Competition for lovers of luxury puts Instagram’s Reels in ring with TikTok

Instagram has long been beloved of fashionistas — and a magnet for luxury-goods makers seeking to capture a slice of their spending. But glossy selfies are so last season.

Kering’s Gucci created its first TikTok channel in February. Soon after, the Italian fashion house ran the Accidental Influencer project, promoting its vintage-inspired Gucci Tennis 1977 sneaker with videos including bespoke choreography for TikTok. For all the experimentation on TikTok, Instagram, with over 1 billion monthly users, is still the most important social media platform for fashion and luxury. According to analysts at Bernstein, it’s the leading social media indicator of how brands are performing outside of Asia.

The way for both Reels and Tiktok to capitalise on their positioning across luxury, fashion and retail would be to make their videos shoppable, something TikTok will launch in the US shortly. Meanwhile, Alphabet’s Google has introduced Shoploop, where consumers can buy from short videos demonstrating beauty products.

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