“It is about listening” – how brands use TikTok as a billion-person focus group

A recent Wall Street Journal article reported on food brands and fashion retailers moving fast to launch new products or fix existing ones based on spotting what people are doing and saying on TikTok.

 

It quoted an executive at Abercrombie & Fitch saying: “Every single merchant and designer is looking at TikTok.”

 

Abercrombie describe TikTok as “a billion-person focus group”.

 

Megan Brophy, Vice-President of Marketing and Brand Strategy at Abercrombie & Fitch, says brands should view platforms like TikTok as an opportunity to listen and learn.

 

In an interview with Insider Intelligence, she said: “It is about listening. Brands used to be the ones to tell consumers how to live, how to dress, what they needed, and that's not the way of marketing and branding anymore.

 

“The social space has evolved. TikTok has taken that to a whole other level where brands need to listen, as TikTok is like a billion-person focus group.”

 

In the TikTok space and social media, she said, “it is in the people's hands to create culture … TikTok creates culture and we're there to learn from and respond to that”.

 

The WSJ article points to the example of Chipotle Mexican Grill, who introduced a version of the Fajita Quesadilla dubbed the “Keithadilla” in response to the popularity of a hack posted by food influencer Keith Lee, who has more than 13 million followers on TikTok.

 

The tactical move was hugely popular but as it was a custom order staff became overwhelmed and some refused to make it. Chipotle picked up on bad reviews posted online by angry customers and moved quickly to make the Keithadilla a permanent menu item.

 

“We want to be at the pulse of culture,” said Chris Brandt, Chipotle’s chief marketing office. He said: “TikTok has not only changed the way we communicate with Gen Z, but it’s proven it can identify areas of opportunity within our business.”