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TikTok's 2021Holiday Guide

Tis the Season for YourBusiness on TikTokThis holiday season, TikTok will be the go-to place fordiscovery of everything from gifts to holiday outfits todecor ideas. Whether you're just starting out on TikTokor an established trend setter, TikTok's unique For YouPage connects your message and product with theaudiences that matter most. No need to worry abouthow many followers you have or how much contentyou've published in the past, TikTokconnects you with the viewers most likely toengage and convert.Our community isa unique audience.²64%38%39%77%% of unduplicated TikTok usersThe time spent onTikTok is off the charts.²Not only are you reaching new audiences, you'rereaching more engaged viewers. TikTok users spendsignificantly more time with TikTok content than theydo on other platforms:Avg. lengthof a movieof TikTokers saythat TikTok is likelyto inspire a giftidea this year192523047%of TikTokers saythat they have boughtsomething theysaw on TikTok1.and since many of these eyeballs andpurchases come from audiences not foundon other platforms, you're able to introducea new audience to your brand or product.52%10%TikTok drivesdiscovery.of TikTokers saythey discovered aproduct/brand onTikTok they didn't knowabout before145%17Daily time spent (minutes)882021 Holiday Guide2

The HolidayOpportunityNot only are shoppers on TikTok highly engaged throughout the season, they're also ready to search and shop forthe perfect gifts. And we know people are shopping differently this year:Consumers plan to spendmore this year overall:Shopping is happeningeverywhere & anywhere:432 out of 384%of TikTokers plan toshop online retailers/brand websites.³TikTokers plan to spend morethan 200 on gifts this year,a 9% increase from last year.⁴We know TikTokinfluences like noother platform.¹84%85%87%77%In fact, TikTokusers are alreadythinking about gifts.89%Searching Begins As Early As June:57% of TikTokers plan to start searchingfor gifts from June - October5Gift Planning MonthsBefore Christmas:62% of those likely to shop for thisyear's upcoming winter holiday seasonsay they will start planning for gifts2 months before Christmas6Unplanned and impulse purchasesFinal Shopping Sprints HappenBefore Cyber Monday:35% say that they'll buy all of theirgifts before Cyber Monday62021 Holiday Guide3

KeyHolidaysWith the holidays right around the corner, it's time to start planning for the season now. But don't stress, we'rehere to help! We've put together a game plan so you can make sure your business finds success fromawareness to conversion.Mark your calendars now:NOVNOVNOVNOV19262729Holiday ShoppingSeason BeginsBlack FridaySmall BusinessSaturdayCyber MondayDECDECJANJAN2126-3111-30Last ShipPostseasonSales & Gift CardShoppingNew Year’s DayNew Year’s Sales& ResolutionsNiche Holiday MomentsWhile a lot of holiday spirit tends to build around bigholiday moments, it's important to remember the nicheholiday moments that can make a big splash as well.These are great opportunities for your brand to standout even more and take center stage. So make yourbrand sparkle this holiday season by celebrating someof the holidays below:70% of TikTokers notice brandscelebrating niche holidays.⁷October 31: HalloweenNovember 1-2: Dia de los MuertosNovember 4: DiwaliNovember 30: Giving TuesdayDecember 23: FestivusDecember 26-Jan 1: Kwanzaa2021 Holiday Guide4

Your Holiday ChecklistNow that it's time to plan your TikTok strategy for thisholiday season, we've developed a month long planfor your business so that you can shine as bright asthe North Star this holiday season.But before you tackle this list, you'll need to definea date you're working towards. Many businesseslaunch their first campaigns by September(some even earlier!) to start building audiences priorto peak holiday season. Check out some sampletimelines at the end of this guide.Once you determine which holiday moment youwant to launch on, start pacing out theseto-dos accordingly:3-4 Weeks Out:Think aboutcreativePixelingTrackingChoosing adproducts2 Weeks Out: Create yourcontentFind and defineyour audienceBuild outyour strategySet your budget andbidding strategies1 Week Out:Double checkyour creativeGet readyto launch!2021 Holiday Guide5

Your Holiday ChecklistThree-Four Weeks OutThree weeks before you're ready to publish your campaign is the time for you to determine your seasonal goals, planout your creative strategy and set up your holiday workshop in Ads Manager. Here's how to get that snowball rolling:Creative Planning:Operational Planning:Creative is one of the most important movers whenit comes to increasing performance and drivingconversions on TikTok. But don't worry, you don'tneed big budgets to make effective creative! If youstart planning this far out, developing strong creativeis achievable. Here's where you should start:Determine your goal(s) for the holidayseason and build out your content pillars.Before you do anything, start by determiningyour business objectives this season andbuild a plan to support them with a cadenceof marketing. Is your objective: awareness,consideration, conversion? Once you knowthat, start planning out the types of contentyou want to create:Example Content Ideas:CreativeConceptPillar 1:Key DateContentPillar 2:GiftingPillar 3:Sales &PromosIdea #1BlackFridayGifts for.Him/Her/Mom/DadBOGOdealIdea #2CyberMonday“Gifts youdidn’t knowyou needed”% offincentivesShop earlyfor your giftsWeekendsaleIdea #3Last dayto shipreminderStart planning your content:Are you shooting content for TikTok? Wellwe have resources for you! Start buildingout some ideas of the videos you want tocreate for your ads.Test & Learn:Post organically first to see what type ofcontent resonates with your audience. Ifsomething performs well, consider usingSpark Ads to amplify during the holidays!Pixel:Whether your goals are conversions, traffic,or awareness this holiday season, setting upyour TikTok pixel will help you find newcustomers, optimize your campaigns andmeasure ad performance. There are only afew steps to setting up your TikTok pixel:1. Create pixel:Name your pixel and getthe pixel code.2. Install pixel:Add the pixel code onto your websitemanually or connect your site usingone of our partners like Google TagManager or Shopify.3. Set-Up Events:Here's where you define the eventsyou want to track and optimizetowards. Best practice is to track atleast one high-funnel event (e.g. viewcontent), one mid-funnel event (e.g.add-to-cart), and one low-funnel event(e.g. complete payment/purchase).4. Download TikTok Pixel Helper:Verify whether your pixel code is setup properly and events are firingsuccessfully using Pixel Checkerand Pixel Helper.Learn more about setting up yourTikTok Pixel here.Pro Tip:TikTok's Pixel for Shopify Integration makesintegration easy! Set up the TikTok pixel with1-click on Shopify and start advertising andtracking results.Read more about the integration here.2021 Holiday Guide6

Your Holiday ChecklistThree-Four Weeks OutAd Solutions:Familiarize yourself with our adsolutions and plan your campaigns.TikTok App on Shopify:The TikTok App on Shopify lets you manage TikTok ads directly from Shopify. If you have a Shopifystore, install the app and link your TikTok For Business account to your store. This is a great optionfor Owners who want to quickly get started using TikTok For Business. It features 1-click pixelinstallation and other automated, simplified features. Learn more here.Spark Ads:Spark Ads is a native, immersive ad format that harmoniously blends into the For You feed. Spark Adsenables you to amplify your own existing organic videos or videos from creators in the TikTok For Youfeed. Spark Ads delivers higher campaign results with minimal budget and resources. Learn more here.Lead Generation:Lead Generation allows you to optimize for collection of new leads on TikTok. Customizable instantTikTok forms are load nine times faster than 3rd party landing pages. Leads can be used to buildcustom audiences for retargeting and email marketing in advance of the holidays. Learn more here.In-Feed AdInstant FormThank You Form2021 Holiday Guide7

Your Holiday ChecklistTwo Weeks OutNow that you have an idea of the types of content you're going to create, your Ads Manager and website pixel areset up, and you brushed up on what ad solutions you want to use, it's time to lay out your campaign strategy. Here'syour step-by-step plan to help make it snow success this holiday season.Creative Production:Build Out Your Strategy:Develop your voice: Determine how you wantto show up to your audience. What's the toneyou want to set for the season? Is it festive,funny, reflective, educational?Build your base: Develop and test your brand'spitch and see how TikTokers react. You wantthem to discover your brand before big holidaymoments, so you're top of mind as they startshopping. We recommend focusing on theReach objective to build your audience.But remember: show, don't just tell!Prep Your Creative:Take all the planning you did last week andcreate some TikToks. Need some creativeinspiration? Check out our TikTok for BusinessInspiration Center.Can’t shoot TikTok specific? Well before yougive up, take this into consideration:Are you creating content for other channels?Think about the holiday content you're planning tocreate and see if you can capture some behind-the-scenes shots using just your phone!Audiences on TikTok love authenticity, so usingyour phone and filming how your holiday content isbeing created (and sharing the finished content atthe end) could be a GREAT way to make TikToks.Operational Setup:Find and Define Your AudienceLearn who they are: Dive into oursub-communities to learn how your audienceis behaving and what they're talking about sothe content you create can tap into currenttrends and conversations to connect withthem. Not sure how to get involved? Trytapping into your community by adding Tok(i.e., BookTok) at the end.Set your target parameters: If you're juststarting, help brand new users discover yourbrand by utilizing our targeting capabilities onAds Manager. Once you've built up yourpresence or have a sizable custom audience,try using lookalikes to find people who'vealready engaged with your business.Set Your Budget and Bidding StrategiesSelect your bidding method: At the ad grouplevel, pick the objective that aligns with yourbusiness goal. Our recommendation would beto use 'Lowest Cost' bidding if its available.Feel free to read more about otherbidding options here.Keep it consistent: For consistent pacingof your campaign, we recommend usingdaily budget rather than overall budget andusing a lowest cost strategy as you're buildingyour audience.Run a Test Campaign: Running a test campaigncan be a great idea before your big holiday push.If you have your hands on some holiday creativealready try testing them out. This will allow you tosee the effectiveness of some creative, define andunderstand your audience, and prepare you foryour big holiday campaign launch. Creative notready? Try repurposing your old assets with ourholiday video templates within Ads Manager.2021 Holiday Guide8

Your Holiday ChecklistOne Week OutYou've made it to the final countdown – one weekbefore your campaign is live! Here's how to top yourcampaign off with the perfect, creative bow.Creative Production:Get your creative ready:Upload your ads to Ads Manager and placethem into your ad sets.Preview your creative:It's time to check how your ads look! Theactual ads will be adjusted based on a user'sdevice and network conditions so check outhow your ad will look once it's published onyour actual device. Check it out here.Using 3rd party tracking?Add any relevant 3rd party tracking URLs toyour ads in Ads Manager to track yourperformance data. Read more here.Operations Check-In:Get ready to launch:Take all the research you've done aboutyour audience, double check your campaignset up, and publish your creative for yourholiday campaign!2021 Holiday Guide9