Back To School for Small-Medium Businesses

September is an important milestone for millions of parents and students out there. For the former it’s Back to School, while for the latter it’s Back to Uni. While school doesn’t start until September, preparations commence way earlier. This explains why in the summer months, TikTok becomes the place where parents and students can find the latest trends, from what to buy, what to wear, how to study more efficiently, what to pack for lunch – the list goes on. 

This time is a huge consumer spending moment posing an opportunity for brands in key categories - retail, food and consumer packaged goods, tech, wellness, and last but not least, finance. If you have a business offering back to school products or services, here’s what you need to know:

TikTok offers a fresh perspective on Back to School 📚

Millions of people come to TikTok because our platform allows them to be their true selves [1]. When we look at ‘back to school’, TikTok content on this topic offers a more authentic, behind the scenes perspective, with parents sharing struggles, daily activities like ‘Get ready with me’ (GRWM), or just sharing a laugh. Students come to our platform to get creative with their highs, lows, and everything in between, with a 360° view of student life. They are the generation of trend-setters, and TikTok is where they’re thriving. 

Top tips on Back to School for the retail category 🛍️

If you’re in the retail biz, TikTok is full of opportunities these coming months, so let’s take a moment to highlight the best trends that you should definitely keep an eye on:

• Glow-up transitions and self-expression: if you’re in the home decor business, our recommendation is to focus on educational content that turns any space designated for studying into a learning sanctuary. Consider boosting any BTS content through In-Feed Ads or use Spark Ads to turn those engagements (likes, shares, and comments) into potential sales. Parents, guardians, and students are looking for tips to make studying more enjoyable, so make sure to meet them halfway.

• One-stop-shop for BTS: when it comes to retail, the content can go from stationary, to food, and even uniforms. Make shopping entertaining for these audiences by partnering with relatable creators that can tap into those parent or student moments, with a focus on sales and discounts. Turn the cost of living crisis into an opportunity to showcase the value for money your products have.

• Celebrate the first day back in style: when it comes to fashion, businesses can use TikTok to highlight new styles, or limited editions. Consider using ‘GRWM’ to inspire anyone watching and help them choose what to wear on this important day.

• Show (off), don’t tell: luxury-fashion business can go the extra mile with ‘starter kits’.

Top tips on Back to School for the food & CPG category 🍜🥗

Food and supplies are the fuel of every learner, so we gathered the most popular trends that will help businesses in this category thrive:

• Make meal prep easier: when it comes to food, parents and students are always looking for recipes, from easy to complex. Feel free to share snack ideas, kids meal prep, easy weekly dinner ideas etc. Don’t forget to include hacks that can save everyone time and money. After all, budgeting can go a long way. Consider working with creators to add credibility to your videos.

• Showcase essentials: must-have supplies should take center stage in your videos, whether you’re posting about the coolest water jug ever invented, or working with creators to share real-life stories.

Top tips on Back to School for the tech & finance category 💻💳

Great news for all tech businesses roaming on TikTok: parents and students are looking to learn from experts…yes, you! Now’s your chance to highlight your team or partner with different tech experts to review gadgets and other useful products for your audience. 

But that’s not all. As learning is becoming more and more digitized, you can stand out by sharing different tips that would maximize learning and assignment delivery. This will not only have a positive impact on your audience’s grades, but also on their mental health. 

For businesses in the finance category, now’s a great moment to help students set up their finances for future success. Consider educational content that breaks down what ‘student finance’ means, so your audience can better understand credit & loans, student debts, and other topics that might be new to them. Sharing money saving hacks will also prove popular this year, and don’t forget about ‘life after university’ as many former students are going on TikTok to look for guidance on financial planning after they finish their studies. 

Top tips on Back to School for the wellness category 🌻

Speaking of mental health, this topic has gained traction during and after the pandemic in particular. Today, learners are looking to educate themselves on how to take care of themselves and others. For businesses in the wellness category, now’s the perfect time to teach anything health-related, like ‘how to make your dorm sick proof’ or go further and partner with creators that can turn any health-related lesson into a game or something entertaining like fun songs.

Get ready for Back to School peak moments this September 📈

With September just around the corner, now’s the perfect time for businesses of all kinds to meet their audience on TikTok. 

Parents, guardians, and students have already started scrolling on our platform to determine what to buy, where to buy them, and how to use them to make the back to studies experience all the more efficient and enjoyable. 

Before you post your amazing videos, remember to use one or more hashtags that are trending for this topic: #backtoschool, #parentok, #schoolsupplies, #schoollife, etc.

If you’re looking for more insights on how to use In-Feed Ads and Spark Ads to stand out, check out Start-Rite and Scholieren.com success stories. 

Source:

1. TikTok Marketing Science Global Community and Self-Expression Study 2021 conducted by Flamingo