A TikTok executive has encouraged luxury travel brands to consider using the short-form video platform as part of their marketing strategy to reach new clients.

Hannah Bennett, industry lead of global business solutions at TikTok, said the platform – which specialises in full-screen, sound-on video and currently has more than one billion users – plays a “key role” in the discovery stage for luxury brands.

Bennett cited research from a recent white paper that the platform created in partnership with Vogue Business, which found that TikTok charts the highest for its ability to create purchases after discovery or inspiration across all social media platforms. 

“Being able to show that we're the platform that is driving the most purchases is hopefully powerful evidence that in the future you might want to start looking at TikTok as part of your media mix,” she said. 

Gucci, Dior, Dolce & Gabbana, Porsche and Prada are among the brands already having “fantastic results” on the app, according to Bennett.

Each brand utilises a different style of video, with Dior “tapping into their heritage” and showing behind-the-scenes content of how their products are made and Porsche leaning into user generated content for a “natural, authentic feel”. 

Bennett said that while most luxury travel brands aren’t currently utilising TikTok, luxury travel content is “really big” on the platform. 

Travel trends include “authentic” videos showcasing destinations, PlaneTok, point-of-view content, ‘edutainment’ and brand ambassadors like Celebrity Cruises’ captain Kate McCue, who has 3.1million followers.

Bennett encouraged interested brands to “see what works” for them and play around with video styles to find their identity on the app.

“If you want to get a feeling for the platform, just give it a go, put something out there and see how it works,” she said.

“No one is going to call you out for doing it wrong. There is no wrong way, there are so many ways to approach the platform. As long as you're having that conversation with the audience, then that's the most important thing.”

Asked whether users should follow one style of video or change it up, Bennett said a mixed approach often works best.

“The brands that are seeing the most success - even if they've got an overarching strategy of what they want to get across - lean into the platform, dive into trends that are happening and have a little bit of fun with it,” she said.

“Virgin Atlantic is a really great example of a strong account on the platform. They have their brand ambassadors, and these don't have to be [social media] creators - they're their crew, their pilots, the ground staff at the airports. That's the content that feels the most authentic and it's different to what they're doing on any other platform.”

Asked what demographic typically uses TikTok, Bennett said the app was “aging up” and was “phenomenal” in its diversity. 

She added that while some brands target a certain demographic, others use it to educate the younger, millennial generation.