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TikTok Christmas marketing for ecommerce brands
Christmas: it’s the most wonderful time of the year! Especially if you’re an e-commerce brand. Everyone’s buying gifts, or wants to buy gifts. At peak purchase season, your brand will want to harness the whopping $140 billion buying power of Gen Z, who make up a whopping 40% of all consumers globally (McKinsey).
So, where do you connect with Gen Z? TikTok, of course: the only social network with a 70% Gen Z audience.
Just under half of Gen Z social media users follow brands they love, and around 30% follow brands they intend to buy from. So, if young people are looking for Christmas gift inspiration, it’s on social networks. The social network they’re highly engaged on? TikTok. With Gen Z users opening TikTok 30 times a day and spending around an hour in-app, it’s fair to say e-commerce brands need to get on TikTok for Christmas marketing.
In this article, we take you through the top 3 ways for e-commerce brands to smash TikTok Christmas marketing.
1. The Christmas countdown
Beyond goofy dance challenges, what makes TikTok unique is the episodic nature of it’s content. TikTokkers often post videos in parts, kind of like a hyper-condensed TV show. Discovery happens primarily through hashtags, and some hashtag ‘challenges’ focus on completing a trend or activity over several days. This clever tactic is used by top accounts to get audiences tuning into their content over several days, in the same way you would tune into your favourite TV show.
This ‘episodic’ content lends itself really well to the pre-Christmas countdown. Everyone’s looking for gifts, especially last-minute gifts. Brands have a huge opportunity to leverage by running campaigns over the Christmas countdown, since they can gain repeated exposure over a short period of time. This creates the ideal scenario for high conversion to purchases.
A great example of this kind of content is our very own TikTokker @Kyran’s Advent Calendar series, nabbing millions of views across the series and thousands of comments. E-commerce brands across beauty, fashion and wellness regularly launch advent calendars. So, this kind of content is perfect for showcasing individual products and inspiring gift purchases.
The best part? TikTok isn’t saturated with beauty and fashion brands the way Instagram is, so your content can really stand out.
2. Leveraging paid ads & influencers
The key Christmas-time goal for e-commerce brands is driving sales. TikTok has recently launched a biddable ads platform as well as ad formats including links to purchase without leaving the app.
These are great tools for TikTok Christmas marketing, especially to help brands optimise for purchases. Unfortunately buying up ad space is expensive, and won’t work, because TikTokkers strongly distrust obvious ads. The solution? Partner with people they trust. Gen Z follow influencers heavily and are 25% more likely to rely on their recommendations than previous generations.
Influencer partnerships are the most effective way to fast-track any campaign, since they can boost both reach and trust in your brand. A key strategy is to introduce your brand with influencers, who know the platform best and hence create the most engaging content. You can later boost their branded posts through TikTok ads, effectively acting as ‘retargeting’. This two-step route to conversion creates the perfect environment for brands to increase sales.
This combined technique worked wonders for Superdry, who partnered with top influencers for their Christmas campaign last year. The campaign had a total reach of 2.8 million people, purely down to influencer partnerships.
3. Get into the Christmas (or competitive) spirit
45% of Gen Z say deals, discounts and offers are the top factor influencing purchase decisions. This is all the more true at Christmas, when everyone feels a little financially stretched. Competitions and cash incentives can go a long way. Competitions are especially effective because Gen Z value participation (25% said they would promote a brand if they felt involved with it in some way).
Kool-Aid understands how to ace their TikTok Christmas marketing. Last year, they created the viral #OHYEAHChristmas contest, with a $10,000 cash prize for the winner. They partnered with rapper Lil Jon, which is a smart move – Gen Z is 80% more likely to enjoy rap music than previous generations. Together, they created a Christmas themed jingle and encouraged others to join and show off their holidays spirit. Again, this is the perfect entertaining, kooky content that does well on TikTok – and it worked because they generated nearly 2 billion views.
So, as we’ve seen there are huge opportunities for e-commerce brands to leverage TikTok for Christmas marketing. With only a few months to go, it’s now time brands start thinking about including TikTok in their marketing mix for Christmas. We’re excited to see what creative campaigns come out of this year.