Black Friday TikTok: Increase brand sales in 2023

The Black Friday represents a key moment for boost commercial performance of your brand, especially in the run-up to the end of year holidays. This American tradition, which has become an unmissable trade event in France, is settling down on November 24. This is an opportunity not to be missed for brands looking to refine their social media strategy, and TikTok is proving to be the preferred playground in this quest for commitment and conversions.

With its vast and engaged community, coupled with its highly interactive features, the platform has established itself as an essential social network to captivate not only The GenZ but also a wider audience. According to data revealed by TikTok, 80% of users involved in Black Friday shopping in 2020 were influenced by the platform, an influence that has intensified over the years and promises to continue in 2023.

Whether TikTok is already a key part of your digital strategy, or if you are just considering exploiting its potential, this platform represents a growth driver considerable for the most lucrative time of the year.

We therefore invite you to discover in this article, strategic advice to capture the attention of consumers and accelerate your sales, by optimizing your Black Friday campaign on TikTok.

Understanding TikTok audience expectations for Black Friday

To develop a TikTok marketing campaign successful during the Black Friday, it is crucial to understand what users are really looking for at this time. As we approach this big day of sales, and by extension Cyber Monday and the Christmas holidays, consumers looking for bargains and those looking for new gift ideas are very active on the platform.

In 2023, facing a complicated economy and purchasing power weakened by inflation, The French are all the more attentive to great Black Friday deals. Rather than holding back their purchases, these economic challenges seem to increase their desire to take advantage of the discounts. There is even a trend towardsIncrease in the average basket for this year, with an increase of 45% compared to the previous year, reaching around €296 on average.

So Black Friday is more than just a discount day, it's time for consumers to make significant savings, while investing in quality products that will last a long time.

It is also a key moment for brands to build solid relationships with their customers. Offering exciting Black Friday deals is not only a way to sell more, but also a chance to show gratitude to loyal customers.

Why is TikTok the best sales channel for Black Friday?

TikTok has established itself as a dynamic sales platform during Black Friday, and this particularly resonates with young adults. The reason? A diversity of content that captivates and engages. In fact, Around a third of TikTok users turn to the app to find innovative products, and 82% of them discovered a small or medium-sized business on TikTok before finding it elsewhere.

This dynamism makes TikTok a sales tool unparalleled, both for established businesses and for small brands wanting to boost their sales and highlight their special Black Friday promotions on the social network.

Focusing on the demographics of TikTok, which is dominated by more than 60% By the Generation Z, the data shows that this audience is not only hyperactive during Black Friday, but also that they devote significant budgets to it. In 2022, young adults spent more than any other age group during this sales period. They are also receptive to promotional campaigns: 61% indicate that discounts are a key factor in exploring new brands.

The major advantage of TikTok also lies in its capacity to involve users in a continuous narration around brands. They don't fail to share their wish lists ahead of promotions, their Black Friday finds, and finally, their product experiences, often in the form of unboxing videos, once the event is over. This dynamic is reflected in the numbers — the hashtag #blackfriday2022 has, by itself, accumulated more than 350 million views, testifying to the huge audience and the interest aroused by this theme on the platform.

Content generated by these users then becomes a powerful lever for brands, not only for gain credibility but also for increase their visibility. When that authentic content is coupled with TikTok advertising campaigns targeted with clear conversion goals, sales potential can reach unprecedented heights!

6 tips to increase Black Friday sales on TikTok

Now let's move on to practice.

Black Friday is the perfect opportunity for boost your sales on TikTok. Here's how:

1. Take advantage of the new TikTok Shop feature

TikTok has integrated this new online shopping tool directly into its application: TikTok Shop. The latter allows buyers to go from discovery to purchase without leaving the application. Use it to increase the chances of conversion at attractive prices.

2. Calling on TikTok creators

Find TikTok content creators who resonate with your brand and products. These influencers can help launch your products to their large audience, often by creating engaging videos that highlight the highlights of your Black Friday deals. Their authentic content can influence users' buying decisions and boost your sales. Your partnership can take the form of product reviews, unboxing, or sharing an exclusive discount code.

For example, to promote its Black Friday sales, Ulta Beauty collaborated with TikToker @mikaylanogueira, who has 14.6 million followers, to produce makeup content like tutorials and product crash tests.

3. Create user-generated content

Encourage TikTok users to create and share their own videos with your products. This can take the form of challenges or personal opinions that generate authentic content. User video testimonials are particularly persuasive and can increase trust in your products, thus positively impacting your online sales. Indeed, 60% of consumers consider UGC reviews to be the most reliable source of information about products and services (just like their friends or family).

4. Use TikTok SEO

TikTok has become a top destination for users looking for videos about specific products. Using the right keywords related to Black Friday, you can ensure that your videos appear in the search results of interested users, thus increasing the visibility of your products and offers. Use the TikTok SEO guarantees you to position your content strategically in front of an audience that is already engaged and ready to discover you.

5. Offer promotions and discount codes

TikTok users are looking for the best deals, especially during Black Friday. Highlight special promotions and discount codes that are unique to the TikTok community, which can encourage quick action and build customer loyalty. For example, offering a “Tiktok 20 percent code” creates exclusivity and also allows you to track the effectiveness of the campaign.

6. Use Black Friday TikTok hashtags

Use the right TikTok hashtags in your videos to connect users with your products during Black Friday. Well-chosen hashtags improve the discovery of your content and can play a crucial role in engaging users, leading them to consider your products among the many offerings available. For example, you can position yourself on the hashtag #BlackFridayDeals, which has over 223 million views.

‍

Black Friday on TikTok isn't just a day of promotions, it's a unique chance to capture the attention of a global audience and turn interest into meaningful sales. It's a great time to harness the power of online video and social trends to make your brand shine. Need a bit more advice on how you can get the most out of your Black Friday marketing strategy? Discover our support asTikTok Ads agency to propel you to success.