Inspire shoppers from discovery to purchase using TikTok’s 2023 Holiday Guide
November 29, 2023

The engagement rates for TikTok creator content far surpasses the rates on other platforms. So, it comes as no surprise that Insider Intelligence reports half of U.S. marketers are using TikTok for influencer marketing in 2023.

TikTok has become an increasingly important part of Zimmerman’s plans for our clients during the holiday season. To help guide retailers, TikTok recently released their 2023 Holiday Playbook. This 17-page guide features tips and data-driven insights–from developing a holiday marketing strategy to creating engaging videos–with helpful insights on how to make the most out of your 2023 holiday campaigns.

Here we will focus on three key areas – discovery, engagement, and e-commerce.


According to TikTok, shoppers are increasingly using the platform to discover new products and brands. In fact, 15% of all discoveries begin on TikTok. These consumers are 1.4x more likely to buy a product they saw on the platform.

With social networks playing an increasingly important role in the discovery process (just after search engines and Amazon), there is a unique opportunity for businesses to showcase new products and offerings. Ultimately, reaching new customers and driving sales during the busy holiday season.


To ensure engagement on social platforms, videos are a must have. Videos are the most captivating form of content and if you are able to draw users’ attention in the first few seconds, your engagement rate is likely to rise. You can also increase engagement by super imposing text or using a long caption. The reason for this? Some users watch videos without sound. In other cases, those with impairments can watch and follow along when captions are displayed.

Other tips to increasing engagement is to layer in AR and AI experiences and ensure community management responds to your comments. Interactive experiences include the Shake Surprise or Interactive Gestures where the user physically interacts with the ad. According to Hubspot, 47% of marketers say that interactive content is one of the most effective lead generators with 7% of the content going viral.

It is also critically important to be selective with creative and content partners when considering posts. As content on the site increases, there will be an ever-growing need to cut through the clutter and capture the attention of your audience. Activating with the right creative partner can increase ad engagement and lead to better outcomes.


Unsurprisingly, e-commerce is a continued trend from previous years. About half of social media users are also social buyers. Recognizing this, TikTok launched The TikTok Shop in September.

While not every social user will become a social buyer, it is important to consider TikTok’s recommended tips and tools if you are a brand that wants to drive e-commerce via social. The TikTok Creative Center is a toolbox that advertisers should tap into and familiarize themselves with. One of the featured tools uses static imagery to create video content. The movement draws the user’s eye into the frame and increases the likelihood for the ad to be noticed. This tool is especially helpful if a brand has limited creative assets and/or budget.

There are also tools that can be leveraged to write scripts for videos and find keywords, driving performance with AI. Advertisers with limited budgets, or those who would like quick ways to drive performance, are urged to explore the capabilities within the Creative Center.

Connect With Your Audience

TikTok’s holiday guide is a must-read for any brand or business looking to succeed on the platform during the holiday season. The guide is packed with valuable tips and insights to help you create an effective holiday marketing campaign that targets and resonates with your audience.

Zimmerman Advertising is powered by passion and driven by performance. Zimmerman is a full-service media agency headquartered in Fort Lauderdale, FL. Need help activating or increasing on TikTok this coming season? Contact us today at 954-644-4000 to learn more.