2023年TikTok第五季度营销手册_10页_4mb

Q5 For You: TikTok Marketing Strategy Summary

Core Content Overview

Q5 (the fifth quarter of the year) is a strategic period for marketers to drive post-holiday sales and prepare for the upcoming year. TikTok offers unique opportunities during this time with increased user engagement, shopping intent, and a less competitive advertising environment. This document outlines key strategies and insights for leveraging TikTok Ads in Q5 to maximize marketing outcomes.

Main Points and Key Information

Why Q5 Matters on TikTok

• High Engagement: 81% of TikTok users plan to spend the same or more time on the app in Q5 compared to a typical week.
• Increased Video Views: The top 100 hashtags see a +25% increase in views globally in Q5.
• Shopping Intent: 79% of TikTok users are likely to continue shopping in Q5, with 51% planning to spend cash and gift cards received over the holidays.

Strategies for Q5 Marketing

1. Extend Q4 Gifting to Q5 Shopping

   • Use Video Shopping Ads to drive post-holiday sales.
   • Leverage Interactive Add-Ons like Gift Code Stickers to boost engagement and clicks.
   • Convert holiday gift recipients into loyal customers by offering complementary products.

2. Ignite Q5 to Soar in Q1

   • Test and learn with TikTok Ad solutions and measurement tools to prepare for Q1 campaigns.
   • Use bundling strategies with In-Feed Ads and TopFeed to build buzz around upcoming launches and seasonal moments.
   • Create content that aligns with the TikTok community's values and goals, such as personal finance, health, and travel.

3. Put Q5 in the Palm of Your Hand

   • Capitalize on increased mobile and app activity by targeting users with new devices.
   • Use App Event Optimization to drive deep conversions and in-app engagement.
   • Employ Value Based Optimization to target users likely to make higher-value purchases.

Creative Optimization and Tools

• Recutting Content: Repurposing existing creative builds credibility, trust, and relevance.
  • 79% of TikTok viewers find brands more credible when they reuse creative.
  • 80% trust brands more when they repurpose content.
  • 72% find brands more relevant when they reuse creative.
• Creative Center: A platform for finding inspiration and tools to create high-performance ads.
  • Reduces production time by 21%.
• CapCut: An all-in-one video editor that helps create TikTok-first content with trending templates.
  • 79% of users perceive brands as more entertaining when they use TikTok-first videos.
• Smart Creative: An automated solution that diversifies creatives and prevents fatigue, improving conversion rates and reducing CPAs.

Performance Metrics and Tools

• Measurement Solutions: Use Attribution Analytics, Post Purchase Survey, Conversion Lift Study, and Brand Lift Study to evaluate ad performance and strategy.
• SAN (Self-Attributing Network): A new MMP integration that provides better visibility into app performance, as 79% of conversions attributed to TikTok were missed by Last Click models.

Case Studies

• Cleo AI: Transitioning to SAN led to a +79% increase in conversions and a -59% decrease in purchase CPA.
• Eyewind: Used Smart Creative to boost conversions and reduce CPAs.

What's Trending in Q5

• Users are using TikTok to reflect on 2023 and plan for 2024, with a focus on personal goals.
• Customization is a key trend, with 53% of users wanting to see shopping content from creators.
• 2023 Wrapped and New Year, New Me are popular themes, with global hashtag views reaching 1.5B and 3.7B, respectively.

Takeaways for Brands

• Partner with creators to reflect and engage with Q5 moments.
• Use CapCut and Smart Creative to simplify and enhance content creation.
• Repurpose existing creative to build trust and relevance.
• Offer customization and exclusive access to strengthen customer connection post-purchase.
• Leverage measurement tools to optimize future campaigns.

Legal Disclaimer

• This document is for informational purposes only and is the property of TikTok Inc.
• No distribution or public use is permitted without TikTok's consent.
• TikTok disclaims any liability for the accuracy or completeness of the information provided.