How brands can utilise TikTok in the build-up to Black Friday

With 79% of Gen Z users using the platform to research new products and brands TikTok is as much a discovery platform as it is entertainment. When utilised correctly brands can potentially generate an uplift in awareness and acquisition around key sales moments such as Black Friday  

Establish yourself on the platform   

Before activating your Black Friday campaign, it is important to first establish yourself as a brand on the platform. TikTok users are 62% more likely, in comparison to other social platform users, to convince someone to buy a product they saw on the platform and as such it is important to build brand recall and awareness ahead of the Black Friday rush.  

Ensure your brand has its own profile, that has been steadily populated with content and grown in follower size ahead of the sale. Consider using hashtags and keywords in your captions to integrate with search terms that can be associated with your brand and help with organic awareness.  

Build your funnel   

As with any digital market platform, it is important to build your funnel to guide users through to acquisition. If new to advertising on TikTok consider running some top and middle funnel optimisations to build your audience pools for retargeting and further brand recognition.  

Once your funnel is established you can then move to acquisition optimised activity utilising data captured by onsite pixels and platform-held results to better inform your bidding strategy   

Understand your audience  

When planning your campaign, it is important to establish who your key audience bases are, who do they follow? What other brands do they buy? What other media do they consume? TikTok users are 1.5x more likely to immediately buy something that they have discovered on the platform in comparison to other social platform users, by establishing your audience, you can leverage TikTok’s platform targeting and intuitive algorithms to get in your ads and organic posts in front of the right individuals and improve campaign performance.  

Test your content   

TikTok has a very particular content style that it is important to replicate when creating your own content. If you have never used TikTok ads, consider testing a range of creative styles to understand what your audience responds best to in the run-up to your Black Friday marketing.  

Collaborate with creators   

TikTok has a huge creator community covering a range of audiences. 66% of Millennials and 68% of Genz social/video platform users have indicated that qualities associated with authenticity that creators provide has motivated them to purchase a product or Brand. To further establish yourself on the platform and build authenticity for your brand in the run-up to your Black Friday activity consider collaborating with creators within your product or services niche. This creator content can also be used within your paid media activity to amplify the peer-to-peer recommendation of the creator. 

If you are looking to improve your TikTok activity in the run-up to Black Friday, why not get in touch with one of our experts today to discuss your goals and how we can help you? 

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