In today’s ever-evolving landscape of e-commerce, Black Friday has transcended its traditional roots and is now heavily influenced by social media platforms like TikTok. This article delves into how TikTok users discover gift ideas and shopping inspiration through user-generated content, and why brand collaborations with creators are essential for success in this modern shopping era.

As the clock ticks down to Black Friday, understanding the urgency is the key to success. As per ‘TikTok Marketing Science US Holiday Research’ from 2022, 68% of TikTok users begin their holiday shopping at least a week or a few weeks in advance. The window of opportunity is narrowing by the minute, so the time to implement a TikTok-driven Black Friday strategy is now. Dive into this article to discover everything you need to leverage TikTok for your Black Friday strategy.

The TikTok Effect in Numbers

Recent years have witnessed TikTok skyrocket in popularity, establishing itself as both an entertainment hub and a wellspring of inspiration. In this platform, users not only uncover the best deals but also stumble upon products and ideas they hadn’t considered before. Understanding this new trend is crucial for a successful Black Friday strategy. Let us break it down for you:

  • Authenticity and Trust: TikTok’s success is rooted in its commitment to authenticity, cultivating trust among users and making it a prime space for brand partnerships.
  • Relatable Creators: TikTok creators, being everyday individuals, forge highly relatable connections with viewers, and so their recommendations resonate, creating a strong emotional bond.
  • Frenzy and Impulse: When it comes to inspiring impulse purchases, TikTok stands out. Short, captivating videos create shopping frenzies as users discover previously overlooked products.
  • An impressive 72% of users say that creators’ authenticity motivated them to buy a product/brand. ¹

  • 43% of users agree that they trust the recommendations of TikTok Creators. ²

  • People on TikTok are 1.2 times more likely to indulge in impulse shopping for the holidays compared to traditional social platform users. ³

  • Fashion, Beauty & Personal Care, and Gaming stand out as the top three categories in which TikTok played a role in holiday purchases. ⁴

  1. Source: TikTok Marketing Science Global Creators Like Me Study 2021 (Russia Results) conducted by Hotspex (Gen X, n=359)
  2. Source: TikTok Marketing Science US Creator Ads: Elements of Attention Study conducted by Lumen June 2022 (n=1,650). Remote neuro methodology using a mock TikTok feed.
  3. Source: TikTok Marketing Science US Holiday Research conducted by Material May 2022 (n=2,000)
Brands and Creators: A Winning Duo

As we navigate the dynamic landscape of TikTok, it’s clear that collaboration between brands and creators stands as a cornerstone of success. This partnership not only empowers brands but also enriches the TikTok experience for users, creating a win-win synergy.

  • Genuine Recommendations and Storytelling: Creators infuse brand collaborations with genuine reviews and seamlessly weave products into engaging narratives. The result is a strong emotional connection with the audience, an increasingly critical factor in users’ purchase decisions.
  • Wider Reach: Partnering with TikTok creators extends your brand’s reach far beyond its traditional boundaries. By tapping into their loyal followers, your Black Friday deals can resonate with a broader audience, guided by their trusted TikTok creators.
Encouraging UGC

The surge in impulse purchases on TikTok can be attributed not only to its dynamic and engaging environment but also to the flourishing user-generated content (UGC) on the platform. With 59% of TikTok users actively creating and sharing their own content during Black Friday, encouraging your customers to share their purchases is essential to fully leverage TikTok’s influence.

When real people share their experiences, they inspire others to follow suit. It’s the most authentic form of advertising, fostering trust among potential buyers. As per TikTok Marketing Research, 76% of TikTok users plan to make a purchase during Black Friday. Imagine the potential of having your customers share their Black Friday hauls and experiences on TikTok!

Brands can take UGC a step further by organizing contests and providing incentives for customers to share their Black Friday purchases. This not only drives more UGC but also creates a sense of community and excitement around your brand.

Black Friday Redefined

In conclusion, TikTok has transformed Black Friday shopping by inspiring users through authentic content, fundamentally altering the way consumers discover and make purchases. Embracing this digital transformation is not just an option; it’s a necessity to keep your brand relevant and competitive.

Black Friday is no longer limited to in-store experiences; it’s now a digital journey in the palm of every user’s hand, thanks to TikTok. This paradigm shift simplifies the path from inspiration to purchase, and it caters to a diverse audience. By capitalizing on the captivating world of TikTok, your brand can smoothly navigate this new era of Black Friday shopping. Make sure your strategy resonates with your audience, keeping it relatable, informative, and clear.

With these insights, your brand can harness the full potential of TikTok’s influence and redefine the Black Friday shopping experience. Happy shopping!

As an official TikTok marketing partner, you can leverage Social Native’s technology and expertise in identifying and collaborating with talented TikTok creators perfectly aligned with your brand. Our all-in-one solution seamlessly integrates your brand with our extensive global creator network and UGC, creating authentic, high-performance content tailored for TikTok. Choose Social Native to maximize your Black Friday strategy with confidence.

Need inspiration? See how Social Native has helped brands like Harvey’s, Tetley Tea & Imperfect Foods win on TikTok with creators. Learn more.

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