TikTok's 2023 Fifth Quarter Marketing Handbook, main contents include:
1. Q5 Overview:
- Definition: Q5 refers to the period after Christmas, usually lasting from December 26th to mid-January of the following year.
- Marketing Importance: Q5 is a period that creates growth opportunities. With reduced auction competition after the holidays, marketing is more cost-effective, and user engagement and purchase intent remain high. It is suitable for extending holiday sales or laying the foundation for brand building in 2024.
2. Advantages on TikTok:
- More active audience: Video views increase, users plan to spend the same or more time on TikTok during Q5, and shopping intent is enhanced.
- More shopping: Users are more likely to continue shopping in Q5, including shopping for themselves and taking advantage of post-holiday promotions.
- More self-reflection: Many TikTok users have specific goals for 2024, focusing on personal finances, healthy lifestyles, personal values, traveling more, and career changes.
3. Marketing Strategies:
- Turning Q4 gifts into Q5 shopping:
- Extending holiday campaigns: Use video shopping ads to drive post-holiday sales, highlight post-holiday promotions, attract customers using gift cards, target users with new device campaigns, and drive sales across the full product suite.
- Case study: Introduces strategies such as using video shopping ads, interactive add-ons, gift card spending, and app event optimization to increase sales and conversion rates.
- Ignite Q5 to take off in Q1:
- Test and learn: Prepare for Q1 brand campaigns through a test-and-learn approach, leveraging TikTok ad solutions and measurement products, such as using Feed ads and interactive add-ons to boost awareness and engagement, and using TopFeed and Feed ad combinations to attract incremental audiences ahead of seasonal moments.
- Creative optimization: Use Spark Ads to turn creator-made content into brand concepts and messaging, increasing engagement rates.
- Case study: Demonstrates through case studies how these strategies can improve brand awareness, recall, and conversion rates.
- Take control of Q5:
- Drive app downloads: Take advantage of Q5 users purchasing new devices and having more free time to drive app downloads through app install objectives and app retargeting.
- Drive app engagement: Use App Event Optimization to drive valuable in-app events such as account opening, adding to wish lists, booking, etc.
- Drive higher-value in-app purchases: Use Value Based Optimization to target users who are likely to spend more in-app.
- Drive trials and incentives: Use lead generation ads to help consumers achieve their 2024 goals and gain incremental customers.
- Use SAN: TikTok's Self-Attributing Network (SAN) is a new Mobile Measurement Partner (MMP) network integration with improved features that allow advertisers to better understand TikTok's true contribution to app performance campaign results.
- Case study: Using Cleo AI as an example, demonstrates improved conversion rates and lower CPA after using SAN.
4. Creative Strategies:
- Scale creativity: Build credibility, trust, and relevance by re-editing existing creatives, use tools like Creative Center and CapCut to easily re-edit ads, and Smart Creative is an automated creative solution that quickly combines creative assets and improves performance.
- Keep up with trends: Introduces Q5 trends, including 2023 recaps, reality check resolutions, personalization, and listening lists. Brands can leverage these trends to collaborate with creators, showcase brand stories, offer customized and exclusive opportunities, and highlight best-selling products.
5. Key Points: Collaborate with creators, use creative tools like CapCut to produce TikTok-first content, focus on consumer preferences, and offer upgrades and add-on products.
