This Media Buying Briefing covers the latest in agency news and media buying for Digiday+ members and is distributed over email every Monday at 10 a.m. ET. More from the series →Advertisers bumped up their TikTok spending 20-40% over the summer months as they worked to tempt consumers to open up wallets during the annual back-to-school sales period.“From July and August year over year, TikTok spend is up about 20%,” said Jack Johnston, vp, social innovation and growth at Tinuiti, without providing exact figures. TikTok’s share of overall social spending by Tinuiti clients increased 55% between July and August, he added.
The back-to-school sales period, which traditionally runs between late July and early September, is a major sales event. According to PwC, students and families will typically spend $922 on products related to school or college and 47% of households expect to increase their outlay. This year, advertisers began spending and staging promotions earlier than before.
Hospitality brand Hilton, which is running a campaign promoting its Graduate hotel chain to parents and college students managing cross-country moves, leant heavily into TikTok, alongside Instagram and YouTube, for its activity.
