The office fans are cranked up and the weather warnings are in place: it’s officially summer here in the UK. And while many of us turn our minds to planning that getaway or doing up the garden, digital marketers across the country are gearing up for a busy period, particularly in e-commerce.
When it comes to digital marketing, TikTok is no longer just a playground for Gen Z. With over 1 billion global users and the 35+ age group now the fastest-growing demographic, the platform has evolved into a vibrant, multi-generational community, and summer is its time to shine.
Whether you’re a small business or a major brand, now is the time to lean in.
To get the latest on how brands can make the most of this moment, our very own Phoebe and Natalia from our Paid team made the 3 am wakeup (fueled by caffeine, of course!) and ventured down to TikTok’s London HQ for an exclusive agency masterclass. They returned with next-level insights, fresh recommendations, and a renewed sense of just how powerful TikTok is becoming for businesses ready to do more than just chase trends.
Let’s dive into the key learnings from the TikTok masterclass and what it means for brands looking to make hay while the sun shines.
Why is Summer the key period?
Summer on TikTok isn’t just hot, it’s a surge of energy, creativity, and consumer excitement. It’s the season when communities are more active, engagement peaks, and users are in full discovery mode.
Just look at the numbers:
- 1 in 2 TikTok users report heightened excitement during summer sales
- 55% of users have searched for products they’re interested in within the past 30 days
Seasonal content thrives, especially videos focused on things like:
- SPF skincare tips
- Garden care how-to
- Behind-the-scenes product demos
But it’s not just about being present, it’s about entertaining. TikTok is, first and foremost, an entertainment platform. Brands must focus on creating content that feels native, resonates with the audience, and adds value, whether it’s informative, funny, inspiring, or trend-driven.
To maximise impact:
- Blend organic and paid strategies: Build trust and visibility by combining natural storytelling with targeted advertising to enhance your online presence.
- Showcase your products with purpose: Highlight USPs in a way that ties into the summer lifestyle, think SPF benefits during heatwaves, time-saving garden tools, summer looks, summer life hacks, packing tips, refreshing skincare routines… the list goes on. The key is identifying the topics that align with your product offering!
- Keep the tone light, engaging, and human; consumers don’t want to be sold to, they want to be entertained, learn something, or pick up a tip they can easily (a crucial word with this style of content!) embed into their everyday lives.
When done right, TikTok becomes more than just a channel. It becomes a discovery engine, where users don’t just scroll, they shop, share, and connect with brands they genuinely enjoy.
Don’t forget older generations
Gone are the days when TikTok was dominated solely by younger audiences.
In the UK, 76% of users are over 25, with the 35+ segment growing rapidly, presenting a massive opportunity for brands targeting a broader, more mature audience that typically has a higher disposable income.
So, what does this mean for businesses and marketers?
The growth of TikTok’s older user base presents brands with a powerful opportunity to reach a multi-generational audience on a single platform. Whether you’re promoting skincare, financial services, home improvement tools, or educational content, there’s now a relevant and engaged audience waiting.
This shift also invites a more diverse content strategy.
While trends still matter, brands can now lean into more practical, value-driven content, such as how-to videos, expert tips, product explainers, and service walk-throughs. These formats resonate strongly with older users who are seeking information, inspiration, and practical solutions, rather than just entertainment.
This demographic typically has greater purchasing power and stronger conversion intent. As Phoebe puts it, “It’s a golden opportunity for brands to guide users from discovery through to decision and even purchase, right within the TikTok ecosystem.”
TikTok’s Creative Playground
Content types on TikTok span every industry. Whether you’re in fashion, finance, fitness, or floristry, there’s a place (and an audience) for you.
TikTok’s Creative Centre and the new Symphony Assistant (AI-powered) can guide you to trends, keywords, and content inspiration tailored to your niche.
Here’s what works:
Creative Best Practices
- Shoot vertically
- Avoid pixelation or overly polished content
- Use the “killer hook – value – CTA” structure:
- Hook in the first 3–5 seconds
- Highlight your USP in the middle
- Strong call-to-action at the end
Embrace Senses & Seasonality
- Use sound: 90% of users say it’s essential to the TikTok experience
- Try ASMR, transitions, emojis, and background music from the Commercial Music Library
- Create timelapses, behind-the-scenes, or product showcases
Community Engagement
TikTok isn’t just about content; it’s about community. Join niche circles and trends to build authentic relationships: real people, real stories, with real impact.
Powering Up with Performance Tools
To maximise ROI, TikTok offers powerful performance tools and ad formats:
Smart+ Campaigns: AI-powered automation delivering:
- 16% lower CPA
- 53% higher ROAS
Spark Ads: Boost your organic content with better engagement
UCG (User-Generated Content): 2–3x cheaper than studio content, and more effective
Performance vs. Brand Budget: Allocate 70% to performance, 30% to brand
Minimum budget: 10–15x your CPA to ensure enough data for TikTok’s algorithm to optimise.
And that’s not all! New ad formats are on the horizon, with Search Ads set to launch soon in the UK. This opens up exciting opportunities for businesses to connect with high-intent users who are actively seeking products, services, or inspiration.
To make the most of this format, it’s essential to embed relevant keywords throughout your content, in your creative, captions, and hashtags, to ensure visibility in search results.
As TikTok continues to evolve into a powerful discovery and search platform, Search Ads could become a major driver of website traffic and conversions for brands ready to optimise for intent.
Creative Testing & Optimisation Tips
Take it from Natalia, when it comes to TikTok, creative testing is key to driving performance.
Here’s her advice:
“Always be testing, try Spark vs. non-Spark ads, experiment with different hooks and CTAs. Let your ads run for at least a week and aim for 50 conversions before making any decisions. Avoid two common pitfalls: changing creative too frequently or not refreshing it at all. A good rule of thumb is to refresh your creatives every two weeks, max.”
Consistency, patience, and smart iteration will help you get the most out of TikTok’s algorithm and keep your campaigns optimised.
Final Thoughts
Summer is TikTok’s sweet spot. With creative tools, robust ad solutions, and a fast-growing, engaged audience, there’s never been a better time to experiment, engage, and grow.
At Green Ginger Digital, we specialise in helping brands unlock TikTok’s full potential through our Paid Search services. From strategic planning and creative testing to audience targeting and performance optimisation, we provide a tailored approach that aligns with your goals. Whether you’re just starting out or looking to scale, we’ll help you build a strong presence, grow a loyal community, and run high-impact campaigns that convert, organically and through paid media.
If you’re looking to maximise your performance this summer and beyond via TikTok, get in touch.
