5 key takeaways from TikTok’s Holiday Marketing Playbook 2023


Every holiday season, brands gear up to capture the attention of consumers and maximize their sales. TikTok has emerged as a powerhouse platform with its vast user base and engaging content. In TikTok’s holiday marketing playbook for 2023, several key takeaways stand out.


1. FYP is the hub for holiday & shopping events content

TikTok’s For You Page (FYP) has become a go-to destination for users seeking holiday and shopping-related content. According to TikTok’s playbook, 1 in 2 TikTok users turn to the FYP for their holiday and shopping events needs. This emphasizes the importance of creating captivating and relevant content that appeals to users during the festive season.


2. Shoppers will start buying early in 2023

The playbook highlights that 38% of shoppers are likely to start their holiday shopping earlier this year. This trend presents an opportunity for brands to capture the attention of early shoppers. By initiating their holiday marketing campaigns early, brands can establish a stronger presence and gain a competitive advantage in the marketplace.


3. TikTok’s social proof will drive more checkouts

One of the most compelling takeaways from TikTok’s playbook is that TikTok users are 1.4 times more likely to purchase a product they have seen on the platform. This finding showcases the platform’s ability to influence consumer decision-making and drive conversions. By leveraging TikTok’s reach and user engagement, brands can tap into this conversion power to boost their sales.


4. Authentic storytelling: The key to standing out

TikTok’s emphasis on authentic storytelling creates an opportunity for brands to establish an emotional connection with their followers. The platform thrives on genuine and relatable content. To drive sales on TikTok, brands should focus on standing out by crafting compelling narratives that resonate with their target audience. 


5. Holiday success example: James Allen’s video shopping ads

A prime example of holiday success on TikTok is the jewelry boutique brand James Allen. By leveraging video shopping ads, James Allen experienced remarkable results during the 2022 holiday sales season. They achieved a 29% decrease in cost per acquisition (CPA), a 28% increase in click-through rate (CTR), and a 36% decrease in cost per thousand impressions (CPM). These metrics highlight the effectiveness of TikTok’s ad formats in driving engagement and sales for brands.


Is your brand using TikTok for 2023 holiday marketing?

TikTok’s holiday marketing playbook for 2023 provides valuable insights for brands looking to leverage the platform’s potential in sales. With a significant portion of TikTok users relying on the platform for shopping ideas, brands should prioritize creating engaging and relevant content to capture their attention. 


Looking for an agency with extensive experience in TikTok marketing, from content creation, to account management, to TikTok ads for eCommerce and beyond? Established in 2015 as a social media first agency, Legendary Social Media has the strategies and the experience to deliver impressive results. Starting early is crucial – request a quote today


Related Links


How to get verified on TikTok in 2022


How to make TikToks that go viral: seven pro tips


How does the TikTok algorithm work in 2022

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