It’s nearing the end of the year, and this means one thing…SALES! From Black Friday to Cyber Monday, Christmas Deals, Boxing Day and more, it’s the season of giving. And in lieu of this, TikTok has released its much anticipated holiday season guide for creators to amp up their marketing efforts.
With over one billion users actively scrolling through TikTok daily, the platform’s for-you-page (FYP) is a wonderland of discovery for anyone anticipating the upcoming holiday season. Whether you’re a small business owner or large multinational brand, TikTok is the place for you to appeal to eager shoppers, both locally and internationally.
Feeling conflicted about using TikTok as part of your holiday campaign? Here’s a list of recent statistics from TikTok’s “Holidays For You 2024” playbook that’ll make you think otherwise:
- In comparison to traditional social media/marketing platforms, TikTok boasts a 59% increase in consumers using the platform to plan and celebrate their holidays.
- Over 87% of users are inspired to buy gifts for themselves during the holiday season, representing a 12% increase from traditional platforms.
- An estimated one in seven users purchased or subscribed to something as a result of having seen it on TikTok.
- When utilised as a part of a consumer’s holiday shopping experience, they’re approximately 1.3x more likely to impulse buy something and 1.3x more open to direct shopping (links to storefront).
- Overall, TikTok is proven to have up to 96% ROAS compared to other digital media channels in the U.S.
…and more. For the full list, click here.
From Wishlists to Checking Out
For brands, TikTok’s never-ending rise to fame, especially during the holiday season presents a significant opportunity for marketers and creators to tap into the platform’s success.
TikTok released a three-step formula that creators can utilise to create content that turns clicks into conversions:
While this formula may seem pretty genetic and straightforward, marketers and creators are advised to complement them with TikTok’s suite of brand-new generative AI tools recently released as part of the platform’s Symphony Creative Studio. These include features such as idea prompts, image generation functions, and improvements to its script generation functionality.
While the new AI-features make content creation much more accessible, creators are encouraged to use it to complement existing processes, not replace genuine creative ideation all together. The end-goal should always be to prioritise quality over quantity, so taking a critical approach to everything is crucial.
TikTok post ideas that creators can leverage on include:
- Incorporating relevant themes and sounds within filmed content, i.e., “all I want for Christmas is you…”
- Filming videos that present a prominent problem that consumers might face followed by a solution, i.e., “office Christmas gifts ideas under $25”.
- Showcasing how a specific product works, i.e. “how to put up a Christmas tree from [store name]”.
- Unboxing videos, i.e. “unboxing Dyson’s limited-edition Airwrap”
Likewise, other relevant e-commerce insights to consider when posting on TikTok include:
- Leveraging tools such as targeted search ads, GMV Max, and Smart + campaigns to maximise ROI.
- Collaborating with influencers to expand your reach. Consider establishing your brand within popular communities like #BlackFriday, #TreatYourself, and #ChristmasUnboxing. You can forge partnerships with creators through the Creator Marketplace.
- Utilising different ad formats such as In-Feed ads or Branded Hashtags to create clear and compelling CTAs when targeting specific audiences.
- Making your content fun and appealing by incorporating festive filters and effects.
- Most importantly, don’t miss out on the post-holiday spending spree. TikTok’s insights revealed that 78% of users would spend the same or more during the post-holiday period. So, it’s key to create content till then.
Bottom Line: If you’re looking to elevate your sales during the holiday season, the time is now. Whether or not you’re a seasoned TikTok professional, there’s no harm in getting creative and giving the platform a try. Who knows, it might just become the best thing you ever gift yourself.