TikTok Calls for Brands to Be Featured in Its 2024 Holiday Gift Guide

TikTok’s looking to help brands maximize their exposure in the app for the holiday period, by offering them the chance to be featured in the TikTok Shop “Holiday Emporium Gift Guide”, which will showcase a selection of products across the app.

But you will need to be spending big on TikTok ads to apply.

TikTok’s “Holiday Emporium Gift Guide” will be highlighted as part of TikTok Shop, while it’ll also be promoted by influencers, and via various in app marketing pushes, maximizing exposure for brands and products featured in the guide.

Chosen brands will also have the opportunity to be featured in “hero” videos in the app, promoted by TikTok, while TikTok staff will also be aware that your brand is participating in the promotion, and will look to give you priority exposure where possible.

But to qualify, you’ll need to commit to buying a lot of TikTok ads in the coming months.

TikTok’s offering two tiers for brands to qualify for the display:

Silver requires brands to spend $12,500 on TikTok ads over the next three months
Gold requires brands to spend $19,500 on TikTok ads over the next three months

As you can see, there are also additional benefits for reaching these spending thresholds, but the main push is that you’ll also, potentially, be featured in TikTok’s holiday gift guide, and get increased exposure in the app.

But there’s also no guarantee that your products will be included, as TikTok will use its discretion to decide what is and is not included in the guide. Which seems a little unfair, in that you’ll be paying thousands for TikTok ads, and you may not see the expanded benefit of such. But that’s the process that TikTok’s going with, and they likely need to include at least some qualifiers to ensure that not just any product gets promoted in the guide.

It also feels a little disingenuous for TikTok to be promoting top gifts of the season based primarily on what their makers spend in the app. That means that these aren’t the best products, as such, just the ones that have spent the most money, which makes it feel a little less like a “guide”, and more like an ads showcase.

I guess that’s up for interpretation, but TikTok’s looking to drive more ad spend, and this is one way to do it.

It could be a good way to maximize exposure in the app, and get your products in front of more people. And it may well be worth that ad investment to reach more TikTok users, but it is pricey, and you might not glean all of the listed benefits.

You can learn more about TikTok’s 2024 TikTok Shop Holiday Emporium: Official Gift Guide promotion here.