Good morning and Happy Free Shipping Day! This is a great opportunity to offer your customers free shipping and encourage more last-minute shopping.
Read today’s DTC and learn:
How these 3 viral products blew up on TikTok this year with their amazing social content (we analyze their video copy below).
Why you need to offer gift cards to last-minute shoppers (more below).
And…if your hook is still ‘stop scrolling,’ it may be time to refresh your ad copy.
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• Elon Musk’s X ad revenue reportedly fell $1.5B this year amid boycotts.
• Google gamifies their top search trends with this Where’s Waldo-inspired game.
• Fortnite maker Epic Games wins its antitrust fight against Google
• Google, Meta among group pushing for open digital ecosystems in EU.
• Rakuten adopts AI to improve operational efficiency and marketing.
With so many break-out products this year, let’s analyze how Plufl, Ninja, and Cosrx were able to stand out on TikTok with their organic content strategies.
Plufl Dog Bed for Humans 🐶 🛏️
Before Plufl’s dog bed for humans blew up after their appearance on a popular TV show, they were already doing a great job going viral on TikTok.
One of their most watched videos with over 10 million views features UGC content of happy customers using their product.
Why this content works:
• Their copy is playful and informative.
• They show social proof so potential buyers can imagine themselves using the product.
• They don’t shy away from negative comments. The founders are happy to answer concerns about price and whether or not it works for tall people.
Along with their ecommerce store, the product is also available for purchase on TikTok Shop and they’ve done a great job of taking advantage of multiple channels to reach their audience.
Ninja Creami’s Ice Cream Maker 🍦
While Ninja Creami doesn’t have a brand account on TikTok, there’s more than enough UGC content to see why this item became one of the most sought-after items this year.
With over 820 million views for #ninjacreami, ice cream enthusiasts were more than happy to show off their new handy gadget and its versatility without much prompting.
Why this content works:
• Shows the product's ease of use
• Appeals to customers' creative side (infinite amount of flavor combinations!)
• Points out the health benefits of creating your own ice cream from scratch so you can track calorie and protein intake.
Cosrx’s Snail Mucin Essence 🐌
Cosrx is a major hit within the #SkinTok community and its most viral product contains snail mucin as its main ingredient. The brand, the product, and snail mucin have all gone viral on social media, which makes this the perfect product to analyze.
They’ve partnered with major influencers and derms to promote the product on the platform and created lots of educational content around the benefits of using the ingredient.
Why this content works:
• Partnering with derms gives the product immediate credibility and makes customers more confident about using the product.
• Product demos show off how the product can give you ‘glass skin’ instantly.
• These brands demonstrate how the power of authenticity, creativity, and strategic thinking allow your content to stand out on a platform like TikTok.
Engaging with their audience, showcasing product benefits, and utilizing experts shows how your brand can go viral too by leveraging these techniques.
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Now that shipping cutoffs have passed, it’s time to shift our focus to gift cards.
Gift cards are a great way to keep revenue strong throughout the gifting season by targeting a very specific demographic…
Last-minute shoppers! 🎁 🚨
A quick look at the gift card stats:
• 44% of consumers intend to give gift cards, making this the second-highest category of gifts.
• Total projected expenditure on gift cards is set to reach $29.3 billion by the end of the year, an increase from last year’s $28.6 billion. (Source)
• Shoppers plan to acquire 3 to 4 gift cards and spend on average $49.43 per card.
• Gen Z plans to purchase 70% more gift cards than older generations during the holiday season 🔥 (Source).
• Gen Z buys 10 physical gift cards and 7 digital cards on average.
The U.S. physical gift card market is anticipated to reach $260 billion by 2026. Furthermore, the digital gift card market is experiencing growth and is expected to reach nearly $135 billion by the same year.
The fight for holiday gifting revenue doesn’t have to end when shipping cutoffs do.
Adapt evergreen ad creative with giftward-focused ad copy to keep the momentum going. 📝
DTC Newsletter + Podcast reaches a highly qualified audience of Shopify merchants, eCommerce founders, and digital marketers. Talk to our team to learn more.
This tweet applies to your ad creation too! Make sure your hook is not overused and doesn’t cause your engagement to drop off.
Refresh your ad copy with a more timely hook that works for the holiday season to increase your watch time.
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DTC Newsletter is written by Rebecca Knight, Frances Du, and Michael Venditti. Edited by Eric Dyck.
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