From full-funnel activation and mindful splurging to creative strategies and advanced tracking techniques, this guide covers everything you need to know to make the most of your TikTok marketing efforts in Q4 2024 and beyond.
Top 10 TikTok Strategies
1. Activate the Full Funnel
Success on TikTok requires a full-funnel approach—activate across awareness, consideration, and conversion phases for maximum impact. TikTok’s full funnel strategy is built on three key pillars:
- Activate Across the Funnel
Ensure campaigns are designed to capture attention at every stage of the customer journey. - Nail Your Creative:
High-quality, creative content is crucial on this platform. - Measure Effectively
Utilise data and analytics to refine your strategy and maximise ROI.
2. Leverage Mindful Splurging
With 30% of TikTok users buying gifts for themselves, tapping into the growing trend of mindful splurging is essential. This trend, which combines self-gifting with generosity, is a unique opportunity for brands. For Q4, consider that:
- Early Shopping
65% of TikTok users start their Christmas shopping at least one month before the holiday. - High Spending
48% spend more than GBP/EUR 101 on a single person for Christmas.
3. Maximise Video Shopping Ads (VSA)
VSA ads powered by catalogues and signals show a 33% improvement in CPC and a 36% improvement in CTR. By leveraging these ads, you can drive significant engagement during Q4. Specifically:
- VSA Carousel
Achieves a 2x higher CTR compared to single video formats by dynamically showcasing products. - UTM Tracking
Now available for VSA, allowing for more precise performance measurement.
4. Test Value-Based Optimisation
Switching to value-based optimisation can drive higher ROAS, with brands seeing a 4% increase in value per complete payment. This is particularly effective when paired with:
- Stronger Signals
The quality of data inputs directly impacts campaign results. - ROAS Target Bidding
If experienced, set your minimum ROAS target at 80% of previously achieved levels.
5. Utilise TikTok Symphony
TikTok Symphony combines human creativity with AI efficiency, optimising content creation and production. It helps brands produce resonant content that captures attention and drives results.
The key components include:
- Symphony Assistant
Supports ideation. - Symphony Creative Studio
Facilitates global translation of product videos, ensuring a broader reach.
6. Broaden Your Targeting
Start with broad targeting to gather insights and increase reach before refining your audience. Broader strategies are especially effective for nurturing accounts, leading to:
- 70% Lower CPA
Achieved by implementing a nurtured account strategy that begins with view content, moves to add-to-cart, and ends with complete payments.
7. Incorporate Interactive Add-Ons
Enhance engagement by incorporating interactive add-ons such as countdown timers during sales periods. These features create urgency, boosting conversions, and can be paired with:
- Web Conversion and Video Shopping Ads (VSA)
To further drive purchases.
8. Use Lead Forms
Implement lead forms during pre-offer periods to capture leads early and build momentum ahead of product launches. TikTok reports that:
- 69% of Users Follow Through
After submitting a form on TikTok, making this a critical tactic for driving conversions. - CRM Integration
Integrate with platforms like Google Sheets, HubSpot, and Salesforce to streamline lead management.
9. Focus on Post-Purchase Engagement
TikTok drives 1.4x more post-purchase activities than other platforms. Developing post-purchase plans for Q5 and Q1 will keep customers engaged beyond the festive season, ensuring:
- Continued Engagement
A key driver for repeat sales and customer loyalty.
10. Prioritise Tracking & UTM Integration
Robust tracking is crucial for effective campaign management. Ensure:
- UTM Tracking
Is in place for all campaigns, particularly Video Shopping Ads. - TikTok’s Events API
The API Is integrated to monitor performance effectively, providing insights needed for continuous optimisation.
Maximising Your TikTok Success in Q4 2024 and Beyond
As you gear up for Q4, implementing these key takeaways from the Grow with TikTok Summit will help you stay ahead of the curve and maximise your brand’s impact on one of the most dynamic social platforms.
As a Paid Social Agency, we embrace a full-funnel approach, leveraging the latest trends, and utilising TikTok’s powerful tools and strategies. With the strategies above you can also create campaigns that not only capture attention but also drive meaningful results.
Now is the time to put these insights into action and make the most of the opportunities TikTok offers as you navigate the busy holiday season and beyond.
If you’re ready to elevate your TikTok strategy or need expert guidance, get in touch with us today—we’re here to help you achieve your marketing goals.
