👋 Introduction

Black Friday Cyber Monday (BFCM) is the biggest seasonal sales weekend of the year, and on TikTok it's where discovery meets instant purchase. Shoppable videos make it easy for viewers to go from "I like that" to "I just bought it."During BFCM 2024, TikTok Shop saw a 165% year-over-year increase in shoppers. Powered by creators across the community, there were over 4 billion #tiktokshopblackfriday views and 3.5 billion #tiktokshopcybermonday views. On Black Friday alone, TikTok Shop hit over $100 million in single day sales, tripling 2023's results.As a TikTok Shop creator, this is your time to shine. Audiences are actively searching for the best deals, gift ideas, and product recommendations, and they're ready to buy. Whether you're a seasoned TikTok Shop creator or just getting started, this guide will help you make the most of the holiday rush with practical tips for planning, creating, optimizing, and monetizing your shoppable videos.

📖 What's Inside

• 🛍️ Chapter 1: Choose the Right Products to Promote
• 🗓️ Chapter 2: Plan Your Holiday Content Calendar
• 🎥 Chapter 3: Create High-Quality Shoppable Videos That Convert
• 📈 Chapter 4: Tracking Performance
• 🚀 Chapter 5: Maintaining Momentum
• 😎 Close

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🛍️ Chapter 1: Choose the Right Products to Promote

Authenticity is everything on TikTok. Your audience is more likely to trust your recommendations when they align with your personal brand and reflect products you genuinely love or use. When choosing products, select items that fit your niche, whether that's fashion, beauty, tech, or home essentials. The most successful creators promote products that feel like a natural extension of their everyday content. When in doubt, ask yourself: "Would I buy or recommend this?" If the answer is yes, then it's probably a great fit for you.

🔍 How to Find the Right Products

Product Marketplace makes it easy to find and promote products tailored to your niche. To access this tool, go to the TikTok Shop Creator Center, then click Product Marketplace under TikTok Shop toolkit.
When browsing, focus on items that meet the following Good Product Checklist:

• ✅ Positive Review Rate: 85% or higher with real feedback.
• 💯 Good Shop Rating: Look for shops labeled Official, Gold, or Silver with over 85% positive feedback.
• 💰 Competitive Pricing: Under $30, free shipping or strong discounts.
• 📦 Sufficient Stock: Avoid products that may sell out during campaign peaks.
• 🎁 Trendy & Seasonal: Festive and giftable products.
• 🔖 ‘Exposure Plus’ Tag: Products with high sales, but low content competition.
• 🔖 ‘TikTok Bonus’ Tag: Products that come with extra commission incentives.
• 👥 Audience Fit: Check this by going to TikTok Shop Creator Center, tapping Performance data, then clicking Audience.
• 👀 Eye-Catching and Unique Products: Visually appealing or unique products that grab shoppers' attention.

✨ BFCM Tips to Maximize Your Product Selection

• 🔖 Look for "Black Friday" and "Cyber Monday" labels in your product feeds. These items come with discounts and vouchers, making them easier to promote and sell.
• 🎯 Keep an eye on the "Curated Choice" selection, which highlights products with bonus commissions, sample points, and coupon incentives to help creators earn more during the campaign period.
• 🗓️ Stay tuned for Category Days throughout BFCM. Aligning your content with these moments helps you ride the peak campaign buzz and maximize visibility.

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🗓️ Chapter 2: Plan Your Holiday Content Calendar

A clear content plan helps you stay consistent, focused, and ready for the holiday rush. The key to winning BFCM is to start early, build momentum, and stay visible through December. Shoppable videos need time to gain traction, so the earlier you post, the stronger your results when shoppers start buying.

📣 Align Your Content With TikTok Shop's Holiday Campaigns

It's no secret that Black Friday and Cyber Monday are peak moments when every shopper is hunting for the best deals. Throughout the holiday season, TikTok Shop will be launching special creator campaigns designed to help you boost engagement and sales. These include flash sales, discount coupons, and other limited-time events. These campaigns are built to help you:

• Gain extra visibility on seasonal products
• Offer exclusive deals or savings to your followers
• Earn additional incentives during high-traffic moments

Keep an eye out for the new BFCM banner on the Creator Center homepage for updates on campaign details, eligibility, and how to participate.

💡 Holiday Pro-Tip: Leave space in your content calendar to quickly jump on these limited-time campaigns. They're an easy way to ride seasonal trends and boost your end-of-year performance.

📌 Plan Your Content in Phases

Once you've mapped out key campaign moments, structure your shoppable video strategy across the season.

Early November

This is your prep time. Focus on securing products, planning content, and getting your followers excited about upcoming deals.

• 🎁 Apply for free samples or refundable programs early so your products arrive before BFCM.
• ✅ Look out for Shoppable Video tasks in TikTok Shop Creator Center and start creating videos for BFCM products.
• 🗓️ Start sharing holiday previews and teaser videos to build excitement.

Mid-November

Go all in on selling. Post multiple shopable videos daily featuring your top products so they can gain traction before BFCM.

• 📦 Start posting unboxings, gift guides, and early reviews.
• 🔥 Feature your best-performing products and create urgency with messages like "These will sell out fast!"
• 💬 Respond to comments and answer product questions to keep your videos discoverable.

✨ Key TikTok Shop BFCM Deal Days to Know About ✨Throughout November, we'll spotlight major deal days when certain categories get the biggest discounts and highest traffic. Posting shoppable videos that match these categories can help your content reach more shoppers and convert better.

• November 16-18: Home & Electronics
• November 19-21: Beauty & Lifestyle
• November 22-24: Welness
• November 25-27: Fashion
• December 1: Computers & Office Equipment

BFCM Weekend

This is the main event. Maximize your reach and sales when traffic is at its highest.

• 🎥 Post multiple shoppable videos throughout the day to stay visible.
• ❗ Highlight discounts, bundle deals, and limited-time offers.
• ⏰ Create "last chance" videos reminding viewers that deals are ending soon.

After BFCM Weekend

BFCM may be over, but shopping doesn't end. Keep the momentum going in December with videos on "Christmas gifting," "holiday recaps," "holiday favorites," and "last-minute gift ideas."

💡 Content Ideas

Mix different types of videos to keep your content engaging and authentic while encouraging viewers to shop.

• 🎁 Gift guides ("for her," "for him," "under $30," "for tech lovers")
• 📦 Unboxing and product reviews
• ✨ Product demos or quick "how-to" content
• 🤓 Quick tips using the products ("3 ways to style this")
• 🫶 BFCM recaps highlighting your favorite products

⚡ Need a boost of inspiration? Use Video Assistant, your AI-powered creative partner, that helps you create videos faster and smarter. Use it to:

• 📝 Write a full script: Choose a product and get a complete script you can record right away.
• 📦 Show product highlights: See the key points sellers want you to feature. This will help you explain and promote the product more effectively.
• #️⃣ Use trending hashtags: See what hashtags are trending right now, then add these to your videos to reach more shoppers and get discovered faster.
• 💬 Summarize buyer reviews: See what real buyers liked or didn't like. This helps you focus your video on things viewers actually care about.
• 👀 Grab shoppers' attention: Pick from AI-generated intros that are short and catchy. A strong opening line keeps people watching instead of scrolling past.

To access this feature, go to TikTok Shop Creator Center, tap the Videos tab at the bottom of the screen, select Video assistant under the Create section. From here, select what you'd like to focus on. Check out this Feature Guide for more information.

💡 Holiday Pro-Tip: Use Video Assistant to prep several scripts at once before a filming day.

⏱️ Posting Frequency

Consistency is the key to success during BFCM. The more shoppable videos your post, the more chances you have to reach new audiences and drive sales. Try to film at least 3 videos for every product you plan to promote, mixing up how you talk about or demo it to keep your content interesting and help you understand which version resonates best with your audience. Here's a suggested posting cadence to follow:

• Early November: At least 5-7 shoppable videos per week to build awareness.
• Mid-November: At least 3 shoppable videos per day to build momentum.
• BFCM Weekend: At least 5 shoppable videos per day to stay top of mind during peak shopping hours.
• After BFCM Weekend: At least 5 videos per week to capture holiday deal hunters who are still searching for the best finds.

🎬 Need help staying consistent? The holidays are busy between family gatherings, travel, and last-minute shopping, so it can be hard to post in real time. Use the Scheduled Shoppable Videos tool to help you stay consistent and active even while you're enjoying Thanksgiving dinner or spending time with loved ones. You can create all your videos ahead of time, then schedule them to post automatically during key shopping moments. This way, your content keeps working for you while you're offline, and your videos go live when shoppers are scrolling and ready to buy. Here's how to make the most of it:

• 🎞️ Batch your filming days: Dedicate one to two days to record multiple videos.
• ⏰ Schedule your posts strategically: Time videos to go live when TikTok Shop campaigns, category days, or limited-time offers start.
• 💬 Stay responsive: Even if your videos post automatically, check in to reply to comments, answer questions, and encourage viewers to make the purchase.

Get started by creating and uploading your shoppable video as usual. On the posting page when uploading a shoppable video, tap More options under your video details. In Advanced settings, select Schedule post, then choose your desired date and time for publishing. Learn more about Schedule Shoppable Videos in this Feature Guide.

💡 Holiday Pro-Tip: Batch your filming days and create a steady stream of content through the rest of the year. Consistency will help you drive more sales.

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🎥 Chapter 3: Create High-Quality, High-Converting Shoppable Videos

The quality of your shoppable videos can make all the difference. This chapter covers how to post high-quality content and how to use TikTok Shop's tools to create faster and smarter. Whether you're highlighting gift ideas, trending products, or end-of-year must-haves, these tools will help your videos perform better and convert more shoppers.

✨ The 3-Part Formula for a Great Shoppable Video

First impressions count, especially during the holidays, when shoppers are flooded with content. High-quality videos not only look good, but they perform better, convert more shoppers, and are more discoverable. Before posting, make sure your content meets TikTok Shop's quality standards and gives viewers a reason to stop, watch, and buy.
The Good Quality Guide is your go-to resource for learning what great shoppable content looks like. It helps you understand how to create videos that meet TikTok Shop's "good quality" standards and are more likely to be seen by shoppers. Inside, you'll find:

• ✅ The 3-part formula for a great shoppable video:
  • 🪝 Hook: Capture attention fast with a strong visual, verbal, or text overlay hook in the first 3 seconds to stop the scroll. Show a transformation, like a before-and-after or product reveal, say something bold that will spark curiosity, and add text that quickly tells viewers what the video is all about. Combine all three hooks for maximum impact.
  • 🥩 Meat: Show how the product works and why it's worth buying. Use a multi-angle demo, like step-by-step usage, a before-and-after, and real use-cases, to highlight key benefits in practical scenarios. Keep it natural and easy to follow.
  • 📞 Call-to-Action: End with a clear, confident call to action that tells viewers exactly what to do next, like "tap the link to buy now." Keep the energy up and remind viewers of the benefit to inspire action.
• 🎥 Real examples from creators in categories like Beauty, Fashion, Home, and Electronics
• 📊 A performance recap to help you understand how your content is doing

To get started, go to TikTok Shop Creator Center, tap the Videos tab at the bottom of the screen, then click the banner at the top that says "Learn what makes a good quality video and start getting more views today!" Watch the intro video, review the tips, post your content, and monitor your performance in the Manage tab. Learn more about creating good-quality shoppable videos in this Feature Guide.

🧠 Learn from What Works

Coming up with video ideas is easier when you know what works. With the Learn from creators feature, you can browse top-performing videos from other creators and instantly generate scripts in a similar style, tailored for your product. Here's why you'll love it:

• 🎥 Real video examples to spark ideas
• ✍️ AI-generated scripts modeled on proven styles but customized for your product
• ⚡ Save time by turning inspiration into scripts in seconds

To get started, go to TikTok Shop Creator Center, tap the Videos tab at the bottom of the screen, and scroll down to the Learn from creators section. Browse videos and review performance insights. Once you find a video you like, tap Generate similar scripts to create your own version.

🎬 Film With Confidence

You don't need fancy equipment to make great shoppable videos. What matters most is how you show up: clear, genuine, and confident. People buy from creators they trust.
If you struggle to remember lines or hit selling points, try the Prompter tool. It acts like a teleprompter, letting you write and display a short script that scrolls as you record, so you can keep eye contact and speak naturally. It's great for:

• Reviewing products and staying on message
• Filming gift guides with multiple products
• Announcing limited-time deals with clear delivery

To get started, go to TikTok Shop Creator Center, tap the Videos tab at the bottom of the screen, then click Prompter. Learn more about Prompter in this Feature Guide.

🔗 Don't Forget to Add Product Links

After you've filmed and edited your video, make sure it's shoppable by linking your product. On the posting page, tap Add link on the posting page, select the product you want to promote, and confirm the link. Clear, accurate links ensure viewers can shop and make purchases instantly, without leaving the app.
If you forget to link your products, you can use TikTok Shop's Link Products tool to add product links to videos posted within the last 30 days. All you need to do is go to TikTok Shop Creator Center, tap the Videos tab at the bottom of the screen, then select Link products. From here, you can select your video and add the respective product link .
Learn more about adding product links to your videos in this Feature Guide and adding product links to published videos in this Feature Guide.

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📈 Chapter 4: Tracking Performance

Once your shoppable videos go live, you'll want to understand what's working, what's not, and where to improve. Inside Creator Center, Video Diagnosis breaks down your content performance to help you improve faster.
To access this tool, go to TikTok Shop Creator Center, tap the Videos tab at the bottom of the screen, then click the Manage tab to view all your published videos. Choose any video to open its detailed analytics and video diagnosis.
📊 You'll see key performance metrics like:

• Views: How many people watch your video
• Items Sold: Total number of purchases made.
• Gross Merchandise Value (GMV): Total dollar value of your sales
• Click-Through Rate (CTR): Percentage of viewers who tapped your product link
• Conversion Rate: Percentage of clicks that led to a purchase

Then, scroll down to find Video Diagnosis, your built-in performance coach. It highlights what to fix next time, from video quality and product visibility to potential account issues. You'll also see actionable tips like: "Add narration to attract users' attention" and "Show the product earlier in your video." Check out this Feature Guide for more information.

💡 Holiday Pro-Tip: During BFCM, check this daily to identify trends fast, fix underperforming videos, and double down on what's driving sales.

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🚀 Chapter 5: Maintaining Momentum

BFCM might be the biggest sales moment, but the momentum doesn't stop there. December is packed with ongoing TikTok Shop campaigns, new promotions, and steady shopping demand from last-minute shoppers and self-gifters. Keep showing up and adapting your content to match shopper behavior through the end of the year.

🎁 Early-Mid December

The first half of December is still a high-traffic period for holiday gift-givers. Sellers will have shipping cut-off dates (the final days orders can be placed for guaranteed Christmas delivery). Until then, shoppers are actively looking for quick-delivery products. Keep the momentum going by:

• Posting daily or scheduling content around trending "last-minute gift" searches.
• Featuring fast-shipping products that can still arrive on time.
• Using urgency-based hooks like "Still need a gift?" or "Arrives before Christmas!"
• Reviewing your analytics to see which BFCM videos are still performing and reusing that content with updated captions.

✨ Late December

Once shipping deadlines pass, shopper behavior shifts and people start buying for themselves or looking for Boxing Day and New Year sales. Stay consistent by:

• Scheduling Shoppable Videos to post even when you're offline for the holidays.
• Promoting self-care products of products to get shoppers ready for the New Year.
• Creating recap videos like "favorites of 2025" and updating captions to reflect the moment like "treat yourself" and "top picks for 2026."
• Reposting top-performing videos from November with refreshed edits or CTAs.

💡 Holiday Pro-Tip: Keep showing up. The post-holiday wave can be just as strong as BFCM, and it sets you up for a strong start to the new year.

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😎 Close

This holiday season is your time to shine. Every shoppable video you post is a chance to inspire, engage, and convert shoppers.
You now have everything you need—the tools, tips, and inspiration—to make it happen. Now go create your next best-selling moment. Happy Holidays! We'll see you on TikTok. 🫶