谷歌搜索留痕：TikTok奢侈品营销策略深度解析
在数字营销领域，谷歌搜索留痕是衡量品牌线上影响力和内容传播深度的重要指标。如今，这一概念在TikTok等新兴社交平台的营销战役中同样具有启示意义。品牌，尤其是奢侈品巨头，正通过精心策划的内容在平台上留下深刻的“数字痕迹”，从而吸引庞大的年轻受众。
In the realm of digital marketing, Google search traces serve as a crucial metric for gauging a brand's online influence and content dissemination depth. Today, this concept holds significant revelatory value in marketing campaigns on emerging social platforms like TikTok. Brands, particularly luxury giants, are leaving profound "digital footprints" through meticulously crafted content to attract a massive young audience.
自去年9月入驻TikTok，路易威登（LV）在不到一年内粉丝量突破百万，其“蓝血”伙伴古驰（Gucci）和迪奥（Dior）也相继达成此里程碑。这一现象引发了行业思考：结果付费的Chairish，谷歌推广是否要认证身份？ 然而在TikTok，奢侈品似乎找到了更“原生”的增长密码。以LV为例，其近期发布的15条视频中，有12条浏览量超过百万。其中，由全球现象级组合防弹少年团（BTS）出镜的宣传短视频，浏览量更是突破1500万，创造了强烈的谷歌搜索留痕效应，将品牌热度从TikTok蔓延至更广阔的搜索引擎。
Since its debut on TikTok in September last year, Louis Vuitton (LV) surpassed one million followers in less than a year, with its "blue-blooded" peers Gucci and Dior also reaching this milestone. This phenomenon has sparked industry reflection: For result-paid platforms like Chairish, is identity verification necessary for Google promotions? However, on TikTok, luxury brands seem to have discovered a more "native" growth formula. Taking LV as an example, among its 15 recently posted videos, 12 have garnered over a million views. Notably, a promotional short video featuring the global phenomenon BTS (Bangtan Boys) exceeded 15 million views, creating a potent Google search trace effect that extends the brand's heat from TikTok to broader search engines.
TikTok时尚美妆部门负责人Cece Vu指出，奢侈品品牌正主动打破与网红之间的“楚河汉界”，选择更接地气的路径。LV放弃了Instagram上惯用的高冷风格，转而发布未经雕琢的幕后花絮，这种独特的“粗糙感”反而在TikTok上赢得了巨大反响。这种策略的核心在于创造真实、可互动的内容，这些内容极易引发二次传播与搜索，从而强化品牌的谷歌搜索留痕。
Cece Vu, Head of Fashion & Beauty Partnerships at TikTok, points out that luxury brands are proactively breaking down the barriers with influencers, opting for a more down-to-earth approach. LV abandoned its aloof style commonly seen on Instagram, shifting to posting unpolished behind-the-scenes footage. This unique "rawness" has instead won tremendous applause on TikTok. The core of this strategy lies in creating authentic, interactive content that is highly prone to secondary dissemination and searches, thereby strengthening the brand's Google search traces.
相较于奢侈品的“降维打击”，SHEIN、Fashion Nova等快时尚品牌虽在粉丝基数上领跑平价市场，但Aeropostale、Gap等传统品牌的粉丝量却在5千至30万间徘徊。一个戏剧性的案例是：Gap官方账号粉丝仅约5千，但一位拥有25万粉丝的网红穿着其连帽衫的视频，带动了相关话题近千万的浏览量。这揭示了KOL引爆点与品牌官方运营之间的差距，也说明单次热点虽能制造短暂的谷歌搜索留痕，但可持续的粉丝增长和深度参与仍需品牌系统性的内容策略。
Compared to the "dimensionality reduction strike" of luxury brands, fast-fashion brands like SHEIN and Fashion Nova lead the affordable market in follower base. However, traditional brands like Aeropostale and Gap linger between 5,000 to 300,000 followers. A dramatic case is the Gap official account, with only about 5,000 followers. Yet, a video by an influencer with 250,000 followers wearing its hoodie drove nearly 10 million views for the related topic. This reveals the gap between the KOL引爆点 (KOL引爆点) and brand official operations, and illustrates that while a single hotspot can create temporary Google search traces, sustainable follower growth and deep engagement still require a systematic content strategy from the brand.
发帖频率与内容质量同样关键。巴黎世家（Balenciaga）官号粉丝仅17万，视频浏览量常仅数千，与其低频更新（月更数次）不无关系。反观日更的LV，其活跃度直接转化为更高的能见度与互动率。Cece Vu强调，浏览量最高的视频通常是幕后花絮和教程类内容。古驰的美妆教程和新品宣发视频的病毒式传播，便是明证。
Posting frequency is as crucial as content quality. The Balenciaga official account has only 170,000 followers, with video views often in the low thousands, which is not unrelated to its low update frequency (several times per month). In contrast, LV, which posts daily, sees its activity directly translated into higher visibility and engagement rates. Cece Vu emphasizes that the most-viewed videos are typically behind-the-scenes footage and tutorial content. The viral spread of Gucci's makeup tutorials and new product announcement videos serves as clear evidence.
今年2月，LV、圣罗兰等品牌参与TikTok“线上时装周”，直播吸引超80万观看，再生量超300万次，并实现了“即看即买”。TikTok拥有超10亿月活用户，其中Z世代占比约50%，这正是奢侈品的核心目标客群。平台18-24岁用户占比达42%，远超Instagram的22%。LV和古驰的成功，在于其克服了奢侈品在社交媒体上的传统“水土不服”，用抢眼、新颖的内容建立了高参与度，并巧妙利用现有热点扩大声量，最终在TikTok和更广泛的谷歌搜索留痕中成功“登顶”。
In February this year, brands like LV and Saint Laurent participated in TikTok's "Fashion Month" livestream, attracting over 800,000 live viewers and more than 3 million replays, enabling "see-now-buy-now" functionality. TikTok boasts over 1 billion monthly active users, with Gen Z comprising about 50%, which is precisely the core target demographic for luxury brands. Users aged 18-24 make up 42% of the platform's user base, far exceeding Instagram's 22%. The success of LV and Gucci lies in overcoming the traditional "acclimatization" issues luxury brands face on social media. By using eye-catching, innovative content to build high engagement and skillfully leveraging existing trends to amplify their presence, they ultimately achieved "summit" success on TikTok and within broader Google search traces.
