TikTok, the leading platform for short-form mobile video, it is the place where it is possible to express oneself, show authenticity and connect through what we are passionate about. Brands are a fundamental pillar of the TikTok community. For this reason, it is the ideal platform for them to expand their audiences and interact with them in a creative, fluid and natural way. This is especially relevant in two of the most important campaigns of the year: Black Friday and Cyber ​​Monday.
The Black Friday phenomenon started as the prelude to Christmas shopping, but it has become a pivotal moment in campaigns all by itself. To the point where, according to a study by TandemUp, in 2020 eight out of ten Spaniards made at least one purchase during the Black Friday sales.
71% of purchases on Black Friday 2020 were digital
One of the main characteristics of this campaign is the digitization. ANDl 71% of purchases in the 2020 Black Friday campaign were made through digital platforms. This trend will grow even more this year, thanks to the momentum of digitization that Spain is experiencing.
Thus, in this increasingly digital shopping trend, the community of TikTok, with more than 100 million users in Europe, has established itself as the place where Spanish brands can connect with their audiences, and also reach a new audience, in an original, creative and unique way.
According to 56% of users, TikTok has proven to be a platform that “helps decide what to buy.” In this sense, a study carried out by Clear M&C Saatchi states that the interaction between users and brands within the platform occurs naturally, with 72% of users saying that they do not mind seeing brand content within the platform.
Know the latest news
As this study shows, TikTok users like to be the first to have the latest news. Specifically, 73% usually advise their friends and family about the products they may like, with 54% of the people who use TikTok remember having seen some content of products or brands and / or having talked about them, in comparison with other platforms.
These premises show that TikTok is much more, since it is the place that inspires and discovers new products, brands, trends … In this sense, the hashtag #TikTokMadeMeBuyIt, which has more than 5,000 million views, or its Spanish version,#TikTokMeMadeBuy It, with 78 million views, they have become world phenomena. Millions of users every day come to TikTok to find ideas and recommendations for clothes, accessories, gifts, etc. In fact, according to data from GlobalWebIndexFor 38% of TikTok users, reviews are one of the biggest motivations for buying.
The TikTok community is intergenerational, global, and eager to shop! This is demonstrated by the hashtags #BlackFriday, #ItsBlackFriday or #Cybermonday, which together accumulate more than 2,525 million views.
Fashion, footwear, accessories, technology, beauty, cosmetics or sports equipment are just some of the most requested categories during this commercial campaign. Additionally, a wide variety of industries now have the opportunity to connect with their target audience on TikTok and achieve great results in the upcoming Black Friday campaign.
Multiple tools for SMEs
The Black Friday campaign is essential and affects small and medium-sized companies in a very special way, with such an important weight in the business fabric of our country. For them, TikTok has become a showcase where they can show their creativity and entertain their audience by showing a different way of interacting with them.
Small businesses are born, grow and expand within TikTok. From the company they value that for the creator of a small business their time is precious. They are managers, cashiers, marketing and warehouse managers, all at the same time! So for them, having tools that are easy to use and manage is essential. With this idea in mind, the platform makes various advertising solutions and tools available to SMEs. self-served or self-management, which allow the account owner to manage everything within the business center of the TikTok account itself. From the creation of campaigns, payments, measurements, data analytics … everything that any company needs to be able to create and optimize its campaigns successfully.
Likewise, the platform created at the beginning of this year the Knowledge Center for SMEs. It offers companies advice and all the necessary resources so that they can launch their campaigns on the platform easily and quickly. In this way, TikTok is positioned as the fundamental ally of brands in key purchase moments. Especially from SMEs that want to reach new audiences in this Black Friday campaign.
Additionally, TikTok constantly works with partners and associated companies to create services that make campaign management on the platform even easier. Thus, the company announced a few months ago a collaboration agreement with Shopify. So that all ecommerce with a presence on the shopping platform can create and monitor the performance of their TikTok campaigns directly from the Shopify control panel, which is a great time saving for companies.
Another example of collaboration is the recent TikTok agreement with Canva and Vimeo, to optimize ad serving using the TikTok Ads Manager tool. This allows them to create and manage their campaigns fully, easily and completely autonomously.
Thanks to these available tools, brands can give visibility to a campaign, interact with the community, create original content, and position themselves with their products among the #BlackFridayDeals of their audiences.