Nnamdi Constance 
luxury brands prefer TikTok creators instead of traditional celebrities. This shift, luxury brands preferring TikTok creators over celebrities, is driven by changing consumer behavior, platform power, and the need for authenticity. As younger audiences demand realness and connection, brands must adapt fast.
Why Luxury Brands Are Preferring TikTok Creators Over Celebrities
1. Authenticity Beats Polished Glamour
First of all, TikTok creators offer genuine storytelling. Rather than staged celebrity endorsements, creators show behind-the-scenes, daily life, and unscripted moments. As a result, audiences trust them more. For instance, luxury houses like Hermès and Berluti have turned to close‑ups of craftsmanship and unboxing videos that feel more intimate.
2. Engaging Gen Z Where They Actually Are
Meanwhile, Gen Z spends far more time on TikTok than traditional media. They prefer short, engaging clips over billboard ads. Thus, brands are following where attention already is. The new “Preowned Luxury” category on TikTok Shop, for example, shows how luxury is going interactive and accessible. TikTok Newsroom
How Campaigns Change When Luxury Brands Prefer TikTok Creators Over Celebrities
Creating Viral Trends and Micro‑Moments
Additionally, these campaigns utilize TikTok challenges, trending audio, and user involvement. When luxury brands choose TikTok creators over celebrities, they tap into rapidly spreading micro-trends that are more cost-effective and relatable.
Building Two‑Way Engagement
Additionally, TikTok allows creators to reply to comments, make duets, go live, and share unpolished content. This two‑way engagement boosts loyalty, and brands that started using celebrities exclusively are now catching up. Luxuri+1
Examples of Where Luxury Brands Prefer TikTok Creators Over Celebrities
- Loro Piana gained higher reach through ambient tone, slow drapes, and minimalism on TikTok vs Instagram. AVRAMIFY
- Gucci launched the #GucciModelChallenge and other creator‑led campaigns instead of relying purely on celebrity faces. eDigital Agency+2The Goat Agency+2
- Hermès reimagined unboxings and storytelling via micro‑videos that feel handcrafted and personal.
What This Trend Means for the Future of Luxury Marketing
Ultimately, as more brands select TikTok creators instead of celebrities:
- Marketing budgets will shift toward creator collaborations rather than big celebrity contracts.
- Brand identity will become more fluid, focusing on narrative and relatability instead of purely star power.
- Influencer culture will continue evolving, with micro‑creators and niche content gaining influence.
Interestingly, this marketing evolution reflects similar shifts in music and culture. For example, check out Afrobeat Artists 2025 and Their Highest Rated Songs. Just like TikTok creators in luxury, artists rising organically are rewarded by audiences for authenticity and vibe, not big labels or celebrity endorsements.
Luxury Brands Prefer TikTok Creators Over Celebrities for Good Reason
To sum up, luxury brands’ preference for TikTok creators over celebrities isn’t just a fad. It matches what today’s culture values most: trust, authenticity, engagement, and relevance. Brands that cling to outdated models of celebrity endorsement alone may fall behind, while those embracing creators will likely set the pace in 2025 and beyond.
