Why TikTok is a Must-Invest Channel During Peak Periods

Both Refy and e.l.f have mastered TikTok - don't get left behind this peak season

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. 

Refy Beauty leads the way

Refy Beauty, a brand focused on redefining beauty through innovation, simplicity, and inclusivity, leveraged TikTok's advertising platform to launch their 2021 Black Friday marketing campaign. Their goal was to increase sales and reach, showcasing how beauty brands can effectively use social media for product launches and promotional campaigns.

🧠💡📈 Strategy:

  • Ran a Conversion campaign using TikTok's Spark Ads feature

  • Connected TikTok app to their Shopify account for easy product linking and tracking

  • Utilized the Shopping Tab on their TikTok profile for in-app purchases

  • Created native-style videos featuring product tutorials with diverse creators

  • Employed a combination of prospecting and retargeting audiences

  • Targeted females aged 18-44 in the UK using custom and lookalike audiences

🎯 Results:

  • Reached over 2 million users on TikTok

  • Achieved a 2% engagement rate

  • Experienced a 101% increase in new users visiting their TikTok page

  • Saw a 750% increase in organic revenue

  • Attained a 4.31% complete payment rate

  • Achieved nearly 3X Return on Ad Spend (ROAS)

🗝️ Key Takeaways: The multi-channel approach, including TikTok, helped surpass sales targets by 20%, with native TikTok-style videos incorporating trends performing better than curated campaign videos.

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.  

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.  

e.l.f making waves

e.l.f. Cosmetics partnered with TikTok marketing agency Tinuiti to build on their existing success on the platform and drive efficient acquisition costs. The brand implemented an always-engaged strategy designed to fill the funnel, from reaching potential customers to driving site traffic and sales.

They utilized a combination of standard In-Feed Ads and Dynamic Showcase Ads to personalize ad targeting at scale and deliver a curated experience to their most relevant audiences.

The strategy resulted in a 56% reduction in acquisition costs for their add-to-cart strategy. Additionally, the campaign achieved a conversion click-through rate 1.9 times higher than the benchmark and a conversion cost-per-click 49% below the benchmark.

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.