How can brands get closer to TikTok users through World Cup marketing?
The World Cup, held every four years, is one of the largest events in world football and a national sports carnival. In the era of \”traffic = money\”, the World Cup is not only a festival for fans, but also an arena for many brands and cross-border merchants.
The 22nd FIFA World Cup will be held in Qatar from November 21st to December 18th. There is still one month before the start of the competition. Many peripheral products are already in short supply, and the overseas orders of the Yiwu factory are already full. According to the estimation of Yiwu Sporting Goods Association, from the flags of the top 32 Qatar World Cup to cheering horns and whistles, from footballs to jerseys, scarves, to Hercules Cup ornaments and pillows, Yiwu manufactures almost all of the products around the World Cup. 70%.
With the demand at this point, how should TikTok sellers prepare for the war? How can brands get closer to TikTok users through World Cup marketing? How to choose to meet your brand communication needs? In the strategy brought today, we will help you do market research and holiday marketing from the following aspects:
- TikTok World Cup Top Hashtags
- TikTok World Cup Top-Selling Categories
- TikTok World Cup Marketing Ideas
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1. TikTok World Cup popular tags
The TikTok Shop captures the craze of every sporting event, and this World Cup is no exception. TikTok\’s official label #SportsCarnival is the official traffic password given to each TikTok Shop merchant. Remember to cite the popular hashtag #SportsCarnival when using short videos and live content to actively curate the World Cup theme.
In addition, #FIFAWorldCup, #WorldCup, #WorldCup2022, #Football and #Soccer are also popular mainstream hashtags in various countries, and many creators share their expectations for the World Cup under these hashtags.
According to TikTok Shop cross-border e-commerce statistics, as of October 31, 2022, in the 6 countries where TikTok has opened closed-loop stores, the trend of football topics has increased significantly.
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2. TikTok World Cup hot-selling categories
Looking at the data during sports festivals such as the Olympics, we found that every sporting event will lead to an increase in the search volume and sales of sports and outdoor and related categories of goods, and the World Cup period is no exception.
Football-related sportswear, sneakers, etc. are products that can be directly used to promote the event. According to data from EchoTik, a third-party platform for TikTok data analysis, these affordable sports shorts are selling well in Indonesia.
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Kids\’ fitness and women\’s fitness products are also selling well on TikTok, especially in Southeast Asian countries. This children\’s running shoe sells well in the Philippines and is available in a variety of shades to suit children of different genders.
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In terms of women\’s fitness, a slender waist is the goal of most women\’s hard training. Therefore, corset products have always maintained the top sales position in Southeast Asia, especially the Philippines. The waist can not only accelerate fat burning during exercise, but also can be worn under daily clothes to help women shape a graceful figure.
In addition, lightweight sports equipment is also popular on TikTok. For example: yoga mats, elastic bands, dumbbells, abdominal muscle wheels, folding treadmills, etc., it is recommended that the unit price be controlled within RMB 150.
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On EchoTik, it is also found that the sales of this Bluetooth sports headset have always been high. This headset is about 40 yuan, the price is moderate, and the cumulative sales volume has exceeded 30,000 since it was put on the shelves, and it is expected to reach a new level during the World Cup.
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Other sports-related daily necessities, such as sports water cups, sports gloves, etc., have good sales, and can take advantage of TikTok\’s World Cup traffic for marketing.
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World Cup-related peripherals are also popular categories, such as themed coasters, refrigerator magnets, jerseys, and more. Before selling related products, TikTok Shop officially recommends that all sellers need to learn and abide by the World Cup intellectual property protection norms, which have been launched simultaneously in the backstage of the merchant university. The World Cup has a mature intellectual property rights (such as trademark rights, copyrights, etc.) system, which is protected by relevant laws and regulations around the world. Unauthorized sales of infringing World Cup-related commodities by cross-border merchants may lead to customs interception or detention of commodities at customs clearance or entry. In serious cases, it may constitute an illegal act and will be further investigated for criminal/civil responsibility.
3. TikTok World Cup Marketing Materials
In addition to using popular related tags, popular music and stickers are also important creative materials to increase exposure. For example, the official soundtrack singles Hayya Hayya (Better Together) and Arhbo have 74,000 and nearly 30,000 videos respectively on TikTok, and they can be created using the same music. Click Music, select \”Use This Sound\” below to add relevant music to the video; or click \”Add to Favorites\” to add it to your account\’s favorite music, click Capcut (overseas version clipping), log in with your TikTok account , you can see your favorite music in the soundtrack and start creating.