TikTok, the global short-form video platform, is gearing up for its annual Songkran and summer campaign, presenting significant opportunities for brands and businesses as consumer spending is expected to rise during these festive periods. According to TikTok Thailand, users are planning to match or increase their spending this season, with 98% indicating they will either maintain or boost their expenditure. This insight is based on recent consumer behavior surveys conducted by Kantar.
During this time, TikTok anticipates heightened engagement among its users. The platform has reported significant behavioral shifts during previous Songkran celebrations, with 63% of users spending more time on the app and 70% actively searching for promotions from brands. Nearly all recorded respondents, about 95%, showed interest in watching livestreams and live shopping sessions, highlighting the platform's increasing importance as brands look to connect with potential customers.
Sirinithi Wirayoshiri, Head of Business Marketing at TikTok Thailand, articulated the platform's position as pivotal for brands wanting to boost awareness and engagement, stating, "Songkran and the upcoming summer season are important times when consumers are ready to spend more. It's an opportunity for brands to build recognition and affinity, launch new products, and create stronger engagement." This statement reflects TikTok's strategy to leverage consumer readiness to engage during these festive times.
Shifting focus to the types of content being consumed on TikTok, users are seeking fresh trends, travel inspirations, culinary delights, and beauty tips relevant to the season. Interests include modern fashion intertwined with cultural heritage, recommended holiday destinations, and viral food menus. Users are also utilizing the platform to plan their trips, hunting for special travel packages and offer deals motivated by the lively user-generated content.
After engaging with content on the platform, 70% of users indicate they are actively searching for promotions, 64% look for product reviews and recommendations, and 52% seek additional details before making purchases. Significantly, more than half of TikTok users (58%) plan to make purchases during this season through the TikTok Shop. This trend signifies the platform's potential to influence purchasing decisions directly, provided brands offer compelling and engaging content.
Insights gathered about consumer spending behavior during Songkran and summer reveal the top five product categories users are most likely to buy before and during this festive period. These categories include boxed food and beverages, travel-related services, consumer goods like ingredients and seasonings, clothing and accessories, as well as cosmetics including sunscreen and skincare products.
Among the leading business segments on TikTok this season, the beauty and skincare category shows immense potential, with 96% of users intending to maintain or increase their spending on beauty products. The 25-34 age group is identified as the highest spending demographic, planning to allocate more than 3,400 baht for beauty items. Similarly, the food and beverage segment is also gaining traction, boasting spending plans elevated by 25% among TikTok users compared to non-users, where those aged 25-34 anticipate spending around 4,200 baht on culinary experiences.
Travel is another popular focus for this demographic, with over 90% planning to travel with friends or family. The same age group leads the charge as the most active travelers, with 37% opting for both local and international destinations. They typically plan trips of three to six days during Songkran and summer and budget approximately 17,000 to 34,000 baht for their travels.
Brands are being urged to connect with consumers effectively during these festive occasions through the power of creativity on TikTok. The platform’s creator community plays a significant role, with 55% of users feeling closer to brands after watching creator videos, and 56% inspired to try new products. This engagement is central to TikTok's strategy of supporting brands through innovative content.
The potential for live shopping events is also significant, with 95% of users expressing interest. The keys to successful live events include compelling promotions, product quality, and the host's credibility and expertise. TikTok’s tools, such as TikTok One, facilitate efficient content production, allowing creators and partners to optimize their presence on the platform and tap insights and reporting features.
The full-funnel solutions TikTok provides enable brands to reach diverse target audiences effectively, particularly those likely to drive sales. Utilizing R&F tools to manage reach and frequency of campaigns helps brands connect more meaningfully with potential customers. TikTok’s commitment is evident through special advertising packages and collaborations aimed at launching engaging events this Songkran season, which promise to give consumers fun and memorable experiences.
Overall, TikTok’s strategy during Songkran and summer is to harmonize the creative contributions of its community with comprehensive marketing solutions. This approach is anticipated to not only boost sales for participating brands but also enrich user experiences during Thailand's festive seasons.