The direction and methods behind a digital marketing strategy can be influenced by all sorts of things. Consumer behavior and preferences are changing constantly, marketers must constantly review and readjust their approach to meet customers’ shifting demands.
The holiday season is a time of heavy commercial sales activity. It presents a number of unique opportunities for companies to optimize their digital marketing campaigns and drive-up sales over the festive period. TikTok has fast become one of the go-to marketing platforms. Let’s take a look at how you can market your brand on the video-sharing platform during the holidays. Keep reading to find out more.
The stats
TikTok has exploded in popularity over the past few years and is currently one of the most used social platforms in the world. Its core demographic continues to develop, initially, the platform was almost solely by younger people, but now it enjoys popularity across a broad range of age groups.
So, how do these users feel about the festive period? The stats are encouraging, according to a report published by the platform.
Approximately 93% of weekly Twitter users celebrate the holidays, with 82% of them reporting that they feel positive about them. With 35% of TikTok users saying that using the platform makes them feel happy, we can assume that many of them will be logging in over the festive period.
In terms of more general numbers, TikTok users are 1.6x more likely to turn to the platform for fashion and beauty advice, 1.3x more likely to use it for home decoration tips, and 1.3x more likely to use the platform for travel inspiration.
What’s more, 1 in 2 TikTok users have discovered a new product on the platform, use the platform to celebrate the holidays, and are more likely to shop online.
These figures make TikTok an attractive option for companies looking to increase sales over the holidays. What’s the best way to go about it? Let’s find out.
Plan ahead
The best way to truly maximize your holiday marketing strategy is to start planning and preparing well in advance. TikTok recommends that you start the planning process at least 12 weeks beforehand, drawing up creative ideas and thinking about how to optimize your product offering.
At six weeks before the holidays, you should start creating content, identifying, and targeting your intended audience, and working out budgets and bidding strategies.
At one week out you can double-check all your content plans and budget structures, before getting ready to launch your new campaign.
Optimization methods
Once your campaign is up and running, don’t think that your work is done. Running a successful digital marketing campaign is an ongoing process that requires regular reviewing and updating to see the best results.
In the beginning, keep your target demographic general and broad. This can help you drive traffic to your channel early in the process, after which you can reassess your analytics and begin specifically targeting the most responsive age groups.
Be prepared to adjust your budget to keep up with your competitors. However, avoid making large increases. Instead, raise your budget limits in incremental steps to avoid spending beyond your means.
Creating new, fresh content is vital as well. Using the same tropes and methods can grow stale and result in viewers losing interest. TikTok recommends that content is refreshed every seven days to keep audiences engaged.
Creative tools
TikTok offers businesses an extensive and ever-increasing set of creative tools that allows them to produce entertaining, informative content to promote their products and services.
The video editor can be used to crop footage, add music and sound effects, include subtitles and captions, and add stickers.
TikTok has also been developing its smart video and soundtrack tools. These AI-driven systems can automate the video editing process, adding treatment to clips as well as adding royalty-free music to videos.
Using templates
Businesses can make use of a number of video templates to create content. User clips and assets can be worked into these flexible, versatile templates to create a broad range of content to cover a number of uses.
For the holidays, TikTok has launched a series of holiday-themed templates. These can be accessed through the company’s ad platform by clicking on the Creative option in the Assets menu in the navigation menu.
Conclusion
The festive period is the perfect time for businesses to rethink their digital and social media marketing campaigns and optimize their strategies to increase sales. TikTok has proved to be enormously popular among consumers looking to research new products and check out existing ones.
The tips we’ve outlined above don’t just apply to Christmas holidays, they can be used to gear campaigns towards better performance during any holiday period, including Easter and Thanksgiving.
Looking for more marketing insights? Registrations are now open for our 2023 Amplify Summit, held from the 17th to 18th of January, where you’ll have the chance to access talks from industry experts, panels and workshops, networking opportunities, and a free affiliate manager toolkit. Register and secure your place today!
