CHANNELS

‘TF BTS’ will be re-uploaded on social media: Instagram, Twitter and TikTok. This version won’t be full length as they are on TV or Youtube. Instagram/ Twitter/TikTok’s formats are more aimed towards short easily digestible videos. As Telfar’s brand ethos is inclusivity, using multiple platforms within social media allows for every consumer who use each platform to view summaries of the content in an easily digestible way, especially important for those “who do not have the time to watch long videos” (Barker, 2021), such as working class people who don’t have as much free time; Telfar’s demographic.

The videos on TikTok will contain more funny lighthearted content as Nielsen’s study (2021) showed users around the globe that the most successful 2021). TikTok is the fasted growing social media of all time (Hutchinson, 2021), and a presence on the app is very important, especially as TikTok’s main demographic is Gen Z - 62% users between 10 and 29 (Doyle, 2021). TikTok videos are also seen as more genuine which allows for the brand to promote the theme of sustainability without being seen as greenwashing.

Within instagram Telfar will use the stories feature as well as grid posts to promote the video clips, using instagram is important as it is currently Telfar’s most followed and viewed platform (Socialblade, 2021), Telfar will also mirror this content on Twitter (second most followed platform) to increase awareness on the platform, and maintaining brand identity across social media platforms. educating consumers and portraying the storyline, helping them to remember the content As the content has a sentimental tone which embraces community it will also increase engagement such as shares and comments on the platform as working class consumers feel recognised by the brand.