Why TikTok is a Must-Invest Channel During Peak Periods

Fospha's TikTok Playbook reveals why TikTok is an essential channel for marketers, particularly during peak periods like Black Friday and Cyber Monday.

Here’s why investing in TikTok during these critical times can significantly boost your brand’s performance. 

1. Unmatched Potential During High-Traffic Periods 

TikTok’s explosive growth has made it a powerhouse for eCommerce, especially during peak. As brands increase their TikTok spending, the platform has shown exceptional return on ad spend (ROAS), particularly during high-traffic times.

Fospha’s data shows that TikTok is becoming a crucial part of the marketing mix, with an average of 10% of brands’ marketing budgets now allocated to the platform.

By capitalizing on TikTok's unique ability to capture consumer attention during peak, brands can enhance visibility, drive conversions, and outpace the competition. 

2. Effective Full-Funnel Strategy for Sustained Growth 

Investing in TikTok during peak periods requires a comprehensive full-funnel strategy. Fospha’s playbook emphasizes the importance of engaging consumers at every stage—from awareness to conversion.

During high-traffic events, utilizing a full-funnel approach ensures that your brand not only captures immediate demand but also nurtures potential customers for future growth.

By investing in TikTok's entire funnel, brands can sustain their momentum beyond the peak period, driving continued engagement and sales. 

3. Maximizing New Customer Acquisition 

TikTok excels at attracting new customers, with a significant percentage of purchases  coming from first-time buyers. The platform’s broad reach and engaging content format make it ideal for product discovery.

By investing in TikTok during these high-traffic times, brands can tap into a vast audience of potential new customers, maximizing their acquisition efforts and driving long-term growth. 

#OLAFLEX

Olaplex, a premium hair care brand launched in 2014, initially relied on word-of-mouth among stylists for growth. However, recognizing the potential of social media, particularly TikTok, to reach new audiences, the brand embarked on a journey that has redefined its marketing approach.

Under the guidance of its first CMO, Charlotte Watson, Olaplex's foray into TikTok has shown how well-executed social media strategy can catapult a niche brand into the mainstream consciousness, especially among younger demographics.

🎯 Results:

• 3 billion views on their hashtag challenge in just three days

• #OLAFLEX hashtag reached 6 billion views

• General #OLAPLEX tag reached 1 billion views

• 24 million views on #OLAPLEX content shortly after launching on TikTok

💡 Strategy:

• Focused on brand building rather than sales lift on TikTok

• Launched the #OLAFLEX hashtag challenge, encouraging users to share before-and-after hair transformations

• Collaborated with 400 influencers and stylists, some paid

• Exclusive campaign on TikTok, not replicated on other platforms

• Started with organic content in April 2020, shifted to paid campaigns in August

• Emphasized community engagement with real-time responses to direct messages

🗝️ Key Takeaways:

TikTok's "velocity" in drawing new audiences, especially Gen Z, surpassed other platforms. Olaplex is measuring success through brand lift studies, unique views, click-through rates, and follower growth.

4. Creative Optimization for Peak Engagement 

TikTok’s success hinges on creating content that resonates with its audience. During peak periods, the competition for attention is fierce, making creative optimization more critical than ever.

Fospha’s playbook highlights the need for platform-native, trend-driven content that feels organic to TikTok users. By focusing on creative optimization, brands can enhance their visibility and engagement, ensuring that their campaigns stand out when it matters most. 

5. Accurate Measurement for Informed Investment 

Investing in TikTok during peak periods is only effective if backed by accurate measurement. Traditional metrics often undervalue TikTok’s impact, leading to underinvestment.

Fospha’s advanced measurement approach reveals that TikTok deserves far more credit than it typically receives.

By accurately measuring TikTok’s performance, brands can make informed decisions, optimizing their budgets and strategies to maximize ROI during peak periods.