According to a recent report by TikTok, 71% of users in South Africa discover new products via the platform. This highlights the significant influence TikTok has on shopping behaviors in the region. The report also notes that TikTok users in South Africa tend to spend more across various categories compared to users on other platforms.
It seems like brands are recognizing the importance of continuous engagement throughout the year, rather than just focusing on traditional sales events like Black Friday or Cyber Monday. This shift towards sustained marketing strategies is helping brands connect with consumers more effectively and build long-term loyalty.
South African TikTok Users: A Generational Spending Powerhouse
In South Africa, TikTok users come from diverse generations and backgrounds, wielding significant purchasing power. Research indicates that they spend 1.3 times more than users of other platforms. Their interests span a wide variety of categories, with TikTok users spending twice as much on fashion and home goods, 1.5 times more on beauty and personal care items, and 1.4 times more on groceries compared to users of other platforms (Ref: TikTok Marketing Science South Africa, Q4 Holiday Season Report 2023, conducted by Redseer).
Sustained Marketing Strategies for Continuous Engagement
Implementing a sustained marketing strategy that blends creative content with innovative advertising through TikTok's versatile toolbox has enabled marketers to maintain continuous consumer engagement. This approach nurtures brand loyalty that goes beyond seasonal trends. By collaborating with TikTok creators, utilizing the platform’s creative experts and production partners, and tapping into ongoing trends, brands can extend their Q4 strategies. This allows them to maintain a lasting presence in consumers’ lives while maximizing return on investment.
Carl Jordan, Head of Sales for Global Business Solutions at TikTok, Sub-Saharan Africa, highlights the opportunity:
"South Africa's vibrant and fast-growing retail landscape presents brands with a rare chance to seize high-engagement moments year-round. As consumer confidence in online shopping continues to grow and the market matures, brands can use TikTok's cutting-edge advertising and creative solutions to deliver stronger business results and cut through the clutter of the shopping season."
Key Takeaways for Brands
The key takeaway is clear: sustained engagement, which involves starting early and maintaining a consistent presence by leveraging the creative tools on TikTok, drives better results. The shopping season is a pivotal opportunity for businesses to deliver value, foster loyalty, and secure significant returns.
For brands looking to thrive, the strategy is simple: activate early, stay creative, and remain present. TikTok’s advertising solutions empower businesses to connect authentically with audiences and ensure their campaigns resonate during high-stakes seasons.
Do you use TikTok for shopping, or have you noticed any interesting trends in your area?
