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.

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By investing in TikTok's entire funnel, brands can sustain their momentum beyond the peak period, driving continued engagement and sales. 

Learning from Calvin Klein

Designer brand Calvin Klein ran a popular #MyCalvins campaign on the platform which featured Shawn Mendes, Noah Centineo, Kendall Jenner and A$AP Rocky as part of a digital-first strategy.

The Spring campaign pushed both clothing and underwear and adopted a ‘coming-of-age’ concept. It quickly became Calvin Klein’s most viewed digital campaign within 24 hours of its launch, receiving more than ten times the engagement of its campaign with Justin Bieber in 2015.

The brand also hosts a regular ‘In bed with’ video interview on its page. More recently, CK launched its LGBTQ Pride #ProudInMyCalvins campaign featuring content from Chella Man, Tommy Dorfman, Gia Woods, Reece King, Ama Elsesser, MaryV, Jari Jones, Pabllo Vittar and Mina Gerges giving advice to their younger selves via video.

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.  

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.