DSW’s TikTok Tell-All

DSW demonstrates how brands can both play and progress on TikTok.

The shoe brand, which boasts a spot in the Gifted class of Gartner’s Digital IQ Index: Department Stores, stepped into TikTok initially because it sparked joy for so many people. Soon, it became a place for DSW to test, learn, and also have fun. The retailer first found its footing on the playful platform with a catchy jingle, a strategy early-adopter e.l.f. cosmetics made wildly popular, and then the addition of a team of five TikTok influencers including A-lister Jennifer Lopez. In just a few days, its short and relatable hashtag #TooManyShoes collected a billion views.

Here’s what brands who are still turning away from TikTok should know:

1. TikTok is a safe space. While Instagram and Facebook flaunt overly-perfect images and curated feeds, TikTok is life in motion, flaws and all. The platform does tout filters, but it also boasts a decidedly open, raw, and inviting atmosphere that doesn’t confine users to the trappings of sticking to a theme of any kind. Brands can make a splash there with just one video, without having to worry about committing to a series.

2. You don’t need to go viral immediately. TikTok caters to creators, so the more you create, the more chances you’ll have to be seen. Similarly, if a big creator on the platform doesn’t post a video for some time, their followers won’t see them either. This is both a blessing and a curse as it forces you to stay active, but also gives everyone endless opportunities to go viral. You get what you give.

3. It’s OK to let loose. For the most part, it doesn’t really matter how stuffy or uptight your brand is or once was. Think of TikTok as an invitation to the most animated parts of your brand that you don’t typically get to spotlight to regular audiences.