlyn and the Fashivly crew have been capable of create participating, well timed content material that resonates with their viewers and units them aside in a crowded digital panorama.

Fashivly shares any and all data associated to the style trade to maximise the worth provided to its viewers. However what if folks simply take your private styling recommendation and apply it on their very own? Ashlyn waves away these considerations and affirms that their goal is to solid a large web of information, sharing as a lot as they will inside their operational capability.

Ashlyn explains their deal with “sharing as a lot content material, instructional data, and ideas as we are able to” to amplify their attain and potential shopper base. The intention is to let their viewers hear about them and steadily change into purchasers.

Maintain your content material nimble and spontaneous wherever attainable

Authenticity is a trait that is deeply valued by audiences, particularly on platforms like TikTok, and Fashivly has discovered a lot success in prioritizing it in its content material creation course of. As Ashlyn reveals, “On platforms like TikTok, customers have an uncanny means to detect inauthenticity. In our expertise, being real has performed a big position in our success.”

In apply, this genuineness displays throughout Fashivly’s content material creation course of. Quite than scripting every line of a video, Ashlyn opts for a extra spontaneous strategy. “After we resolve on a video matter, I do not write out what I will say. Every thing’s 100% spontaneous. I merely seize my telephone and begin speaking.”

The technique is grounded in understanding the content material that may resonate with their viewers, and from there, they let it circulate naturally. This ensures their TikTok movies by no means really feel over-produced or product-centric.

This strategy creates an environment the place folks can uncover Fashivly organically. Ashlyn notes, “Our aim is to permit folks to find our model and get to know us behind the scenes. Our product discovery ought to come as a secondary results of this course of.”

Nonetheless, this may show difficult for manufacturers accustomed to the polished content material of Instagram and different platforms. Recognizing this, Ashlyn explains that such content material would not essentially carry out effectively on TikTok. The viewers there gravitates in direction of uncooked, actual content material.


@Poppy Barley our new fav (sustainable!) shoe and equipment label. Sporting the slouchy crossbody and the uniform oxford #sustainablefashion

♬ authentic sound – fashivly

She emphasizes, “Customers appear to choose content material like somebody choosing up their telephone and casually discussing a subject for a minute or two. That is what engages folks on TikTok, so we have tailor-made our strategy to be agile and spontaneous, emphasizing authenticity above all.”

Constructing belief and loyalty by means of energetic involvement

A core a part of successful over your viewers is constructing belief, and Fashivly has it in spades with its viewers due to its CEO’s second position because the “face of the model,” which Ashyln agrees with. “I do imagine that my position as the first face of the model has helped to foster belief with our viewers,” she says.

It is a relationship constructed on authenticity and consistency that manufacturers ought to emulate to construct sturdy connections with their viewers.

Foster belief and keep an energetic involvement within the buyer’s journey, even after preliminary contact.

However being the model’s face is not nearly showing within the content material. Ashlyn can also be energetic within the processes of the model even after a brand new shopper indicators up for his or her companies. That is the place she shares a vital piece of recommendation: to foster belief and keep an energetic involvement within the buyer’s journey, even after preliminary contact.

She says, “So, I really feel my involvement helps folks notice that I am not simply the face behind the content material, I am actively a part of the method even after they’ve booked a method information.” Because of this manufacturers should present clients that they don’t seem to be simply there for the sale however are invested in the whole buyer expertise.


Replying to @Lindsay H #greenscreen Search for crew, quarter or shorty crew, and ankle (that hit at and above not under!)

♬ authentic sound – fashivly

This constant involvement additionally extends to conditions the place issues won’t go as deliberate. Ashlyn elaborates, “If there’s a problem, like a shopper not being completely happy with our service, I am the one who steps in to handle it.” This additional strengthens the bond of belief with their clients.

In abstract, wherever attainable, your creators must be simply as invested within the model as you might be.

TL;DR? Observe these 5 ideas for achievement with natural content material on TikTok

Manufacturers and creators alike have a lot to be taught from Ashlyn and Fashivly’s strategy to TikTok. In an period the place clients crave private connection and authenticity, your focus must be establishing a deep understanding of its clients and catering content material to their wants and pursuits.

“Solely a small fraction of our movies really point out our enterprise and the companies we provide,” Ashlyn remarks. This isn’t by chance. The method, as per Ashlyn’s profitable expertise, will be damaged down as follows:

  1. Perceive your clients: Begin by realizing who they’re and what they discover beneficial. Keep in mind, this understanding typically comes by means of trial and error.
  2. Intention to offer worth, not simply promote: Ashlyn advises that natural progress channels shouldn’t prioritize gross sales, which must be a byproduct of your worth. This includes incomes the viewers’s belief by offering beneficial content material earlier than pitching your services or products.
  3. Establish worth: Decide what facets of your model, product, or service your clients care about, and work out how one can tailor your content material round these key areas.
  4. Keep away from generic gross sales pitches: Generic gross sales content material typically falls flat as a result of it lacks a private contact. Ashlyn notes, “Audiences join with folks, not faceless manufacturers.” Make your model private and relatable.
  5. Preserve authenticity in your strategy: Your model’s authenticity is vital to progress . Mimicking different creators or manufacturers might not yield the specified outcomes if it isn’t genuinely aligned with who you might be. At all times be sure that your content material really displays you and your model. Authenticity resonates with clients and fosters belief.

Adapt Ashlyn’s method the place mandatory to make sure your content material reaches its viewers and resonates deeply with them, making a basis for achievement on natural channels.


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