Why TikTok may know your clients better than you

As I was working on the long-term strategy for an ultra-exclusive luxury brand, a key question came up: Should they invest in social media? Their hesitation was understandable. The core product line is so limited that only a few thousand clients can access it. Yet millions follow the brand on Instagram and TikTok. Does it make sense to invest in audience building when the online following far exceeds the actual client base? Here’s the thing: if a brand is still asking whether social media matters, the answer is probably already on TikTok, along with your clients. Questions like this are becoming more and more common. In today’s social media-driven world, luxury brands no longer control the narrative. They now share the stage. Platforms like TikTok and Instagram have become powerful cultural amplifiers, not just reflecting trends but actively shaping them. And luxury clients, especially the younger generation, are paying close attention. Speaking the same language In a recent episode of my Future of Luxury podcast, one of my guests made a powerful observation: “Luxury brands and clients are often not speaking the same language anymore. That’s the problem.” The ability to engage large audiences in relevant and emotionally intelligent ways has become one of the most critical success factors, especially as Gen Z quickly becomes the most important client group in luxury. Today, the most important voices aren’t always the ones with the largest followings; they’re the ones with the deepest influence. Curated creators, niche experts, and passionate collectors lead conversations. They speak with authenticity and shape taste in ways traditional marketing can no longer achieve. Luxury brands must recognize this shift: the scroll has become part of the client journey. Before stepping into a store, most clients already form strong impressions based on what they see online. These impressions aren’t formed by glossy ad campaigns but by how real people present luxury in their everyday lives. In fact, nearly all of my recent luxury purchases, regardless of category or price point, started somewhere on social media. Changing rules of influence Today’s digital tastemakers bring a clear point of view. They don’t sell; they show. They tell stories, connecting emotion with design, aspiration with daily rituals. They make luxury feel personal while maintaining its exclusivity. Still, some brands rely on outdated models. They invest heavily in high-budget content that lacks resonance. Meanwhile, a single video from a trusted stylist or watch expert can spark greater engagement and trust. The message is clear: clients spot inauthenticity instantly. Depth wins. This shift calls for new capabilities. Marketing, sales, and client-facing teams must become fluent in the visual and emotional language of digital luxury. They need to understand how social media shapes desire. They must communicate with the same nuance and presence that clients expect from the platforms they use daily. However, being digitally present does not mean being everywhere. It means being intentional. It means telling stories that matter through voices that feel real. Influence is built through trust, not volume. In my work with luxury brands, I often see a disconnect between what clients see online and what they experience in person. The tone, energy, and emotion do not always align. When that happens, the brand feels inconsistent. And clients leave disappointed. A client inspired by a brand’s storytelling online expects to feel the same emotion in the showroom, notice the same attention to detail in packaging, and experience the same presence in conversation. Any gap in this experience erodes desire. The future of luxury is scrolling To close this gap, brands must adopt digital culture not as a tactic but as a mindset. This requires training internal teams to move beyond transactional thinking and commit to authenticity and inspiration. Teams must understand how moments are shared and learn to recognize what clients will remember, repost, and emotionally connect with. Recently, I attended an ultra-luxury event hosted in a Michelin-starred restaurant. The setting was beautiful, and the products on display were remarkable. But as I left, I felt like I had wasted my time. There was no surprise. No emotion. No story. Nothing made me want to share the experience. I didn’t post. And that silence said it all. The brand missed an opportunity to create impact — no memory, no connection, no digital life. Luxury brands must stop treating digital as an accessory. It is the lens through which clients experience the world, shaping how they define desire, taste, and meaning. This is the moment to create resonance. The future of luxury is already scrolling. And if you are still debating the role of social media, TikTok may already know your clients better than you do. This is an opinion piece by Daniel Langer, CEO of Équité, recognized as one of the “Global Top Five Luxury Key Opinion Leaders,” and advisor to some of the most iconic luxury brands in the world. He serves as an executive professor of luxury strategy and pricing at Pepperdine University in Malibu and as a professor of luxury at NYU, New York. Daniel has authored best-selling books on luxury management in English and Chinese, and is a respected global keynote speaker. Daniel conducts in-person masterclasses on various luxury topics across the world. As a luxury expert featured on Bloomberg TV, Forbes, The Economist, and others, Daniel holds an MBA and a Ph.D. in luxury management, and has received education from Harvard Business School. Sign up for his online luxury masterclasses at the Jing Academy.

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Why TikTok may know your clients better than you