TikTok Guide: the 2024 Back-to-School Playbook

TikTok continues to evolve and this time they are focusing on the "Back to School" period. In their latest update, they present a comprehensive playbook full of insights and strategies to help brands succeed during this important seasonal period. We've put together a brief summary for you so you can put these tips to work for your TikTok account! 🎓📚

Making optimal use of TikTok

The TikTok Back-to-School 2024 Playbook is designed to help brands sharpen their strategies and take full advantage of TikTok’s unique platform and user behavior. The playbook includes:

  • Audience Insights: In-depth analyses of user behavior, preferences and buying habits during the back-to-school period.
  • Creativity: Advice for creating engaging and effective content that resonates with the TikTok community.
  • Products: Tools and techniques to effectively promote and sell products through TikTok.
  • Trends and Hashtags: Overview of the most popular trends and hashtags relevant to the back-to-school period.
  • Marketing Strategies: Practical Tips and Examples of Successful Campaigns to Inspire Brands.

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The impact of TikTok

TikTok’s playbook is rich with statistics that illustrate the impact of the platform during the back-to-school period:

  • More than 300,000 videos were created with the hashtag #BackToSchool in August 2023.
  • There was a 129% increase in the number of videos published in the July-September 2023 period compared to 2022.
  • 63% of parents discovered educational products or services through TikTok.
  • 42% of parents said TikTok led them to purchase an educational product or service for their children.

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Key insights

TikTok acts as a powerful discovery machine where inspiration leads to transaction. Users share their must-have items and discover new products through the recommendations of others.

A significant proportion of parents start shopping early:

  • 29% start as early as July.
  • 44% of parents plan to start even earlier in 2024.
  • 79% of parents make purchases after the start of the school year.
  • 51% seek inspiration for new habits or products.
  • 46% search specifically for something to buy or do.
  • 42% share content from creators.

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School Season Trends

During the back-to-school season, there are specific trends and content that are popular among TikTok users:

  • #StudentLife and #SchoolSpirit are popular hashtags.
  • Users like to share their #FirstDayOutfits and #StudyHacks.
  • Creators who share DIY, tips and hacks, and product reviews see a lot of engagement.

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Creative content

Creating engaging content is essential to success on TikTok. Some creative solutions from the playbook include:

  • Professionally Generated Content (PGC): Collaborate with professional content creators.
  • User Generated Content (UGC): Engaging users in content creation, such as through challenges.
  • AI Generated Content: Use AI tools such as Smart Creative and Script Generator for efficient content creation.

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Improve your TikTok marketing strategy

The TikTok Back-to-School 2024 Playbook provides a lot of information and tools for brands to improve their marketing strategies and take full advantage of TikTok’s platform.

Whether it’s creating engaging content, understanding user behavior, or promoting products effectively, this playbook has everything you need to be successful in the back-to-school period.

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Want to learn more about how your brand can benefit from these insights and strategies? Contact us and find out how we can help you create a successful TikTok campaign! 🚀

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