Top tips to shape a successful Mega Sales strategy

TikTok users have a huge appetite for Mega Sales, with 90% shopping during this season last year¹. This translated to a tenfold spike in conversions between June and December 2023² for brands on TikTok. This year, your brand can look forward to even higher growth: TikTok users plan to splurge 1.8x more during Mega Sales than non-TikTok users¹.

But with so many businesses vying for attention, how can your brand stand out from the pack? Here's our guide to shaping a successful Mega Sales strategy in today’s Shoppertainment age.

Shoppertainment: The future of commerce

Today’s consumers use content as a gateway to their shopping adventures. 83% search for products on social and entertainment platforms, and 73% want enough content in one place to make their purchase decisions easier, while 75% intentionally interact with content to receive better recommendations³.

In short, consumers want what we call Shoppertainment—entertaining content that informs their purchases.

TikTok is leading the way in Shoppertainment, with fun short-form videos that drive viewers effortlessly from content to cart. 3 in 5 TikTok users say they watch content and shop on the same platform¹.

Shoppers today love authentic, educational content, and brands who provide them with a Shoppertainment experience will win them over. To illustrate, these are the types of content they love on TikTok¹:

Your brand can drive purchases in the age of Shoppertainment, too. Here's how:

Know your shoppers to create content that drives commerce

TikTok is home to diverse users from all walks of life, each with their own interests, lifestyles, and preferences. To appeal to them effectively, your brand will first need to understand their unique values and behaviors.

Below, we’re sharing four key shopper personas of the TikTok community:

Now that you know what makes them tick, here’s a snapshot of their shopping habits⁴:

Curious to find out what kind of shopper you are? Try out our shopper persona quiz. Think about your own shopping habits, or put yourself in the shoes of your target audiences to answer the quiz. At the end, you can download a creative persona guide to learn more about targeting shopper personas like yourself.

Leverage TikTok to drive commerce everywhere

Don’t just think of TikTok as one of your sales channels—it’s your launchpad to drive sales across all channels.

TikTok users shop everywhere; they shop across e-commerce marketplaces, brand.com, entertainment apps, and offline channels. Brands should harness TikTok to drive our shoppers to different sales channels and identify the ones that deliver the highest ROI for your business¹.

Run full-funnel campaigns for greater efficiencies

As you develop your Mega Sales content strategy on TikTok, it’s essential to think full-funnel.

Full-funnel campaigns ensure your brand is present throughout the shopper’s journey, to drive them to buy on your sales channel be it website, app or on TikTok Shop. Upper-funnel campaigns can help you generate demand and maximize your share-of-voice ahead of Mega Sales—fuelling your lower-funnel conversions when the sale day hits.

Building a cohesive full-funnel approach isn’t easy, but brands can take advantage of TikTok’s solutions to achieve your full-funnel marketing goals.

Depending on your marketing goals and channels, you can combine solutions strategically to power sales growth.

If you want to drive users to your website or app, try running brand and performance objectives together. Our data reveals that brands who retarget their brand audience reduced Cost-per-Action (CPA) by 14% and boosted conversions by 20%⁵.

For TikTok Shop sellers who ran full-funnel campaigns achieved 1.8x higher GMV on average compared to those who didn’t. They also achieved 1.9x more product views and 1.2x greater return on ad spend (ROAS)⁶.

Grow your GMV with the PACE framework

Are you selling on TikTok Shop and wondering how to grow your brand’s revenue? We’ve developed a step-by-step framework to get you there with PACE: Persona, Assortment, Content, and Empowerment.

PACE is designed to help your brand optimize the three key drivers of GMV: shop traffic, conversion rate, and average order value. Done right, this adds up to systematic business growth for your brand.Here’s a quick breakdown of how you can use PACE to guide your Mega Sale strategy.

• Persona: Define your target audiences—what makes them tick? This enables you to target them with brand campaigns and retarget them during sales season.

• Assortment: Curate a winning product mix for your target audiences. Keep an eye on search and pricing trends, tweak your SEO, and optimize your store experience.

• Content: Grab attention during Mega Sales with a well-planned content strategy. This includes partnering with TikTok creators and setting up livestreams.

• Empowerment: Supercharge your success with TikTok’s ad and marketing solutions, from joining brand festivals to creating vouchers.

As we head into the sales season, get inspired by our Mega Sales edition of PACE best practices:

Test and learn to get the best results

The race to win during Mega Sales isn’t a sprint—it’s a marathon.

One key way to success is adopting a test and learn mindset. Build your hypothesis and conduct a test and learn plan before the sales season. To ensure you capture the deep insights for your test and learn, establish your data connections. Data connections are essential to delivering high-performing ads. They open up a more holistic view into your customer journey and allow you to optimize your campaigns so that the right ads reach the right users.

When brands combine TikTok Pixel with Events API on their site, they see an average of 15% improvement in CPA⁷.

Make this Mega Sales season a mega success

By harnessing the power of TikTok effectively, your brand can seize this massive opportunity and take your sales growth to the next level.

Reach out to your Partnerships Manager or contact us here to learn more about advertising and Content Sponsorship Packages on TikTok. Or check out our playbooks on the Mega Sales site to boost your campaign and creative strategies.

References:

1. TikTok commissioned study conducted by Kantar Profile on shopping behaviors during shopping seasons among n=4500 TikTok users and non-users in SEA, 2024

2. TikTok Internal Data, SEA, H2 2023

3. Consumer research by Accenture Song, commissioned by TikTok. Conducted in ID, TH, VN, Aug 2023

4. TikTok commissioned study conducted by Kantar Profile on shopping behaviours among n=2400 TikTok users in SEA, 2024

5. TikTok Internal Meta Analysis Feb’23

6. TikTok Shop Internal Data, SEA, Jan 2023 to Apr 2024

7. TikTok Global Internal Data