Black Friday and Christmas are nearly here...!

Similar themes to Meta peak season advice - focusing on creative & starting earlier, is key to help find new audiences.

As we've seen for many years now, as we approach the festive season, brands are constantly seeking effective ways to connect with their audiences and drive engagement - and win big in Q4. Plus with consumer behaviour shifting due to inflation, particularly in the UK, people are becoming more value-conscious. TikTok believes they can offer a unique opportunity for brands to convey value and capture attention.

The Power of TikTok for Festive Campaigns

‘TikTok is not just a platform for entertainment—it's a hub for discovery and shopping’

• With over 2 in 3 users reporting that TikTok has made gifting easier for them, the platform provides brands with access to an audience that's actively searching for holiday inspiration and shopping opportunities.

• By leveraging TikTok’s powerful recommendation engine (organic and paid) content can reach users who are not only likely to engage with it (because they are brand unaware) but are also ready to make purchases.

• Whether it's through Video Shopping Ads or user-generated content (UGC), the platform seemingly prides itself on for meaningful engagement, turning curious viewers into loyal customers.

Key Takeaways for Your TikTok Strategy:

Start Early: TikTok sees a 53% rise in Christmas shopping video views from the week before Halloween to the week after. Get ahead of the curve by planning campaigns early, reaching users as they begin to think about their holiday shopping.

Capture Engagement: 71% of TikTok users actively seek inspiration, and 45% of users who make purchases come to the platform with the intention to buy. This means there's a golden opportunity to turn views into conversions by offering compelling content that aligns with your audience's shopping mindset.

Leverage Full-Funnel Advertising: Use a combination of Video Shopping Ads, Reach & Frequency campaigns, and always-on retargeting to capture attention and drive sales throughout the entire festive season.

Creative Variety is Key: TikTok campaigns with 5-7 creatives yield a 1.5x higher return on ad spend (ROAS) compared to other campaigns. Diversifying your content will keep your audience engaged and more likely to convert.

As with everything, by starting early, leveraging the right ad formats, and creating diverse content and messaging, will set you off in the right direction to help your brand be top of mind this festive season. However, sometimes easier said than done!

We’ve tried and tested TikTok alongside many other channels - as part of a wider marketing strategy, so if you don’t know where to start with TikTok, then give us a shout on Hello@shiftactivemedia.com.