OptimizeyourbrandʼsTikTokstrategy forBlackFridayandCyberMonday
BlackFriday& CyberMonday2024
UnlockBlackFridayandCyberMondaysuccesson TikTok,whereexcitementmeetscreativity.TikTok shinesasavibranthubfordiscoveringmust-have itemsandexclusivediscounts.Thisplaybook exploresthelatestinsightsandinnovativeproduct solutionsthataretransformingholidayshopping. JointheTikTokshoppingfrenzythisseason!
HowTikTokshowsupforshopperson BlackFridayandCyberMonday
Unboxingvideosandhauls areparticularlypopularduring BlackFridayandCyber Monday.
TikTokusersshareinsider tipsandtrickstoenhancethe overallshoppingexperience.
Unboxingvideos ShoppingTips DealHunting GiftInspo
Thisisnʼtatimeto gatekeep—userscometo TikToktofindoutallthebest dealsoftheseason.
TapintoBlackFridayʼs proximitytoGivingSeasonto fosterconnectionbetween usersoff-platform.
BlackFridayandCyberMondaysparksdiscovery andinspirationon
ourplatform,leadingtosales
#ofmln.viewsforvideosmadeusing#BlackFridayand#CyberMondayNov-Dec2023
BlackFriday/ CyberMondayTrends
OneForYou, OneForMe
TikTokusersindulgeinself-gifting tolightenholidaystress,eagerly sharingtheirfindsandthe unexpecteddelightsbrandsoffer.
MarketerTakeaway
Helpshopperscrossoffholidayto-do itemswhilealsoindulgingthemin additionalproduct,moreloyaltypoints,or otherincentivestospreadjoytothe stressedholidayshopper.
Wanderlust Wishlist
Whetherusersaretravellinghomeforthe holidays,oralreadydreamingofawarm summervacation,travelplanningsurgesin thewinter,asweobservehigherpeaksin travelcontentanddiscoveryamongst TikTokusers.
MarketerTakeaway
Considerhowyourbrand/productcantap intothisseasonalshoppingbehaviortravelsizeitems,traveldestinationthemed marketing,etc.
87%
ofTikTokusersbuygiftsfor themselvesduringholiday shoppingevents,12%more thanothersocial/video platformusers
PowerPlay: TikTokShop
IntegratingintoTikTokShopallowsformoreseamless bundlingandpromotionalopportunitiestotreatyour audience.
#TreatYourself
#SelfCare
#GiftsForMe
+80%
WhenTikTokisusedforthe holiday,usersmake80% moretravel-relatedgift purchasesthanother social/videousers¹
PowerPlay: CreatorMarketplace
FindtrustedcreatorsinTikTok'stravelcommunity instantlywithTikTokCreatorMarketplacetoshare travelinspirationduringtheholidayseason.
#TravelGifts
#Travelideas
#Travelinspiration
Experttip:CheckouttherestofourforecastedHolidaytrendsinourHolidaysFor You2024playbookontiktok.com/business.
Source:TikTokMarketingScienceUSHolidayResearch2022,conductedbyMaterial
Source:TikTokMarketingScienceUSHolidayResearch2022,conductedbyMaterial
DriveconversionthisBlackFridayand CyberMondayshapedbycampaigngoals.
1 2
COMMERCEFuelBlackFridayandCyberMondayshopping
FULLFUNNELDriveandnurtureleadstoaction
Enhancecampaignprecision withDataConnections.
Unlockmeaningfulinsightsbyusingtools likeEventsAPIandPixeltooptimize,measure, targetandenhanceyourcampaigns.
LearnMore
19%
15%
CombiningEventsAPIandPixel canincreaseeventmeasurement by19%
Advertiserssee,onaverage,a 15%improvementonCPAwhen usingPixelANDEventsAPI
Source:TikTokWebEventsAPIIncrementalPerformanceBenefitAnalysis,Nov2022-Feb2023
Unlockbusinessgrowthwith TikTok'sholisticmeasurement solutions.
Leveragemeasurementtoolstoeffectively evaluatethevalueTikTokbringstoyour businessstartingfromdiscoveryto conversions.LearnmoreaboutTikTok's1st Partyand3rdPartymeasurementsolutionsto helpyouprove,refineandgrowyourholiday campaigns.
LearnMore
BrandLiftStudy
Avg.brandrecallasaresult ofadvertisingonTikTok¹ +7.8%
MediaMixModeling
TikTokdriveshigherROAS comparedtoNielsenmeasureddigitalmedia channelsintheUS² 96%
ConversionLiftStudy
incrementalconversions usingSparkAds,measured byConversionLiftStudy³ +54%
Commerce
Fuelholidayshoppingtodrivesales.
Amplifyproductsaleswithatargetedcommercecampaignthatcaptures thepurchasingmomentumoftheholidayseason.
VSA(w/Catalog)or WebConversionAds (nocatalog)
MediaFlightRecommendation
CyberWeekbuildup
PrepareforCyberweekbystartingyour campaignsbeforethebigsales
VSAProspecting
Always-onVSARetargeting
CampaignLength
WebConversionAds
TTAMObjective:Conversion
+ValueBasedOptimization
KPI:ROAS,CostperCompletePayment
PoweredbysignalsfromthePixelandEvents
API,webconversionadsbringhigherconversion volumesatlowercostperactionsbyidentifying usersmostlikelytoconvertonyourpage.Pair withValueBasedOptimizationtodriveROASlift. Learnmorehere
Planforlastshipdates
Capturepurchasesbeforelastshipdates and/ordrivetostoreforlastminutepurchases
VSAProspecting
VSAProspecting|60%budgetsplit*
Prospectinghelpsadvertisersfindpotential customerswhohavebeenengagingwithsimilar products.UsewithProductSetstohighlight specificitems.Learnmorehere
VSAhassuccessfullydriven:
VSARetargeting|40%budgetsplit*
Retargetingallowsadvertiserstotargethigh valueusersandpastcartabandonerstodrive personalizedproductrecommendations.Usewith ImageCarouseltoscalecreatively. Learnmore here
VSACarouselwithRetargetingimproves last-clickconversionperformancewhen comparingCarouseltoVideo
AdvertiserssawlowerCPAwhenusing Conversionandsharingfullfunnelevents andAdvancedMatchingcomparedto Trafficcampaigns
SuperchargeyourTikTokShopwithShopAds.
AmplifydiscoveryandactionboostingyourTikTokShopgrowthandsaleswithShopAdsacross video,LIVE,andproductcardformatsintheShopTab.Learnmorehere
CampaignLength 12 months
MeasurementRecommendation: PairmediacampaignswithaPost-PurchaseSurveyandConversionLiftStudy
FullFunnel
Engageandconvertateverystage oftheholidayshoppingjourney.
Guideeachstepfrominteresttotransaction.Createaholidayshoppingcampaignthatturns curiosityintoengagementandsparksaction.
MediaFlightRecommendation
Buildupto Cyberweek
Always-onwithWebProspecting
Drivepromotional messagingwith VideoShopping Ads.
25%budgetsplit* TTAMObjective: ProductSales
KPI:ROAS,CostPer CompletePayment
Fuelconsiderationandsustain engagementwithReach&Frequency andBrandAuction.
5%budgetsplit*
TTAMObjective:VideoViews
KPI:EngagementRate,Reach,CPM
Sustain
Maximizeadjacencytopperforming UGC&publishercontentwithPulse.
Budgetallocation:35%*
TTAMObjective:N/A(Reservation)
KPI:Reach,CPM
ThroughouttheHolidayseason,therearemultiplePulsePremiere& PulseCategoricallineups.
PulseSeasonal:Halloween,Thanksgiving,Christmas,&NewYears
PulseSeasonalLineups.
PulsePremiere:Entertainment,Sports,&Lifestyle
Learnmorehere
HeavyRetargeting
MaintainVSARetargetingalwaysonfor thepurchaseseason.
Celebrateyourbrandonyourbiggest holidaywithTopView.
Budgetallocation:15%*
TTAMObjective:N/A(Reservation)
KPI:Reach,CPM
NowletʼstalkCreative.
EmbracetheholidayspiritwithValue&Variety—yourkeytounlockingcontentthat resonates.StartheretocreatecompellingTikTokcampaignsthatnotonlycapture attentionbutalsoenrichyouraudience'sexperiencewithmeaningfulengagement.
ContentFramework:Value&Variety
DeliveringValueonTikTokmeanscraftingcontentthatresonateswithandbenefitsyouraudience.Doesit entertainorinform?Whetherit'sfosteringcommunityconnectionsortappingintothelatesttrends,the goalistocreatecontentthatkeepsyouraudienceactivelyengaged,offeringthemasenseofworthand relevancethrougheachinteraction.
Valuecreatesaction
3.3X
Usersare3.3xmorelikelytoclickonor engagewithentertainingTikTokads¹
VarietyonTikTokisallaboutdiversifyingyourcontenttocaterto themultifacetedneedsandinterestsofyourviewers.It'scrucialto keepyourcreativeportfoliofreshandvariedtocaptivatethewidest possibleaudience.Byofferingarichmixofcontent,you're equippedtomeetthedynamicneedsofyourTikTokcommunity.
Createcontentvarietywith:
● ProfessionallyGeneratedContent:CreativeExchange
● UserGeneratedContent:CreatorMarketplace,Creative Challenge
● AIGeneratedContent:SmartCreative,ScriptGenerator, CreativeAssistant
BestpracticesforBrandingadvertisers
23assetsperadgroup|35adgroups/ campaign|Refreshevery14days
Foracampaignthatwillrunfor4weekswith 3creativepieces/adgroup&have3ad groupsyouwillneed:
● 3creativeassetsx3adgroups=9 assets
● 9assetsx2refresh4weeks/2 weekrefreshperiod)=18
Totalcreativeassetsyouwillneedis18.
1.5x
Onaverage,TikTokcampaigns with57creativesalongside weeklyfrequencyofatleast1x droveaROASthatis1.5xofall othercampaigns.
Source:TikTokMarketingScience,CPGSales LiftMeta-Analysis,20212022
BestpracticesforPerformanceadvertisers
35assetsperadgroup|35ad groups/campaign|Refreshevery7days
Acampaignthatwillrunfor4to8weeks, with3assets/adgroup&have3adgroups youwillneed:
● 3creativeassetsx3adgroups=9 assets
● 9assetsx4to8refresh48 weeks/1weekrefreshperiod)=54
Totalcreativeassetsyouwillneedis36to 72assets.
