Just after the Beginning of Winter, the winter marketing campaign has already begun.

From Christmas to New Year, winter is the period of highest consumer demand, especially on short video platforms like TikTok. If brands can take the lead in planning for winter hotspot hashtags, they can gain an edge in the year-end promotional battle.

Below, starting from the selection and use of winter hotspot hashtags, we provide specific strategies and successful cases to help brands stand out in winter marketing.

Winter Outfit Preview: Use Outfit Hashtags to Target Fashion Users

For clothing brands, look here! Winter outfits are a highly popular content category on TikTok. Brands can focus on hashtags like #WinterFashion and #CozyOutfits to showcase diverse outfit solutions for their products. Invite fashion influencers to demonstrate how to style brand products in different scenarios, which not only attracts fashion users but also increases the practical display of products.

TikTok-#WinterFashion hashtag

UNIQLO leveraged the #WinterFashion hashtag, collaborating with multiple fashion bloggers to launch winter outfit videos. These bloggers showcased how UNIQLO's lightweight down jackets, wool scarves, and other items can be stylishly matched for outdoor, commuting, and other scenarios. One TikTok video received millions of views and sparked a lot of interaction, with many viewers expressing interest in UNIQLO's winter new arrivals in the comments.

UNIQLO video with #WinterFashion hashtag

Creating a Festive Atmosphere: Leverage Holiday Hashtags to Enhance Brand Warmth

Winter comes with major holidays like Christmas and New Year, naturally bringing a festive atmosphere for brand promotion. Brands can plan ahead on TikTok with hashtags such as #ChristmasGifts and #Holiday, posting videos with a festive vibe to attract consumer attention.

TikTok-#ChristmasGifts hashtag

Every winter, Starbucks launches limited edition holiday products and cups, and posts short videos on TikTok with hashtags like #Holiday and #RedCups, showcasing the design of holiday cups and drinks. This year, Starbucks used videos to show the festive decorations in stores and invited users to share their favorite holiday drinks. By creating a festive atmosphere, Starbucks not only brought itself closer to users but also successfully increased its winter brand exposure.

Starbucks video with #Holiday hashtag

Interactive Challenges: Plan Creative Activities to Enhance User Engagement

Brands can combine winter hotspots to plan creative challenge events, encouraging user participation and enhancing brand interaction. By setting up interesting challenge content, brands can inspire users to create and achieve promotional effects.

For example, in the winter of 2022, sports brand Nike launched the #WinterWorkoutChallenge on TikTok, encouraging users to keep exercising during the cold winter. Participants were required to upload videos of themselves doing outdoor sports in winter and use the hashtag. The event attracted a large number of users, and related videos exceeded tens of millions of views.

Nike launched #WinterWorkoutChallenge on TikTok

Limited-Time Promotions: Use Limited-Time Hashtags to Create Urgency

During the winter shopping season, promotional events like Black Friday and Christmas increase. Brands can use hashtags such as #WinterSale and #HolidayDeals to post limited-time offers, creating a sense of urgency. This approach not only attracts user attention but also directly stimulates purchase desire, helping brands achieve sales growth in a short period.

During Black Friday 2023, home brand Sweet Furniture used the #HolidayDeals hashtag on TikTok to promote its products. They collaborated with multiple influencers to post limited-time offer information, emphasizing the timeliness of the deals and attracting a large number of users. Sweet Furniture achieved about $12 million in GMV during Black Friday, becoming the number one home category on TikTok Shop at the time.

Influencer-published Sweet Furniture promotional video

Winter has arrived. If brands can seize this opportunity to plan ahead and attract consumer attention through hotspot hashtags, they can achieve higher brand exposure and sales conversion in the fierce winter marketing season.

We hope these methods can provide practical reference for brands during the winter sales peak, helping brands achieve both brand awareness and sales growth!