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1、FashionPlaybookWhy TikTok?Fashion TikTokCase StudiesProducts for success in your vertical.Media Planning How to prepare for your key seasonal moments.Tips for Success 0 Table of Contents201 Why TikTok?3TikTok is growing fast,grow your business with usOur hyper-growth entertainment platfor
2、m is influencing the media landscape and presenting brands from all industries with unique and exciting opportunities.TikToks ability to grab users attention,combined with our effective advertising solutions,gives small and medium sized businesses the perfect conditions to grow.TikTok has more than
3、one billion active monthly users!1Every day people around the world watch a movie lengths worth of TikTok content with 35%of users even saying they watch less TV since getting the app.2 Source:1 TikTok Internal data global,July 20212 Marketing Science Global Time Well Spent conducted by Kantar March
4、 20214Why TikTok?EffectivenessTikTok has the power&influence to supercharge your media mixAttentionEngagement is TikToks superpower Sources:1 TikTok Marketing Science EU Holiday Shopping behaviour Research 2020 conducted by Walnut Unlimited2 TikTok Marketing Science US Authenticity Study 2020 conduc
5、ted by Nielsen3 TikTok Marketing Science EUI SMB Consumer Research 2022 conducted by InSites Consulting4 TikTok Marketing Science EUI SMB Advertiser Research 2022 conducted by Advertiser Perceptions46%of users engage with content on TikTok without distraction or multi-screening.35%spent more time on
6、 TikTok than on other video content platforms.275%come to the platform to be entertained.88%frequently discover new content they enjoy.52%learn about new products via video ads from both big and small businesses.152%of TikTok users that have come across SMB content on TikTok have gone on to make a p
7、urchase.3Small&Medium sized businesses are noticing the impact on sales from advertising on TikTok36%of SMBs say that advertising on TikTok has directly resulted in increased sales.1 in 3 SMBs say TikTok is a must use in their media mix.4We have increased sales by 10%C Suite,SMB Advertiser,ES4The re
8、sults from advertising on TikTok were incredible and there were 1000 sales immediately Manager,SMB Advertiser,FR4 MomentumEntertainment that connectsTikTok is the ultimate entertainment platform powered by a community with a unique mindset:5Why TikTok?Our TikTok Community is Vast&Growing FastAlways
9、DiscoveringPlayful&PositiveConnectedLoyalInfluencedHyper-engaged42%use TikTok to discover new things.1Happiness,Joy&creativity are the top 3 feelings associated with TikTok.279%said they will continue using TikTok the same amount or more in the next 6 months.360%feel a sense of community on TikTok.4
10、91%of users take action after seeing TikTok content.329.4B#TikTokMadeMeBuyIt video views.5 Sources:1 TikTok Marketing Science EU Holiday Shopping Behaviour Research 2020,conducted by Walnut Unlimited2 TikTok Marketing Science EU Understanding Authenticity,Happiness&Joy Research 2021,conducted by Fla
11、mingo3 TikTok Marketing Science EU Time Well Spent Research 2021,conducted by Kantar 4 TikTok Marketing Science US Authenticity Study 2020,conducted by Nielsen5 Global TikTok App Data November 20226Why TikTok?Fashion TikTok02 7There are a million ways for clothing businesses to succeed on#TikTokFash
12、ionTrendsetting is no longer reserved for influencers and celebrities.Individuals are now owning their style on TikTok with pride.Our community is a reflection of the cultural shift thats changing the future of mass fashion.Dress it up on TikTok!On TikTok Fashion means:Fluidity Showing everyone that
13、 you are the combination of many versions of yourself that dress differently for each occasion,and thats ok!Having a living LookBook With endless looks and possibilities,TikTok is the place to discover styles that help you find your own voice.Experimentation TikTok is that friend who helps you go fo
14、r it and be brave.Dress how you want,and our community will support you!We are your private and endless cheerleader.Attire and attitude Style is a way of life,and thanks to TikToks subcultures,fashion is being democratized.Users have a collective voice,and the beauty of individualism is shared.TikTo
15、k creators have conquered the most fashionable place in the world.8Fashion TikTok of TikTok users claim that TikTok played a role in discovery and inspiration to find out more about fashion products.2 of TikTok users on a fashion journey have bought a product because they saw it on TikTok in the las
16、t year.1 of TikTok users have bought something from a fashion store they saw on TikTok.21.2x TikTok users are 1.2x more likely to immediately buy something they discovered on the platform compared to other platforms.1of TikTok users on fashion journeys use the platform to research and learn more abo
17、ut new products or brands.1 1.5x TikTok users are 1.5x more likely to make an impulse purchase compared to other platforms.147%54%36%40%TikTok drives both inspiration and action Sources1 TikTok Marketing Science Global Retail Path to Purchase conducted by Material August 2021(N=13,2062 TikTok Market
18、ing Science EU Retail Vertical Research 2021 conducted by Walnut Unlimited,Results for UK France Germany Italy Spain.of TikTok users say that their For You feed is the most likely to inspire them to find out more about a fashion store.228%9Fashion TikTokSource:TikTok Marketing Science EU Retail Vert
19、ical Research 2021 conducted by Walnut Unlimited,Results for UK France Germany Italy Spain.57%Promos/Deals24%Special events42%Giveaways/Contests24%Announcement/Product reveals24%Tutorials/How to23%Trend/ChallengeIts your time to shine on TikTokThought starters:1 Get people excited by hyping up new l
20、aunches and collections with In-Feed Ads.2 Keep it relatable!Share inspirational shop-and-tell content in collaboration with creators using Spark Ads.3 Drive discovery and inspiration for your brand with an organic content strategy to promote hero products.The Audience wants what it wants What would
21、 users like to see from fashion brands&stores on TikTok?10Fashion TikTokLuxuryPopular hashtags:#luxurylife#designerbrands#watchesoftiktok#luxuryshoppingFashionPopular hashtags:#fashiontiktok#findyourstyle#OOTD#streetfashion#fashionchallenge#fashioninspoBeautyPopular hashtags:#beautymusthaves#makeupt
22、ips#hairhacktips#makeuptutorial#makeuproutine#makeupchallengePro Tip Our community loves to explore the good life,so show them whats possible with aspirational content with a BTS feel.Craft videos showing how products are made or authentic behind-the-scenes looks at fashion shows.Pro Tip TikTok user
23、s love to show off their best,most trendy looks,so present them with a TikTok Video lookbook showcasing your hottest collection.Pro Tip Tap into your audiences passion for beauty tips by sharing your favourite product hacks straight from your business.Try makeup tutorials highlighting your key benef
24、its and unique selling points.Content ideas to fuel your TikTok strategyFrom showing off street style to delivering makeup tutorials and everything in between,theres an audience for your brand on TikTok.Explore the popular hashtags in your category and learn what content your audience is interested
25、in.Head over to our Creative Centre to see the most popular hashtags,trends,songs and ads the TikTok community loving right now.Source:TikTok Marketing Science EU Retail Vertical Research 2021 conducted by Walnut Unlimited,Results for UK France Germany Italy Spain.11Fashion TikTokCase Studies03 12Th
26、e ChallengeFrom the get-go,the popular German underwear brand SNOCKS has gone from strength to strength producing discreet socks and apparel with cutting-edge designs.To grow their customer base and expand to a fresh audience,SNOCKS teamed up with TikTok to run an exciting campaign using our brand-n
27、ew Shopify integration.View full case studyThe SolutionShopify merchants can now create and run video ads on TikTok without leaving their Shopify dashboard.By managing and tracking the performance of their TikTok campaign,they can reach millions of users across Europe.SNOCKS released five entertaini
28、ng and engaging In-Feed Ads to introduce the brand and drove users to their website with a promotion for 20%off purchases.The ResultsThe campaign went brilliantly!Their strategy generated 100 sales a week and an impressive cost per order(CPO)of 11.SNOCKS successfully reached a new audience,and inclu
29、ding the discount code added to their impact by creating over 150 conversions.SNOCKS expands to a fresh audience with TikToks Shopify integrationBrands are having to compete like never before to get the attention of buyers.The goal is for businesses to make it easier for buyers to discover their bra
30、nds,and with this new TikTok partnership,Shopify merchants in the UK,France,Germany,Italy and Spain can connect with new customers in a way that can help them build their brand and drive sales.Shimona MehtaManaging Director,Shopify EMEA30.8K32001024301511CPO150Conversions13Case StudiesThe ChallengeM
31、eet Me There is an Amsterdam based clothing brand that prides itself on trendy products and a strong connection with their customers.To increase conversions and build a relationship with their target audience,they partnered with TikTok to show off their brand and boost online shopping.View full case
32、 studyThe SolutionMeet Me There used a savvy combination,focusing on Conversion and TikToks new Collection Ads feature,giving users a seamless shopping experience and personalized product recommendations.Spark Ads also helped promote their own organic posts as In-Feed Ads.They worked with custom aud
33、iences and lookalikes and leveraged the TikTok App on Shopify to benefit from the one-click Pixel installation and Advanced Matching feature.On top of their own content,they looked to TikTok creators wearing and promoting their products.The ResultsMeet Me There smashed it!20,000 new followers,great
34、user engagement in the comment section and an order value boost of 15%.In addition,they got over 10 million video views,reached over 11 million users and received 85,000 clicks with a stunning click-through rate of 81%.Future plans include making content every time a new product comes in stock and i
35、ncreasing their TikTok advertising budget.Meet Me There boosts awareness and sales with TikTok30.8K32001024301515%Increase in Average Order Value100M+Video Views81%CTR14Case StudiesProducts04 15Level up with our e-Commerce platform integrations with Shopify,BigCommerce,Ecwid,PrestaShop,WooCommerceOu
36、r platform integrations allow e-commerce merchants to add TikTok as a sales and advertising channel to their website.This streamlines the process of creating or linking TikToks ad manager accounts,syncing their product catalogue and installing the TikTok Pixel to enable paid and organic visibility f
37、eatures.Learn more here16ProductsPixelIf you dont have an e-Commerce integration set up,make sure to set up the TikTok PixelThe Pixel is a piece of code that you can place on your website that allows advertisers to share website visitor events to TikTok via a browser.Whether your goals are conversio
38、ns,traffic,or awareness,setting up your TikTok pixel will help you find new customers,optimise your campaigns and measure ad performance.You can track important events throughout the entire customer journey,from page view to purchase.Find out more about the TikTok Pixel here.17ProductsThe Website Co
39、nversions Objective Send people to your website,or TikTok Instant Page,to perform a specific action like making a purchase or adding an item to their cart.When you create a campaign using the Website conversions objective on TikTok Ads,we will show your ads to people most likely to complete a specif
40、ic conversion event on your website or TikTok Instant Page.Benefits of Website conversions The Website conversions advertising objective enables you to:Drive traffic to your website or TikTok Instant Page.Optimize ad delivery against conversion events on your website or against“on-site”events on you
41、r TikTok Instant Page.Leverage our web measurement solutions like TikTok Pixel,Events Web API,and Advanced Matching to optimize ad delivery and track performance.Optimize ad delivery against Clicks,Conversion,and Value.How to use Website conversions1.Set up one of our web measurement solutions on yo
42、ur website,like the TikTok Pixel.2.Create a campaign on TikTok Ads Manager using the Website conversions objective.3.Choose if you want to send people to your website or TikTok Instant Page.4.Select your optimisation event(recommend to start with Add to cart or view content first)5.Define who you wa
43、nt to see your ad.6.Set up your budget and select an optimization goal.7.Create a TikTok Instant Page,if necessary.Then create and publish your ads.VBO is a lower funnel optimisation tool that maximises Return on Ad Spend(ROAS)by targeting users most likely to spend more money.So lets say you have t
44、hree postback values of 5,20 50,your VBO-enabled ad system will search for the users most likely to spend 50.You have two bidding strategies at your disposal:Highest Value and minimum ROAS.Find our more here.Value-Based Optimisation (VBO)18ProductsA solution for every businessWhen to boost content C
45、reator AccountBoost content from Creators profiles if you:Dont have a Business Account but want ads to feel native to the platform.Want to tap into the creators audience,community reach and creative expertise.Business AccountBoost content from your Business Account if you:Want to create more clear b
46、rand association with the campaign creative.Are building your brands organic presence and community.What are Spark Ads?The beauty of Spark Ads is they are a native ad format that allows brands to boost posts from their own Business accounts or Creator profiles as In-Feed Ads and can be managed direc
47、tly in TikTok Ads Manager.Unlike other ad formats,users can interact with Spark Ads,just like organic videos.Users can comment,like and share but also visit the brands or the creators profile associated with the video.And just like every other ad,you can add a call to action button to drive specific
48、 actions,like traffic to a landing page.How to bring your Spark Ads to lifeAs Spark Ads allow brands to use existing content,finding the right TikTok creative is key.Here are three points to keep in mind before you start a new Spark Ads campaign:1 Use the“Analytics”section of your Business Account t
49、o identify your best-performing content that delivers your brand message.2 Pull in existing content thats been created via TikTok Creator Marketplace(TTCM)and posted on a TikTok Creators profile.3 Find and work with creators to develop new content that lives on your Business Account or their own pro
50、files,which you can then boost.TikTok is a self-serve advertising platform designed for full-funnel marketing objectives.Whether you want to drive awareness,engagement or purchase,our ad solutions cover the full marketing funnel.Develop your ads and boost your creative with Spark Ads19Products2030.8
51、K320010243015ProductsVideo Shopping AdsBring your business to life with our Shopping Ads solutions that make the most of your Catalog or TikTok Shop and put your product at the forefront.From promoting holiday gifts to retargeting decorations left in cart Video Shopping Ads is the solution for findi
52、ng new customers and driving revenue during your biggest brand moments and sales periods this holiday.Video Shopping Ads can be set-up through the Product Sales objective via your TikTok Shop(select markets only)or with your Product Catalog.Media planning05 21OrganicbeatsPaidPeaksCreatorPartnerships
53、Seize the Moment Drive urgency around sales spikes with the Gift Code Sticker.Re-Engage Retarget collected audiences with engaging messages and your best performing ad formats.ReachAlways-on Discover to purchaseAlways-on Discover to purchaseSale/SeasonalAnnouncementSales spikeTeasersalesTimeSeed Aud
54、iences Create momentum using custom and lookalike audiences.Use Collection Ads to lead users to an Instant Gallery page.Always On Prospecting Use Spark Ads on the lead generation&conversion objectives to drive consideration&awareness.Test out additional objectives to compliment regular organic beats
55、.A 360 strategy pays offEngage with your audience on a regular basis with organic content.This will help build trust in your brand and give you deeper insights into what makes your audience tick.Using evergreen content will teach you how to seamlessly transition to paid when you most need it.A mix o
56、f organic beats,paid peaks and creator content is the key to finding your sweet spot with TikTok.22Media planningOccasions to plan forKey Calendar MomentsQ1Q2Q3Q41 Jan16 JanJan/FebJanMarFeb14 FebMarMar1 Apr7 Apr27 May28 MayAugSepSepSepSepSep/Oct6 OctOctNov11 Dec25 Dec31 DecNew Years DayCannes Film F
57、estivalHalloweenCopenhagen Fashion Week Blue MondayFirst Day of SummerBlack FridayEnd of SummerChinese New YearPride MonthCyber MondayBack to School*Arab Fashion Week(Mens)Arab Fashion Week(Womens)Fathers Day*Green MondayLondon Fashion WeekNew York Fashion WeekMilan Fashion WeekValentines DayChristm
58、asParis Fashion WeekNew Years EveMothers Day*L.A.Fashion Week*UK other countries may differ.23Media planningTips for success06 24What to keep in mind when creating TikToksBe RealBe ProactiveBe PersonalBe NativeBe InclusiveBe Fun25Tips for successCreative Tips for making TikTok VideosThe best way to
59、succeed on TikTok is by creating authentic content that aligns with the community.If you want to build creative that converts,it must feel native to the platform.Here are 7 tips to help you produce high-quality content for your TikTok ads.Tip 2:Make some noiseSound is essential to the TikTok experie
60、nce.You can choose music,voice-over or a mix of both to accompany your video.The rhythm,style and mood of your music selection can help convey your brand image or product information.You can simply browse the royalty-free Commercial Music Library directly in the TikTok app to find the perfect soundt
61、rack for your ad.Tip 1:Go full-screenVideos using the full 9:16 aspect ratio see a significant boost in impressions compared to videos that fit poorly on the screen.1 This makes the immersive full-screen experience TikTok provides the ideal format for your video content.So if you have some existing
62、business content youd like to repurpose,check out our creative tools to help format it to work best on TikTok.26Tips for successCreative Tips for making TikTok Videos Sources:1 Data Source:Decision Tree Model based Ads Creative Performance Research,May July 20212 Note:For detailed information about
63、TikToks branded content toggle and our policies regarding what can be posted as branded content on TikTok,please refer to our Branded Content Policy.Tip 7:Collab with CreatorsTikTok Creators know how to make your branded content shine.Our Creator Marketplace features thousands of creators at a range
64、 of price points.You can filter your search by content topic,follower count,location and more to find the perfect creators to tell your story2.Tip 5:Show&TellYour promotional content should feel native to the TikTok experience,so here are a few ways to deliver your key business messaging:Address you
65、r audience on camera.Include a spoken voice-over or speech-to-text.Make your video more accessible by including closed caption.Mix and match these tools to create an engaging TikTok ad and drive your message home.Tip 6:Use trends to spark creativityLook to trending TikTok videos as inspiration for y
66、our ad creatives.Check out our interactive hashtag tracker Popular Trends to find out whats hot on TikTok this week or month.Tip 3:Keep it short and sweetThe length of your TikTok videos should align with your message,but overall,shorter videos perform better,so keeping them brief pays off.In-Feed v
67、ideo ads can be 560 seconds but 2134 seconds is the recommended length for In-Feed advertising1.Tip 4:Lo-Fi works bestThe beauty of creating TikTok content is that you dont require a big production budget.All you need is a mobile phone with a camera to start creating.Our built-in offerings,effects,s
68、ounds and immersive full-screen videos are more than enough to make your content TikTok-worthy.But just to be clear:Lo-Fi does not mean low quality.The overwhelming majority of top-performing TikTok video have a resolution of 720p or higher.27Tips for successThought starters1 Showcase your Best-Sell
69、ersIntroduce TikTok users to your hottest item.Focus your ad on one best-selling product/service and amplify your top selling points by explaining why its so popular.2 Talk to Happy CustomersTestimonials are a great way to gain trust and credibility with your audience.Encourage happy customers to po
70、st a review of your product/service and tag your business.To amplify your top online reviews,use in-app TikTok features like text overlay and voiceover.3 Go Behind the ScenesTikTok users love learning how things are made.Show the human side of your business by giving users a glimpse of what it looks
71、 like behind the scenes.4 List it outA quick and easy way to show up on TikTok is to list out what you want to say.Whether youre listing top selling points or ways to use your product,putting the information in a list format is an easy template for content creation.An added bonus is that lists make
72、it easy for your audience to remember the benefits of your product.5 Work into a Daily RoutineConnect with your audience by showing your product/service in the context of their daily lives.This will help demonstrate your product benefits in an engaging and relatable way.Thought Starters:Lead with a
73、hook.What stand-out statistic do you want to share with prospective customers?For example:“The item with the 1000-person waitlist is back!”,”This item has sold out five times”,or“Thousands of people have already signed up for this service.”Why is this product/service so popular?Give users the lowdow
74、n on why so many people have purchased it.Show the product in use to highlight its best features.Thought Starters:Feature reviews that speak to:What convinced them to purchase your product/service.Top benefits theyre experiencing since their purchase.How easy it is to use your product/serviceWhy the
75、y think users should try your Product/service.Thought Starters:5 reasons you need this(service)in your life.3 reasons why(beauty product)is the best thing in my make-up bag.5 ways to style(clothing or accessories product).Thought Starters:Showcase a versatile item with many uses throughout the day.S
76、how how your product/service fits into a daily routine.Show how your product/service helps with daily challenges.Thought Starters:Show the process of making your product.Create a more personal connection with your audience by showing how much attention,effort and care goes into the production.Film o
77、rders being packed.Its the opposite of an unboxing video but just as satisfying.Authenticity is king on TikTok,so go behind the scenes of a photo,or commercial shoot.If youre producing content planned for other channels,use the opportunity to get unfiltered behind-the-scenes content for TikTok.28Creative tips for successThank you!Reach out to your TikTok Sales Rep to supercharge your advertising strategy today.Not advertising with us yet?Sign up to TikTok Ad Manager today.