LoveTok: Winning hearts and wallets on TikTok this Valentine's Day

LoveTok: Winning hearts and wallets on TikTok this Valentine's Day

February 10, 2021

TikTok For Business, Editorial Team

Best PracticesInsightsSmall Business

A flurry of flowers? Chocolates galore? Some things never change. Others do though, and never before has February 14th been embraced by so many for such different reasons. No matter their relationship status, our users take to TikTok to express themselves in ways that feel right to them. From ‘all in’ on tradition to ‘Galentine’s Day’ out on the town, we take a look at what makes love tick on TikTok, on the most talked about date night of the year.

With over 6.6 billion video views for #ValentinesDay, TikTokers have fallen head over heels for this special day. Our users flock to TikTok to celebrate, share their plans, create beautiful moments and spread the love. From Valentine’s vlogs to gifts of all shapes and sizes, we checked out some of the most popular hashtags from the year gone by:   

• #formyvalentine - 3.1B views
• #valentine - 2.5B views
• #diyvalentine - 1.8B views
• #vday - 218.3M views
• #valentinegift - 36.6M views
• #valentinesquiz - 31.8M views
• #valentinesmakeup - 12.5M views

For TikTok users, it’s safe to say February 14th is about much more than one heavily stylized, picture-perfect final post. Our users love to get crafty, and take to TikTok to share the entire journey – from a bright spark of an idea to the moment of that big reveal.

From super-sized handmade cards to sartorial splendor, TikTokers around the world are bursting with originality and creativity!

Brands – quivers at the ready! TikTok users’ passion for Valentine’s Day burns bright, but there’s only a narrow window of opportunity for Cupid’s arrow to find its mark.

We examined data from 7 major markets from last year and found that engagement peaked consistently regardless of the region. Conversation spikes between 12-15 February, dissipating altogether by the 17th.¹ Here’s the view in aggregate:

This should get online retailers' hearts racing: when asked where they intended to buy holiday gifts, a whopping 74% of TikTok users said they would buy online.²

They also have big plans to pamper their loved ones (and themselves) with staycations, the latest tech, and luxury items such as cars, jewelry, watches and handbags. In fact, TikTok users' intention to buy outweighs that of the average social media user across every single one of these categories.

Love is in the air, and so is money! Whether you're a small online business or major luxury brand, Valentine's Day is the perfect occasion to woo the TikTok community with your wares.

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Sources
1. Internal TikTok data, average daily video views (VV) in February 2020 for content featuring "valentine" in at least one hashtag across seven major markets (US, UK, AU, SG, AE, JP, and RU).

2. GWI sans China, GWI Zetgist, Holiday Gifts, Where do you intend to buy holiday gifts from this year (asked in 2020)? (Data is calculated by taking net % of Online directly from brand websites OR Online from other retailers (e. g. online sports retailer, beauty retailer) OR Online through ecommerce sites (e. g. Amazon).
3. GWI, Q3 2020 Base: Social Media Users (defined by visitors to TikTok, Twitter, FB, Instagram, Snapchat) aged 16-64 (excl. China) Question: Which of these items are you / your household thinking about purchasing in the next 3-6 months?