Educating Through Celebrity Influence:

Charin’s success on TikTok can be attributed to her innovative approach in advocating for sustainable fashion. “Regarding my sustainable fashion advocacy on @thethriftythinker, my most successful TikTok videos have hinged on a celebrity, such as showing Kim Kardashian and Skims, and then suggesting a more sustainable and ethical alternative,” Charin explains. By juxtaposing mainstream brands with eco-friendly options, she delivers informative and helpful content while maintaining visual appeal through flashy imagery.

In her videos, Charin doesn’t shy away from offering alternatives to fast fashion brands, a strategy that has resonated well with her audience. The combination of celebrity influence, sustainable alternatives, and eye-catching visuals creates a compelling narrative that encourages viewers to make more conscious fashion choices.

Charin also uses a secondary TikTok account, @BigSisterSwap, where she adopts a different style. “I post less education-style videos there, and more videos celebrating the beauty of swapping with ‘unboxing’ or ‘pack an order with me’ style videos, which can also be a really engaging way of showing people secondhand options,” she shares.

By focusing on the joy of swapping, Charin connects with her audience on a personal level, making sustainable choices more relatable and accessible. Her ‘unboxing’ and ‘order with me’ videos not only showcase the excitement of discovering secondhand treasures but also emphasise the positive impact of choosing preloved items.  Her ‘Round-Up’ style videos are a testament to her commitment to spreading awareness about sustainable and ethical fashion. “I love doing ‘Round-Up’ style videos where I list sustainable fashion and ethical brands which viewers can save and then scroll through when they’re next looking to make a purchase,” she explains. While collaborating with sustainable brands may pose challenges due to budget constraints, Charin suggests creating organic content first to get noticed and then leveraging metrics to attract collaborations.

Keeping an eye on existing trends is crucial for staying relevant on TikTok. Charin points to Venetia La Manna’s success in creating sounds that accompany users showcasing their preloved outfits. “I think it’s about jumping on existing trends and giving them a spin,” she advises. Charin’s own ‘de-influencing’ video, which aligned with a trend from the makeup community, garnered significant media coverage, demonstrating the potential for integrating sustainability into popular trends.