TikTok has shared some new insights into how luxury shoppers use the app to find new products, and how brands can tap into luxury product discovery trends to maximize their opportunities.

Based on a survey of 4k luxury buyers (conducted by AYTM), TikTok has mapped out a key overview of what luxury shoppers are looking for in the app, and how TikTok clips can influence their purchase process.

The main finding? The reasons for making luxury purchases have changed over time.

As per TikTok:

“Luxury today? It’s less about showing off, more about showing who you are. It’s emotional, personal, and tied to identity. Heritage still counts, but real impact comes from brands that make people feel something. This trend resonates strongly with numerous TikTok-born movements, from #mecore to #Iprobablyneedahug, all focused on helping people express their emotions first and foremost. It’s all about feeling, before flaunting.”

With this in mind, TikTok suggests that luxury marketers should be leaning into identity, and creating content that aligns with these trends.

And there is significant opportunity to find your audience in the app.

According to the data:

58% of users save luxury content after searching for it on TikTok
43% visit a brand’s website after watching luxury content
53% of TikTok users have purchased a luxury item in the past four months, compared to 45% of non-TikTok users.

So while it may seem like a more generic, younger-focused platform, there is opportunity to connect with more upmarket shoppers, and establish key branding foundations with this audience.

In order to make the most of this, TikTok has come up with a four-step plan for luxury brands:

TikTok says that luxury brands first need to “Listen,” and understand how users interact with content.

“The real magic? It’s in the remix, not just the obvious trend. The trend is the surface, the remix reveals deeper cultural shifts. Pay close attention to how heritage products are being uniquely reinterpreted by a new generation. Identify which creators, with their authentic voices, are shaping style stories in fresh, unexpected ways.”

“Lure” is the next element, analyzing how to spark questions, and create more magnetic content in the app.

“Loop” relates to the first point, in understanding how TikTok fuels movements, and how posts can be reimagined by users.

“Being on the platform, consistently and meaningfully, is how relationships – and trust – are built.”

Finally, “Lift” relates to how you can use TikTok clips to create conversations, and make your audience feel understood and supported.

These are some handy tips on general TikTok engagement, and how brands can tap into usage trends and behaviors to maximize their opportunities.

And while the focus here is on luxury brands, these notes would also be relative for all brands and products, in understanding how TikTok facilitates engagement and community, and how participatory content plays a role within this.

Some interesting notes. You can check out TikTok’s full luxury branding overview here.