In recent years, the world of social media has witnessed a seismic shift, transforming the way we interact, consume content, and even earn a living. Among the plethora of platforms, TikTok has emerged as a frontrunner, forming niche groups and ‘Sides’ of Tik Tok creating mass-media communities.
Post-pandemic, a niche on TikTok has emerged, where young female influencers of Melbourne are becoming the pioneers of fashion for Australian girls of Gen Z. These girls, growing up in wealthy families, have attended private school and post-graduation are now posting regularly on Instagram and TikTok to their significant and dedicated following.
In this niche, I am to explore the inevitable rise of wealthy females from Fashion Capital of Australia, Melbourne and how participatory culture has allowed them to revolutionise the fashion influencer industry.
TIKTOK: THE HOME OF THE NICHE MARKET
TikTok, the short-form video-sharing app, has disrupted the social media landscape since its launch in 2016. Its user-friendly interface and algorithm-driven content discovery have made it an ideal platform for aspiring content creators to showcase their creativity. With each passing year, TikTok has seen its user base expand exponentially, with Niche’s such as Melbourne’s Fashion influencers forming an online community and honing their skills to create engaging, authentic, and relatable content that resonates with their audience.
EMERGENCE OF THE WEALTHY MELBOURNE INFLUENCER NICHE
Through and post-covid, this community on TikTok has risen to fame, with girls around Australia idolising these online creators. After popularity during high school, these wealthy influencers live a luxurious and unattainable lifestyle, which is the driving force behind the rapid growth of the niche on TikTok. Unique fashion choices and PR collaborations have also guided this community to thrive in the Australian Fashion industry.
WHO ARE THEY?
So who really are these women that have formed this niche on TikTok?
- Sophia Begg (Known as SophaDophaa on SM platforms)
Although Sophia was not born in Melbourne, once she moved down south, she became an icon in the Melbourne influencer scene. Due to her rapid growth on her accounts, her fashion looks became desired but unattainable, fitting right into the Wealthy Melbourne Influencer Niche.
- Sam Guggenheimer
Sam is a Melbourne born influencer who is known for her fashion TikTok’s and podcast with best friend, Izzy Armitage. She is also dating Western Bulldogs AFL player. Sam attended an all-girls private high school, where she met Izzy.
- Izzy Armitage
Izzy, Sam’s best friend, grew her following after dating ever popular AFL player, Bailey Smith. After the breakup, she began to form her own online persona, creating fashion and lifestyle content.
- Ava Francis
Social media influencer since her high school days, Ava has started multiple fashion trends and remains a pioneer of fashion and lifestyle in Australia and Melbourne. Her rise began through COVID-19, as she created various fashion and lifestyle TikTok videos throughout the extended Melbourne lockdowns. She is also known to be one of the first known creators to encourage BIAB (natural) nails for teenage girls.
- Silk Cartwright
Growing her platform via TikTok, Silk is a Melbourne girl who is known for her ceramic-making skills and unique fashion. Her growth for her potter-making videos was rapid, but she has know transitioned into a fashion and lifestyle figure on her TikTok and Instagram platforms.
THE NICHE: AS A PARTICIPATORY MEDIA CULTURE
The reason this niche has created a strong online community, has involved the participatory element of the Influencer industry. Many Australian female viewers have contributed to the growth of these creators and this niche. By interacting with their social medias, following their trends, buying the clothes that they wear, the creators gain more power. The way in which the viewers interact and react to their content guides the way the community evolves, thereby having a strong participatory culture. Suggesting content ideas, providing feedback via comments and remixing are examples of this online participation.
I am highly excited to immerse myself in this community, by commenting, liking and reposting pre-existing content as well as creating my own forms of content on TikTok and potentially Pinterest.
REFERENCE LIST:
Featured Image via Herald Sun Article: Melbourne TikToker reveals tips for making it big
Creswell, John W. (2016) 30 Essential Skills for the Qualitative Researcher, Sage: Los Angeles, accessed 5 August 2023.
Tony E. Adams, Stacy Linn Holman Jones, Carolyn Ellis (2014) Autoethnography: Understanding Qualitative Research, accessed 7 August, 2023.
Airoldi, Massimo. (2018) ‘Ethnography and the Digital Fields of Social Media’, International Journal of Social Research Methodology, 21:6, 661 -673, accessed 7 August.
Charlotte Adams 
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