ClickZ TikTok Insider Newsletter - 01.23.2025

What's Next for TikTok?

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Welcome to TikTok Insider, your trusted source for insights into the trends and strategies shaping social media and video marketing on TikTok.

Editor’s Pick 🌟

What’s driving the success of high-growth brands in 2025?

The Growth Accelerator Guide uncovers the strategies that are setting industry leaders apart, with exclusive benchmarking data, actionable insights, and proven frameworks for eCommerce growth.

One key takeaway? Upper-funnel campaigns are the foundation for robust ROAS.

🔍 Fospha analyzed tens of billions in eCommerce revenue, and the results are clear:

Brands allocating over 5% of their budget to Awareness & Consideration campaigns see dramatically higher ROAS—especially larger brands, achieving an average of 218% higher ROAS above this threshold.

For large brands, the rewards keep growing. Investing 10%+ of the digital budget in upper-funnel campaign leads to a staggering 110% higher ROAS compared to brands spending under this threshold.

📥 Download the full report here to discover how to build a high-impact full-funnel strategy.

What happens when AI meets marketing at the world's most influential business summit?

At Davos 2025, the message was clear: AI is now the driving force behind advertising and the entire customer journey.

Imagine AI powering your ad campaigns on platforms like Google Performance Max and Meta Advantage+, freeing you to focus on what humans do best: creativity and strategy. Meanwhile, social media transforms into a shopping haven, blurring the lines between content and purchase.

This is the new reality of omnichannel retail, and the brands that master AI and social commerce will dominate the next decade.

Sector Spotlight 🎥

TikTok's 2025 report presents insights for eCommerce brands to excel on the platform. Emphasizing Brand Fusion, Identity Osmosis, and Creative Catalysts, it highlights the power of authentic creator partnerships, inclusive value alignment, and AI-driven storytelling tools. These innovative approaches are set to redefine consumer engagement and elevate marketing success within TikTok's ecosystem.

The TikTok ban in the U.S. sparked searches for updates, workarounds, and app alternatives like RedNote and Lemon8, reflecting market volatility. This serves as a reminder for eCommerce marketers of the risks of single-platform reliance and underscores the necessity for adaptable strategies in response to regulatory shifts.

Amidst the US ban threat, TikTok's renewed presence showcases its pivotal economic role, fueling 7 million businesses and elevating GDP and tax contributions. This shift underscores TikTok's unmatched eCommerce potential, especially through TikTok Shop, offering marketers indispensable insights and innovative strategies to boost consumer engagement in the evolving digital commerce landscape.

Pacsun's mastery of TikTok has effectively harnessed Gen Z's purchasing power through innovative eCommerce strategies. The US TikTok ban prompts exploration of alternative platforms, yet Pacsun's firm commitment to value-driven marketing and consumer collaboration signals resilience. This approach positions Pacsun to navigate digital shifts with foresight and adaptability.

Influencer Corner 📣

Performance Pulse 📈

The potential U.S. TikTok ban prompts brands to rethink strategies, focusing on diversification and international markets. House of Marketers emphasizes adaptability, advocating UGC, influencer partnerships, and cross-platform expansion. By leveraging strategic insights and a data-driven approach, brands can navigate disruptions and seize emerging opportunities for growth.

Small businesses in 2025 can capitalize on influencer marketing for high ROI and cost-effective engagement. This approach leverages influencers' personal connections, surpassing traditional marketing efficiency. Strategic partnerships boost brand awareness and customer loyalty, with micro-influencers offering budget-friendly opportunities for robust, targeted growth in a competitive digital landscape.

Identify and resolve six common Google Ads pitfalls to boost eCommerce success:

1. misjudging performance
2. mismanaging bids
3. neglecting prioritization
4. products too niche
5. conversion tracking errors
6. outdated campaign structures

Strategic adjustments can dramatically enhance campaign efficacy and revenue, leading to sustainable growth and achieving six-figure targets.

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