TikTok may not be your priority when it comes to growing your sales over the festive period, but the platform’s new ‘Holiday Marketing Playbook’ makes a compelling case for at least factoring it into your efforts.

For example, TikTok research confirms:

• TikTok is a discovery and planning medium for the festive period, with users planning and purchasing more on TikTok than other social networks.
• TikTok users spend more money, across multiple categories, during the holiday season. They spend 80% more on haircare products for example compared with other platforms, 60% more on skincare and 30% more on technology.
• 1 in 7 TikTok users purchased a product or subscribed to a service they discovered on TikTok within 30 days.
• TikTok users are also more likely to make impulse purchases, shop directly with a brand and are more likely to shop online than other social network users.

So, how can you tap into this pool of shoppers ready and willing to discover your festive offers?

Tip 1: Engage with relevant creators

Creators hold a lot of influence on TikTok and could help drive sales for your brand in the run up to Christmas. TikTok stats suggest that users who watch a creator video mentioning your brand are 60% more likely to then go on to follow you, 50% more likely to click on an ad and 40% more likely to click on a link compared with those engaging with other TikTok features.

This level of engagement presents a real opportunity to increase brand awareness and drive more shoppers to your ads and your website.

Tip 2: Do your hashtag research

Hashtags are a critical part of the TikTok content discovery process. TikTok Ads Manager will provide more insight around how users have interacted with specific hashtags, giving you a clearer idea of which tags to use, when. Choosing the right hashtags is more important than you may think, as 90% of users who interact with a hashtag will then go on to follow your brand.

Tip 3: Go live

Engagement with TikTok live soars during the festive period, with one in five users opting to check out a live stream during the festive period. This is a great way to grab attention during a crucial sales period. Again, those who interact with lives are very likely to go on to take further actions, with 80% proceeding to follow brands and 70% choosing to click on an ad. You can capitalise on this interest by carefully targeting your ads, teaming up with creators who go live during this period and serving up strong offers and promotions.

Tip 4: Be Strategic about ad timings

Most shoppers will begin their research in advance of key shopping dates such as Black Friday and Cyber Monday. Plan for your ads to go live before Cyber Week kicks into high gear, to tap into the high proportion of Tik Tokers who embrace planning ahead of the festivities.

Would you like more expert guidance on growing your sales in the run up to the festive period? Schedule a call with us to find out how we can help.