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. 

Papier sets the trend

Papier, a brand that celebrates the endless possibilities of a blank page, found itself at the intersection of traditional craftsmanship and modern digital marketing.

As consumers increasingly turn to social media for shopping inspiration, Papier recognized the need to adapt its marketing strategy to reach and engage potential customers where they spend their time online.

Papier's journey on TikTok not only showcases the platform's potential for e-commerce brands but also demonstrates how a thoughtful, data-driven approach to social media marketing can yield impressive results, even for products that celebrate the tactile and tangible in our increasingly digital world.

🎯 Results:

• 1286% increase in Return on Ad Spend (ROAS) from May to October

• 93% reduction in Cost per Complete Payment over the same period

• 5564% increase in Complete Payments from May to October

🎯Strategy:

• Used a combination of Spark Ads and Collection Ads

• Spark Ads: Boosted organic videos from both brand and creator profiles

• Collection Ads: Displayed product tiles over ads, allowing users to shop without leaving the app

• Focused on two ad groups: a) Optimized for lowest cost per completed payment b) Used Value-Based Optimization (VBO) to target conversions with highest cart value

• Combined native creative from in-house design team with creator ads

🔑Key Takeaway: By leveraging TikTok's platform capabilities and prioritizing native-first assets, Papier significantly improved their

conversions and ROAS across the UK and US markets.

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. 

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.