Your #BackToSchool campaign playbook
Ride the wave of school spirit to drive sales and impact during this major shopping season. We've got you covered with audience insights, school season trends, creative tools and solution bundles for every marketing goal.
We're entering the time of year when #BackToSchool content surges on TikTok: videos using this hashtag more than doubled year-on-year to 469K videos last summer.¹ The engagement around this shopping moment presents vast opportunities for brands to capture interest and drive sales.
With TikTok, you're not just advertising; you're creating immersive experiences that resonate with students and parents through a unique blend of entertainment and commerce. It's where shopping lists are inspired and where brands get to be first in line to promote their products and services.
To help marketers make the most of this moment, we've crafted a playbook tailored to guide you from raising awareness to driving conversions, using content trends and audience insights specific to one of the year's peak shopping periods.
Ride the wave of school spirit
TikTok's engaging environment ensures that your campaigns not only reach your audience but also inspire action. Utilize the insights and shopping behaviors from our playbook to craft creative content that aligns with key considerations for back-to-school shoppers:
74% of college students plan their shopping lists on TikTok by mid-summer.²
63% of parents discover education essentials on TikTok.³
42% of parents purchase education-related products/services because of TikTok.³
Guide students and parents from discovery to action
TikTok's diverse advertising solutions create a smooth transition from discovery to purchase, supporting full-funnel strategies across multiple campaign objectives:
Effective content strategies: Leverage product reviews, tips, and trending hacks to engage and inform.
Campaign optimization: Use TikTok's Events API and Pixel to measure and enhance your campaign's performance.
Creative Solutions for Brands: Dive into TikTok's creative ecosystem to produce content that prompts immediate action.
Unlock meaningful results driven by your campaign goals
As you refine your campaigns, remember that you're engaging, inspiring, and driving commerce in TikTok’s community where brand opportunity is amplified by shopping season trends.
By bundling TikTok's ad solutions, you'll create more effective campaigns that resonate with action-based audiences this time of year. We've simplified solution bundles for different back-to-school campaign goals, from elevating brand love to driving sales and full-funnel action. Check out the playbook for actionable media flight recommendations and what product to bundle for your marketing objective.
Empower your back-to-school campaigns with insights and strategies from the TikTok playbook to foster connections and generate sales. With TikTok, you can turn the back-to-school season into an opportunity for your brand to thrive.