Condé Nast partners with TikTok

Conde Nast brands Vogue and GQ will make content exclusively for TikTok, both for their own respective brand channels and in print.

The deal includes a variety of content formats — mostly around Fashion Month, as well as style and shopping — such as live streams, hashtag challenges and short-form video series produced by Condé Nast’s editorial teams and social content creators.

Hashtag challenges, video and print production

The deal took effect earlier this month when Condé Nast began posting content to GQ’s and Vogue’s TikTok channels to coincide with Fashion Month. Both companies said branded content deals are under development and did not name confirmed partners.

Having launched their respective TikTok channels in late 2020, GQ and Vogue (which have amassed more than 410,000 and 675,000 followers, respectively), are taking TikTok viewers behind the scenes and backstage for Fashion Month, featuring editors, models and attendees. Vogue and GQ editors will also host live streams discussing notable moments on the runway from the back of their cabs, with opportunities for surprise guest appearances.

The brands are also producing video series for their TikTok channels. Vogue’s video series will include “Make It Vogue,” which will feature one new creator every month recreating a fashion trend with their own style, as well as “The Get,” which will bring Vogue’s shopping guide franchise to TikTok with editor product picks and styling tips. GQ’s video series will include “GQ Best New Menswear,” where GQ writers and editors will highlight the new styles that viewers should add to their closets, and “Personal Practice,” a @GQSports show featuring athletes’ wellness practices, among other shows.

GQ and Vogue will also have style and body positivity hashtag challenges, encouraging participation from TikTok users. Vogue’s first hashtag challenge on TikTok, #MakeItVogue, which invited users to share their own take on the classic bustle, has generated more than 3.6 billion views to date, according to Sarma.

Condé Nast and TikTok have also collaborated on four-page print inserts in the March issues of GQ and Vogue, on newsstands now. The inserts contain 18 perforated cards that readers can tear out and clip together to create a flipbook animation tied to the titles’ respective social video challenges on TikTok. The GQ one features singer-songwriter Conan Gray and the Vogue flipbook stars model and Muay Thai fighter Mia Kang.