Why TikTok is a Must-Invest Channel During Peak Periods

Kendra Scott capitalized on the viral #BamaRush trend, while Vivienne Westwood's pearl necklace became the 'TikTok necklace,' demonstrating how jewelry brands can leverage TikTok's trends and unboxing videos to drive engagement and sales 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. 

In September 2021, after University of Alabama college students began describing the process of “rushing” sororities, their chronicles took off on TikTok.

The jewelry brand Kendra Scott noticed that some of the most prominent #BamaRush TikTokers were wearing its jewelry, so it decided to get involved.

It began posting its own videos under the hashtag, including a video demonstrating how TikTokers who wanted to emulate the rushers could “choose your own #BamaRush jewelry look.”

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.

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

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. 

Beauty and jewelry products in particular lend themselves well to unboxing videos, a format in which influencers unpack products they have recently purchased. It’s essentially a way to dramatize the process of receiving a new product.

Powered by unboxing videos, necklaces designed by Vivienne Westwood have undergone a renaissance on TikTok. TikTokers have drawn millions of views filming themselves opening up one of her pearl necklaces and trying them on for the first time.

Vivienne Westwood has gained so much traction that even huge celebrities like Dua Lipa and Bella Hadid have been spotted sporting the brand's pearl choker necklace—which is also called the "TikTok necklace". 

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.