Schools may have just broken up for the 6 week holidays, but now is the time to make a start on your #BackToSchool content as the hashtag sets to surge around this time of year.
Download our Declassified TikTok Survival Guide where we've broken down all you need to know about creating great campaigns to resonate with students and parents this summer.
It might be the Summer Holidays, but there really is no rest for the wicked marketers. Last summer, there were 469K videos using the #BackToSchool hashtag. Since then, the number of videos has more than doubled to 2.5M.
In total, these videos have received 41B views, with 468M of those happening in just the last 7 days [15 Jul 2024]. This proves that now is the time to start posting. In fact, by posting now, you can start to reach parents early; especially the 29% which start their shopping in July.
By August, 37% of users are shopping for Back to School, marking it as the most opportune time for maximum visibility of your content. Additionally, it’s important to keep your campaigns running beyond the initial rush—28% of parents report they often or almost always make purchases after the Back to School period.
Top categories parent users purchased for Back to School in 2023:
85% Office or school supplies
84% Clothing or accessories
65% Food and beverage
61% Personal care products
58% Home care products
52% Tech/electronics
41% Beauty products
36% Education
29% Furniture or home goods
Top considerations when shopping for Back to School:
50% Price
47% Product quality
37% Promotions or deals
28% A trusted brand
23% Product reviews
1 in 7 internet users purchased or subscribed to something as a result of TikTok discovery within 30 days. Of those, 68% came to TikTok with the intention of doing so.
Compared to users of traditional social platforms, TikTok users are [x] more likely to:²
Source: TikTok Marketing Science Global TikTok as a Discovery Engine Study 2023, conducted by Material
This means not only will they view your content, but they'll also engage with it, even producing user-generated content (UGC) of their own accord – that's basically free marketing for you!
Top Categories Parents Purchased via TikTok Shop
Source: TikTok Marketing Science NA Custom Parents Survey via AYTM, September 2023
It’s not just parents that shop #BackToSchool. College and university students also look to TikTok for inspiration when it comes to shopping for supplies for the new year on campus. #CollegeLife engagement typically builds early, peaking in September & October, picking up again in Spring.
Top Categories that Student Users Purchased for Back to School in 2023:
76% Clothing or accessories
72% Food and beverage
68% Office or school supplies
65% Personal care products
61% Home care products
53% Beauty products
50% Education
44% Tech/electronics
39% Furniture or home goods
Don’t forget, TikTok users are all about authentic content and gaining value from videos, so don’t constantly push your products or services. Ask yourself, "Does my video entertain or inform?"
Which types of back-to-school content do users find most helpful and engaging?
Source: TikTok Marketing Science US Back to School 2023 Survey via Suzy, February 2023
Back to School: What’s in my bag - Video showing bag unpacking with essentials, including product placements.
What’s in my pencil case - Similar unpacking concept focused on smaller supplies within a pencil case.
In the street/campus interviews - Engaging with student-aged young people, asking questions like "What’s a back to school must?" or "Have you tried… [product]?"
The best study snacks - Highlighting quick and nutritious snacks ideal for study sessions.
My study setup - A rolling video of tidying a desk, setting up the study space with various stationery and organisational tools.
Get ready with me for school - Focus on school fashion, makeup, and hair, showcasing a realistic morning routine.
School makeup hacks - Simple makeup tutorials for younger viewers, teaching subtle makeup techniques for school.
What you need for Year [7 / 8 / 9/ 10/ 11 / Sixth Form] - Tailored advice on essentials for each school year.
DIY School Supplies - Tutorials on creating or customising personal school items, integrating brand products subtly.
School Survival Guide - Offering tips and highlighting products that help new students navigate their school year successfully.
Back to School ASMR - Back-to-school themed video, tapping and playing with products and other school-related items. Testing out different pens.
Homework Help Sessions - Providing study tips and showcasing educational products that aid in learning.
Teacher’s Corner - Tips from teachers on the best educational tools and techniques, featuring relevant products.
Eco-Friendly School Gear - Promoting sustainable products for the environmentally conscious student.
School Lunch Prep - Demonstrating quick, healthy school lunch ideas that incorporate specific food products or gadgets.
Back to School Shopping Hauls - Influencers sharing their back-to-school shopping finds, from tech gadgets to basic supplies.
Time Management Tips - Videos on balancing school, homework, and free time, featuring planners and organisational tools.
Back to School Tech Essentials - Feature the must-have tech gadgets for the school year, like tablets, laptops, and calculators, explaining their benefits for students.
After School Routine - Share a relaxing and productive after-school routine, incorporating products like snack brands, study lamps, or comfy study wear, that help students wind down and manage after-school assignments effectively.
Organise with Me - A step-by-step guide on organising school supplies at home or in a dorm room, featuring storage solutions and labelling products to keep everything tidy and accessible.
Get your videos seen by relevant audiences and those searching for Back-To-School content by using a range of mainstream hashtags and more niche hashtags that are relevant to your specific offerings. Here are some examples for you to use:
Download our full declassified guide here.
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