They'reonthe huntforvalue 4
Searchesfor‘reviewʼareup116%YoY,while searchesfor‘saleʼ/‘dealʼ/‘promoʼ/‘offerʼ haveclimbed20%.
OnTikTok,thatmeansbrandsneedtoshow upwithcompellingreasonstobuy-and community-ledcontentthatearnstrust.
Source:TikTokInternalSearchData,Jan-Apr2024vs2025
Switchingis sticking 5
Ahuge89%ofthosewhotriedanewbrand orretailerduringpeak2024havekept shoppingwiththem-orplanto.
ThatmakesthisQ4agoldenopportunity… orarisk.
Becausethebrandswhostandoutand deliverjoywonʼtjustwinonesale,theyʼll earnlong-termloyalty
Source:TikTokMarketingScienceConsumerEmpathy Programme,May2025,UK
Standingoutthis Christmasisn'toptional -it'severything.
TikTokhelpsyoubuildbranddifference, fast.Infact,TikTokadsoutperformbothTV whenitcomesto settingbrandsapartintheircategory.
“Emotivedigital channelslikeTikTokcanbesomeofthe strongestatbuildingbranddifferenceand
Source:KantarCrossMediaDatabase,2023;IPA&Kantar:
Whatbrandsmustdoto winthisChristmas,you mustdotwothings: 6
Whileconsumersaredeciding: Differentiate
Whenthey'vedecided: Reducefriction
Makeiteasy,makeitmeaningful.
Entertaintoengage 9
TikTokisattheepicentreofentertainment today.Andentertainmentconverts.
Creativesthatsparkjoyorsurprisescore 15%higherinsentiment.Thatʼsmeasured impact,backedbySystem1
Andyouraudienceexpectsit: 79%ofTikTokusersagreeit'saspace wherebrandscanshowpersonalityand expressthemselves.
Sources:TikTokxSystem1CreativeStudy,2025;TikTokMarketing ScienceGlobalCommunity&Self-ExpressionStudy
TikTokPeakPerformance
GetreadyforasuccessfulQ4onTikTokwith24actionabletipstosharpenyour strategyandprepforpeakseason.Usethechecklisttoalignyourteamandconnect withyourTikTokreptomaximiseimpact.
ThisChristmas,TikTokoutrankswordof mouthforgiftideas-secondonlyto browsingin-storeoronline.Here'showthe topsourcesstackup.
In-storebrowsing
Browseonlinestoresormarketplaces 35%)Recommendationsfrom friendsandfamily
Onlinesearchengines
Askthepersondirectlywhattheywant
Source:Source:TikTokMarketingScience
Reach&relevance:OverhalfofUKadults areonTikTok¹,spendingafilmʼsworthof timeontheplatformeachday¹.
Newcustomers:70%ofTikTok-drivensales comefromnewcustomers²-upto30% morethanotherdigitalplatforms.Usersare also1.5xmorelikelytodiscovernewbrands onTikTok³.
Shoppableengagement:93%ofusers engageinshopping-relatedactivityon TikTok⁴,and44%ofsocialshoppershave purchaseddirectlyviaTikTokShop⁴.
Sources ¹TikTokInternalData,Oct2024 ²FosphaQ1Report,2024 ³TikTokMarketingScience,GlobalRetailPathtoPurchase, Material,Aug2021(N=13,206)
⁴RetailEconomics,June2024
Buildfirst-party audiences 15
Don'twaittoconvert-primethepump.
BrandsthatcombineCatalogAdswith high-reachformatsseea129%liftin conversionrate.
Why?Awarenesswarmstheaudience. Productrelevancesealsthedeal.
Source:TikTokInternalMetaStudy,H12024
BlackFridaycontentviewswereup120% YoYin2024.
Leanintodeal-drivendiscoverywith creativethatconnectsinthemoment-then capitalisewithSearchAdsthatconvert intentintoaction.
Source:TikTokInternalData,Global,BlackFridayHashtagViews YoY
SeptemberandOctoberareyoursetupand buildmonths.
Appinstallandleadgencampaignsnowlet youremarketlater-andTikTokusersare 38%morelikelytodownloadyourappand 44%morelikelytopurchasein-app.
Source:GWI,EU5&USA,TikTokUsers18+,Q12024,Q42023,Q3 2023,Q22023 Gofullfunnel
Personalisethe userexperience 17 Tapintocreators viaTikTokShop
Source:GWI,EU5&USA,TikTokUsers18+,Q12024,Q42023,Q3 2023,Q22023 Leveragekey shoppingevents
Smart+CatalogAdstailorthepathto purchaseinrealtime,cuttingcostper purchaseby36%onaverage,comparedto manualsetup.
Theresult?Lesswastage.Moreprecision. Andproductspeopleareactuallyprimedto want.
Source:TikTokAggregatedData,TTAMClosedBetaStudies,Q3 2024
Open-planaffiliateprogrammesletTikTok creatorssellforyou.
Witha57%newcustomerrate,creator contentonTikTokShopcanintroduceyour productstoentirelynewaudiences.
Usebrand-buildingformats,like TopView,Pulse,andReachObjectives todrivefameandlandyourmessage early.
BrandedMissions,creatorcontent, andremixabletrendshelpyoushow upwithimpact.
Captureattentionand driveawarenesswithstandout formats
Winhearts:Buildmeaningful connectionsandsparkintentwith considerationformats
Unlockwallets:Convertintentinto actionwithseamlesscommerce solutions
PartnershipSolutions:
1.JingleJams:Partnerwitharising musiccreatortoremixthesoundof Christmas
2.HolidayHeroes:Celebrate everydaypeoplewhodeservethe spotlight
Usethischecklisttomakesureyou'resetupforsuccessthisQ4-from foundationsandcreativetomeasurement-sothatyoucanturnfestive momentsinto
TheBasics
❏ PixelandEventsAPIacrossatleast4events (seeright)
❏ ManualandAutoAdvancedMatching
❏ Activate1P&3PCookies(forPixel)IP/UA/Click ID(forEventsAPI
❏ Atleast5parametersperevent
❏ Content_ID&Value(mandatory)
❏ Passbackevent_IDfordeduplication
❏ CatalogueMatchrate80%
To
Selectallevents thatapply
ViewContent
Subscribe
AddtoCart
AddPaymentInfo
InitiateCheckout
Search
Contact
CompleteRegistration
Purchase
PlaceanOrder
Offlineconversions ❏ TTAMsplittest
BrandLift/ConversionLift(multicell)
❏ Modernmeasurementpartner (e.g. FosphaorSellforte)
❏ BrandLift/ConversionLift(singlecell)
Campaigneffectiveness(e.g.System1
YourResults
