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.  

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.  

Facts!

Did you know that people in the U.S. spend up to 50% more time on TikTok than Instagram? Unlike Instagram, where beautiful pictures can gain you an audience, TikTok is a new kind of puzzle that most brands have yet to decode.

As of September 13, 2022 , on average, eyewear brands have 0.07% the number of followers on TikTok as on Instagram. PitViper is one brand bucking the trend - they have over 275k followers on TikTok.

Founded in 2012, Pit Viper makes futuristic retro 90s sports sunglasses. On TikTok, they publish nonsensical, slapstick videos.

@pitvipersunglasses

thanks chuck #pitviper #golf #drivingrange #golftok

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.  

Lexxola is a unisex eyewear brand launched by Zane Saleh in 2019. The brand’s eyewear is designed for city life and now a staple among Gen Z’s “it” crowd—whose members also share Lexxola’s eyewear on TikTok.

The brand follows a Gen Z-friendly business model involving direct collaboration with their customers. This community-driven way of creating different styles is a process that can reshape fashion retail.

Having a community-driven model encourages active engagement from Lexxola’s customers. Customers share on social media their personal styles while wearing the brand’s eyewear.

It not only attracts interest from potential customers, but also motivates existing customers to be actively involved with the brand.

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. 

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