BoF LIVE | Building Cultural Relevance on TikTok

The traditional top-down approach to brand marketing is undergoing a dramatic shift, driven by the decentralisation of influence in digital subcultures. Rather than pushing a lifestyle onto consumers, brands are now focusing on building communities of dedicated fans. Fandom culture, though not new, has gained unprecedented scale and impact through platforms like TikTok, which facilitate real-time participation, creation, and interaction.

Creation tools, collaborative formats, and algorithmic discovery have accelerated the process of culture formation and dissemination.

In response to this evolving landscape, brands are allocating significant resources to verticals that already possess cultural capital, such as film, pop music, literature, sports, Formula 1, running clubs, and café culture. These areas provide ready-made communities that can solidify a brand's identity and appeal. To delve deeper into this topic, BoF LIVE is hosting a session on Wednesday, September 23, at 16:00 BST / 11:00 EDT.

The event will feature authors of the latest report 'Building Cultural Relevance on TikTok' who will discuss how brands in the fashion, beauty, and media industries can harness cultural capital and collaborations with creators to expand their fan base. This #BoFLIVE event is open to everyone, so interested individuals are encouraged to register in advance to reserve their spot.