ClickZ TikTok Insider Newsletter - 11.28.2024

INSIDE LOOK: How creators are driving holiday sales + measurement insights..

Hi there!

Before you dive into your Thanksgiving turkey, here's a fresh serving of social commerce insights to power your BFCM success. As Black Friday kicks into high gear, understanding what truly drives performance has never been more crucial. In this competitive season, the right metrics combined with platform trends could unlock your biggest opportunities.

This week's key highlights:

  • Measurement Evolution: Why smart benchmarking and advanced attribution are revealing hidden opportunities in this peak shopping season

  • TikTok Shop Surge: Record-breaking UK holiday sales driven by LIVE shopping and trending hashtags

  • Creator Commerce: TikTok tests product linking with Amazon and Walmart for seamless shopping

  • Consumer Trends: How TikTok is reshaping holiday gift discovery for young shoppers

Special Focus: Discover how moving beyond traditional metrics and tapping into real-time trends could transform your holiday performance.

Guest At the Table 🍴

Black Friday is here, and for many brands, the hard work is done—you’ve set the stage and prepared for the biggest shopping event of the year. But as I’ve seen time and time again, the brands that succeed now are the ones that obsess over the right metrics and adapt quickly to what’s happening in real time. Here are two key areas I believe every marketer should focus on to maximize success this Black Friday:

1️⃣ Benchmarking

Benchmarks are your compass. They don’t just show how well campaigns are performing—they reveal opportunities to improve as the data rolls in. From CPMs to order volumes, understanding how your results stack up against industry benchmarks will help you refine your approach and stay competitive.

Looking ahead to 2025? Post-BFCM benchmarking will be invaluable, and Fospha’s next report will include fresh data to help you plan for the future. Follow us to make sure you don’t miss it. 📊

2️⃣ Measurement

Still relying on Last Click attribution? It’s holding you back. At the most competitive time of year, top brands are using advanced measurement tools to stay ahead of the curve. Fospha gives you a clear, cross-channel view of YoY performance, enabling you to act on the right signals—not misleading ones.

The insights you gather now can set you up for a strong 2025. If you’re ready to take your measurement strategy to the next level, there’s no better time to start than today.

🌟 Let’s make this Black Friday your most successful yet!

Harvest Highlights 🥕

TikTok Shop is experiencing a record-breaking festive season in the UK, with trends in pre-loved luxury, beauty, fragrances, and appliances. LIVE shopping sessions and trending hashtags like #TikTokShopBlackFriday are driving engagement. The platform anticipates significant growth in advertising spend, enhancing its retail impact this Christmas.

TikTok is testing a feature allowing select creators to add product links from affiliate networks like Amazon and Walmart to their posts. This initiative aims to enhance social commerce by integrating shopping directly into the platform, reflecting TikTok's ongoing efforts to innovate and support creators and advertisers.

TikTok significantly influences holiday shopping, with over half of users discovering gift ideas on the platform. Many purchase through TikTok Shop, driven by unboxing and review videos. The platform aims to expand its U.S. Shop business, leveraging exclusive deals and celebrity-led shopping experiences to enhance engagement.

TikTok is a popular platform for product reviews, especially among young women. A Pew Research survey reveals 62% of U.S. TikTok users seek product recommendations, with young women leading this trend. This highlights TikTok's significant role in consumer behavior and the potential impact of a nationwide ban.

The Golden Gobbler 🍗

Due to record consumer spending intentions for the 2024 holiday season, marketers are increasing advertising budgets and deploying AI and multichannel strategies. Despite positive economic indicators, shifting consumer preferences have pushed brands to emphasize value and experiential offerings. In response, companies like True Religion and American Eagle have launched AI-driven tools and diverse media campaigns. Retailers are investing in connected TV and omnichannel experiences to ensure consistent consumer engagement and drive sales.

Retailers are adapting to a shorter holiday season by starting sales earlier, with major players like Amazon and Walmart leading the charge. Despite fewer days between Black Friday and Christmas, sales are expected to rise. Consumers are shopping both online and in stores, with economic factors influencing behavior.

ClickZ is a Contentive publication in the DTC Ecommerce division