Overview
- TikTok released the 2024 TikTok holiday marketing guide packed with insights to help brands maximise their impact during the holiday season.
- Timing is important, so strategise your campaigns across pre-holiday, peak holiday, and post-holiday phases for optimal engagement.
- Leverage TikTok’s engagement tools and use features like Branded Hashtag Challenges and Branded Effects to boost visibility.
- Collaborate with Influencers to amplify your holiday campaigns and drive authentic engagement.
- House of Marketers insights about content creation, and influencer partnerships.
As the holiday season approaches, the competition for consumer attention is heating up. With millions of shoppers turning to social media for gift inspiration and seasonal deals, TikTok is emerging as a crucial platform for brands looking to make an impact.
To help businesses tap into this vibrant market, TikTok has released a comprehensive guide to holiday marketing for 2024, specifically tailored for the EU market. The guide is packed with actionable insights, data-driven strategies, and expert tips designed to help brands maximise their reach and engagement during the festive season.
Overview of the 2024 TikTok Holiday Marketing Guide
TikTok’s holiday marketing guide for 2024 is packed with strategic insights and data-driven advice to help brands create effective campaigns during the festive season.
Here’s a breakdown of the guide’s key highlights:
TikTok as the Ultimate Hub for Holiday Planning and Celebration
TikTok continues to establish itself as a central platform for holiday planning and celebration, with its unique ability to engage users throughout the festive season. According to TikTok’s 2024 Holiday Marketing Playbook, a significant 53% of users utilise TikTok for planning their holiday activities, while 46% engage with the platform to celebrate the season.
Remarkably, 35% of users do both, showcasing the platform’s dual role in holiday preparation and enjoyment. Additionally, the guide highlights a staggering 190% increase in #holidayshopping videos from the week before Halloween to the week after, underscoring TikTok’s early start in the holiday season and its effectiveness in capturing the festive spirit.
TikTok’s holiday marketing guide
Source: TikTok Holiday Playbook
Key Takeaway For Brands: For brands, this presents an opportunity to get ahead of the curve and meet users not only where but also when they’re actively planning their holiday activities.
Holiday Shopping Behaviour: Pre-Holiday, Peak Holiday, and Post-Holiday
TikTok’s guide emphasises the importance of timing when it comes to holiday shopping. The platform breaks down the shopping behaviour into three distinct phases:
- Pre-Holiday (July-September): 68% of TikTok users begin shopping weeks before the holidays, with 21% starting over a month in advance.
- Peak Holiday (October-December): During this period, 87% of TikTok users buy gifts for themselves during holiday shopping events, which is 12% higher than users on traditional platforms. This indicates a trend of self-gifting and personal indulgence, which brands can tap into with the right messaging.
- Post-Holiday (January/Q5): The shopping spree doesn’t end with Christmas. In fact, 1 in 2 TikTok users continue to engage with holiday and shopping-related content on the For You Page (FYP) well into January, during the so-called “Q5” season, highlighting the extended opportunity for brands to connect with consumers.
Source: TikTok Holiday Playbook
Key Takeaway For Brands: Brands should strategise their campaigns to align with these phases, ensuring that their marketing efforts remain relevant throughout the extended holiday period.
Spirited Shopping and Intent to Spend on TikTok
TikTok’s influence on consumer behaviour is profound, particularly in driving spontaneous and joyful shopping experiences. According to the 2024 playbook, TikTok users are 48% more likely to discover new products and make immediate purchases compared to traditional social platforms.
This sense of joyful discovery is a unique aspect of TikTok, where 1 in 7 internet users purchased or subscribed to something after discovering it on the platform within the last 30 days. Furthermore, 68% of users who purchased or subscribed to something on TikTok did so with the intention to spend.
Source: TikTok Holiday Playbook
Key Takeaway For Brands: For brands, TikTok represents a golden opportunity to capture the attention of ready-to-spend consumers by creating content that aligns with the platform’s ethos of discovery and joy.
House of Marketers Insights
At House of Marketers, we understand the evolving dynamics of social media marketing, particularly on platforms like TikTok, where trends shift rapidly, and consumer behaviour is ever-changing. TikTok’s 2024 Holiday Marketing Playbook offers a solid foundation, but executing a successful holiday campaign requires more than just insights—it demands creativity, strategic planning, and the right partnerships.
Key strategies for maximising your TikTok holiday campaign include:
Leverage TikTok’s Unique Engagement Tools
Utilise features like Branded Hashtag Challenges and Branded Effects to create interactive content that resonates with TikTok’s highly engaged audience. These tools not only boost visibility but also encourage user-generated content, which can exponentially increase your campaign’s reach.
Collaborate with Influencers
Influencer marketing is a powerful way to amplify your holiday campaigns. By partnering with influencers who align with your brand values and holiday messaging, you can tap into their loyal follower base and drive more authentic engagement. Whether you’re targeting micro-influencers for niche appeal or macro-influencers for broader reach, the right collaboration can make all the difference.
Focus on Timing and Relevance
As TikTok’s guide highlights, timing is crucial during the holiday season. Plan your campaigns to align with the phases of holiday shopping—pre-holiday, peak holiday, and post-holiday (Q5)—to ensure that your messaging is timely and relevant.
Create Authentic, Trend-Driven Content
Authenticity is at the heart of successful TikTok campaigns. Stay on top of the latest trends and create content that not only aligns with these trends but also stays true to your brand’s voice. Remember, TikTok users are drawn to brands that feel genuine and relatable.
Ready to Get Started on Your Holiday Marketing Plan?
The holiday season is fast approaching, and now is the time to start planning your TikTok marketing strategy. At House of Marketers, we specialise in crafting compelling marketing content, orchestrating impactful influencer partnerships, and developing data-driven strategies that drive results.
Whether you’re looking to create engaging TikTok content, collaborate with influencers, or simply need guidance on where to start, our team of experts is here to help. Contact us today to begin planning your holiday marketing campaign and ensure your brand shines brightly this festive season!
House of Marketers (HOM) is a leading TikTok Marketing Agency. Our global agency was built by early TikTok Employees & TikTok Partners, which gives us the insider knowledge to help leading brands, like Redbull, Playtika, Badoo, and HelloFresh win on TikTok. Want us to convert more of Gen Z and Millennials with TikTok? Get in touch with our friendly team, here.