It’s not just for trending dance videos anymore — TikTok is a certified moneymaker for DTC businesses. Many brands have jumped on the opportunity to utilize trending audio to their advantage, or tap into the collective consciousness of what’s happening around the world. Today, it’s the Bugatti Challenge. Tomorrow, who knows?
According to Adobe, shoppers in the United States spent $41.1 billion online during BFCM 2024, and Shopify stores alone had over $11.5 billion in revenue for the biggest weekend of the year. And TikTok Shop, after two years in existence for merchants in the United States, is steadily growing as a shopping platform, with $137.14 million in sales during BFCM.
While many brands primarily invest advertising dollars in Meta and Google Ads, TikTok is enticing more ecommerce brands to test the waters . And, if the numbers are any indication, brands are doing very well on TikTok. When you combine an engaging and interactive community with well-trained For You Page (FYP) algorithms, the stage was set for high conversions during BFCM 2024.
We have data from over 30,000 shops using Triple Whale, detailing how they allocated their BFCM 2024 ad spend.
While most shops in Triple Whale’s BFCM 2024 Retrospective Report allocated the majority of their ad spend (over 90%) to traditional ad platforms like Meta and Google Ads, some brands recognized the growing impact of TikTok in ecommerce and experienced great returns on investments in this channel.
TikTok appears to be optimizing its ad engine, with extremely enticing metrics for marketers and brand owners alike.
Some key 2024 BFCM Results:
As a brand owner, you may feel hesitant to invest in a newer channel when Meta and Google Ads have been working for you. We’re here to say: We like the potential of TikTok, and jumping on the platform while it’s hot is a great idea.
In this article, we’ll cover why TikTok is such a great space for reaching potential customers, the impact of TikTok Shop over BFCM 2024 and what it means for the future, and a peek into which industries had the biggest successes over BFCM on the platform. With this info, you’ll be better prepared to master BFCM 2025 by incorporating TikTok ads into your marketing strategy!
The best place to market a product is where your customers already spend time. And, for many brands, that place is TikTok. As of early 2025, there are over 1.59 billion monthly active users on the platform globally, and nearly 136 million monthly active users in the United States alone.
Not only are there a lot of users on the app, they’re also spending a lot of time on the app itself, with Americans 18 years old and over estimated to spend 53.8 minutes per day on TikTok (guilty…).
By combining the entertainment factor of TikTok’s short videos with authentic and relatable content from brands, it just might spark the inspiration that drives customers to act.
According to TikTok’s research:
TikTok is a platform that operates on communication and engagement, and brands can develop lasting relationships with users who talk about their products.
Case in point: In late 2023, a TikTok user named Danielle shared how her car had been fully engulfed in flames, and yet her Stanley cup was relatively unscathed and still full of ice. It created the perfect viral moment for Stanley, in that it displayed how well-insulated the Stanley cups really are. That video has over 97 million views and over 9 million likes.
Less than a day later, Stanley stitched her video to say they’d like to replace her car, and their video reached over 65.8 million people. This relatively small gesture from a big brand created a ton of goodwill for Stanley, with plenty of customers ready to make a purchase based on principle.
Also, if a TikTok user is a fan of ice cold drinks, they can be sure they’re leaving lukewarm drinks behind by purchasing a Stanley cup that can stand up to literal flames.
Brands and creators are able to sell directly from the FYP, through a suite of in-app shopping touchpoints. An integrated checkout directly within TikTok means that both discovery and purchase can happen in one place, which reduces friction in the buyer’s journey. By making a purchase without leaving the platform, a user can continue to enjoy their typical experience (scrolling, scrolling, scrolling) afterwards, and everyone’s happy.
The ethos of TikTok is storytelling, and TikTok knows people are visiting their platform to find new ideas, products, and trends.
TikTok has created the Branded Mission solution that helps advertisers to crowdsource authentic content from other TikTok creators. Advertisers are then able to engage the community themselves to participate in branded campaigns. Authentic content is the best way to reach the ideal customer!
Take #girlmath, for example, which is a set of rules which are employed to justify impulse spending. It began with a segment on a New Zealand radio station FVHZM, where Fletch, Vaughan, and Hayley spoke with a variety of women who justified expensive purchases based on things like the number of times pieces of clothing were worn, or the amount of time between the purchase and the actual event.
So, basically, the Taylor Swift concert ticket I purchased in 2023 was paid off well before November 2024, so it was like I didn’t even pay for it by the time the concert came around. It was essentially free, then, which allowed me to spend more on merch if I was willing to wait in line behind hundreds of people.
Don’t understand this math? You might be a dude.
Companies can take these creative and fun cultural moments to bring attention to their products and services. Ulta beauty made a TikTok video advertising how a customer using their Ultamate rewards points can get $300 worth of products for free. It’s a simple, relevant addition to the conversation while also highlighting an awesome benefit of shopping at Ulta.
Overall, TikTok is a unique and intriguing way to reach and engage with customers. Many brands have experienced success by leaning into the casual and laid back nature of the platform with tailored content that drives engagement.
For BFCM 2024, Triple Whale brands spent over $313 million on ads to generate over $2 billion in revenue, across all ad platforms. But TikTok’s ROAS (4.08) actually improved by +46.24% compared to both Meta (3.19, -4.20%) and Google Ads (4.81, -19.70%) when compared to BFCM 2023. Additionally, TikTok saw favorable decreases to CPM (-3.66%), CPC (-22.34%), and CPA (-7.59%), which indicates that more efficient ad spend on the platform compared to BFCM 2023. In fact, TikTok was one of the only platforms to clock a decrease in CPA (alongside Amazon), meaning it was one of the only platforms where it was actually cheaper to acquire customers.
Even though Meta and Google Ads continued to be the main platforms and combined for about 90% of total ad spend in 2024, some cohorts were more likely to invest in TikTok over others as they began to recognize its growing importance in ecommerce. It may have initially been viewed as more of a top-of-funnel platform for brands, but with the introduction of TikTok Shop, there’s potential to sell directly to customers, now.
As such, the click-through rate (CTR) for TikTok increased by +23.17% in 2024 compared to 2023, which was the highest improvement in CTR out of Meta, Google Ads, and Amazon. Even though we still believe TikTok is great for impulsive, lower cost purchases, TikTok did show an improvement of +34.87% compared to BFCM 2023, at $59.60. It was no longer the ad platform with the lowest AOV, as that belonged to Amazon ($37).
Plenty of products have gone viral on TikTok and generated a “TikTok Made Me Buy It” moment. But some products are better suited to advertise on the platform than others!
As part of the BFCM 2024 Retrospective Report, Triple Whale’s team investigated which industries spent the most on TikTok, and they were:
Health & Beauty on TikTok features plenty of beauty influencers giving their honest opinions of products while using them. Nikki de Jager, a Dutch beauty influencer, posts about trending products and gets exceptional views on her videos, which can influence her 8.8 million TikTok followers to make a purchase.
Advertisers can expect even more success by combining the audience of a trusted influencer with a paid promotion, and plenty of brands have explored that money-making combination.
Fashion Accessories had the highest investment of all industries in TikTok (6%), which falls in line with the platform’s strength for promoting lower-cost or impulse products.
The average order value for TikTok was $59.60, and much lower than both Meta ($100.17) and Google Ads ($88.17) for BFCM 2024. This suggests that TikTok is ideal for lower-ticket items or things that a Gen Z user can purchase on the spot.
A recent study found that over 76% of TikTok users in the United States were 18 to 24 years old. By advertising products individuals in this age range need, like, and can afford, brands can really capitalize on these lower AOV conversions and the impulsive nature of the platform.
TikTok has proven itself as more than just entertaining; it's a potent, emerging contender in the ecommerce world. The 2024 BFCM statistics highlight significant growth and return on ad spend on TikTok, particularly in sectors such as Health & Beauty and Clothing. Brands, especially those targeting Gen Z, can leverage this platform not only for top-of-funnel awareness but also for direct sales, all while maintaining a lower cost per acquisition. Even though Meta and Google Ads still dominate the majority of ad spend, the surge in TikTok's performance suggests a shift towards more diverse advertising platforms. As the digital marketing landscape continues to evolve, adapting to these trends and exploring new avenues like TikTok becomes vital for brands seeking to stay ahead of the curve.
Ready to dive into advertising on TikTok? Check out our blog on how to run ads on TikTok. Eager to see how your BFCM 2024 performance stacks up against 29,000 Triple Whale customers? Download the full report here!
It’s not just for trending dance videos anymore — TikTok is a certified moneymaker for DTC businesses. Many brands have jumped on the opportunity to utilize trending audio to their advantage, or tap into the collective consciousness of what’s happening around the world. Today, it’s the Bugatti Challenge. Tomorrow, who knows?
According to Adobe, shoppers in the United States spent $41.1 billion online during BFCM 2024, and Shopify stores alone had over $11.5 billion in revenue for the biggest weekend of the year. And TikTok Shop, after two years in existence for merchants in the United States, is steadily growing as a shopping platform, with $137.14 million in sales during BFCM.
While many brands primarily invest advertising dollars in Meta and Google Ads, TikTok is enticing more ecommerce brands to test the waters . And, if the numbers are any indication, brands are doing very well on TikTok. When you combine an engaging and interactive community with well-trained For You Page (FYP) algorithms, the stage was set for high conversions during BFCM 2024.
We have data from over 30,000 shops using Triple Whale, detailing how they allocated their BFCM 2024 ad spend.
While most shops in Triple Whale’s BFCM 2024 Retrospective Report allocated the majority of their ad spend (over 90%) to traditional ad platforms like Meta and Google Ads, some brands recognized the growing impact of TikTok in ecommerce and experienced great returns on investments in this channel.
TikTok appears to be optimizing its ad engine, with extremely enticing metrics for marketers and brand owners alike.
Some key 2024 BFCM Results:
As a brand owner, you may feel hesitant to invest in a newer channel when Meta and Google Ads have been working for you. We’re here to say: We like the potential of TikTok, and jumping on the platform while it’s hot is a great idea.
In this article, we’ll cover why TikTok is such a great space for reaching potential customers, the impact of TikTok Shop over BFCM 2024 and what it means for the future, and a peek into which industries had the biggest successes over BFCM on the platform. With this info, you’ll be better prepared to master BFCM 2025 by incorporating TikTok ads into your marketing strategy!
The best place to market a product is where your customers already spend time. And, for many brands, that place is TikTok. As of early 2025, there are over 1.59 billion monthly active users on the platform globally, and nearly 136 million monthly active users in the United States alone.
Not only are there a lot of users on the app, they’re also spending a lot of time on the app itself, with Americans 18 years old and over estimated to spend 53.8 minutes per day on TikTok (guilty…).
By combining the entertainment factor of TikTok’s short videos with authentic and relatable content from brands, it just might spark the inspiration that drives customers to act.
According to TikTok’s research:
TikTok is a platform that operates on communication and engagement, and brands can develop lasting relationships with users who talk about their products.
Case in point: In late 2023, a TikTok user named Danielle shared how her car had been fully engulfed in flames, and yet her Stanley cup was relatively unscathed and still full of ice. It created the perfect viral moment for Stanley, in that it displayed how well-insulated the Stanley cups really are. That video has over 97 million views and over 9 million likes.
Less than a day later, Stanley stitched her video to say they’d like to replace her car, and their video reached over 65.8 million people. This relatively small gesture from a big brand created a ton of goodwill for Stanley, with plenty of customers ready to make a purchase based on principle.
Also, if a TikTok user is a fan of ice cold drinks, they can be sure they’re leaving lukewarm drinks behind by purchasing a Stanley cup that can stand up to literal flames.
Brands and creators are able to sell directly from the FYP, through a suite of in-app shopping touchpoints. An integrated checkout directly within TikTok means that both discovery and purchase can happen in one place, which reduces friction in the buyer’s journey. By making a purchase without leaving the platform, a user can continue to enjoy their typical experience (scrolling, scrolling, scrolling) afterwards, and everyone’s happy.
The ethos of TikTok is storytelling, and TikTok knows people are visiting their platform to find new ideas, products, and trends.
TikTok has created the Branded Mission solution that helps advertisers to crowdsource authentic content from other TikTok creators. Advertisers are then able to engage the community themselves to participate in branded campaigns. Authentic content is the best way to reach the ideal customer!
Take #girlmath, for example, which is a set of rules which are employed to justify impulse spending. It began with a segment on a New Zealand radio station FVHZM, where Fletch, Vaughan, and Hayley spoke with a variety of women who justified expensive purchases based on things like the number of times pieces of clothing were worn, or the amount of time between the purchase and the actual event.
So, basically, the Taylor Swift concert ticket I purchased in 2023 was paid off well before November 2024, so it was like I didn’t even pay for it by the time the concert came around. It was essentially free, then, which allowed me to spend more on merch if I was willing to wait in line behind hundreds of people.
Don’t understand this math? You might be a dude.
Companies can take these creative and fun cultural moments to bring attention to their products and services. Ulta beauty made a TikTok video advertising how a customer using their Ultamate rewards points can get $300 worth of products for free. It’s a simple, relevant addition to the conversation while also highlighting an awesome benefit of shopping at Ulta.
Overall, TikTok is a unique and intriguing way to reach and engage with customers. Many brands have experienced success by leaning into the casual and laid back nature of the platform with tailored content that drives engagement.
For BFCM 2024, Triple Whale brands spent over $313 million on ads to generate over $2 billion in revenue, across all ad platforms. But TikTok’s ROAS (4.08) actually improved by +46.24% compared to both Meta (3.19, -4.20%) and Google Ads (4.81, -19.70%) when compared to BFCM 2023. Additionally, TikTok saw favorable decreases to CPM (-3.66%), CPC (-22.34%), and CPA (-7.59%), which indicates that more efficient ad spend on the platform compared to BFCM 2023. In fact, TikTok was one of the only platforms to clock a decrease in CPA (alongside Amazon), meaning it was one of the only platforms where it was actually cheaper to acquire customers.
Even though Meta and Google Ads continued to be the main platforms and combined for about 90% of total ad spend in 2024, some cohorts were more likely to invest in TikTok over others as they began to recognize its growing importance in ecommerce. It may have initially been viewed as more of a top-of-funnel platform for brands, but with the introduction of TikTok Shop, there’s potential to sell directly to customers, now.
As such, the click-through rate (CTR) for TikTok increased by +23.17% in 2024 compared to 2023, which was the highest improvement in CTR out of Meta, Google Ads, and Amazon. Even though we still believe TikTok is great for impulsive, lower cost purchases, TikTok did show an improvement of +34.87% compared to BFCM 2023, at $59.60. It was no longer the ad platform with the lowest AOV, as that belonged to Amazon ($37).
Plenty of products have gone viral on TikTok and generated a “TikTok Made Me Buy It” moment. But some products are better suited to advertise on the platform than others!
As part of the BFCM 2024 Retrospective Report, Triple Whale’s team investigated which industries spent the most on TikTok, and they were:
Health & Beauty on TikTok features plenty of beauty influencers giving their honest opinions of products while using them. Nikki de Jager, a Dutch beauty influencer, posts about trending products and gets exceptional views on her videos, which can influence her 8.8 million TikTok followers to make a purchase.
Advertisers can expect even more success by combining the audience of a trusted influencer with a paid promotion, and plenty of brands have explored that money-making combination.
Fashion Accessories had the highest investment of all industries in TikTok (6%), which falls in line with the platform’s strength for promoting lower-cost or impulse products.
The average order value for TikTok was $59.60, and much lower than both Meta ($100.17) and Google Ads ($88.17) for BFCM 2024. This suggests that TikTok is ideal for lower-ticket items or things that a Gen Z user can purchase on the spot.
A recent study found that over 76% of TikTok users in the United States were 18 to 24 years old. By advertising products individuals in this age range need, like, and can afford, brands can really capitalize on these lower AOV conversions and the impulsive nature of the platform.
TikTok has proven itself as more than just entertaining; it's a potent, emerging contender in the ecommerce world. The 2024 BFCM statistics highlight significant growth and return on ad spend on TikTok, particularly in sectors such as Health & Beauty and Clothing. Brands, especially those targeting Gen Z, can leverage this platform not only for top-of-funnel awareness but also for direct sales, all while maintaining a lower cost per acquisition. Even though Meta and Google Ads still dominate the majority of ad spend, the surge in TikTok's performance suggests a shift towards more diverse advertising platforms. As the digital marketing landscape continues to evolve, adapting to these trends and exploring new avenues like TikTok becomes vital for brands seeking to stay ahead of the curve.
Ready to dive into advertising on TikTok? Check out our blog on how to run ads on TikTok. Eager to see how your BFCM 2024 performance stacks up against 29,000 Triple Whale customers? Download the full report here!
Body Copy: The following benchmarks compare advertising metrics from April 1-17 to the previous period. Considering President Trump first unveiled his tariffs on April 2, the timing corresponds with potential changes in advertising behavior among ecommerce brands (though it isn’t necessarily correlated).
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