Tiktok 5 - Holiday

Jump into TikTok this holiday shopping season

Make an impact this Black Friday

Deciding where to allocate their hard fought budgets is a constant challenge for marketers, who not only need to see results and ROI, but creative new ways to reach audiences, and real overall value.

Inspire Creativity. Bring Joy. Build Brands.

with

Advertising feature

The study identified four key insights to help engage consumers, raise awareness, and drive purchases: 1. Privileged access to special offers Walmart proved the power of this approach when it enlisted Terry Crews, Rebel Wilson and a number of other celebrities to launch its #DealDropDance hashtag challenge to generate excitement for its Black Friday special offers. Users were invited to post a video using #DealDropDance for a chance to win a $100 Walmart gift card. In under a week, the hashtag received over 2 billion hits and campaign content received more than 700 million total impressions. And this year, GymShark jumped into TikTok early in November, running ads with ‘Big Deal Energy’ to promote its huge discounts. 2. Make it happen in the moment Being inspired to make surprise purchases is a big part of the TikTok experience for many users, who value the speed and ease with which they can discover new deals and promotions. TikTokers expect to know about promotions immediately, as they happen. As a result, Black Friday content should be continuously renewed and clearly labelled so users can easily search for it. A look at the top trending organic shopping hashtags on TikTok showcases the awesome power of the platform to amplify a brand’s consumer reach during this crucial occasion: #BlackFriday - 426 million views #ItsBlackFriday - 1.2 billion views #MustHaves - 2.9 billion views #AmazonFinds - 3.7 billion views Brands should create content and post against these hashtags. And this activity can be further enhanced with ecommerce links on a brand’s profile and by running In-Feed Ads targeted to specific user demographics and optimised for click-throughs.

Inspiration for Black Friday 2020

TikTok's ability to create a joyful and inclusive atmosphere with Christmas-themed trends, challenges and content makes it the perfect place for product discovery by users eager to get into the Christmas spirit. And, with the likelihood of in-person celebrations being limited by Covid-19 this year, TikTok's fun-filled entertainment platform will be an essential source of community and connection for millions this holiday season. Many predict that TikTok will play an essential role in their Christmas shopping this year. TikTok’s shopping behaviour study revealed two thirds of users believe the platform will help them discover a product or brand they didn't know about and encourage them to buy an item they see either in-store or online. With TikTokers always on the lookout for Christmas ideas, brands can capitalise on this by producing content that helps them get the most out of the holidays and plays to the strong sense of togetherness and community on the platform. Creative how-to tree and home decoration videos, Christmas recipes and cooking videos are some of the things people say they will be looking to TikTok for. German online retailer Otto, for example demonstrated the power of entertaining users brilliantly last year with its Christmas #FREUDICHHART (“Rejoice hard”) Hashtag Challenge. As the festive season approached, Otto wanted to spread its brand message further and make an impression on young German shoppers. The Challenge generated more than 250 million video views and more than 95,000 user-generated videos by 44,000 participants. The campaign produced over 13.8 million interactions (including likes, comments, and shares). Check out the full Otto case study here. Meanwhile, underwear brand Tezenis’ desire to spread the festive atmosphere and goodwill by encouraging users to swap their Tezenis pyjamas with those of their friends, siblings and partners garnered 175.9 million views of its #Xmaspajamaswap. Luxury icon Balenciaga has also gotten in on the action, launching a shoppable campaign on TikTok over the Christmas period in the UK and France using the highly engaging TopView format. The campaign drove over 23 million impressions, with the average click-through rate from across markets at an impressive 18%. With a combined total of over 25 million video views, user engagement rates were far above average, showing that a new audience connected with Balenciaga on a personal level. Check out the full Balenciaga case study here.

Countdown to Christmas

Creating light-hearted videos in keeping with fun user-generated holiday content is the best way to get noticed and inform users about your brand – catching people’s attention by showing a little personality. This can be further amplified by using TikTok’s In-Feed Ads to ensure content shows up alongside other native content in a user’s personal feed, to create awareness and drive engagement. By leveraging key festive content – creating original Hashtag Challenges like Otto, or getting involved in holiday trends like last year’s popular ‘Christmas explosion’ videos – brands can significantly improve their chance of appearing in users' 'For You' feed. Additionally, Hashtags like #lastminutexmas, #alliwantforchristmas, #winterishere and #lastchristmasmovie, for example, all received millions of views during the festive period last year. Here are some ideas for delightfully festive content to spread Christmas cheer on TikTok: House transformations Inspire audiences to show off their seasonal creations that transform their house into a Winter Wonderland. The more over-the-top the better! Seasonal glow-ups During Christmas, make-up aficionados love to take their glow-ups to the next level by creating both classic and original Christmas looks. Why not create a look to remember and encourage audiences to try it themselves? Christmas dances It’s well-known that TikTokers like to dance – and the holiday season gives everyone the best excuse to pull out their most creative moves. The TikTok community interprets Christmas through movement in countless different ways. You could even encourage them to recreate the most popular dances through the lens of your brand.

Gearing up for Christmas 2020

Black Friday, Christmas and, of course, the most recent Halloween season are key moments in the annual shopping calendar. As competition for consumer attention is fiercer than ever this year, with shoppers being forced almost entirely online due to Covid-19 lockdown measures, TikTok’s proven ability to create vast awareness and engagement makes it a vital channel for any brand looking to cut through the noise this holiday season.

Brits plan to spend an estimated £6bn on Black Friday and Cyber Monday purchases this year, according to Finder research, up from £5.6bn in 2019, highlighting how the event is increasingly capturing consumers' imaginations and opening up constant new opportunities for marketers. Take River Island for example. The high street fashion brand last year launched #GlowingOut, a TikTok Hashtag Challenge which achieved 417.5 million views. In close collaboration with TikTok's in-house creative teams the brand launched the Hashtag Challenge a week before Black Friday to drive River Island’s share of voice in party wear, as well as drive new users to its site. River Island worked with eight TikTok Creators who produced videos to kickstart the challenge, complemented by In-Feed Ads to show off their partywear products. Some 76,000 videos were created by the TikTok community, receiving an incredible 417.5 million views to date. What’s more, 90% of the users who were driven by the campaign to visit RiverIsland.com were new visitors. “TikTok is raw and authentic. Users are not interested in polished content and prefer to stay true to themselves. Both diversity and inclusion are celebrated,” says Chloe Bebbington, social media marketing manager at River Island. River Island’s success is proof that TikTok is helping brands shift the dial to reach new audiences, by authentically engaging with communities and exciting and interesting them with inspiring and relatable content. In TikTok’s third-party shopping behaviour study, 67% of users said the platform helps them to get ideas about brands and products they’d never thought of before, while 57% reported TikTok inspired them to shop - music to the ears of any brand looking to reach consumers in the run-up to Black Friday.

3. Offer Black Friday hacks Black Friday can be an overwhelming holiday for consumers to navigate, and TikTok users are clear they want content that helps them get the most out of their choices and purchases. Creators and the 'For You' page play an important role in brand and product inspiration on the TikTok platform. #Haul videos, for example, where a favourite Creator gives product comparisons and breakdowns, can help users feel more confident in their purchase decisions. 4. Support small and local retailers With retailers feeling the impact of Covid-19, many users have bought into the idea of shopping local and supporting the high street and small businesses. This year, especially, it's imperative brands let users know where they can purchase products offline in addition to any click-to-buy and links to ecommerce sites. With a third of users saying they use TikTok to stay up to date with the latest products and trends, and nearly half saying they're on the platform to discover new things, it’s clear TikTok is an amazing way for a retailer or brand to drive interest in their Black Friday offerings. It’s a fact reiterated in TikTok’s research findings, with a majority of respondents saying they have been inspired or got new purchase ideas based on something they've seen on the platform.

(Un)wrapping fun Everyone loves a Christmas gift, but admittedly, they do involve the tedious task of wrapping and decorating, and the fun of tearing that paper off is often short-lived – but why not make the moment last? Last year, Christmas lovers took to TikTok in their droves to capture this humorous element of the season to really express themselves. Anticipating the Big Day We all know that the festive season doesn’t start on 25 December – it starts as soon as Halloween is over. And everyone on TikTok knows – and loves – it. Creating videos that build anticipation for the Big Day is like a great big digital advent calendar that millions can indulge in.

Revolving around costumes, games and community, the irreverence and fun of Halloween makes TikTok the ideal channel for brands looking to reach audiences for this zany day. In fact, the shopping behaviour research revealed that during the Halloween period, TikTok was the platform with the biggest contribution towards purchases. A huge 78% of respondents say it played a role in their purchase decision during Halloween last year for items such as decorations, costumes, face paint, jewellery and greetings cards. Hungry for holiday ideas and inspiration, users actually depend on TikTok at this time of year and find their inspiration by looking up popular hashtags like #Halloween, #ThisIsHalloween, and #SpookySeason, receiving 13.1 billion views, 2.9 billion views and 3.6 billion views respectively. Numerous brands are taking the opportunity to supercharge their own organic Halloween content with the strategic use of a seasonal hashtag. The BBC, Oreo, Pretty Little Thing, Asos and L’Oreal are just some big brands that have amplified their reach on TikTok with the help of a Halloween hashtag. The #asosdaytofright Hashtag Challenge, daring people to reveal their transition from daytime darling to fierce and frightful, achieved a whopping 1.4 billion views as users flocked to TikTok to officially mark the scary season. John Mooney, Asos's brand creative director, was delighted with the results: “Our Hashtag Challenge enabled Asos to truly own the Halloween fashion conversation … with a dynamic creative treatment that built presence in a credible, platform-native way.” Meanwhile, NYX Professional Makeup UK & Ireland took TikTok audiences by storm during Halloween with its #DOLLHOUSECHALLENGE. The L’Oréal-owned brand has racked up over 1.3 billion views as part of its UK Halloween campaign, intriguing and shocking users with its illusionistic make up. Above all, the trick to winning fans and favour is to join in the fun and go with the festive flow. Brands that contribute to the joyful atmosphere, interacting like genuine members of the TikTok community, will find it easy to connect with their target audiences - even in the busiest of holiday seasons.

Get in early for Halloween 2021

TikTok has a number of packages for brands wanting to advertise this year. Contact the brand partnerships team for more information. And for the full TikTok 2020 Holiday Season Guide, click here to download.

A recently commissioned third-party holiday shopping behaviour study found that TikTok is a place where people come to discover new brands and be inspired to purchase products they might not have otherwise considered. First mover brands like River Island, Otto, L’Oréal and Asos have embraced the TikTok community and the commercial opportunity by creating highly effective movements that are contributing to brand love - and sales. Below we detail how they’re making the most of the biggest annual retail moments with TikTok on their media plan.

TikTok has a number of packages for brands wanting to advertise this year. Contact the brand partnerships team for more information.

And for the full TikTok 2020 Holiday Season Guide, click here to download.

TikTok has a number of packages for brands wanting to advertise this year. Contact the brand partnerships team for more information.

And for the full TikTok 2020 Holiday Season Guide, click here to download.

Seasonal glow-ups During Christmas, make-up aficionados love to take their glow-ups to the next level by creating both classic and original Christmas looks. Why not create a look to remember and encourage audiences to try it themselves? Christmas dances It’s well-known that TikTokers like to dance – and the holiday season gives everyone the best excuse to pull out their most creative moves. The TikTok community interprets Christmas through movement in countless different ways. You could even encourage them to recreate the most popular dances through the lens of your brand.

German online retailer Otto, for example demonstrated the power of entertaining users brilliantly last year with its Christmas #FREUDICHHART (“Rejoice hard”) Hashtag Challenge. As the festive season approached, Otto wanted to spread its brand message further and make an impression on young German shoppers. The Challenge generated more than 250 million video views and more than 95,000 user-generated videos by 44,000 participants. The campaign produced over 13.8 million interactions (including likes, comments, and shares). Check out the full Otto case study here. Meanwhile, underwear brand Tezenis’ desire to spread the festive atmosphere and goodwill by encouraging users to swap their Tezenis pyjamas with those of their friends, siblings and partners garnered 175.9 million views of its #Xmaspajamaswap. Luxury icon Balenciaga has also gotten in on the action, launching a shoppable campaign on TikTok over the Christmas period in the UK and France using the highly engaging TopView format. The campaign drove over 23 million impressions, with the average click-through rate from across markets at an impressive 18%. With a combined total of over 25 million video views, user engagement rates were far above average, showing that a new audience connected with Balenciaga on a personal level. Check out the full Balenciaga case study here.

TikTok has a number of packages for brands wanting to advertise this year. Contact the brand partnerships team for more information.

And for the full TikTok 2020 Holiday Season Guide, click here to download.