TikTok and Instagram are in a battle for luxury influencers.Instagram has been long-embraced by fashion influencers, but TikTok has been “nibbling away at Instagram’s dominance.” This summer, challenges starring luxury brands took off on the app, with #GucciModelChallenge going viral, and Burberry’s TB Challenge generating billions of views. However, Reels has been working hard to be relevant: influencers and brands like Burberry, Louis Vuitton, and Ralph Lauren have tested out the new feature, and some of the results are promising. But their biggest challenge is to convince high-end brands to “invest time and money” in Reels given that TikTok is already dominant in short videos and has covered “international travel ground.” (The Washington Post)
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