Tik Tok goes viral again, and a brand’s sales soared 400%

This activity originated from the University of Alabama in the United States. Alabama is the name of a state in the United States, located in the southeastern United States. In mid-August, it is the recruitment period for new members of the fraternity of the University of Alabama. To enter the fraternity, the prospective members need to go through several stages. The first stage is called Rush, which is a process of mutual understanding and recognition. Different fraternities will hold many activities open to the public.

During this year’s open house, would-be members took to Tik Tok to document their outfits at various recruitment events, posting them with the hashtag #BamaRush. In the videos, they talked about what they were wearing and where they bought the clothes, jewelry, and shoes.

The University of Alabama is famous for its fraternities. Last year, more than 2,000 people tried out for the school's 24 fraternities. With so many young and beautiful college students, the #BamaRush video went viral on Tik Tok, and then it sparked imitation shows in other regions. So far, the #BamaRush series of videos has been viewed more than 200 million times.

This is not only a form of entertainment that is easy to spread, but also a successful sales event. The local clothing brand The Pants Store has long been known only to locals, but because many reserve members talked about buying skirts from the store on Tik Tok, The Pants Store's online sales increased by 400% during this period . Out-of-state purchases accounted for 90% of the orders, higher than the normal 50%.

The large number of clothing videos on Tik Tok allow people to understand the fashion taste of college students, especially female college students, and stimulate their desire to buy. In addition to the above-mentioned The Pants Store, platforms such as Amazon and Shein also gained a lot of exposure opportunities.

In order to seize this marketing opportunity, some stores also posted videos with the hashtag #BamaRush. The light luxury brand Kendra Scott said it gained thousands of new followers during this period. In addition, the boutique Lou & Co also took the opportunity to invite bloggers who became popular during this period to promote it. Within a week, the brand's number of fans increased from 7,000 to more than 19,000.

According to a website analysis, on Tik Tok, when a user stumbles upon an interesting video, it tends to quickly soar to everyone's recommended homepage, which exacerbates the viral spread of the video.

Where there is traffic, there is exposure. In today's era where traffic is king, sellers may wish to pay more attention to hot topics on Tik Tok and take the opportunity to market.

Tik Tok

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Fashion