In 30 seconds:
- “Black Friday TikTok” is back for November 2022, and it’s a huge opportunity to get your best Black Friday deals in front of younger audiences.
- Great TikTok Marketing means understanding the app’s majority Gen Z audience and what appeals to them. For the best Black Friday Campaigns, it’s about getting the messaging right – not just sales.
- As a TikTok Agency, we know what works. Read on for creative Black Friday campaigns.
Black Friday TikTok is big news. Black Friday is a key calendar date for brands anywhere, but this Gen Z-orientated platform is where you can take sales to the next level.
Due on the 25th of November this year, Black Friday is the first Friday to fall after Thanksgiving. It’s become known as the biggest date for holiday shopping, when thrifty shoppers can pick up a bargain. Black Friday is popular on both sides of the Atlantic – and all over social media.
In particular, Black Friday TikTok is an unparalleled way businesses can win Gen Z customers before Christmas. But how can you get it right?
To nail your Black Friday TikTok sales, it’s important to stand out from the crowd and speak to your audience on their level. But no stress: we’ve done all the legwork for you. Here’s everything you need to know to have one of the best Black Friday campaigns!
Why is TikTok so important for Black Friday?
A big reason TikTok is so popular among teens and young adults is the variety and relevance of content offered on the platform. A third of TikTok users say they use the app to stay up to date with the latest products and trends, and nearly half say they’re on the platform to discover new things.
That makes TikTok a great platform for big brands and small businesses to market new products and services, or to advertise new offers – like Black Friday sales.
Another reason TikTok is well suited to Black Friday marketing is because of the demographic using the platform. TikTok is over 60% Gen Z. Gen Z are young in the workplace and therefore more cash strapped. As the ‘digital native’ generation, they’re savvy about discovering products. That means they love hunting for deals. 61% of Gen Z say coupons and discounts can inspire them to try a new brand.
A well-conceptualised Black Friday sale campaign is therefore guaranteed to land. Last year, Gen Z spent more than any other generation on Black Friday weekend. This year, the Cost of Living crisis means this group is even more motivated to find great deals, and will shop around to get the best value.
Another boon is that TikTok makes it simple for users to share their favourite purchases with friends and followers. That user-generated content (UGC) is perfect for inspiring trust (70% of Gen Z find UGC helpful) and thereby increasing sales. Nail it for your initial TikTok audience, and your sales have potential to go stratospheric.
Black Friday TikTok: 8 ways you can maximise sales
So, you’re convinced that Black Friday TikTok is the best route for your brand. But how do you get started?
The good news is, Tiktok is easy for new users to navigate, and there are myriad ways for brands to market their products on the platform. Check out our advice for nailing your TikTok ads and perfecting your TikTok marketing for guidelines and tips that work all year round.
For Black Friday TikTok specifically though, you can step up particular activities. So without further ado, here are the top ways to boost your sales on TikTok Black Friday!
1. Use Black Friday hashtags
You’d be surprised at how many people neglect hashtags on TikTok, so getting them right puts you ahead of the competition to catch users interested in Black Friday shopping.
@laurenwolfe My favorite Black Friday sales & fav items! Links in my bio💖 #blackfriday2020 #blackfridaydeals #blackfriday #cybermonday #christmas2020 #giftguide ♬ Money (amended) - Cardi B
TikTokers are already using Black Friday hashtags to find the best deals
TikTok audiences don’t always rely on hashtags to find the content that’s relevant to them, because the TikTok algorithm is so good at curating their discovery regardless. However, that means that the users who are searching hashtags on TikTok are ones who are highly engaged, with a specific objective in mind.
If you can put yourself in the path of these highly engaged users, you’ll be able to hack the TikTok algorithm into viewing your video as highly engaging – and it will show your video to more users.
The trick is getting that hashtag ✨just right✨. For marketing Black Friday sales or deals, make sure your hashtag includes relevant terms, but is easy enough to discover, with room to grow. A good tip is regarding hashtags as an SEO marketer would: combining short-tail keywords with long-tail ones for specific actions within online shopping. This means combining smaller hashtags with bigger ones. #BlackFridayTech is a good place to start, as it’s currently at under 50K views, versus #BlackFridayDeals, which has over 223M views.
2. Offer privileged access and discount codes
This advice comes to you because we know Gen Z, and we know what they love. And we know that demonstrating that you also know what they love will really resonate with them.
Gen Z are aware when they’re being marketed to. But they don’t mind if it’s providing value. Black Friday TikTok campaigns are a great opportunity for this, as you’re letting them know about potential savings. You can supercharge that perceived value, however, by creating exclusivity for your TikTok audience.
You’re already building TikTok into your Black Friday marketing efforts. Why not kick it off early? Reward your TikTok audience with privileged early access to special offers.
Another tactic is to offer discount codes that customers can only discover on TikTok. Include a discount code in your video and caption that’s discernibly TikTok-orientated, for example, ‘TikTok20PercentOff’ – tracking this will also help you measure where your sales are coming from.
This will tick that box for Gen Z-ers looking for great deals – and it’ll also have the added impact of privilege. Everyone likes to feel special!
3. Constantly update and renew Black Friday TikTok content
TikTokers want to see content that’s relevant – and when that comes to sales, relevant means fresh and up-to-date. If your Gen Z target audience is searching in 2022, seeing #blackfriday2021 or #blackfriday2020 isn’t going to wow them.
You should let your TikTok audience know about your Black Friday deals, sales and promotions immediately, as they happen. There’s no point sharing stale content. If it’s not exciting to you, it won’t be exciting for your TikTok audience. Black Friday TikTok content needs to be continuously refreshed so that it has the most impact.
A great way to make sure your content is always fresh is to lean into TikTok trends. After all, there’s a reason these are trending: TikTok users like this kind of content! Include trending sounds in your TikTok video or leverage trending hashtags. A safe route for paid media is to make your own original sound in homage to the trend.
A great way to stay on top of what’s trending on TikTok is to sign up to our free weekly TikTok trends newsletter. We tell you exactly what’s trending on TikTok, how brands can use it, and provide examples to help you get it right!
As you’re refreshing your content, it’s important to remember that you should always label your Black Friday promotion clearly. Make the saving or deal really clear, along with any required steps to access it. Is there a discount code? Is there a URL TikTokers should use? If you make your instructions easy to follow, more viewers will convert into sales.
4. Leverage user-generated content
TikTok wouldn’t exist without user-generated content (UGC). Keep this in mind for anything you create: if it can spur more UGC, you’re onto a winner. TikTok’s algorithm will reward videos that help the app grow. This means you’ll have a higher chance of landing on the For You Page (FYP).
The other great thing about user-generated content? It builds trust in your brand.
Brand engagements rise by 28% when consumers are exposed to a mixture of professional marketing content and user-generated content. That’s because 60% of consumers consider UGC reviews to be the most trustworthy source of information about products and services – the same percentage as friends or family.
For Gen Z, TikTok is not just a place to connect with peers: it’s a tool for richer information about products and services. If you truly want to stand out on TikTok, posting your own content is just the start. Giving the reins to TikTok creators is the way to unlock incredible brand sentiment and growth. You can read more about the key to using TikTok Creators for performance-driven TikTok campaigns here.
For Black Friday, a great method for engaging UGC is by encouraging participation in giveaways and competitions. This is even more impactful if you team up with an influencer to spread the word.
5. Run a Black Friday giveaway
Hey, you’re already promoting a sale. How about a giveaway?
@the_xebec GIVEAWAY: New Challenge. The Comments with no replies will be entered into our giveaway to win a free Tri-Screen! Closes 11/18 #giveaway #blackfriday ♬ THATS WHAT I WANT - Lil Nas X
Retailer Thexebec combined their Black Friday TikTok promo with the chance to win a mobile Tri-Screen ATX.
The benefits of social media contests and giveaways are huge. They are vital for growth and help brands access an average of 34% of their new customers. Accounts that hold contests grow their followers 70% faster – probably because over 60% of users share the contest with friends, to suggest they partake too.
Black Friday TikTok is a great way to tap this. Giveaways draw on people’s desire for bargains – just like Black Friday.
The core of a successful contest boils down to a cool prize and an engaging competition. Make sure your prize is something that people want to compete for, and that it’s easy to participate.
One way that your audience can participate is through tagging others, or filling in a form. These have high conversion rates for people sharing the competition with peers.
However, if a picture is worth a thousand words, then user-generated videos are worth a whole library. If you can instruct TikTokers to create UGC in order to participate in your Black Friday competition, you’re onto a serious win.
You’ll be leveraging that peer-to-peer trust, all while creating a fun activity for your TikTok users. This will build brand sentiment and awareness. And if you combine it with a Black Friday sale promotion, then even the ‘losers’ are winners – because they’re finding out about savings.
6. Use Tiktok's integrated shopping features
Now that TikTok has integrated their much-awaited in-app shopping feature with Shopify, users can buy products featured in videos they watch, seamlessly. This is perfect for attracting Gen Z, who are leading the movement into social commerce (i.e. shopping without ever leaving the social media app).
This feature makes the transition from interest to conversion that much smoother – and everyone in e-commerce knows that the fewer barriers your potential customers encounter before purchase, the more likely they are to turn into sales.
The truth is, a lot of TikTok users are on TikTok because… they like being on TikTok.
That means that many TikTokers may ignore your Black Friday promotion, no matter how good the deal is, because they’re not in the mood to leave TikTok just yet.
This Shopify integration is huge news, because it means all those people can stay on TikTok while accessing your deals. Hello, increased sales conversions!
As well as tagging items in videos, brands can create a miniature storefront for users to shop directly from without leaving TikTok. It’s perfect for striking while the iron is hot and converting more viewers than would normally be possible.
7. Advertise Black Friday with influencers
Remember what we were saying about Gen Z using TikTok as a source for richer information? TikTok influencers are a goldmine for this – especially for Black Friday.
@itslilyrose Treating myself to a new ASOS haul! @asos #ad #ASOSInthebag #blackfriday ♬ Got It - CASHINO
Fanbytes worked with @itslilyrose for ASOS’ Black Friday TikTok haul
Social media influencers are one of the most powerful ways to boost brand awareness. After all, they have huge followings of people who’ve actively chosen to tune into what they have to say. And leading the pack in engagement rates? TikTok of course.
There are a few reasons for this. TikTok content is relatable; it’s entertaining and it feels real, not curated. That’s great news for recommendations, which flourish when they feel honest and direct.
Examples of ways to tap into this for Black Friday? Black Friday hacks and Black Friday hauls.
Videos where an influencer gives product comparisons and breakdowns of their shopping have a ‘real world’ feel. Black Friday ‘hacks’ videos also make your sales or promotions feel exclusive. Both help audiences feel more confident in their purchase decisions. That’s big news at this time of year!
Connecting with the right influencer, however, is something of an art. Luckily, it’s what we’re great at! Get in touch with us to start finding the perfect TikTok influencer for your next campaign.
8. Use TikTok SEO to increase visibility
Last year, search engine interest in the term “Black Friday” had already started 12 weeks before the date. And for Gen Z, Google is no longer the go-to search engine. TikTok’s ability to connect young people with relevant content has meant this is now their preferred method of discovery. Gen Z uses TikTok like a search engine – leading reports that “for Gen Z, TikTok is the new search engine” and that for this group, TikTok is “the new Google”.
SEO marketers will know what this means. If your audience is searching on TikTok, you need to make sure your products and services are what they find.
TikTok has a sophisticated search engine that picks up keywords in more than just the caption of your video. In-video text, spoken words, hashtags, and bio text are all picked up by the TikTok algorithm and can factor in TikTok SEO. It’s therefore important to look for Black Friday keywords that are relevant to our offering (especially product-led long-tail keywords) and add these where they make the most sense.
As SEO marketers will also tell you, however, a great strategy doesn’t begin and end with keywords. It’s vital that you understand your audience and provide the right content for them. On TikTok, users are looking for entertainment. Make sure you’re making a great TikTok video first and foremost. Keyword stuffing will feel inauthentic to users, while a boring video is unlikely to get a high watch-through rate and trigger the algorithm to send it viral. Make sure you strike a good balance to get yourself discovered by keen Gen Z shoppers on TikTok.
For more information on how to use TikTok SEO to boost your presence and trigger sales, check out our article on TikTok SEO.
Black Friday TikTok for the win
TikTok is a great way to connect with users and get them excited about your brand.
It’s ✨the✨ place Gen Z goes to learn about new products. And Gen Z loves a bargain. So Black Friday and TikTok are the perfect match – if you nail the experience. Doing so helps you cut through the fluff at this busy time and make a real connection – for Cyber Monday and beyond.
Need a little more guidance on how you can get the most out of your Black Friday marketing strategy? At Fanbytes, we’ve combined our social media marketing expertise with tailored customer service to make sure you get the best result possible. Want to know more? Get in touch with us today!
Want to learn more? Check out these links to help you nail your holiday season TikTok marketing campaigns:
