TikTok is in a rivalry with Instagram for who will claim the status over the fashion industry’s preferred social media platform. This war is glaringly in evidence at Fashion Month—as the front rows and who the brands are courting are changing.
There comes a turning point in who gets to set the next trends and dominate the front rows of. For decades, it was the esteemed editors of top fashion magazines. Eventually, top department store buyers and stylists joined them.
American TikTok users open the app more than 8 times a day. 13.15 percent of 3.8 billion social media users use Instagram daily, and 11.01 percent of 4.54 billion internet users worldwide access Instagram daily. Instagram also has 1.3 billion users to TikTok’s 1 billion, but in 2021 TikTok had 745 million downloads to Instagram’s 545 million. Still, 89 percent of marketing professionals prefer Instagram over TikTok for digital marketing.
Gen Z model and influencer Cole Etgen, who has both attended and modeled at New York Fashion Week, boasts 70,000 followers on Instagram and over 468,000 on TikTok. While he has a sizable TikTok following, he finds brands he’s worked with court him more on Instagram. “Instagram is the first fashion platform, so people on there take fashion more seriously,” he said. “On TikTok, if you’re perceived as attractive and have fashionable clothes on TikTok you do well.
Some of Soto’s sentiments were also shared by Justin Kline, co-founder of influencer agency Markerly, in an interview with. “When looking at brands, Reels received higher engagements and we speculate that’s due to the presences they’ve established and cultivated for significantly longer than on TikTok,” he said.
The seating assignments at New York Fashion Week are also seeing a reboot. Last season, the TikTok account @nyctrends posted several videos of front-row guests arriving at shows like Tory Burch and Collina Strada. There were the occasional comments on the video of “Who is that?” regarding guests. Many of them were rising or current TikTok stars.
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