ClickZ TikTok Insider Newsletter - 09.26.2024

PLUS: Join TikTok, Seraphine and Sweaty Beatty for Fospha's BFCM live discussion on October 3

Author

Sophie Bruxner-Randall
September 26, 2024 • Estimated Reading Time: 7 minutes

Editor’s Pick 🌟

Peak season is the single best opportunity for D2C brands. 

To help you capture it, Fospha has assembled a panel of industry experts. Join them for a live discussion featuring leaders at Sweaty Betty, Seraphine, and the Head of Measurement at TikTok. 

📅 Date: Thursday, 3 October 2024 

🕒 Time: 11 AM EST / 4 PM BST 

P.S. You'll have the chance to ask the experts questions about peak season strategies in real-time!

Gain exclusive insight into: 

  1. Proven tactics to maximize peak period opportunities, shared live by experts 

  2. Strategies for capturing customers efficiently through a full-funnel approach 

  3. Insights on growing your customer base profitably with effective measurement 

  4. Methods for identifying and capitalizing on growth headroom for efficient scaling across channels 

Specialty Bites 🍪

Beysis, an Australian brand founded by a former lawyer turned entrepreneur, has been making waves with its eco-friendly, design-driven lifestyle products. Launched in 2019, Beysis quickly sold out its first production run and became a leader in the personalization space. Recognizing TikTok's potential in 2020, they embraced the platform with a strategy that blended authenticity and creativity, showcasing behind-the-scenes content and employee perspectives.

To boost visibility, Beysis launched in-feed ads, tracking metrics like CPC, CTR, and ROAS to refine their approach. The results were immediate and impressive, with a CTR above industry benchmarks and a significant increase in views. A surprise endorsement from Oprah Winfrey on TikTok further catapulted their brand, leading to a surge in followers and orders.

Looking ahead, Beysis plans to diversify their content, incorporating storytelling and educational elements to foster deeper connections with their TikTok community. They aim to expand their audience through creator partnerships and continue championing sustainability. With ambitious goals, including a 250% increase in followers and a 20% boost in CTR, Beysis is set to achieve even greater success on TikTok.

Fashion and beauty brands are leveraging TikTok to build digital intimacy and drive commercial success. At a BoF and TikTok roundtable, executives discussed engaging with communities, responding to comments, and involving senior leaders. Brands must adapt to TikTok's dynamic environment, focusing on authentic engagement and community-driven content.

TikTok is quickly emerging as the new go-to news source for young Americans. According to a recent Pew Research Center analysis, a growing number of U.S. adults are now turning to TikTok for their daily news. Since 2020, the platform has experienced a fivefold increase in news consumers, rising from just 3% to an impressive 17% in 2024. Leading the trend are young adults, with nearly 39% of those under 30 relying on TikTok for their news, far outpacing older generations.

The shift is even more pronounced among TikTok users, with about 52% now reporting that they regularly get news from the app, up from 43% last year. In fact, TikTok users are more likely to consume news on the platform than Facebook users are on Facebook, though they still trail behind X (formerly Twitter) users in this area.

The key takeaway? TikTok is no longer just a platform for dance challenges and viral memes—it’s becoming a major player in the news landscape, particularly among younger audiences. As the platform’s influence continues to grow, traditional news outlets may need to adapt to keep pace with this evolving trend.

TikTok Shop UK is launching its first For You Days sales event from September 23-30, featuring exclusive discounts and live shopping sessions from top brands like Sweaty Betty and L'Oreal Paris. This week-long event offers up to 50% off on trending products, preceding Amazon's Prime Big Deal Days.

TikTok's 2024 has been a whirlwind, from potential bans to legal battles, and expanding into e-commerce. At a recent London event, TikTok's leaders discussed these challenges, excluding the ongoing legal fight with ByteDance. Despite the chaos, TikTok is seizing opportunities in a fragmented digital landscape.

TikTok is a treasure trove of kitchen gadget recommendations, making cooking both fun and efficient. From a versatile mandoline slicer to a sleek air fryer, these tools are both practical and stylish. Upgrade your kitchen this fall with these TikTok-approved essentials, and transform your cooking experience.

Performance Platters 🍽️

Brands like Belgian Boys and Olipop are shifting their focus to reach U.S. shoppers in smaller cities. They are investing in retail media networks and hyper-localized marketing to connect with busy parents and larger households. Platforms like Hummingbirds help brands create targeted campaigns, driving sales in specific regions.

Perplexity, backed by Nvidia and Jeff Bezos, is in talks with brands like Nike and Marriott to revolutionize AI-powered search advertising. They aim to replace Google's auction-based system with sponsored questions featuring AI-generated answers. This shift promises unbiased answers while enhancing user experience and advertising effectiveness.

VTEX's survey reveals that 45% of U.S. consumers have engaged in live shopping, with men leading in participation. Social video commerce is also popular, especially among Gen Z and millennials. Brands should leverage these trends, focusing on consistent, engaging experiences to boost consumer engagement and sales.

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