LOOKFANTASTIC scrolls for Black Friday success on TikTok

This Black Friday we saw something new. While Amazon lead the way with holiday deals, we saw rapidly growing social commerce platforms and new marketplaces, e.g. Temu, aggressively enter the mix. For brands on TikTok Shop, this meant acting in different ways to try and capture the attention of UK consumers while they were browsing.

Brands and influencers weren’t alone in trying and generate buzz and sales during Black Friday, TikTok wanted the seasonal event to be theirs. They adopted a (prepare for a tongue twister here) ‘Black Friday Mega Sale Lucky Draw’ concept, which allowed consumers to enter, and if they purchased a certain number of products via TikTok Shop, they would also receive a bundle of products worth up to £100. Now that’s competitive. So, how did brands utilise this prime social commerce environment on Black Friday.

LOOKFANTASTIC is a UK-based beauty retailer with its own TikTok Shop. During Black Friday, they worked with a variety of influencers such as @yazhadfield (768k followers) and @lydiafowlermua1 (278k followers) to raise awareness of their beauty store on TikTok Shop. This was an interesting approach as it prioritised a creator-led approach outside of the brand’s organic content.

Creators are big business for brands, and TikTok is primed for conversions, which is why we believe brands should seriously consider the role of influencers, affiliates and their own content during these seasonal events.

Brands should capitalise on the influence that creators have over undecided consumers who are actively seeking a Black Friday deal; TikTok Shop is the ideal platform for both scale and seamless paths to purchase.

TikTok is clearly a place where consumers shop for Black Friday deals, with #blackfriday claiming 16.4BN views. LOOKFANTASTIC saw a 22.16% complete payment rate on its TikTok Shop, and their creator-led video content saw a 8.31% increase in engagement rate vs. benchmarks.