- Strategy
Unleash the power of TikTok for your holiday marketing
The holiday season is fast approaching and if you’re an ecommerce business owner or a digital marketer, you’re likely gearing up for one of the busiest and most profitable times of the year. To ensure your brand shines bright during this festive season and captures the attention of a highly engaged audience, there’s one platform you should have at the top of your marketing strategy: TikTok.
The holiday season is fast approaching and if you’re an ecommerce business owner or a digital marketer, you’re likely gearing up for one of the busiest and most profitable times of the year. To ensure your brand shines bright during this festive season and captures the attention of a highly engaged audience, there’s one platform you should have at the top of your marketing strategy: TikTok.
TikTok, the wildly popular short form video platform, has become a powerhouse for holiday marketing. With an average engagement rate of 5.69% in 2023, TikTok dominated against social media giants like Facebook and Instagram. And while TikTok has high adoption among Gen Z and younger people, other demographics are also using the platform more and more. In this guide, we’ll explore TikTok’s 2023 holiday marketing playbook and uncover how it can help you drive holiday sales, inspire shoppers and connect with the platform’s expanding audience during this festive period.
Put your brand at the top of holiday shopping lists
According to TikTok data presented in the holiday marketing playbook, a staggering 69% of TikTokers expect to spend most of their time on the platform over the holidays. This presents a golden opportunity for eCommerce businesses to get in front of their target audience when they are most engaged. With 38% of shoppers planning to start their holiday shopping earlier this year, TikTok provides the ideal platform to catch their attention.
The key statistic that should have eCommerce businesses excited is that TikTok users are 1.4 times more likely to buy a product they’ve seen on the platform. This is a clear signal that TikTok is not just about entertainment but also a prime shopping destination.
A solution for every objective
TikTok offers a wide range of strategies and solutions tailored to the holiday season, ensuring you can achieve all your holiday goals:
- Connect and convert holiday audiences: TikTok offers solutions for every stage of the marketing funnel. Whether you’re looking to attract new shoppers or retarget existing customers, you can combine Video Shopping Ads with branding ad products to create a full funnel campaign that connects and converts shoppers all season long.
- Drive sales during key holiday shopping periods: To make the most of peak holiday shopping periods, TikTok provides performance ad solutions like Lead Generation and Value Based Optimisation. These tools help you create a seamless shopping journey and capture sales during holiday shopping events.
- Boost awareness through holiday storytelling: TikTok’s community thrives on authentic storytelling. To stand out, build brand loyalty and forge emotional connections with consumers, consider leveraging branding solutions such as In-Feed ads, Top Feed, Pulse and more.
Products and resources to activate your holiday strategy
To activate your holiday marketing strategy on TikTok, utilise these key products and resources:
- Video Shopping Ads: Reach new audiences and drive sales with shoppable videos that seamlessly guide users from the For You page to checkout.
- Creative Centre: Supercharge your holiday campaign creatives with TikTok’s tools. Dive into Trends to discover the hottest hashtags and songs, explore purchasing patterns with Top Products and uncover popular search terms with Keyword Insights.
- TikTok Shop: Allow your audience to discover and shop your products directly from TikTok, making it easier than ever for your business to become the next big thing on #TikTokMadeMeBuyIt.
Want some expert help implementing these strategies and more to ensure your brand shines bright this festive season? As the premier digital marketing agency specialising in all things digital including social media marketing and SEO in NZ, we’re here to help you ensure your brand leaves a lasting impression on the most engaged audience of the year. Ready to make your mark on TikTok this holiday season? Let’s chat.
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Katie McAleese
Growth Specialist (Christchurch)
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