/ Aswuntong/August 03, 2022 Guangzhou -- When it comes To the Back To School season, we are familiar with it. Many overseas consumers will make centralized purchases before students go back to school every year, which in the long run forms a sales wave. Currently, the back-to-school season varies slightly by region, but in most regions the fall back-to-school season is between August and September each year. Google Trends shows the popular search trends of users around the world. In 2021, the search for back-to-school shopping reached its peak in July and August, which shows that people are paying a lot of attention to back-to-school shopping. The National Retail Federation forecasts that U.S. households plan to spend an average of $864.35 during the 2022 back-to-school season, with an overall forecast of $36.9 billion.
Now, the back-to-school season has become one of the major sales nodes in North America, Europe, Japan and South Korea, especially in the North American market, the back-to-school season has become the second biggest sales season after Christmas. With the arrival of a new round of back-to-school season, the prelude to the shopping season in the second half of 2022 is also started. Overseas brands should seize the opportunity to have a beautiful "gold mining battle".
Electronics could be a hot category for the 2022 back-to-school season. In addition to stationery accessories and bags, which are long selling during the back-to-school season, according to the NRF survey data, electronics and clothing accessories are also likely to be the hottest major consumer categories in 2022, while footwear is popular among K12 households. Furniture has also become a hot category as returning college students have a growing demand for dorm supplies. Brands can use the growth trends in these categories to effectively position themselves for the 2022 back-to-school season. A huge number of back-to-school students and their parents have chosen to follow and share content about the back-to-school season on TikTok. The hashtag #backtoschool has been viewed more than 11.3 billion times. Under the hashtag, overseas students share their feelings about going backtoschool. Overseas parents share their "joy" of sending their children backtoschool or their shopping experience. Whether bought for themselves or given away, students were keen to show off new things they thought were cool under the hashtag #backtoschoolhaul; Overseas students shouldn't miss the opportunity to show off their #BacktoschoolOutfit, and many of them show off their favorite back-to-school outfits under the hashtag.It's not hard to see how students -- and their parents -- love finding interesting things on TikTok and even sharing their daily routines. Unlike other platforms, TikTok nurtures countless trends in popular content and connects them to real-world consumption scenarios to play a role in users' purchase decisions.
How to capitalize on back-to-school marketing on TikTok?
Knowing who you are and who you are is the key to success. It's the same when it comes to marketing on TikTok -- knowing the hot trends under each node and the preferences of target consumers, being familiar with TikTok for Business advertising products and marketing programs and taking full advantage of them. In order to make a splash on TikTok. for back-to-school season marketing, TikTok for Business has its own rule of "deploying troops", which combines TopView, information flow advertising, brand challenge, brand special effects and other products to maximize the effect. At the same time, it has integrated expert marketing solutions to help brands break the boundaries of goods, content and social, effectively reach more users, and achieve brand break.
Discount is one of the most basic and effective marketing methods. Nowadays, there are expenses everywhere in daily life, and college students often need to make some concessions on the expenditure in order to sustainably afford their lifestyle. Brand discounts on services and products for college students are a good way to make the initial transformation. Even Apple, which has a very strong price, offers special discounts to college students during the back-to-school season through price differentiation to make them realize that the perceived value of Apple products is greater than the cost of buying them. Overseas brands can spread preferential information through TikTok, and reach more target groups while improving brand exposure through information stream advertising. SNOCKS, a well-known German underwear brand, has launched five infographics on TikTok, introducing the brand and its products, and putting more ink on the announcement of a 20% discount exclusive to TikTok. Users can use TikTok to buy products at a discount in Shopify without leaving the site. Once the advertisement was put on, it achieved an average turnover of 100 transactions per week.
The focus of talent marketing is emotional resonance. If you want to accurately improve the favorable rating of college students or parents, TikTok for Business's expert marketing solutions can turn the brand or product into something that consumers always talk about, so as to achieve continuous interaction with users. At the same time, more fresh and interesting content can be created according to the tone of the brand itself and the way consumers like. Users can be invited to participate in the creation, arouse the curiosity and sharing desire of the target group, and form a broader level of communication. Challenge competition is a good choice. For back-to-school season, Guess launched a #inmydenim brand challenge on TikTok, calling on TikTok users to showcase the best back-to-school looks created through denim. Guess took advantage of the idea of "drag contrast" and came up with the idea that "Denim is all you need to go from mess to best look!" ". Through brand challenge and talent marketing to achieve effective circle breaking. The challenge quickly received a positive response from over 1,600 users, generating over 10.5 million video views, a 14.3% participation rate, and over 12,000 new fans for Guess Enterprise accounts. The campaign struck a chord with consumers and greatly increased brand affinity.
During the back-to-school season,
< /p>
With the upcoming 2022 back-to-school season, a new wave of promotion is coming. How to seize the opportunity and achieve good "school" results is a big test for many companies and brands. No matter what platform you choose to go overseas, you need to fully understand the characteristics of the platform, understand the usage of the product, and actively launch the content that fits the back-to-school season, so as to reach overseas consumers to the maximum extent, and achieve the double harvest of brand building and sales increase.
