TikTok publishes Q5 gaming and app marketing guides

TikTok has published two marketing guides for gaming and app companies targeting the period between Christmas and New Year, often called Q5. The playbooks cover campaign setup, promotion strategies and tracking.

TikTok said consumers are highly active and looking for entertainment during this period, which could create opportunities for gaming and app companies.

According to TikTok, 70% of consumers plan to shop during the week immediately after December 25 to take advantage of sales and redeem gift cards. The company also said 75% of TikTok users spend the same amount of time or more shopping during Q5, while 63% shop specifically for themselves.

Campaign setup and tracking

TikTok’s four-page gaming guide highlights what the company describes as a lower cost per ad during Q5 because of reduced competition.

The gaming playbook also provides instructions for setting up specific campaign types and broader guidance on promotional opportunities.

The Q5 app marketing guide offers similar guidance, alongside information on tracking setup and best practices for different types of promotions.