Best Practices for Running TikTok Ads During Holiday Seasons

The holiday season is one of the most exciting—and competitive—times of the year for marketers. With consumers bombarded by promotions, discounts, and festive content across every platform, standing out becomes both essential and challenging. That’s where TikTok , with its massive Gen Z and millennial user base, offers a golden opportunity to connect with audiences in fresh, engaging ways.

Running TikTok ads during the holidays isn’t just about slapping a snowflake or heart emoji on your video. It requires strategy, timing, creativity, and a deep understanding of what makes users stop scrolling and pay attention. In this article, we’ll walk you through best practices for running TikTok ads during holiday seasons , from planning your campaign calendar to optimizing creatives and measuring success.

Whether you’re a small business owner or part of a larger marketing team, these actionable tips will help you maximize ROI, boost engagement, and make your brand unforgettable this holiday season.

1. Start Early: Plan Your Campaign Calendar Ahead of Time

One of the biggest mistakes brands make is waiting too long to start preparing their holiday campaigns. The holiday shopping season begins earlier each year, and consumer expectations are higher than ever. To avoid last-minute scrambling, it’s crucial to plan your TikTok ad campaign well in advance.

Why is early planning important?
For starters, TikTok’s advertising demand spikes during the holiday season. Ad space gets more expensive, and competition for visibility increases dramatically. By starting early—ideally 8–12 weeks before major shopping events like Black Friday or Christmas—you can secure better ad placements at lower costs.

Additionally, early planning gives you time to:

• Conduct audience research
• Brainstorm creative concepts
• Test different ad formats
• Build a content calendar that aligns with key dates

Let’s say you’re launching a holiday sale on December 1st. You’d want to begin teaser campaigns around Thanksgiving (late November), then ramp up with product showcases and limited-time offers as the date approaches.

Pro tip: Use TikTok’s Creative Center and Spark Ads features to get inspiration from top-performing holiday videos and influencers in your niche.

2. Leverage Seasonal Trends and Challenges

TikTok thrives on trends—and the holiday season is full of them. From dance challenges to DIY gift ideas and cozy holiday aesthetics, seasonal content has a unique ability to go viral. As a marketer, tapping into these trends can significantly boost your ad performance.

But how do you do it effectively?

First, keep an eye on TikTok’s “Discover” page and trending sounds. Many creators jump on popular hashtags and audio clips to join the conversation. Brands that follow suit can ride that wave of engagement.

For example, during the winter holidays, trends like #HolidayHaul, #LastMinuteGiftIdeas, or #TikTokMadeMeBuyIt often gain traction. Incorporating these hashtags or creating variations tailored to your brand can increase visibility and relatability.

Also, consider launching your own branded challenge. Think of something fun and interactive that aligns with your product or service. For instance, a skincare brand could create a #GlowUpChallenge inviting users to show off their post-holiday glow using your products.

Remember: authenticity matters. Don’t force a trend if it doesn’t fit your brand voice. Instead, adapt it in a way that feels genuine and adds value to your audience.

3. Create High-Quality, Short-Form Video Content

On TikTok, the first few seconds are everything. If your video doesn’t grab attention quickly, users will scroll past. This is especially true during the holidays when feeds are flooded with festive content.

So, how do you create compelling short-form video ads that stand out?

Focus on visual storytelling.
Even though TikTok videos are short (typically 15–60 seconds), they should still tell a story. Whether it’s showcasing how your product solves a holiday problem or highlighting the joy it brings, aim to evoke emotion in just a few seconds.

Here are some quick tips:

• Start with movement or sound to catch attention immediately.
• Use clear text overlays to convey your message without relying solely on audio.
• Include a strong call-to-action (CTA) such as “Shop Now,” “Limited Stock,” or “Tap to Save.”
• Feature real people (employees, customers, influencers) to build trust and authenticity.

Another pro tip: repurpose your best-performing holiday videos across other platforms like Instagram Reels or YouTube Shorts to maximize reach.

Don’t forget to A/B test different versions of your video—different CTAs, visuals, music, or even lengths—to see what resonates best with your target audience.

4. Target the Right Audience with Precision

No matter how great your holiday ad looks, it won’t succeed unless it reaches the right people. TikTok offers powerful targeting tools that allow advertisers to segment audiences based on interests, behaviors, location, and more.

Here’s how to refine your audience targeting for maximum impact:

Use Custom Audiences:
Upload your customer lists or use pixel data to retarget users who’ve engaged with your brand before. These users are already familiar with your offerings and more likely to convert during the holidays.

Leverage Lookalike Audiences:
TikTok can help you find new users who behave similarly to your existing customers. This is a smart way to expand your reach while maintaining relevance.

Segment by Holiday Shopping Behavior:
During the holidays, not all shoppers are the same. Some are bargain hunters, others are last-minute buyers, and some shop for specific categories (gifts, décor, travel). Tailor your messaging accordingly.

For example, if you sell home goods, target users interested in interior design and holiday decorating. If you’re promoting a beauty product, focus on those following skincare routines or makeup tutorials.

Finally, don’t overlook geotargeting . Promote region-specific deals or highlight local holiday traditions to resonate more deeply with your audience.

5. Optimize for Conversions with Clear CTAs and Landing Pages

Creating a catchy holiday ad is only half the battle. The next step is ensuring that viewers actually take action after watching it. That’s where your call-to-action (CTA) and landing page experience come into play.

Make your CTA crystal clear.
Instead of vague phrases like “Learn More,” use urgent, action-oriented language such as:

• “Get 30% Off Today Only!”
• “Limited Stock – Shop Before It’s Gone!”
• “Join the Trend – Tap to Buy!”

These types of CTAs create urgency and drive clicks.

Ensure landing pages are mobile-friendly and fast-loading.
Most TikTok users watch content on their phones, so your website must be optimized for mobile. Slow load times or clunky navigation can kill conversions—even if your ad is perfect.

Also, consider creating dedicated holiday landing pages that mirror your ad content exactly. This improves relevance and helps reduce bounce rates.

Bonus tip: Use UTM parameters to track which ads are driving traffic and conversions. This data is invaluable for refining your strategy mid-campaign.

6. Monitor Performance and Adjust in Real-Time

Once your TikTok holiday ads are live, your job isn’t over—it’s just beginning. The digital landscape changes rapidly, especially during high-traffic periods like the holidays. Monitoring performance and making real-time adjustments can mean the difference between a good campaign and a great one.

What metrics should you track?

• Click-through rate (CTR)
• Cost per click (CPC)
• Conversion rate
• Return on ad spend (ROAS)
• Video view duration

Use TikTok Ads Manager to pull reports daily and identify underperforming ads. Maybe one creative isn’t getting enough views, or another is generating clicks but no sales. Addressing these issues early allows you to shift budgets toward better-performing assets.

Also, stay agile. If a particular trend takes off unexpectedly, be ready to pivot and create new content around it. TikTok rewards brands that move quickly and creatively.

Finally, don’t be afraid to pause or tweak campaigns that aren’t delivering results. Holiday marketing is all about momentum—so keep experimenting and learning as you go.

7. Retarget Engaged Users for Higher Conversions

Retargeting is one of the most effective strategies in digital advertising—and it works exceptionally well on TikTok. Not everyone who watches your holiday ad will convert on the first try. But that doesn’t mean they’re lost causes.

By retargeting users who have already interacted with your brand, you increase the chances of conversion by reminding them of your offer and encouraging them to take action.

Here’s how to implement retargeting effectively:

• Create custom audiences based on engagement levels (e.g., users who watched 75% of your video or clicked your link).
• Show personalized ads that remind them of the product or offer they viewed.
• Offer incentives like free shipping, limited-time discounts, or exclusive bundles.

You can also layer retargeting with lookalike audiences to scale your efforts and bring in new users with similar behavior patterns.

Retargeting isn’t just about pushing for a sale—it’s about building familiarity and trust. And during the holidays, when consumers are overwhelmed with choices, that extra nudge can make all the difference.

8. Collaborate with Influencers to Boost Reach and Credibility

Influencer marketing remains one of TikTok’s strongest growth drivers, especially during the holidays. Partnering with creators whose audiences align with your target demographic can amplify your message and add credibility to your brand.

Here’s how to approach influencer collaborations strategically:

Choose the Right Influencers:
Don’t just go for the biggest names. Micro-influencers (those with 10k–100k followers) often deliver higher engagement rates and more authentic connections with their followers.

Give Them Creative Freedom:
TikTok users love organic, unfiltered content. Allow influencers to showcase your product in their own style rather than forcing rigid scripts.

Track Performance:
Use unique discount codes or affiliate links to measure how much traffic and sales each influencer generates. This helps justify future partnerships and optimize your spending.

If budget allows, run a branded hashtag challenge with multiple influencers participating. This creates buzz and encourages user-generated content, which is gold for social proof.

Influencer collaborations not only boost visibility—they also help build community around your brand, which pays dividends long after the holiday season ends.

9. Align Messaging with Holiday Emotions and Values

Consumers don’t just buy products during the holidays—they buy experiences, emotions, and stories. Whether it’s the joy of giving, the warmth of family gatherings, or the excitement of finding the perfect gift, tapping into these emotional triggers can elevate your TikTok holiday ads from simple promotions to memorable moments.

How can you do this effectively?

Start by identifying the core values associated with your brand and how they align with the holiday spirit. For example:

• A sustainable fashion brand might focus on ethical gifting and conscious consumption.
• A food delivery service could highlight convenience and bringing loved ones together.
• A tech brand might emphasize innovation and helping families stay connected.

Craft your messaging around these themes. Use storytelling techniques to show how your product enhances the holiday experience.

Also, incorporate inclusive language and imagery that reflects diverse celebrations and traditions. TikTok’s audience is global and multicultural, so showing representation builds trust and connection.

Ultimately, the goal is to make your audience feel something—whether it’s nostalgia, joy, or inspiration—that compels them to engage and act.

10. Prepare for Post-Holiday Engagement and Follow-Up

Just because the holidays are over doesn’t mean your TikTok marketing stops. In fact, the post-holiday period is a prime time for follow-up campaigns, customer retention, and gathering feedback.

Here’s how to stay engaged after the festivities:

• Send thank-you messages to customers who made purchases during the holidays.
• Promote post-holiday sales or clearance events to capture remaining shoppers.
• Ask for reviews or user-generated content to build social proof.
• Analyze campaign performance to learn what worked and what needs improvement for next year.

You can also create content that highlights your best-selling holiday items or share behind-the-scenes stories of how your team prepared for the season. These posts keep your brand relevant and human in the eyes of your audience.

Post-holiday engagement is all about nurturing relationships and setting the stage for the next big campaign cycle. So don’t let the momentum fade—keep the conversation going.

Conclusion: Make This Holiday Season Your Most Successful Yet

Running TikTok ads during the holiday season is more than just a marketing tactic—it’s an opportunity to connect with your audience in meaningful, memorable ways. By planning ahead, leveraging trends, creating high-quality content, and optimizing for conversions, you can stand out in a crowded feed and drive real results for your business.

Remember, success on TikTok comes down to being authentic, timely, and audience-focused. Whether you’re targeting last-minute shoppers, celebrating cultural traditions, or simply spreading holiday cheer, your brand has the power to make an impact.

Now it’s your turn! What holiday marketing strategy are you most excited to try this year? Share your thoughts in the comments below—or tag us in your favorite TikTok holiday ad!

And if you found this guide helpful, don’t forget to save it for future reference and share it with your team. Here’s to a joyful, profitable holiday season ahead!