As the world of online shopping evolves, social media platforms are taking center stage, especially during this holiday season.
With over 1 billion users, TikTok has emerged as a significant player, providing a festive haven for inspiration. A remarkable 1 in 2 TikTok users turning to the ‘For You Page’ for holiday & shopping-related content¹. Simultaneously, Instagram holds its ground, offering a valuable space on the Feed for exposure and connecting with potential customers.
To stand out in this landscape, harnessing the power of creators becomes imperative for a successful holiday campaign. Explore this article to uncover the secrets of maximizing content creator collaborations for your holiday marketing adventure.
Best practices for successful creator partnerships during the Holidays
Plan with time
Kickstart your holiday marketing efforts early to seize key shopping moments. Be part of your customer’s shopping journey throughout the whole season and spark their holiday shopping excitement, from finding the perfect gift to hosting memorable gatherings.
Partner with Creators
Creators breathe fresh life into the shopping experience, establishing trust and wielding influence through authentic content. Partnering with a diverse array of creators is the cornerstone of a comprehensive content strategy. Top-tier creators elevate brand awareness, while niche creators excel at driving conversions.
Here’s a staggering statistic that underlines the significance of creator collaboration: a whopping 65% of TikTok users rely on these creators for their online shopping decisions².
The benefits of creator collaborations go beyond mere content creation, offering a spectrum of advantages:
- Amplified Engagement: Creators can craft captivating seasonal storytelling and entertaining content, while conveying your holiday message and promoting content that aligns with your products. Tapping into creators’ audiences engages diverse communities, nurturing authentic connections with existing and new audiences.
- Authenticity and Trust: As the passionate content crafters they are, creators have a genuine and relatable connection with their audience. By collaborating with them, brands can leverage this authenticity to build trust among consumers.
- Diverse Content: Creators bring a rich variety of content to your holiday campaign, especially when working with a wide range of them. By tapping into the unique perspectives and styles of different creators, you ensure a diverse and engaging range of content that resonates with various audiences.
- Extended Reach: Collaborating with creators unlocks a vast pool of organic content from users aligned with your brand. By engaging with creators, you not only access their audiences but also establish a reliable network of content generators. This ripple effect is significant, especially on platforms like TikTok, where users are 1.7 times more likely to showcase purchases and follow your brand³.
- Innovation and fresh perspectives: Often at the forefront of trends and innovations, creators are seen as professional trend keepers. Partnering with them can infuse a brand with fresh ideas and perspectives, keeping the marketing approach current and relevant. When briefing the creators, allow them to embrace community-created holiday trends, adding their unique touch to them.
Maximize the convenience of in-app shopping experiences.
In the rapidly evolving digital landscape, prioritizing convenience is key. Take, for instance, the newly launched TikTok Shop, which exemplifies this trend. Notably, 61% of TikTok users have made direct purchases⁴ on the platform or shortly after discovering products.
Consider leveraging live streaming with creators to elevate your selling game, allowing real-time exploration, direct communication, and purchases. TikTok users are 1.4x more likely to buy a product they saw on the platform⁵, so use that to your advantage!
Streamline your holiday journey by incorporating an in-app shopping experience that simplifies the entire process, from initial discovery to the final purchase.
Consistency is key for long-term impact
Forge campaigns that consistently yield results, spanning products, creativity, trends, and creators. This approach lays a reliable foundation not only for your holiday marketing endeavors but also for sustained success beyond the festive season.
By harnessing Social media’s vast user bases and fully embracing the potential of UGC and creator collaborations, you have the key to transforming your holiday marketing strategy; your sales will soar, brand awareness will surge, and you’ll build a genuine connection with your target audience.
Our all-inclusive solution empowers your business to harness the potential of authentic social content effortlessly. We streamline every step of the process, from sourcing and briefing creators to widespread distribution across organic, paid social, and e-commerce channels. This holiday season, seize the power of Creators with Social Native by your side, and make it your most successful one yet!
¹ TikTok Marketing Science [US] Holiday Purchasing Research 2022 conducted by Material
² TikTok What’s Next Trend Report 2023
³ TikTok Marketing Science US Path-to-Purchase Part 2 Research 2022, conducted by Material
⁴ TikTok Marketing Science Global Shopping Ad Products Study 2022 conducted by Material February 2022 (n=17,937)
⁵ TikTok Marketing Science Global Retail Path to Purchase Study 2021 conducted by Material (vs. other platforms)
