New Year, New Me

PROPRIETARY
on TikTok

CONFIDENTIAL &
Converting resolutions into new
leads and app actions

1
 New Year, New Me!
Kick off the new year by capturing the momentum of fresh starts and renewed energy. This playbook is designed
to help brands drive lead generation and app installs, turning resolutions into tangible results. Discover how to
leverage TikTokʼs unique platform to connect with audiences ready to make 2025 their best year yet.

4 in 5 50 %
users plan to sign up for at of users are likely to learn more
least 1 new service or activity about how to achieve their goals
in the Q5/New Year period¹ for the New Year on TikTok¹

"New Year New Me" videos made²

PROPRIETARY
CONFIDENTIAL &
Top content categories²
Fitness / Wellness Comedy Tech products infos Diary / vlog Motivation

Cooking Pets Business Finance Hair Home Garden

Our platform continues to grow³

45% YoY videos made for New Year New Me-related hashtags
48% YoY videos made for New Year-related hashtags

Top content users want to see around New Year, New Me¹

57 % Tips about health and wellness

(#1 answer — beat out shopping content)

37 % New Year's Resolutions

1. TikTok Marketing Science US Custom Q5 Survey via AYTM, September 2023. (n=2250)
2. TikTok internal data, US, Dec 2023 to Jan 2024 2
3. TikTok internal data, US, Dec 2023  Jan 2024 vs. Dec 2022  Jan 2023
 Audience Insights
Community trends around user engagement during New Year, New Me.

New Year, New Me is all about self-improvement

Users' top areas of focus for the New Year:

50% Focusing more on 41% Getting personal finances 20% Concentrating

yourself in order on personal values (e.g.
sustainability &
environmental problems,
charity, etc.)

43% Focusing more on taking 39% Traveling 16% Starting a new business
care of my physical opportunity
health

42% Starting a healthier, active 28% Looking for new job 14% Initiating a large life event
lifestyle opportunities (e.g. get engaged, get
married, move house,
start a family, etc.)

PROPRIETARY
41% Learning something new 27% Starting a new hobby 11% Starting to date

A massive part of self-improvement is mental and physical well-being.

1 in 5 users plan to make purchases related to Exercise and Wellness during the New Year
period. For those users, their top items/services they plan to purchase are:

CONFIDENTIAL &
56% Fitness membership or 30% Prescription medicine

18 %
equipment / fitness
subscription

54% Over-the-counter OTC 20% Wellness subscription

products of users will use TikTok during
post-holidays to learn or share
about physical and mental
47% Wearable health tech 15% Insurance provider
(e.g. Smart watch or wellbeing during the holidays
activity tracker)

31% Physical or mental health

provider

Post-holidays, our community prefers to relax and recharge

before embracing New Year changes.
% of users likely to spend the same or more time post-holiday week versus a typical
week:
90%
85%
73%
64%

Spending time with Using TikTok Downloading Playing video

family or friends apps games

Source: TikTok Marketing Science US Custom Q5 Survey via AYTM, September 2023. (n=2250) 3
 Audience Insights
Community trends around user engagement during Q5.

Sign me up! The New Year is a time for action

Top activities or services users plan to sign up for in late December and early January:

1. TV/Movie streaming subscription 1. Travel booking

2. Music streaming subscription 2. Education
3. Credit card 3. Wellness products / services
4. Bank account 4. Meal delivery subscription

PROPRIETARY
Apps are a big focus for shopping and New Year goals

35 25 % of users plan on downloading an

% of Q5 shoppers plan to do
post-winter holiday shopping app or service to help them

CONFIDENTIAL &
through a brandʼs app achieve their New Year goals

People use TikTok during New Year to help them

achieve their goals

29 %
19 % plan on following a brand on
plan on watching TikTok creator
content to help achieve New
Year goals TikTok

Almost 2x vs. influencers on other platforms

People use TikTok to get inspiration for their goals

54 %
36
of users are likely to watch other
users' videos to see their goals % of users are likely to share
their goals for the New Year
for the new year on TikTok

Source: TikTok Marketing Science US Custom Q5 Survey via AYTM, September 2023. (n=2250) 4
 Product Solutions

Drive business impact for New Year,

New Me based on your campaign goals.

Generate new leads

Capture leads and build a strong

pipeline to kickstart 2025 growth.

PROPRIETARY
Fuel app growth

CONFIDENTIAL &
Take advantage of the new year momentum
to drive installs and maximize
in-app engagement.

5
 Lead Ads

Accelerate your 2025 pipeline with Lead Generation.

Turn New Year ambitions into actionable leads with targeted campaigns.

100%
Budget %

TARGET TO DRIVE
BUILD UP YOUR INTENT &
BRAND CONVERSION

0%

WEEK 1 WEEK 2 WEEK 3 WEEK 4 WEEK 5 WEEK 6 WEEK 7

WEEK 8

PROPRIETARY
Video Views Lead Generation
Use always-on campaign Generate results for lower funnel objectives.
strategy to drive brand ● Start with broad targeting to expand your reach for higher lead volume
awareness and education. ● Build audiences with your upper-funnel activities to test & optimize your Performance campaign

TikTokers are more likely to take action

CONFIDENTIAL &
61 % ofnewTikTok
57 % are
1 in 2
users discover likely to purchase from the feel like Lead Gen ads
brands and products on advertised brand after viewing on TikTok do not feel
the platform, 1.5x more than a TikTok Lead Generation ad like "ads²
other platform users¹ on the platform²

Find the right Lead Generation solution for your next campaign.
Lead Instant Form Lead Web Form
An instant form solution that seamlessly Drive valuable form based actions on your
captures interest and attracts prospects for external landing page
your business objective on TikTok.
Website Lead Generation leverages intent signals to
Native Lead Generation provides an efficient, enhance performance, allowing you to collect leads
customizable, and actionable solution for lead-centric through website actions such as form submissions,
marketing objectives. Learn more. registrations, and contact inquiries. Learn more.

Trials/Signups/Enrollment Service or Product quotes

Consultation/Pre-Qualification/Appointments
Service Enquiry/Exploration

Trials/Signups/Enrollment
Employee Recruitment
Service Enquiry/Exploration

Employee Recruitment

1. Source: TikTok Marketing Science Global Retail Path To Purchase Study 2021 conducted by Material 6
2. TikTok Marketing Science Global Shopping Ad Products Study 2022 conducted by Material
 3 key metrics to measure performance

Metrics available on on TTAM Metric calculated by the advertiser

Unqualified

Qualified Customer
User Company Sales

Lead Count Quality Acquisition

(CPL or CPA) CPAL
CPQL
Use cost per lead (CPA in TTAM) if Use cost per qualified lead Use cost per acquired lead CPAL) if
optimizing for a high volume of leads CPQL) if optimizing for lead optimizing for paying customers
quality from your lead generation campaigns

Introduce lead nurturing into your Full Funnel strategy.

PROPRIETARY
Layer on Lead Generation (retargeting) to nurture prospects and move them down the funnel.

101 201 301

Optimize for

CONFIDENTIAL &
Optimize for lead Optimize for the
video views and
conversion highest quality leads
lead volume

101 201 301

Nurturing Optimizing
Lead Generation Lead Generation
(Retargeting) Nurturing (Lead Quality Optimization) Optimizing
Lead Generation Lead Generation
(Retargeting) (Lead Quality Optimization)
Prospecting
Share Of Budget Spent

Lead Generation
(Broad Targeting) Nurturing
Lead Generation
Prospecting (Retargeting)
Lead Generation Nurturing
(Broad Targeting) Lead Generation
Prospecting (Retargeting)
Lead Generation
(Broad Targeting)
Prospecting
Lead Generation
(Broad Targeting) Prospecting
Lead Generation
Brand Awareness (Broad Targeting)
Video View
Brand Awareness
Video View Brand Awareness
Video View Brand Awareness
Video View Brand Awareness
Video View

Lead Generation Lifecycle

Note: This is a directional example. Allotted percentages can differ depending on your specific use case.

7
 Supercharge performance with optimal
data connections.

Online Signal

Website e
must-ha
v Pixel
Pixel Event API (eAPI)
A piece of code added to an advertiserʼs
website to safely and seamlessly share event
A server-to-server S2S) integration to share
and optimization data
web visitor events
“Did the user visit the website after completing
the form?ˮ “Did the lead book an appointment?ˮ
“Did the user complete the form?ˮ

PROPRIETARY
+19 %
+15 %

CONFIDENTIAL &
incremental events improvement on CPA

Offline Signal

orms
Native F CRM Integration
hig ly d
h CRM
CRMIntegration
Integration
ende
recomm
Enable immediate retrieval of Leads and Our solution for advertisers to passback
postback of Lead events hashed PII (phone + email) back to our platform.

“Follow up with a Lead “Better match events or actions that took

place on the advertiserʼs site back to our
via email in real timeˮ platformˮ

8
Source: TikTok Web Events API Incremental Performance Benefit Analysis, Nov 2022  Feb 2023
 App Ads

Fuel app growth to kickstart the New Year.

Take advantage of the new year momentum to drive installs and maximize in-app engagement.

RED High-impact ads during

Media Flight Recommendation
holiday sales, key product
launch, etc.
TopView
PURPLE Always-on app ads Top Feed
TikTok Pulse
BLUE In-Feed Ads for seasonal Branded Mission
events and campaigns

In-Feed Ads
Reach and VV App Install

PROPRIETARY
App Event Optimization

The Strategy
During the New year period, boost your always-on lower-funnel app ads with high-impact
awareness and consideration campaigns.

CONFIDENTIAL &
1

Run always-on campaigns to drive conversions. TikTok-driven app installs

39
have a 39% lower uninstall

Set up performance-based campaigns optimized for app installs or in-app events % rate compared to other
platforms (includes Android
to consistently drive user actions. Use In-Feed Ads with clear calls to action to and iOS
maximize downloads and focus on in-app events to boost engagement and
retention. Adjust, May 2022 August 2023, NA

2
Across leading verticals,
Run In-Feed Ads for seasonal events and TikTok-driven app installs*
spend 59% more time on
campaigns.
+59%
those apps in the first week
after install compared to
Use Reach and Video View ads to promote new features or limited editions. Keep other platforms
visibility high with consistent campaigns and target likely users with precise
Adjust, May 2022 August 2023, Food & Drink,
auction-based targeting. Lifestyle, Travel, Publications and similar verticals

3
TikTok-driven SKAN
Create mass awareness with TopView and Top Storekit Ad Network)
Feed during peak moments.
-95%
Cost Per Installs are
95% lower than other
Capture attention with full-screen ads during key periods like New Yearʼs, ideal for platforms
launches or major events. Highlight your appʼs features with bold visuals, using
TikTokʼs immersive formats to stay front and center in usersʼ feeds. Adjust, May 2022 August 2023, US Only

9
 Measurement

Enhance campaign precision with

reliable Data Connections.
Unlock meaningful insights by using TikTok and 3rd party tools to optimize,
measure, target and enhance your campaigns.

Integration with a MMP

+
Enable Self Attribution Network SAN) with MMP

Direct Integration with TikTok App Events SDK/API

Integrate latest Storekit Ad Network SKAN

Measurement solutions for App ad campaigns

Proving TikTok Works Optimise & refine your strategy Grow your business effectively

Understanding TikTokʼs efficacy to Test and learn with ads to enhance brand Evaluate user conversion journey to
influence business outcomes perception and outcomes identify opportunities for growth

TikTok Ads Manager

Reporting

Split Test Media Mix Modelling

MMP Reporting

Multi-cell Conversion
Multi-touch Attribution
Lift Study

Conversion Lift Study

For New Year campaigns, also use Brand Lift Study especially when running premium formats
with your App ads.
 Creative Solutions
TikTok ignites your Return on Creative.

On TikTok, creative is the most valuable variable. Our users are

accustomed to a diverse range of hyper creative content, rarely seeing the
same video twice. As viewers' expectations evolve, brands need a fresh Creative quality is
perspective on creative's value beyond traditional metrics. responsible for almost half

49 %
Creative holds untapped potential to deliver incremental results for brands.
Return on Creative ROC) is the modern business measure of creative
impact and it highlights creativity's true value, encouraging brands to
evolve how they create, optimize, and learn from content. It offers
marketers a new lever to grow their business exponentially.
of the incremental sales driven
Those who succeed on TikTok prioritize a higher volume of varied, by advertising.
value-based creative. By investing in more TikTok-first creative, brands Source: NCSolutions, Five Keys to Advertising
Effectiveness, 2023
can maximize their Return on Creative by creating content that people want
to watch, driving resonance and action.

PROPRIETARY
Unlock returns by maximizing impact at every step of the ad creation
journey using TikTok's comprehensive set of solutions.

CONFIDENTIAL &
1. Get Inspired 2. Confident Production 3. Efficient Optimization

Unlock your creative vision: Spark Collaborate with expert partners for
premier production solutions to Launch your campaign and ready
your next big idea and find relevant your creatives with minimal effort.
ways to establish product relevance. maximize visibility.

Work with Creators Tools on Ads Manager

TikTok Creative Center
TikTok One-Creator Marketplace Smart Fix
Collaborate with creators on branded Elevate your videos for
Trend Intelligence content or launch ad creatives at compliance with Smart Fix.
Discover trending hashtags, songs, scale - all with a single login.
creators and videos to learn whatʼs
hot on TikTok.
Smart Creative
Work with a Production Partner Combat creative fatigue and prolong
your ad lifespan with Smart Creative.
Top Ads Dashboard TikTok Creative Exchange
Explore top-performing TikTok ads Partner with the right TikTok expert
within your region, category and for fast, scalable, and high-
objectives to see how others have performing ad creatives.
created content for the platform.

Find non-copyrighted music

Symphony Assistant
Collaborate with this virtual assistant Commercial Music Library
to summarize trends, create TikTok- Get your free and accessible
native scripts, brainstorm creative commercial music with multi-
concepts, identify creative best dimensional filters.
practices, and more.
Speed up your production with AI

Script Generator
Leverage Script Generator to Symphony Creative Studio
generate scripts in a matter of Generate a TikTok-fit video in minutes
seconds leveraging the power of AI. with minimal inputs using this simple
AI-powered video generator.

11
 Thank you!

12
CONFIDENTIAL & PROPRIETARY
 Legal Disclaimer
This document is the property of TikTok Inc., and has been prepared by TikTok Inc. solely for
informational purposes. The recipient of this document must hold this document and any
information contained herein in strict confidence, and shall have no right to distribute, exhibit,
display, exploit, or otherwise use this document for any purpose other than to review the
information provided by TikTok Inc. herein. The recipient hereby represents and warrants that it
shall not publish, post, or otherwise publicly distribute this document or any of its elements via
any media for any purpose. The recipient acknowledges that the information contained herein is
illustrative only and not licensed for the recipientʼs public distribution. Neither TikTok Inc. nor any
of its affiliates, or its or their respective directors, officers, employees, or agents (collectively,
"TikTok") make any representation or warranty, express or implied, in relation to the accuracy or
completeness of the information contained in this document, and accepts no responsibility,
obligation, or liability in relation to any of such information. TikTok expressly disclaims any and all
liability which may be based on this document and any errors therein or omissions therefrom.
TikTok undertakes no obligation or responsibility to update any of the information contained in
this document. Past performance does not guarantee or predict future performance. Results
may vary.