We forecast that total retail holiday sales will total $1.297 trillion this year. Brands looking for a piece of the pie need to maximize their social media presence, which, of course, includes TikTok.
Why? Here’s what TikTok brings to the table, according to “TikTok’s 2022 Holiday Guide”:
Increased discoverability: Half of TikTok users turn to the platform to celebrate a winter holiday or shopping event, according to TikTok Marketing Science US Holiday Purchasing Research 2022, conducted by Material.
- 1 in 2 TikTok users turn to the platform to research a new product or brand, while the same number have discovered a new brand or product on the platform.
Easy inspiration: 63% of TikTok users use the app to plan or celebrate the holidays, according to the US Holiday Purchasing Research.
- TikTokers are 1.6 times more likely to turn to the platform for fashion and beauty inspiration.
- They are also 1.3 times more likely to use TikTok for home decor inspiration.
Intent to purchase: 68% of TikTokers start their shopping at least a few weeks before the holiday, the report found.
- Users who post holiday content and watch live or creator videos are 1.4 and 1.3 times as likely to shop at least one month ahead, respectively.
The right tools: Here’s a look at a few of TikTok’s ad types that marketers can integrate into their holiday campaigns.
Let’s break them down:
1. Lead Generation
- This tool collects new leads directly from the platform. Users can fill out an instant form pre-populated with their contact information, which can be used for email lists, registrations, or retargeting purposes.
2. Spark Ads
- This native immersive ad formation blends into the For You page, enabling marketers to amplify existing organic videos or videos from creators.
3. Collection Ads
- Users can discover and browse products in a full-screen mobile experience.
4. Display Cards
- These are clickable cards added to in-feed videos that draw attention to special promotions, sales events, products, or calls to action.
5. Gift Code Stickers
- Add a promotional code to your video ad that users can save and use on your website.
This was originally featured in the Retail Daily newsletter. For more retail insights, statistics, and trends, subscribe here.