Reaching 63 billion views and 12.1 million Tet videos in the 10 days before Tet 2024, TikTok is expected to continue to be a meeting place for users to discover new trends and inspiring Tet content.
The prominent trends during the new Tet season still revolve around familiar topics such as home decoration with 83% of users planning to refresh their living space, 95% planning to buy essential products such as food, technology and personal care, and 81% preparing to buy Tet gifts. However, to optimize the effectiveness of these trends during the peak shopping season, brands still need to build a strategy that adheres to the three core elements of the platform.
Three pillars to conquer TikTok users comprehensively
Content, Community, and Commerce are the three fundamental components that help businesses build strong connections with consumers and create a sales explosion on social commerce platforms.
Content plays a key role in helping brands reach potential customers through the recommendation algorithm (For You page). Instead of relying solely on the number of existing followers, brands can take advantage of the ability to personalize content to attract more new audiences. According to TikTok Global Data in February 2024, 78% of TikTok users discovered new brands and products through this platform, showing the potential to reach far beyond the current number of followers as long as the content is engaging. Therefore, to attract and retain consumers during the upcoming Tet holiday, brands should prepare trend-setting content such as suggesting Tet gift packages, convenient product combos, or sharing beauty tips with the latest products.
At the same time, TikTok is also a place that brings together a community of authentic and interactive users, creating a powerful symbiotic influence with 93 billion global views for the hashtag #TikTokMadeMeBuyIt and 14 billion views of #MuaTaiTikTokShop in Vietnam.
In addition, TikTok also makes a difference in the commercial element with the "One-stop solution" orientation, helping to optimize the entire shopping journey, from discovery to closing the deal. This becomes even more important in the context of Tet consumption when 89% of users are attracted to Tet content thanks to its inspirational and new product discovery features. Notably, 84% of them will learn more about the product and 58% are ready to "close the deal" right after exploring. This seamlessness creates a complete shopping experience, meeting the needs of consumers during the peak shopping season.
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| TikTok Shop – a social-commerce platform that helps users not only discover but also complete the shopping journey, from identification to conversion |
Strategic thinking to optimize the effectiveness of Tet campaigns
To achieve the desired results in the 2025 Tet season, brands need to prepare early with a long-term vision. Instead of focusing only on short-term sales, take advantage of communication channels to build sustainable brand value. Content such as promotions, price comparisons, or tips on saving money when shopping not only meet immediate needs but also help consumers remember the brand when needed.
With the 3C model, content is the key for brands to get closer to consumers. Content not only needs to be timely but also needs to be “tailored” to each platform and customer segment. Tet is a golden opportunity for brands to create close, practical content such as home decoration instructions, food suggestions for guests, or fashion and beauty tips for Tet. This content not only helps brands stand out but also reaches many different customer segments.
Most importantly, your brand needs to be present consistently and at the right time in the consumer’s shopping journey. A full-funnel strategy – from awareness to closing – will help maintain attention and drive sales consistently, even during peak shopping seasons like Tet.
The formula for successful branding during Tet 2025
At the TikTok Tet Hut 2025 conference, TikTok introduced a communication framework with 3 main goals to help brands create sustainable influence during the bustling shopping season: Promote brand love with useful content and positive interactions to create engagement with users; Increase sales through TikTok Shop, helping consumers close orders quickly, shortening the shopping journey; and Lead the journey from discovery to closing orders with tools like TopView and In-Feed Ads, ensuring continuous brand presence and optimizing conversion from viewers to customers.
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| Consumers' Tet shopping journey begins 2 months before Tet, so brands need to prepare early to meet information needs. |
An illustration of the effectiveness of sticking to the three pillars of the platform and applying a full-funnel strategy on TikTok is Maybelline's Tet Sac 2024 campaign. By providing diverse content and makeup tutorial videos for each Tet occasion, from parties to going to the temple to pray for love, and effectively utilizing advertising solutions such as TopView, R&F, and Traffic & Video View, Maybelline not only met the tastes of users, but also increased the 6-second view rate 5 times higher than the market and increased interaction by 28%. Other indicators such as ad recall, association, and intent also far exceeded the average.
With a consistent and seamless connection between content, community and commerce, TikTok is not only a potential "playground" for Tet 2025 but also the key to helping brands break through sales and build a strong impression in the hearts of consumers.
Source: https://congthuong.vn/tiktok-he-lo-bi-quyet-leo-thang-doanh-so-tet-2025-348799.html
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