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. 

Case Study: Tiny Buds Baby Naturals

Parents, understandably cautious about the products they use for their children, often seek trusted voices and real experiences to guide their purchasing decisions.

This is where TikTok has emerged as a game-changer for brands like Tiny Buds Baby Naturals. By harnessing the platform's ability to connect with audiences through authentic, creator-led content, Tiny Buds Baby Naturals found a way to not only showcase their products but also to build trust and drive sales in the Philippine market.

👉Results:

• 28% uplift in Return on Ad Spend (ROAS)

• 42% reduction in Cost Per Acquisition (CPA)

• Over 1,400 'Complete Payment' events on TikTok Shop

• Reached more than 486,000 users through Video Shopping Ad campaign

🧠💡📈Strategy:

• Used affiliate marketing with selected creators (mothers) as brand advocates

• Switched from brand-owned creatives to creator-led content

• Implemented Video Shopping Ad campaigns to drive purchases on TikTok Shop

• Targeted 'Baby, Kids & Maternity' and 'Household Products' categories for interest-based advertising

🗝️Key Takeaway: Creator-led content from real mothers proved more effective than brand-led content, leading to improved performance metrics and increased brand awareness.

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. 

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. 

@rascalsbaby

Reply to @louiseanne_2597 the proof is in the... ah... diaper? 🤔 We’ll let you be the judge #diaper #parent #momtok #parentinghacks #baby

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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