Ho, Ho, Ho, Holiday Brand Deals Are Coming Your Way

Oct 29, 2021

Photo Credit: Photo by Tamanna Rumee on Unsplash

Ho, Ho, Ho, Holiday Brand Deals Are Coming Your Way

If you’re a creator, ‘tis the season to make money.

What’s on the top of your holiday gift wish list this year? If it’s the fact that just about every major brand is looking to spend major holiday advertising dollars on TikTok influencers, you’re in luck.

Both mass brand and luxury brands are now scouring TikTok for cool, interesting and popular creators to help create powerful marketing campaigns. Of course, influencers with the highest numbers of followers have long been able to secure profitable brand deals, no matter what time of year. But if you’re just starting out or you’re an up and coming talent, don’t think that all you can expect is a few lumps of coal in your stocking. This year’s holiday season will be the best time ever for creators looking to partner with marketers.

Why are we so confident? Well, for one thing, brands don’t spend money for fun. They do it because it’s an efficient way to connect with audiences. And the proof is in the pudding--or in one case, the proof is in the sandwich: last winter, Pret A Manger produced a Christmas campaign on TikTok and the resulting #JoyWithPret Challenge led to an incredible 1.5 billion views. That’s one out of six human beings on the planet. That’s a lot of potential sandwich eaters. 

In the past year, TikTok has also made a bunch of moves to make it easier for creators to cash in on social commerce. From increasing the maximum duration of videos to three minutes (with live streams lasting up to 60 minutes) to allowing brands to sell directly to consumers, it’s clear that the platform wants to make it easier to work with marketers. And now that sales are coming directly from TikTok, it’s a lot easier for brands to measure and track their return on investment.

So as this year’s holiday season nears, expect to see more and more TikTok campaigns with branded AR effects, viral challenges, branded content, influencer marketing, sponsored hashtags, and live streams. And think about which one of your posts might make sense for an integrated branding partnership. That doesn't mean you should start creating content because it could be part of an ad campaign. But take a look at your feed and think about what content you’re creating that might make sense for your favorite brand.

Of course, there are still a few dinosaurs out there who think TikTok is just for kids, and those brands will continue to spend hundreds of thousands producing the old-fashioned TV commercials your parents used to watch. But to quote Jay-Z, “men lie, women lie, numbers don’t.” And the fact is that TV ratings and viewership continue to slide down into the millions while interaction, views and engagement with social media continues to rise up into the billions. 

But you already know that. That’s why you’re a creator. You know where the action is. 

And now you know where the money is. So this holiday season, go get yours.