TikTok has released a Valentineʼs Day Guide for SMBs (small and medium-sized businesses).

Insights:

• Most TikTok users allow a few weeks to find the perfect gift for Valentineʼs Day, while 2 in 5 prepare well in advance.
• 42% start shopping for gifts at least 1 month before Valentineʼs Day, meanwhile 19% start their shopping just days before.
• 84% of users buy Valentineʼs Gifts for their partner or spouse.
• 34% of users buy Valentineʼs Gifts for someone other than their partner.
• 17% buy for both their partner AND someone else.

Aside from their partner, Valentineʼs Day gifters buy for:

• Mother
• Themself
• Friends
• Their Child(ren)
• Father

Among users that celebrate Valentineʼs Day:

• 44% Dining or drinking out
• 35% Making a special meal
• 32% Planning surprises
• 27% Out-of-home activities (cinema, concerts)
• 24% Travelling or going on holiday
• 22% Greeting cards

How users usually come up with gift ideas for special occasions:

• In-store browsing
• Browsing online stores or marketplaces
• TikTok (35%)
• Recommendations from friends and family
• Online search engines
• Ask the person directly what they want or need
• They already have an idea of what to buy

Expert-recommended strategies to win Valentineʼs Day:

Use personalised product recommendations

• Video Shopping Ads - Brands can leverage products with TikTok's personalised model to deliver the right products to the right shoppers during this key shopping moment.

Snag last-minute shoppers with In-Feed add-ons

• Brands can use interactive add-ons like Gift Code Stickers to convert last-minute shoppers. Activating campaigns well in advance is key.

Fuel gifting inspiration with creators

• Creators are the gateway to an abundance of fresh, creative content. With Spark Ads, brands can seamlessly integrate their campaign with the authentic voices of TikTok creators.

Prime and convert customers

• Brands should consider objectives such as App Installs and Web Conversions to drive their audience to their products as they gear up for Valentineʼs Day.

Smart+ Campaigns maximise ROI for the most important business objectives:

• Smart+ Catalog Ads - Brands can connect their catalogue and drive sales on their e-commerce website. 71% of advertisers achieved better performance.
• Smart+ Web Campaigns - Drive traffic or lower funnel actions on their website. 71% of advertisers achieved better performance.
• Smart+ App Campaigns - Leverage the power of discovery to drive app installs and conversions. 80% of advertisers achieved better performance.
• Smart+ Lead Generation - Campaigns turn leaned-in audiences into high-value customers. 70% of advertisers achieved better performance.

When coming up with a creative strategy, brands should consider the TikTok Creative Codes:

• TIKTOK FIRST - Create content authentic to TikTok & For You Pages.
• TRENDS - Apply your brands to on-platform trends to connect with wider users
• PRODUCTION - Use the space wisely: fill the screen but donʼt overlap with the UI.
• STRUCTURE - Create content structures that add value and drive effectiveness.
• STIMULATION - Grab usersʼ attention with editing techniques.
• SOUND - Start with sound. What role does it play in the content?

For the full guide, visit tiktok.com.