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Black Friday TikTok: Increasing brand sales in 2023

Simon Lebrun
October 26, 2023
Last modified on
November 3, 2023
Black Friday TikTok increase brand sales

Black Friday is a key event for boosting your brand's sales performance, especially in the run-up to the festive season. This American tradition, which has become a must-attend retail event in France, takes place on November 24. It's a not-to-be-missed opportunity for brands looking to fine-tune their social networking strategy, and TikTok is proving to be the ideal playground in this quest for engagement and conversions.

With its vast and engaged community, coupled with its highly interactive features, the platform has established itself as an essential social network to captivate not only GenZ but also a wider audience. According to data revealed by TikTok, 80% of users involved in Black Friday shopping in 2020 were influenced by the platform, an influence that has intensified over the years and promises to continue in 2023.

Whether TikTok is already a key element of your digital strategy, or you're just beginning to exploit its potential, this platform represents a considerable growth lever for the most lucrative time of the year.

In this article, we invite you to discover strategic tips for capturing consumers' attention and accelerating your sales, by optimizing your Black Friday campaign on TikTok.

Understanding the expectations of the TikTok audience for Black Friday

To build a successful TikTok marketing campaign for Black Friday, it's crucial to understand what users are really looking for at this time of year. In the run-up to the big sales day, and by extension Cyber Monday and Christmas, consumers looking for bargains and new gift ideas are very active on the platform.

In 2023, faced with a complicated economy and purchasing power weakened by inflation, the French are all the more attentive to the advantageous Black Friday offers. Rather than curbing their purchases, these economic challenges seem to be increasing their appetite for discounts. There's even anupward trend inthe average shopping basket this year, up 45% on the previous year to an average of around €296.

So Black Friday is more than just a day of discounts, it's a time for consumers to make significant savings, while investing in quality products that will last a long time.

It's also a key moment for brands to forge strong links with their customers. Offering attractive promotions during Black Friday is not only a way to sell more, but also a chance to show gratitude to loyal customers.

Why is TikTok the best sales channel for Black Friday?

black friday tiktok

TikTok has established itself as a dynamic sales platform during Black Friday, and this resonates particularly with young adults. The reason? A diversity of content that captivates and engages. Indeed, around a third of TikTok users turn to the app to find innovative products, and 82% of them have discovered a small or medium-sized business on TikTok before finding it elsewhere.

This dynamism makes TikTok an unrivalled sales tool for both established companies and smaller brands looking to boost their sales and showcase their special Black Friday promotions on the social network.

Looking at TikTok's demographics, which are more than 60% dominated by Generation Z, the data shows that this audience is not only hyperactive during Black Friday, but also devotes substantial budgets to it. In 2022, young adults spent more than any other age group during this sales period. They are also receptive to promotional campaigns: 61% say that discounts are a key factor in exploring new brands.

TikTok's major strength also lies in its ability to involve users in an ongoing narrative around brands. Users are quick to share their wish lists ahead of promotions, their finds during Black Friday, and finally, their product experiences, often in the form of unboxing videos, once the event is over. This dynamic is reflected in the figures - the hashtag #blackfriday2022 alone has accumulated over 350 million views, testifying to the huge audience and interest generated by this theme on the platform.

User-generated content then becomes a powerful lever for brands, not only to gain credibility but also to increase their visibility. When this authentic content is coupled with targeted TikTok advertising campaigns with clear conversion objectives, sales potential can reach unprecedented heights!

6 tips to boost Black Friday sales on TikTok

Now let's get down to business.

Black Friday is the perfect opportunity to boost your sales on TikTok. Here's how:

1. Take advantage of the new TikTok Shop feature

TikTok has integrated this new online purchasing tool directly into its application: TikTok Shop. TikTok Shop allows buyers to go from discovery to purchase without leaving the app. Use it to increase the chances of conversion at attractive prices.

tiktok shop black friday

2. Use TikTok creators

Find TikTok content creators who reason with your brand and products. These influencers can help launch your products to their large audiences, often by creating engaging videos that highlight the highlights of your Black Friday offers. Their authentic content can influence users' purchasing decisions and boost your sales. Your partnership can take the form of product reviews, unboxing or sharing an exclusive discount code.Β 

To promote its Black Friday sales, for example, Ulta Beauty collaborated with TikTokeuse @mikaylanogueira, who boasts 14.6 million followers, to produce make-up content such as tutorials and product crash tests.

Black Friday TikTok Ulta Beauty

3. Create user-generated content

Encourage TikTok users to create and share their own videos with your products. This can take the form of challenges or personal reviews that generate authentic content. User video testimonials are particularly persuasive and can increase trust in your products, positively impacting your online sales. In fact, 60% of consumers consider UGC reviews to be the most reliable source of information on products and services (on a par with friends and family).

4. Using TikTok SEO

TikTok has become a destination of choice for users looking for videos about specific products. By using the right keywords related to Black Friday, you can ensure that your videos appear in the search results of interested users, increasing the visibility of your products and offers. Using SEO TikTok guarantees you'll position your content strategically in front of an audience that's already engaged and ready to discover you.

5. Offer promotions and discount codes

TikTok users are looking for the best deals, especially during Black Friday. Highlight special promotions and discount codes unique to the TikTok community, which can prompt quick action and reinforce customer loyalty. For example, offering a "TikTok20pourcent code" creates exclusivity and also helps track the campaign's effectiveness.

@sephorafrance Hurry! These offers are valid until 26/11 😱 Comment on your favorite makeup brand! #sephorafrance #blackfriday ♬ original sound - daiisycarters

6. Use TikTok Black Friday hashtags

Use the right TikTok hashtags in your videos to connect users with your products during Black Friday. Well-chosen hashtags improve discoverability of your content and can play a crucial role in user engagement, leading them to consider your products among the many offers available. For example, you can position yourself on the hashtag #BlackFridayDeals, which has over 223 million views.


Black Friday on TikTok isn't just a day of promotions, it's a unique chance to capture the attention of a global audience and turn interest into significant sales. It's the perfect time to harness the power of online video and social trends to make your brand shine. Need a little more advice on how you can make the most of your Black Friday marketing strategy? Find out howTikTok Ads can help you succeed.

We'll support you in creating content and setting up effective campaigns on TikTok, ensuring that our actions are in line with your marketing objectives

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