With Mother’s Day at the door, TikTok succeeded published some new insights about how customers get involved around events and how merchants can take advantage of such events to boost their Mother’s Day promotions.
TikTok begins with this somewhat surprising statement:
“Did you know that more than one in four TikTok users is a mother?”
That seems like a lot, especially considering the younger breakthrough of TikTok’s audience. But again, with more users than women, and a wider range of audiences than most would expect, the data highlights the potential of the platform from a marketing standpoint, with many influential, older users now available via the app.
That built-in audience provided TikToku with insights into the products mothers are looking for on the platform, which could help shape your Mother’s Day promotions.
As you can see here, most TikTok moms want a vacation.
I mean, don’t everyone? A year and after locking it will do it for you. But since many trips are still not being made, there are other considerations that TikTok moms expect as the day approaches, which could highlight key opportunities for related brands.
TikTok also says mothers on the platform are heavy cell phone users.
“They’re more likely to see your content on the phone screen, and brands are often discovered through social media. Marketing professionals should notice this and reach out to them by engaging in mobile advertising for maximum impact.”
TikTok also notes that Mother’s Day activities increase as the day approaches, with a big jump to the day itself:
“We researched activities around relevant hashtags like # mother, # mother’s day, #gift, #giftform and #mom this time last year at TikTok, and here’s what we noticed: Mother’s Day content and activities recorded a big jump on the day compared to the day before. This referred to the amount of content published, as well as the views and engagement on that content. “
These are some valuable guidelines for marketers, which can point to immediate opportunities, in terms of promoting Mother’s Day gifts, and ongoing recommendations through TikTok, and mothers are also likely to present their gifts in videos released that day.
TikTok recommends that merchants try to share special offers that lead to the event and use TikTok ads as reminders to ensure users remember that the day is coming.
These are some helpful notes and could highlight new considerations regarding the accomplishments of your Mother’s Day.
You can read full insights into TikTok’s Mother’s Day here.