Why TikTok is a Must-Invest Channel During Peak Periods

Fospha's TikTok Playbook reveals why TikTok is an essential channel for marketers, particularly during peak periods like Black Friday and Cyber Monday.

Here’s why investing in TikTok during these critical times can significantly boost your brand’s performance. 

1. Unmatched Potential During High-Traffic Periods 

TikTok’s explosive growth has made it a powerhouse for eCommerce, especially during peak. As brands increase their TikTok spending, the platform has shown exceptional return on ad spend (ROAS), particularly during high-traffic times.

Fospha’s data shows that TikTok is becoming a crucial part of the marketing mix, with an average of 10% of brands’ marketing budgets now allocated to the platform.

By capitalizing on TikTok's unique ability to capture consumer attention during peak, brands can enhance visibility, drive conversions, and outpace the competition. 

2. Effective Full-Funnel Strategy for Sustained Growth 

Investing in TikTok during peak periods requires a comprehensive full-funnel strategy. Fospha’s playbook emphasizes the importance of engaging consumers at every stage—from awareness to conversion.

During high-traffic events, utilizing a full-funnel approach ensures that your brand not only captures immediate demand but also nurtures potential customers for future growth.

By investing in TikTok's entire funnel, brands can sustain their momentum beyond the peak period, driving continued engagement and sales. 

It’s luxury at it’s best

Louis Vuitton has made a significant impact on TikTok, amassing over 14 million followers through a strategic blend of beautifully curated content and powerful influencer marketing.

The luxury brand has leveraged its partnerships with high-profile celebrities to create engaging content that resonates with their audience. Notable collaborations include the announcement of Pharrell Williams as their new Men's Creative Director and partnerships with stars like Kim Kardashian, Jared Leto, Marcus Rashford, Naomi Campbell, and Lewis Hamilton.

The success of Louis Vuitton's TikTok strategy lies in their ability to build hype and generate anticipation. They excel at creating buzz around their events and announcements, often using teaser videos to pique interest. For instance, they dropped a video featuring Jerrod Carmichael with Pharrell's new song to tease their partnership announcement.

3. Maximizing New Customer Acquisition 

TikTok excels at attracting new customers, with a significant percentage of purchases  coming from first-time buyers. The platform’s broad reach and engaging content format make it ideal for product discovery.

By investing in TikTok during these high-traffic times, brands can tap into a vast audience of potential new customers, maximizing their acquisition efforts and driving long-term growth.  

4. Creative Optimization for Peak Engagement 

TikTok’s success hinges on creating content that resonates with its audience. During peak periods, the competition for attention is fierce, making creative optimization more critical than ever.

Fospha’s playbook highlights the need for platform-native, trend-driven content that feels organic to TikTok users.

By focusing on creative optimization, brands can enhance their visibility and engagement, ensuring that their campaigns stand out when it matters most.  

💄 Learning from Trio Beauty

Beauty brand Trio Beauty opted into TikTok Shop’s BFCM campaign, which involved registering to be included in TikTok-subsidized discounts of up to 30% for beauty. The brand has 24,700 followers on TikTok and does $12 million in annual sales.

Before the TikTok-applied discount, Trio Beauty had discounted its products by 30% for the sales period. As such, with all discounts applied, its Allure Award-winning Brow Wax, which usually sells for $19, could be purchased on TikTok Shop for $7.45. 

5. Accurate Measurement for Informed Investment 

Investing in TikTok during peak periods is only effective if backed by accurate measurement. Traditional metrics often undervalue TikTok’s impact, leading to underinvestment. 

Fospha’s advanced measurement approach reveals that TikTok deserves far more credit than it typically receives. By accurately measuring TikTok’s performance, brands can make informed decisions, optimizing their budgets and strategies to maximize ROI during peak periods. 

ClickZ is a Contentive publication in the DTC Ecommerce division