With the holidays fast approaching, another popular social media platform has published a helpful guide to holiday marketing. This most recent offering comes from TikTok.
To begin, interested parties must film out a form with basic information and a few questions about their marketing budgets, after which they’ll receive the guide straight to their inboxes. Giving out personal information to get something handy certainly isn’t my favorite—but if you’re using or advertising on TikTok, they probably have all of that information already.
Now, to the report: According to TikTok, 82% of users have discovered a small- or medium-size business (SMB) on the platform, and 52% have gone on to purchase from that SMB. The report heavily targets CPGs—consumer packaged goods brands—with data to suggest that TikTok is an ideal place for them to gain new customers. But the guide’s tips are fairly universal, even if intentionally crafted for CPGs, with recommendations for ads, creative tips, and a calendar of events to consider when devising a creative plan.
The platform details how to make the most of its TikTok Ads Manager, like utilizing tailored ads and running campaigns for at least seven days to maximize results. Custom Audiences, an ad targeting option, lets brands re-target users most likely to convert, finding audiences who have already engaged with the business and minimizing media spend waste.
TikTok offers Video Shopping Ads as well as Live Shopping Ads, blending the brand impact of a live shopping event with real-time feedback. There’s also a Catalogue Carousel, showcasing a brand’s most eye-catching products for users to browse and swipe (TikTok recommends adding music and using high-quality images for these).
To really make a compelling carousel, TikTok recommends a formula for scroll-stopping content. In the first 3 to 5 seconds, the platform suggests brands give their most informative and educational information: the hook. The next 10 to 20 seconds is “the meat”—i.e., product benefits, and brand personality. With the final 3 to 5 seconds, TikTok recommends a decisive call to action, reiterating the take-home message.
If you’re searching for content ideas, some great recommendations: behind-the-scenes, how-to, challenges, TikTok dances, stories, Q&As, TikTok trends, and vlogs. Even if social media marketing isn’t in your holiday budget, tips like these are helpful for organic efforts, too.
Download the report here.
Image via TikTok
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