Earlier this year, TikTok released their 2023 Holiday TikTok Marketing Playbook for marketers. Now that the season is quickly encroaching as big box stores start putting out decorations and *gag* already begin to play Christmas and other celebratory tunes, we’re giving you the quick version below to overview the 13 page official guide.
(Side note: Okay – we’ve all had the argument. Love or hate Christmas songs? Look, whatever. Just wait to start forcing customers to listen until after Halloween. I can’t feel ghoulish while thinking about sleigh bells ringing!)
Fast facts to get you on board:
- 1 in 2 TikTok users turn to the FYP for holiday & shopping events content.
- 38% of shoppers are likely to start shopping earlier this year.
- TikTok users are 1.4x more likely to buy a product they saw on our platform.
The most useful aspect of this guide is their calendar diagram (page 8 in the guide) for when you should be enacting each type of campaign. And according to it, being mid September, we’re heartily into the “planning” timeframe. So as to not waste any more precious “TikTok”s on the clock, let’s get to it!
Table of Contents
- Checking the Farmer’s eCommerce Almanac
- Hear from the Pro Virtual Botanists
- Make Your Brand Blossom This Holiday – TikTok Marketing Playbook Breakdown
- PREP THE SOIL – Start Holiday Campaigns Early
- SCATTER SEEDS EVERYWHERE – Retarget with Shopping Ads
- WATER THE SEEDLINGS – Offer Themed Challenges & Effects
- ATTRACT POLLINATORS EARLY – Capture Leads from the Get-Go
- BROADCAST FROM YOUR FIELD – Host Shoppable LIVE Streams
- HIRE GARDENERS – Partner with Influencers
- Reap a Bountiful Season
Checking the Farmer’s eCommerce Almanac
Before planting your marketing crops, it’s wise to consult the farmer’s almanac – in this case, the sales predictions for the upcoming season. While some forecasts call for clear skies and fertile soil (eMarketer predicts just over $1 trillion in holiday sales), other outlooks foresee drought conditions (Coresight expects lackluster growth).
As an experienced marketer, you know surprises can sprout up no matter what the forecast. Leverage guides like TikTok’s to prepare your strategy early. Plan your seasonal content calendar, test different creative formats, and nurture your audience (whom Salsify estimates that 90% of global consumers in 2023 are “adopting cost-saving behaviors”). Then you’ll be ready to bring in a bountiful harvest, rain or shine.
One way to do that is to take advantage of the resources supplemented to marketers by the wisdom of those experienced agriculturalists of the virtual greenhouse that is Social eCommerce. So let’s look at the tips TikTok is sharing to help cultivate holiday success!
Hear from the Pro Virtual Botanists
TikTok’s insider guide is the virtual Miracle Gro your brand needs as it provides valuable marketing tips, especially for reaching younger audiences who shop online, to help you grow your holiday season into a bushels of success.
A great thing about this playbook is that even if you’re not focusing on TikTok as your main resource, it can still get you thinking strategically about your broader seasonal plans.
Nailing the lead-up is key, and in some cases, that means planting the seeds early in order to reap the fully social platform-fertilized yield later in the year.
The following tips give insight to ensure that you’re planning the right digital crops, you stay true to the timing of your virtual plantings, and making sure the weeds of distraction and oversight don’t overtake your harvest.
Make Your Brand Blossom This Holiday – TikTok Marketing Playbook Breakdown
Seasonal shopping: when consumers are primed for gift inspiration, recommendations, and shopping comparisons. The essential gardening tips TikTok shares in their guide for this year include:
PREP THE SOIL – Start Holiday Campaigns Early
With many shoppers starting their gifting prep sooner, aim to launch holiday campaigns by early October. Join in on trending festive hashtags and conversations happening in comments to build momentum.
SCATTER SEEDS EVERYWHERE – Retarget with Shopping Ads
Use retargeting and dynamic ad features to reach shoppers likely to purchase featured products and gifts. Countdown and gift code stickers boost engagement.
WATER THE SEEDLINGS – Offer Themed Challenges & Effects
Incentivize user-generated content with branded hashtag challenges and AR effects featuring your products. Effects like Santa hats and snowfalls add festive flair.
ATTRACT POLLINATORS EARLY – Capture Leads from the Get-Go
Collect lead gen forms for holiday newsletter signups, early access to sales, and exclusive promo codes for big sale days. Marketing to leads drives conversions.
BROADCAST FROM YOUR FIELD – Host Shoppable LIVE Streams
Showcase gift guides and new products via TikTok LIVE shopping. Viewers can easily tap and purchase without leaving the app. The holidays see a surge in shopping searches.
HIRE GARDENERS – Partner with Influencers
Work with creators to kick off viral festive trends tailored to your brand. Identify advocates who align with your target audience. Get them to post authentic, branded content.
Reap a Bountiful Season
The holidays present a major growth opportunity for brands on TikTok. But! Effective marketing takes careful cultivation over time.
Follow the tips in TikTok’s guide to plant the seeds now for a bountiful season of engagement and sales.
Start fertilizing your seasonal strategy today – the harvesting season will be here faster than you think!
