How Can Brands Unlock Black Friday and Cyber Monday on TikTok?
Black Friday is arguably the biggest shopping event of the year, closely followed by Cyber Monday. Although initially created as an offline, in-store sales event (featuring thousands queuing outside stores in hopes of a steal), it has since transitioned to include online shopping as a result of consumer habits changing.
As a result of the pandemic, the way consumers shop has once again changed, with online shopping more important than ever before as consumers look for deals from the comfort of their own homes. This change, while led by stay-at-home orders, was solidified by social media phenomena, namely the “TikTok Made Me Buy It” mindset.
TikTok has been a driving force behind changing consumer behaviour. Not only has it changed the way we spend our time (i.e. spending hours and hours scrolling through hilarious, digestible videos), but it has changed our purchasing habits and the way we view and respond to ads.
TikTok has a unique ability to deliver authentic content that resonates with users all over the globe. The potential audience reach of the platform makes Black Friday on TikTok an opportunity that brands will not want to miss out on.
Black Friday on TikTok
According to TikTok, 54% more users plan to find Black Friday offers through sponsored social media posts on TikTok than any other platform. In 2020, 80% of TikTok users who made a purchase on Black Friday said that TikTok played a role in their decision, and 40% of purchasers said they made a purchase after seeing an exact item on TikTok. For Black Friday 2021, 80% of TikTok users expect TikTok to inspire them to make a purchase this year.
Pre-pandemic, Black Friday used to be about rushing to stores or malls as early as possible on Friday morning. Now, things look slightly different. Online retailers have begun stretching out their Black Friday sales over multiple weeks and offer regular customers early access to discounts. The early start of sales may have been a result of supply chain issues facing retail markets all over the world. However, TikTok users have happily embraced this change and have already begun their purchasing.
The communities available on TikTok are almost endless. Think of a community niche and there’s an incredibly high chance they’re active on TikTok. However, TikTok has revealed there are certain categories TikTok users are more likely to buy in Black Friday sales compared to other platforms.
TikTok users are 35% more likely to purchase gaming devices, 20% more likely to buy personal care items, 16% more personal electronics and 15% more clothes.
How to hack Black Friday
So, with this in mind, how can brands make the most from TikTok during the Black Friday and Cyber Monday sales season?
The first thing to remember before making any content for TikTok is that authenticity rules the platform. TikTok users see straight through overly-promotional ads; you have to be genuine. Authenticity is the reason many brands have been able to succeed on the platform.
The best way to target users on TikTok is through paid ads. TikTok offers a suite of paid ads that all offer their own benefits to brands. In general, TikTok ads capture users’ attention and encourage engagement more than other platforms. They also increase brand recall more when compared to other social platforms. The average user’s attention span has shrunk to only 8 seconds, so make sure you begin all your ads with key points and call-to-actions.
There are a variety of paid ads available. One of the most effective at capturing attention is TopView ads. These present ads to users as soon as they open the platform, capturing their attention immediately.
Another ad available involves creating a Branded Effect. Branded Effects are a fun way to increase reach and conversions, and can seamlessly navigate traffic to your website or dedicated Black Friday landing page.
As with all social platforms, influencer marketing is highly effective on TikTok. Using TikTok creators to demonstrate or promote your deals not only increases reach and brand awareness, but gives your brand social proof and credibility—something brands can never have enough of. TikTok has its own Creator Marketplace you can browse to find the perfect creators for your brand.
Another thing to remember is that, while Black Friday is technically only one day, deals can last for multiple days or weeks. You don’t need to stop promoting your deals on TikTok just because Black Friday is over. Users love deals at every time of the year, but especially in the run-up to Christmas.