Issue #86 - Depop on TikTok
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TikTok Case Study #86 = Depop on TikTok
Tiktok feels like the perfect place for Depop - the app that drives the UK fashion reselling market and is now growing fast in the US. Users promote clothes they want to sell and Depop take a commission on the sales - they describe themselves as Community-powered circular fashion. Shop what you love. Sell your clothes. Think eBay for fashion.
They do OK on TikTok - 160k followers and 2.7 Million likes. But - it’s not the perfect comparison - Shein has 4.1m followers and 28.5 Million likes. So Depop could do better.
One trick that Shein use well is the hashtag - #shein has 26 Billion views whilst #Depop has 1.7 Billion. A good example of Shien is working with @SophieRayX - who has 1.2 Millino followers. She makes a TikTok on her own profile featuring Shein clothes, tagging Shein and using the hashtag. Then Shein use a very similar video too.
Back to Depop. They release organic content every few days and the format varies - the basis is a creator talking about clothes they found on Depop. But they are also good at spotting strong TikToks and reposting; they used the #louistherouxrap to point out the feeling when Depop pay you for a sale and shared a #kourtneykardashian TikTok, claiming her as a Depop fan.
Another interesting one promotes the new Pixar movie Turning Red by having some of their merchants explain Dopamine shopping.
One with @HollyHumbertsone talking about sourcing her Brits Award outfit on Depop got over 1m views - but she doesn’t share it on her profile.
So it’s clear the team get TikTok.
But recently they have been running ads. Which look like ads. Rather than TikToks.
Because of the brand and the subject matter they don’t look out of place, but the topping and tailing with branding diminishes the authenticity we believe great TikToks need.
Couldn't they do more with their customers? Celebrating the fun in finding and wearing a great new outfit? A stronger bond with Creators would makes sense, as would some mechanism to encourage Depop customers to celebrate new buys by using the #Depop hashtag.
I think Depop have all the ingredients to be great at TikTok - which would be great for their business. I just think the recipe, right now, is a little uninspiring.
Depop seems to a brand that can easily fit on TikTok. Their audience is relatively young and TikTok is already a place where tons of content is created around fashion. Depop’s audience is definitely on TikTok and they are already consuming fashion videos. TikTok also hosts a huge community of creators, which are an essential group for any fashion brand looking to sell their products. We have seen many fashion and apparel companies utilize TikTok well, and Depop surely has the potential to create some classic TikToks.
Depop’s TikTok profile is filled with organic videos that take on the latest trends and apply them to their brand. These includes a review of Met Gala outfits, Depop-specific memes, and behind the scenes looks at creating outfits. While sometimes seeming a bit disjointed, their TikToks are overall good attempts at fitting into TikTok. The results don’t seem too impressive however, with many of their videos reaching only thousands of views. We don’t know the exact analytics behind Depop’s TikTok account, but some of their jokes and meme videos appear to be the most successful TikToks. Nailing that ‘meme formula’ would help grow their brand, though Depop should also figure out ways to reach more specific brand awareness and consideration goals and actually get more conversions.
Depop is trying to appeal to both buyers and sellers to build up their marketplace. Their TikTok ads we feature do a good job of having more specific appeal to these groups. One ad showcases a Depop seller and how she uses the app, with a high quality video that explains the different features of Depop and a personal testimonial of how much she enjoys Depop. Another ad cuts between different outfits and encourages people to shop on Depop, highlighting the company’s value proposition like shopping sustainable fashion. These are good, basic ads but don’t seem to have achieved massive reach. Perhaps this indicates the need for more investment in paid ads or the need for different creative ideas.
While competitions aren’t always the most original idea, we have seen them work on TikTok on multiple occasions through hashtag challenges. For buyers, Depop could create some sort of campaign that allows people to win a discount or even free clothes. Since Depop is a place where you can find hidden gems that you can’t get at regular retailers, the brand could encourage people to create TikToks about the underrated, yet beloved items of fashion.
For sellers, Depop could run some sort of campaign encouraging sellers to proudly brag about their storefront, allowing them to basically ‘sell themselves’ as sellers. This would allow people to demonstrate their personality and uniqueness. Adding some kind of competition element to this campaign would also create an extra incentive for sellers to create content. There are a million variations on these ideas that could help Depop build out their marketplace. TikTok is a broad canvas for Depop and there’s so much more that they could be doing.
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