BFCM 2024 master plan kickoff

Welcome to today's edition! We're diving into essential strategies for Black Friday and Cyber Monday (BFCM) 2024, plus the latest TikTok ad updates.

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^{BLACK FRIDAY / CYBER MONDAY}

BFCM 2024 master plan kickoff

Here's a snapshot of 8+ game-changing ideas to supercharge your plans this year. Let’s discuss about your master plan for Black Friday and Cyber Monday (BFCM).

1. Tap into TikTok Shop for BFCM

If you’re not on TikTok Shop yet, start now! The onboarding can take 4-12 weeks depending on your business complexity, so you need to act fast. Building organic content early is crucial—start creating social proof with product purchases and get creators tagging your products.

Once you’re live, leverage the TikTok affiliate network to build relationships, content, and sales. This prep work is vital for a successful cyber month. TikTok Shop is booming, and you need to be part of it. Remember, TikTok has 1.9BN global users and is on track to hit $17.5BN in GMV this year. Don’t miss out!

2. Harness YouTube’s shopping platform

YouTube’s integration with Shopify is another sleeper hit for BFCM. YouTube is often under-utilized in DTC, but with their new affiliate program and integrations into longer videos, the platform is set to deliver strong Q3 and Q4 performances. Influencers like MKBHD are already showcasing products in their YouTube Stores, setting a trend you should follow.

3. Leverage direct mail

Warm up your top customers with direct mail campaigns before Black Friday. Use services like Post Pilot to send personalized postcards as part of a Klaviyo flow. This targeted approach can boost conversion rates and enhance brand affinity.

4. Launch limited-edition product drops

Create FOMO and exclusivity with limited edition products available only during BFCM. Whether it’s a new style, colorway, or a special collaboration, these drops can drive significant hype and sales from your existing audience.

5. Maximize influencer & affiliate marketing

Influencer and affiliate marketing are critical for BFCM. Tap into TikTok affiliates and other networks to amplify your reach. Whitelist with content creators to lower CPCs and increase ad effectiveness. Now is the time to secure custom content from your best-performing influencers for BFCM.

6. Increase email frequency

Don’t be shy with your email strategy. According to Klaviyo, the average brand sent 11 emails during BFCM weekend last year. Aim for more—up to 15-20 emails throughout the weekend. A well-segmented, aggressive email campaign can significantly boost revenue.

7. Gamify early sales

Kickstart sales with exclusive offers for early birds. Offer a free gift with the first 1,000 orders, and ensure you have extra stock to handle demand surges. This strategy engages your most loyal customers and drives initial momentum.

8. Optimize paid media

Focus your ad spend on retargeting to convert those who’ve already interacted with your brand. While acquiring new customers is important, prioritize high LTV customers who are more likely to return.

The key theme: start early…

Prep your BFCM campaigns now to handle any challenges that arise. Early planning allows your team to craft the perfect offers and ensures products arrive on time. Brands are starting their BFCM campaigns earlier each year—be ahead of the curve to capture consumer spend before it’s too late.

^{TIKTOK ADS}

TikTok tightens ad restrictions for teens and introduces AI disclosure rules

TikTok is implementing new ad restrictions for teens and introducing AI disclosure requirements, impacting marketing strategies.

Key changes in ad targeting: Starting now, advertisers can no longer use personalized targeting for teens in the U.S. Instead, they must rely on broader categories like location, language, and device type. With around 25% of TikTok’s audience under 20, this shift is significant.

TikTok explains: “Advertisers will now only be able to reach teens using a few broad targeting options, such as location, language, and device-related information.”

Enhanced user data control: TikTok is giving users more control over the ads they see. Users can adjust their ad preferences and disconnect specific advertisers from using off-TikTok data. The new “Clear My Activity” tool allows users to erase off-TikTok data shared by ad partners.

AI disclosure requirements: TikTok now requires advertisers to label AI-generated ads. A new toggle in the TikTok Ads Manager lets brands declare AI content, which will carry an "AIGC" label. This move is crucial as TikTok explores virtual influencers to boost in-app shopping.

“We’ll now enable advertisers to use a self-disclosure toggle in the TikTok Ads Manager to declare an ad to be AI generated. TikTok app users can identify such commercial content (paid ads) through an AIGC label placed on the ad.”

These updates, effective July 1st, are designed to improve transparency and user experience. Marketers should adapt their strategies to comply with these changes and leverage broader targeting and AI disclosures to maintain engagement.