Milano Fashion&Jewels
22-25 February 2025
fieramilano, Rho
Milano Fashion&Jewels
Best practices extrapolated from the talk “TikTok as a marketing channel” by Federico Rognoni which took place during the Milano Fashion&Jewels event in September.
There is no doubt that it is the social network of the moment: with over 1.3 billion active users each month, TikTok has firmly established itself as the most popular social platform among young people—and beyond, continuing to grow and evolve constantly. So, it’s not just fun videos to share with the community; it’s a powerful new marketing tool that can be essential for companies and brands in promoting services, engaging new users, and fostering loyalty among existing ones. Federico Rognoni, the startupper who teaches companies to be on TikTok, talked about it during the talk that took place during the latest edition of Milano Fashion&Jewels. An exciting meeting that started from the analysis of the social algorithm on which to work to reach a wider audience, increase brand visibility, create user engagement and, in a second step, increase sales.
The reason is simple: TikTok 's algorithm - in which variables such as user preferences, their geographic location, viewing time, interactions with followers come into play - is the true deus ex machina capable of accompanying a content to success. For this reason, it is essential to know how to handle it, just as it is important to select what you propose because the value generated by TikTok can become a driving force, at a marketing level, for optimising the business of companies and brands. The recommended best practices in this sense are, first and foremost, targeting and knowing your target audience with a view to perfecting communication and providing adequate content. Content, then, which has to be creative and original, in line with current trends so that interaction with followers is effective and, above all, versatile. Whether they are calls to action and social contests, timely interactions and studied collaborations, what matters is that everything is based on dialogue and participation. Without neglecting the possibility of resorting to influencer marketing or those effective – and different – advertising solutions proposed by TikTok, which can prove to be equally valid.
In conclusion, it is clear that TikTok is a great opportunity for companies and brands as long as they follow a clear strategy and, above all, offer valuable and quality content by interacting with the community in an authentic and transparent way. This is the detail that was missing, transparency, and which has now become essential.
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