type
date
slug
summary
category
tags
icon
password
Tags
Published
SEOUpdatedDate
MetaDescription
SEOCreatedDate
SEOTitle
Public
Public
Description
status
In 2022, TikTok emerged as one of the most sought-after platforms for brands looking to expand their global reach. The short video-sharing app's meteoric rise, amassing over 1 billion monthly active users in just four years, has brands and marketers taking notice.
TikTok's success can be attributed to three core factors: its diverse, trend-setting user base, its entertainment-driven content, and its unparalleled content interactivity. With users 2.1 times more likely to seek fashion inspiration and twice as likely to explore aesthetic concepts compared to other platforms, TikTok fosters an environment ripe for product discovery and impulse purchases.
Capitalizing on Key Sales Moments with TikTok
While TikTok's global user base presents a massive opportunity, brands must understand how to leverage the platform's unique dynamics to drive sales during key moments. Enter: "moment marketing."
TikTok has identified three primary sales moments that brands can capitalize on: consumption-driven moments like Black Friday and Christmas, value-driven moments tied to local traditions like Lunar New Year, and occasion-driven moments like Valentine's Day or Father's Day.
During these key periods, TikTok's user engagement and content consumption surge, presenting a prime opportunity for brands to tap into the platform's organic traffic.
Posee, a beauty brand, demonstrated the power of moment marketing by converting nearly $10,000 in sales from a single viral video during its launch month. Meanwhile, Colorkey leveraged the #notlipsticking challenge around its smudge-proof lipstick during a campaign, generating over 23 million views and nearly 9,000 orders from a single influencer video.
Crafting a Winning TikTok Strategy
To unlock TikTok's potential, brands must master three key elements: product selection, content innovation, and hashtag utilization.
- Product Selection: Brands should identify products that resonate with TikTok's user base and their evolving needs. Go.G.G, a cross-border fashion brand, capitalized on Europe's energy crisis by promoting warm, cost-effective apparel using hashtags like #winterfashion and #wintersaver, resulting in a 167% increase in GMV during TikTok's year-end promotion.
- Content Innovation: TikTok users crave fresh, engaging content. Brands must continuously innovate their content strategies, whether through localized memes, viral challenges, or collaborations with popular creators. Bloomchic, a plus-size fashion brand, built a dedicated live-streaming channel that organically attracted its target audience, driving nearly $10,000 in sales from a single viral video.
- Hashtag Utilization: Hashtags are the lifeblood of TikTok, allowing brands to tap into existing communities and conversations. User-generated hashtags like #TikTokMadeMeBuyIt (337 billion views) and #BookTok (over 900 billion views) offer brands valuable insights into consumer trends and interests. Brands can also create their own hashtags, as Go.G.G did with #gogg, which garnered over 86 million views in just six months.
As global brands continue their expansion into international markets, TikTok presents a unique opportunity to connect with diverse audiences and drive sales during key sales moments. By mastering product selection, content innovation, and hashtag utilization, brands can unlock TikTok's full potential and forge a path to success in the ever-evolving world of content marketing.
Contact us, let us know what we can help.