TikTok Shop or Instagram, paid or organic? Fashion and beauty executives compare strategies

On Thursday night, Glossy+ members convened in the Madison Avenue store of Tanya Taylor, founder and creative director of her namesake fashion brand. Following a fireside chat with Taylor, the executives spanning the worlds of beauty and fashion took part in an intimate discussion about what challenges they’re facing and how they’re tackling them. One timely, popular topic was TikTok shop and whether or not it works as an alternative to other, costlier methods of customer acquisition.

Below are highlights from the honest conversation between our members, who we’ve kept anonymous.

People are on Instagram and TikTok for different reasons

It’s widely known that running Meta ads as a strategy for new customer acquisition has become prohibitively expensive. Luckily, as one executive pointed out, people are not going to Instagram to shop, anyway. Instead, they’re using TikTok:

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