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. 

#PETLITBRO

In 2023, PETLIBRO leveraged it’s TikTok's reach to promote its Black Friday event. With over 110 million views from the hashtag #PETLIBRO on TikTok and 166 million views across all social media platforms, the brand successfully tapped into the pet-loving community on social media to showcase its innovative products, particularly the INFINITY Cat Tree.

🐶Social Media Presence:

• 110 million views on TikTok using the #PETLIBRO hashtag

• 166 million views across all social media platforms

💡 Strategy:

• Utilized TikTok to showcase product features and benefits

• Created viral content featuring their products, especially the INFINITY Cat Tree

• Encouraged user-generated content and engagement

• Offered tiered discounts over an extended period

• Promoted the sale across multiple social media platforms, including TikTok

🗝️ Key Takeaways:

• Leveraged TikTok's viral nature to build brand awareness

• Used social media success to drive interest in Black Friday sales

• Combined product innovation (modular cat tree) with social media marketing to create buzz

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. 

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.  

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