Use TikTok’s 2023 Holiday Marketing Playbook to Boost Sales and Brand Awareness

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Has your marketing team already started planning the holiday season? Calm down, I know, it’s still June. But if Christmas is a season that heats up sales for your business, it’s time to prepare — and TikTok knows it.

The media app has just released the 2023 Holiday Marketing Playbook, a guide to help brands use TikTok to sell more during the holiday season.

If you want to understand the main insights of this content and use the neighboring network to sell more, come with me!

TikTok x Ventes

TikTok is a social network that engages the user through short video content. This you already know. But the app also showed some great numbers when it comes to brand awareness or product sales.

Small businesses have already discovered this tactic and are taking advantage of the ease of reaching many users at once to attract new customers. There’s no shortage of attention-grabbing product videos with a fun story. Advertising influencers and brands taking advantage of trends are also common.

According to the platform, 1 in 2 TikTok users turn to the app for content about the festivities and shopping. Plus, your users are 1.4x more likely to buy a product they saw in the app. And this advantage can be further exploited in seasonal periods.

How to sell on TikTok at the end of the year?

The purpose of the material published by TikTok is to help brands create paid campaigns through TikTok for Business. Even if the festivities are a bit far off on the calendar, you can already start preparing — and more importantly, preparing your potential customers.

And the earlier this work begins, the more time marketers will have to generate brand awareness, engage and prepare users at the time of purchase.

Next, I share the main ideas of the material. These ideas can work even if your brand doesn’t have the budget to invest in the platform, but wants to achieve positive sales results this year organically.

Use TikTok’s native language

TikTok users are used to a certain aesthetic standard, created organically by those who use the app over the years. And if your brand wants to gain the trust and attention of the public, like any other video on the For You tab, it may be worth emulating this model.

Just spend a few minutes on the application to notice it. Most of the videos don’t have complex edits, use viral audio, show people talking up close, and use voice effects.

Summary: Use the language of the platform and create content that feels organic.

Attract attention, value and action

Each video can be seen as a funnel: you need to grab the user’s attention, then generate value for them, and only then issue a call to action.

Use the first seconds to grab attention and the last seconds to direct them to other content or your website.

Teaching a recipe, giving a gift tip, or even travel suggestions are examples of how content can be used to drive value this time of year. But, of course, tie the content to your brand’s purpose or the products and services it offers.

Summary: Focus on grabbing attention, adding value, and driving action with your holiday story.

Explore editing and audios

TikTok offers a number of video editing tools, as well as audio options, for creating content on the platform.

Your brand can explore effects already widely used by users, such as beauty and voice filters. It is also possible to explore the most used audios – and recognized by users.

Resist the temptation to create overproduced videos. Those who use TikTok are accustomed to consuming videos for the story or the value they generate, not the editing.

Résumé: Engage your audience and capture their attention with effects and audio.

Take advantage of platform trends

To better connect with their audience, brands can take advantage of trends circulating on the platform. It is possible to recognize a trend in the hashtag, and some accumulate billions of participations.

This is the case of the hashtag #unboxing, used to show an order being opened by the user, who shares his reaction and product details. The hashtag #giftIdeas is another example often used by brands, because the goal is to share gift ideas.

Summary: Take advantage of holiday trends to connect with new communities of buyers.

The holiday season is generally promising for many brands, especially in e-commerce. Therefore, it is crucial to prepare in advance and leverage tactics such as content creation and influencer marketing to attract, engage and generate more sales.

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