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Boost Q5 Marketing TikTok with 5 Strategies from Experts

Have you mapped out your after-holiday marketing plan as yet? Amidst the festive fervor, Q5 holds untapped potential. In this article, we will unveil 5 expert strategies to elevate your Q5 marketing on TikTok. Also, ready to explore unique user behavior insights and decode essential metrics for a clarifying brand journey into 2024. Get ready to make waves beyond the holiday season.

What is Q5 on TikTok?

What is Q5 on TikTok?

Q5 on TikTok is a short yet powerful period from December 26th to mid-January. During this time, TikTok users are actively engaged and ready to shop, making it a golden opportunity for marketers and sellers to end the year on a high note and kick off 2024 with energy. Interestingly, 77% of TikTok users plan to spend as much or even more time shopping during Q5 compared to a regular week.

Why does Q5 Marketing TikTok matter?

During Q5, when engagement and buying interest are still strong, it’s the perfect opportunity for you to either extend holiday sales or kickstart brand building for 2024 by using TikTok ads. 

Why does Q5 Marketing TikTok matter?

Several factors make Q5 an optimal period for TikTok marketing. Firstly, the user base naturally desires shopping during this festive time. The quest for gifts and personal indulgence drives heightened consumer activity.

Several factors make Q5 an optimal period for TikTok marketing

Moreover, TikTok users exhibited elevated engagement levels throughout Q5, dedicating more time to the app and actively participating in video content. This offers a fertile ground for you to capture attention and foster interaction.

Lastly, TikTok’s diverse advertising options cater seamlessly to Q5’s marketing strategies. You can effectively leverage brand awareness campaigns, conversion ambitions, and targeted video ads to reach your specific audiences. 

5 Strategies to start Q5 marketing TikTok

All year, over 1 billion TikTok users look to our platform for inspiration in their purchases, and Q5 is no different. These strategies are the key to boosting post-holiday sales consistently. When you promote purchases after a major gifting season, you’re not just making sales; you’re also reaching a highly motivated audience.

Strategy 1: Transition Q4 gifting into Q5 shopping

Spotlight post-holiday sales

Is extra stock lingering from the holiday rush? With the remarkable 133% higher conversion rate, highlight your post-holiday sales with Interactive Add-Ons, such as Gift Code Stickers, to express Q5 appreciation to loyal shoppers. Or use popular hashtags like #AfterHolidayDeals and #NewYearShopping to increase visibility.

The impact of interactive add-ons


  • Develop short, visually appealing videos featuring top-selling products at discounted prices.
  • Utilize TikTok’s duet and stitch features to encourage user interaction and participation.
  • Incorporate trendy sounds and captions to convey urgency and excitement around post-holiday offers.

Capture gift card spend

32% of TikTok users are inclined to make purchases, intending to utilize the cash and gift cards they acquired during the holiday season. So, gift cards are the top holiday season present. Use prospecting and retargeting strategies to connect with shoppers and showcase products they will most likely use their gift cards on.


  • Create dedicated TikTok content highlighting the perks of using gift cards, emphasizing the value and savings.
  • Promote exclusive offers for customers redeeming gift cards, encouraging them to spend and share their experiences on TikTok.
  • Run a TikTok challenge encouraging users to showcase their favorite gift card purchases.
  • Offer bonus discounts or exclusive access to new products for users participating in the challenge.

Leverage app activity on new devices

Following the holiday season, when users unwrap smartphones, tablets, and other gadgets, focus on reaching those most likely to generate significant in-app events by utilizing App Event Optimization.


  • Target users by device type for tailored engagement.
  • Prioritize in-app events aligning with business goals.
  • Craft personalized ads highlighting app-device synergy.
  • Schedule ads when users are likely exploring new devices.
  • Use Dynamic Showcase Ads to customize content based on preferences.
  • Do A/B Testing – Test creatives, messaging, and targeting for optimization.
  • Re-engage users who initiated but didn’t complete events.
  • Adjust ad delivery settings for targeted reach.
  • Analyze metrics regularly to refine your optimization strategy.

Drive traffic to the full product suite

If you’re selling gifts like gaming consoles that spark further purchases in Q5, TikTok Catalog Listing ads enable you to showcase your complete product range to users seeking the perfect additions to their favorite gifts.

Catalog Listing's landing page


  • Develop a series of TikTok videos showcasing different product categories, emphasizing their unique features.
  • Implement the ‘link in bio’ strategy, directing users to a dedicated landing page with a comprehensive overview of your product suite.
  • Collaborate with TikTok influencers to create content featuring a range of products, reaching diverse audience segments.

Strategy 2: Ignite Q5 for a strong Q1 start

Experiment and learn for impactful branding campaigns

As the new year unfolds on TikTok, it brings fresh audiences, products, engagements, and celebrations. Seize the Q5 opportunity by adopting a test-and-learn strategy to boost your video investment before the Q1 rush. Utilize TikTok Ad solutions and measurement tools to discover what truly resonates.


  • To generate buzz for your upcoming launch, use In-Feed Ads with Interactive Add-Ons to create widespread awareness and engagement before your launch. When you’re closer to the launch, combine In-Feed Ads with Focused View for efficient consideration. 
In-Feed Ads
TikTok In-feed ads
  • Ensure your brand stays top-of-mind during Q1’s seasonal events by combining In-Feed Ads using the Reach and Frequency campaign with TopFeed ads. This bundling approach helps build excitement and boosts awareness.

Optimize creatives to transform Q5 authenticity into Q1 buzz

Enhance your In-Feed Ads with Spark Ads to transform content created by creators into a showcase for your brand’s values and messaging. Genuine content from creators boosts your mission and values, revealing the true essence of your brand to the TikTok community.


  • Using Branded Mission to share key aspects of your brand’s mission and values with creators. This will ensure these elements are effectively communicated in the content they produce.
  • Capitalize on existing TikTok trends and challenges to make your content more relatable and shareable. This can amplify the reach of your Spark Ads.
  • Plan your Spark Ads and align them with your overall marketing calendar. Consistency in messaging helps reinforce your brand identity.

Strategy 3: Mobilize Q5 marketing

Q5 marks a crucial period as consumers unwrap new devices, spanning phones to tablets. With upgraded customer attention, TikTok in Q5 becomes a prime platform to engage and attract app downloads. The reduced competition in auctions also offers a cost-efficient path to meet end-of-year performance goals.

Promote app downloads

Leverage the influx of new devices and increased downtime in Q5 by utilizing the app install objective to drive more app downloads. Additionally, implement app retargeting strategies to encourage existing users to take action within your app. With 65% of TikTok users inclined to spend equal or more time downloading apps in Q5, it’s a prime opportunity for expanding your app’s reach.


  • Utilize eye-catching creatives for visual appeal.
  • Craft app installs ads with clear CTAs for a seamless download experience.
  • Implement geotargeting to optimize campaigns for specific user locations.

Enhance app engagement

Boost app interaction by focusing on users who are likely to initiate significant in-app actions. This includes activities such as opening an account in your financial app, adding products to a wishlist in your retail app, scheduling appointments within your health app, and more, all achieved through App Event Optimization.


  • Identify key in-app actions for App Event Optimization.
  • Create personalized experiences based on user behavior and preferences.
  • Implement push notifications to encourage ongoing app engagement.

Encourage higher-value In-App purchases

Value Based Optimization (VBO)

Maximize in-app purchases by directing your efforts toward users inclined to spend more. Utilize Value Based Optimization (VBO) to target those choosing high-speed food or grocery delivery, purchasing gaming enhancements, opting for luxury transportation, and other high-value options.

>>> Learn more: Optimize TikTok Ads with TikTok ABO, CBO and VBO – Agency Guide


  • Analyze user spending behavior using data analytics.
  • Offer exclusive promotions for high-value in-app purchases.
  • Collaborate with influencers to showcase value and benefits.

Offer trials and incentives

TikTok Lead Generation Ads

Assist customers in achieving their 2024 goals by attracting new leads through lead-generation ads. This ad type can promote trials for your streaming apps, fitness and wellness services, premium versions of dating apps, and more, resulting in increased customer acquisition.


  • Design attention-grabbing lead-gen ads communicating trial benefits.
  • Utilize limited-time promotions to create a sense of urgency.
  • Optimize landing pages for a seamless user experience.

Maximize Click Efficiency and Transition to SAN

TikTok’s Self-Attributing Network (SAN) stands as a distinct Mobile 79% Measurement Partner (MMP) network integration. It enhances functionality, providing advertisers with improved visibility into TikTok’s genuine impact on app performance and campaign outcomes.


  • Develop concise and compelling ad content to maximize click efficiency and capture user attention.
  • Engage with TikTok’s support resources to gain insights and assistance in effectively transitioning to SAN.
  • Refine your audience targeting to reach users most likely to engage with your ads and transition to SAN.

Strategy 4: Maximize TikTok’s potential beyond last-Touch Attribution

Measure Sales Lift

Sales lift measurement is a method for measuring the impact of a marketing campaign on sales. TikTok uses exposed and control groups to test the difference in purchase behavior between the 2 groups during the campaign flight. This allows businesses to see how much their campaign contributed to sales.

The median ROAS (return on ad spend) for TikTok sales lift measurement campaigns is $2.05, which is 1.8x the Nielsen Catalina Solutions norm. This means that businesses are seeing a strong return on their investment when they use TikTok to advertise.

Availability: Now available in the US and EU.

Utilize Media Mix Modeling

Media mix modeling (MMM) is a statistical technique used to measure the impact of different marketing channels on sales. TikTok uses MMM to understand the sales impact of all traditional and digital marketing touchpoints. This information can help businesses to make informed decisions about how to allocate their budget across channels.

Availability: Globally.

Employ Store Visit Attribution

Store visit attribution is a method for measuring the impact of online advertising on offline sales. TikTok uses a trusted 3rd party vendor to understand the customer journey from online to offline. This allows businesses to see how many people who saw their TikTok ads went on to visit their stores. A case study in the US showed that TikTok ads resulted in an incremental lift of 1.8% in-store visits.

Availability: Now available in the US.

Conduct Brand Lift Studies

A brand lift study is a research study that measures the impact of a marketing campaign on brand awareness, recall, and recognition. TikTok’s brand lift study is an industry-standard non-randomized test that gives brands insights into the effectiveness of their campaign.

The average brand recall for TikTok brand lift studies is 6.5%. This means that 6.5% of people who saw TikTok ads were able to recall the brand when asked.

Availability: Globally.

Strategy 5: Explore the Funnel with TikTok’s Unique User Behavior

Utilize Attribution Manager

TikTok ads Manager

Customize your attribution window to measure ad impact accurately. Choose how much credit each ad interaction gets for conversions. Options include VTA (View through Attribution), CTA (Clicks through Attribution), and CIA (Clicks through Abution). 

Now Available: Global

Pro Tip:

  • Consider the nature of your product or service and desired actions when choosing the attribution window. Maximize the lookback window for a comprehensive view of ad effectiveness.
  • Enable VTA + CTA for a holistic campaign performance view, TikTok has a case study that leads to a 79% improvement in conversion rate.

Implement Multi-Touch Attribution

Utilize a trusted 3rd Party Vendor’s statistical modeling system to distribute credit across user touchpoints. Gain a more accurate measurement for cross-channel, online vs. offline, and incremental studies.

Now Available: Global

Measure Conversion Lift

Implementing multi-touch attribution involves relying on the statistical modeling system of trusted third-party vendors. This approach distributes credit across various touchpoints in a user’s journey to conversion, resulting in a more precise and cohesive measurement for cross-channel, online versus offline, and incremental studies.

Now Available: Global

Conduct Post-Purchase Surveys

Engage in experimentation with Conversion Lift Study (CLS) to pinpoint TikTok’s direct impact on your business. This study is designed to measure the “incremental” conversions – those conversions that occur specifically as a result of your campaigns.

Now Available: Global

Mega Digital’s tips to scale big in Q5 on TikTok

Now that you have known the 5 best Q5 marketing TikTok strategies. Next, let’s scale up! Here are Mega Digital‘s tips for scaling big in Q5 on TikTok:

Boost Your Brand’s Growth with TikTok Shop and Shop Ads

TikTok Shop is a powerhouse for direct product sales and TikTok Shopping Ads are a great way to promote your TikTok Shop products to a wider audience. Brands using Shopping Ads witnessed a 30% increase in reach compared to traditional campaigns.

Brand's Growth with TikTok Shop and Shop Ads

To get started, create a TikTok Shop account and link it to your TikTok Ads account. Then, create TikTok Shopping Ads campaigns to target your ideal customers.

>>> Learn more: How to link TikTok Shop to TikTok account?

Maximize your ability to attract and convert promising leads

When creating your TikTok Shop and TikTok Shopping Ads campaigns, focus on targeting your ideal customers. You can use TikTok’s audience insights to learn more about your target audience and their interests.

tiktok audience insights

Once you have a good understanding of your target audience, you can create creative content that is relevant and appealing to them. You can also use TikTok ads’ targeting options to ensure that your ads are seen by the right people. The key metrics to track performance:

  • Engagement Rates: Measure likes, shares, and comments on TikTok videos to estimate audience interaction.
  • Conversion Rates: Monitor the number of users transitioning from TikTok to your app or website.
  • Hashtag Performance: Analyze the reach and popularity of your campaign hashtags.
  • New User Acquisition: Track the influx of new users through TikTok and their next engagement.

Engage with shoppers who are active after the holiday season and those easy to shop again

To make a splash on TikTok after the holidays, start by targeting your ads at shoppers interested in similar products. TikTok’s ad options let you reach users based on their interests and past purchases, connecting with those already intrigued by your offerings. 

>>> Learn more: How to find Trending Products on TikTok for sales season

Also, craft content that meets post-holiday needs, offering tips on saving money or organizing new items. Boost engagement with promotions and giveaways, like discounts or free gifts, to encourage repeat purchases. Collaborate with UGC creators for broader exposure to their engaged followers. Lastly, prioritize top-notch customer service by responding promptly to comments and questions, ensuring a positive experience for your audience. This comprehensive approach ensures your TikTok strategy resonates with users and builds lasting connections post-holiday, and for more in-depth insights, download our ebook: “TikTok Holiday 2023: How to Drive Engagement and Sales during the Festive Season”.

[Ebook] TikTok Holiday 2023

Maintain a steady stream of leads to keep your marketing efforts on track

Leads are the heartbeat of any business, representing potential customers to sell to. Without a steady flow of leads, your sales efforts lack a crucial foundation. A consistent lead stream ensures a full sales channel, keeping your business on track to meet its goals. 

To attract potential customers, businesses should use creative content- the foundation of any successful TikTok marketing strategy. Your content should be informative, engaging, and relevant to your target audience. Different types of content will provide a diverse and strong way to find leads. But getting leads is just the beginning; handling them is equally important. Nurturing leads, guiding them through the sales process, and turning them into customers need a smart and attentive strategy. Businesses should use different ways to manage leads and meet their audience’s needs.

Finally, to keep a steady flow of potential customers, run your TikTok Shop consistently during Q5. By looking at the data from these campaigns, you can see what works best and improve your strategies over time, you can also adjust your campaigns as needed to optimize your results. Taking a complete approach to handling leads, from creating to managing and measuring them, is crucial for keeping your business growing and successful.

Enhance your creative content with TikTok Insight

TikTok Insight is a powerful tool that can help you to create more effective creative content. TikTok Insight provides data on how your videos perform and insights into your target audience’s interests.

You can use TikTok Insight to learn what content your audience is most interested in, and what kind of messaging resonates with them. You can also use TikTok Insight to identify trends and emerging topics that you can incorporate into your content.

Q5 Marketing TikTok’s Case Studies

Mars Wrigley

Mars Wrigley experienced a significant increase in app installs, concurrently evaluating the effectiveness of various assets using the Brand Lift Study.

Objective – Halloween Celebration at Home:

Mars Wrigley aimed to ensure fans could celebrate Halloween from the comfort of their homes. They introduced TREAT TOWN™ – a pioneering digital experience enabling users to virtually share candy with friends and family. Turning to TikTok, the brand sought to enhance awareness and drive app installations.

Solution – Amplifying Reach and Measuring Impact:

To achieve its goals, Mars Wrigley leveraged TopView ads to amplify its reach on TikTok. Concurrently, they employed the Brand Lift Study to gauge the campaign’s impact on crucial brand KPIs such as awareness and intent. This was achieved through a concise survey, providing valuable insights into the campaign’s success.


  • 27% lift in ad recall: Their ads became 27% more memorable to viewers.
  • 14% lift in awareness: Their audience’s awareness of the brand increased by 14%.
  • 13% lift in brand association: There was a 13% increase in associating specific qualities with the brand after viewing their ads.

Momentary Ink

Momentary Ink specializes in selling semi-permanent tattoos designed to last 1-2 weeks. Ideal for those wanting to experiment with new tattoo designs without the commitment of a permanent one.

Objective – Summer Skin Art Showcase:

With summer being the peak season for skin art, Momentary Ink collaborated with TikTok agency partners. They aimed to create a strategy that caught the audience’s attention and encouraged cost-effective purchases.

Solution – Boosting Reach and Proving Discovery’s Impact:

The brand used In-Feed ads to expand their reach on TikTok to achieve their goal. They also implemented Post-Purchase Surveys, showcasing the results to emphasize how TikTok discovery significantly influenced their business.


  • 60% discovered the brand on TikTok: A majority (60%) of buyers found out about Momentary Ink through TikTok, emphasizing its role in brand discovery.
  • 22% more efficient CPA: The Cost Per Acquisition (CPA) on TikTok was 22% more efficient, indicating a cost-effective approach compared to other methods.

Final word

As the Q5 curtain falls, these expert strategies are your ticket to a grand finale on TikTok. From inventive post-holiday sales to strategic app promotions, seize the Q5 marketing TikTok for an energetic start to 2024. Let TikTok be the canvas for your creative brilliance – the Q5 marketing extravaganza begins!
Now, that you already have 5 best Q5 marketing TikTok strategies and incorporating tips to scale them up, don’t forget to optimize your TikTok ads fluently. Dive into our ebook, “Maximizing CRV: Strategies to Optimize Your TikTok Ads” to explore practical tactics addressing the challenge of unlocking the full potential of TikTok ads and enhancing your conversion rate. From crafting compelling content to leveraging TikTok’s unique targeting features, we provide a step-by-step guide to boost your ROI in TikTok advertising. Download now to embark on your journey to run TikTok ads successfully!

How to optimize TikTok ads
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Phuong Linh Linh
Phuong Linh Linh
TikTok Advertising Specialist


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