{"id":4106,"date":"2022-11-29T01:28:57","date_gmt":"2022-11-29T06:28:57","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2022\/11\/29\/tiktok-time-is-here-happiness-and-cheer-fun-for-all-that-children-call-their-favorite-time-of-year\/"},"modified":"2022-11-29T01:28:57","modified_gmt":"2022-11-29T06:28:57","slug":"tiktok-time-is-here-happiness-and-cheer-fun-for-all-that-children-call-their-favorite-time-of-year","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/tiktok-time-is-here-happiness-and-cheer-fun-for-all-that-children-call-their-favorite-time-of-year\/4106\/","title":{"rendered":"TikTok Time Is Here, Happiness and Cheer. Fun for All That Children Call Their Favorite Time of Year"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Juan De Anda, Project Manager, <\/em><a href=\"http:\/\/www.orci.com\"><em>Orci<\/em><\/a><em>.<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Ever been stuck in a meeting when some unrelated discussion triggers a deeply buried song memory, and no matter what you try, phrases keep matching the lyrics? While recently reviewing videos for a broad social campaign, this exact thing happened to me. The videos were well produced, all client boxes were ticked: Brand cohesion? Yep. Aligned palette? Naturally. Coherent themes for diverse audience segments? You bet! After all, we\u2019re professionals!<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">But there was something else that felt new about this particular video content.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><em>\u201cIt\u2019s beginning to look a lot like TikTok.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><\/em><em>Everywhere you go.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><\/em><em>Take a look at the Instagram, it&#8217;s musical once again.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><\/em><em>With teaching tots and dancing bots that glow\u2026<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">As these new lyrics to a familiar tune flooded my brain, I suddenly realized that this Christmas will absolutely be TikTok\u2019s most dominant season yet. It is an industry reality that social media <a href=\"https:\/\/risnews.com\/holiday-retail-forecasts-and-predictions-2022\">is expected to inspire 87% of Gen Z shoppers<\/a> for holiday gifts, and digital marketers like myself must take note.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><em>Last Christmas, TikTok gave me its heart, the very next year it tore us apart\u2026<\/em> Sorry, I had to. But last Christmas TikTok really did show us what it could do, and this year it\u2019s going to deliver on it.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">In the 2021 holiday shopping season, TikTok grew as a gift search engine by leveraging the popular hashtag, #TikTokMadeMeBuyIt, as well as targeted gift guides. <a href=\"https:\/\/www.tiktok.com\/business\/en-US\/blog\/black-friday-marketing\">Their internal data reported<\/a> that TikTokers were 32% more likely to buy gifts on Black Friday compared to users on other platforms. While \u201cnearly half of consumers (48%) are likely to purchase a product directly from TikTok,\u201d according to <a href=\"https:\/\/junglescout.com\/\">Jungle Scout<\/a><\/p>\n\n\n\n\n<u>&rsquo;s <\/u>\n\n\n<p class=\"wp-block-paragraph\">Across platforms, video is beginning to drive greater conversion value than display or even search in some areas. We\u2019ve already seen this play out in campaigns where users are searching for recommendations of ideas for products, and we\u2019ve already shifted budget from display to video in some cases.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Creatively speaking, the most effective videos for recommendations mimic the creator look of TikTok work. All to say that the Christmas season will be big for marketers who know how to harness the look and feel of \u201cnative\u201d TikTok content in their social and digital video platforms. The only question left is: Can TikTok overtake Mariah Carey as the ruler of the season? After all, \u201cAll I want for Christmas\u2026\u201d is views.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">So, if you\u2019re looking to maximize impact this Christmas season, here are six best practices to keep in mind.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>First off, create content <em>with\u2014not for\u2014your<\/em> target community. <\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s a tug of war: Although there may be quotas or products or milestones that need to be met on the upper echelons of your brand, your target consumer doesn\u2019t have \u201cX object\u201d on their holiday wish list. Improve your chances by consulting or even collaborating with\u00a0 creators in those niche markets to grasp their style, tone and approach.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Next, chase style rather than sounds.<\/strong> It\u2019s so tempting: Choose a jingle (sounds on TikTok) that\u2019s popular and has an associated trend along with it, then pat yourself on the back for a job well done, right? Wrong!<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Think of the golden days of network television spent surfing through channels until you hear that familiar ditty or see the first three seconds of an ad that plays all the time and you instinctively change the channel. The Gen-Z equivalent is scrolling and if there are hundreds of thousands of videos by creators, it\u2019s already a saturated market and you\u2019ll naturally get lost in the shuffle.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Instead, focus on the styles that are perennials, like transitions, duets, lip syncs and make your own original creation. Originality might be all Gen Z wants for Christmas, after all.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Go for the equivalent of \u201ccozy.\u201d <\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Instead of pursuing that glossy catalog look and feel, opt for the \u201chome video\u201d vibe. We get it, branding guidelines feel biblical in importance, and we feel compelled to show the very best hero image where there are no flaws\u2014one can almost say, giving Instagram aesthetic. But not everything needs to be polished immaculately, and TikTok is the perfect place to embrace that laid-back, \u201cI made it myself\u201d feel.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>It\u2019s OK to be on the naughty list, sometimes. <\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">TikTok has ushered in an era where having credibility is perceived with just a bit of cringe. It rewards the slightly irreverent and those who don\u2019t obsess over a manicured PC life. We\u2019re not saying go rogue, of course, but take a page out of Duolingo and AM\/PM and recognize that it\u2019s okay to be a bit tongue-in-cheek. The lawyers may hand out coal but the audience will think it\u2019s a diamond.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Go for nostalgia, always.<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Use sounds that are signatures from holiday seasons gone by because even though it might seem counterintuitive, Gen Z loves embracing nostalgia for an era that they didn\u2019t live through.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>It\u2019s a season for joy.<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">While \u201ctry-hard\u201d content is costly, it\u2019s also not always effective\u2014so leave it behind. Lean into that holiday joy. Create more videos that are quick and fun, as opposed to just a few that are big and overproduced.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>While \u201ctry-hard\u201d content is costly, it\u2019s also not always effective\u2014so leave it behind. Lean into that holiday joy.<\/p>\n","protected":false},"author":7,"featured_media":4107,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[7],"topics":[2],"class_list":["post-4106","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-storytelling","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>TikTok Time Is Here, Happiness and Cheer. 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