Feel the Love on TikTokthis Mother’s Day

With so many people unable to see their loved ones during the pandemic , the importance of family has been underscored more than ever. That’s why marketers should sit up and pay attention to Mother’s Day, the feel-good holiday that sees consumers across the world celebrate the people who matter most – Moms!

Mother’s Day is in many ways the ideal holiday for TikTok – our community goes cuckoo for authentic and wholesome expressions of family love and emotion. And with Mother‘s Day spending on gifts totaling an estimated $28 billion in the US alone last year¹, the marketing opportunity for sellers looking to take advantage of that #tiktokmademebuyit boost is clear. In this edition of QuickTok we’ll take a deep dive into the numbers behind the Mother’s Day drive on TikTok last year, giving you actionable insights to ensure you show up in style this May.

TikTok inspires giving to the people who matter most – Moms!

TikTok sparks inspiration like no other platform because of the authentic nature of our community, who share their real feelings and the products they love. 74% of users say TikTok is likely to inspire a gift idea this Mother’s Day and the data shows they take action on this inspiration:

What types of gifts do TikTok users buy on Mother’s Day?

From the classics of flowers and greetings cards to jewelry and clothing, TikTok users bought a range of gifts for their loved ones last year, many inspired by brands who leveraged the platform.

Which age groups are most likely to buy Mother’s Day gifts?

The biggest Mother’s Day spenders in the US are Gen Z and millennials: 86% of shoppers between the ages of 18 and 34 are looking for mother’s day gift and 31% of users ages 35-44 according to NRF.² It’s no secret that these groups live on TikTok, so don’t miss out.

What hashtags were used with #mothersday last year?

In many cases, hashtags on TikTok are the key to entering into one of our many communities, or unlocking the latest viral trend. A great way to find inspiration for videos is to check out hashtags that were used along with #mothersday last year – which we’ve collected for you in this word chart, sorted by number of video views!

You never know when inspiration for your Mother’s Day video might strike!

You shouldn’t limit the scope of your campaign to the day itself – after all, we all need to be reminded Mother’s Day is coming up… Our data shows video views of #mothersday begin to rise in the last week of April, and sustain for around 4 weeks.

How do customers make decisions about what to buy on Mother’s Day?

Consumers tend to look for gifts that are unique, special, cost-effective, and can create special memories.

Case Study | Samsung

The undeniable star of Mother’s Day 2021 on TikTok was Samsung, who launched their inspiring #MakeMomEpic global campaign that celebrated Moms worldwide, using our Branded Hashtag Challenge, In-Feed Ads and TopView products. Aiming to highlight the powerful camera on the Samsung Galaxy, Samsung challenged TikTok users to show off the greatness of their mothers.

The campaign originally targeted six diverse markets including the US, Mexico, Brazil, Malaysia, Singapore and Turkey, but the campaign’s message resonated so much it rapidly spread across borders to become a truly global campaign, with 4.7 million videos, over 12.4 billion video views and 1.4 billion engagements.