In anticipation of the Songkran festival – expected to be one of the world’s top 10 festival hotspots – and the summer, TikTok’s insights highlight a prime period for brands to amplify their consumer reach. Through content that mixes entertainment with large-scale creativity, brands can boost their consumer interactions significantly.

For 2024, Songkran is set to draw a massive audience, with support from the Thai government, underscoring a golden chance for brand-audience connections. TikTok data underscores the platform’s role in inspiring user action, evidenced by significant increases in video content and views during previous festivities.

Key behavioral insights into TikTok users reveal:

- 90% enjoy finding new content; 33% use TikTok for searches.

- 82% are influenced by fun content in their shopping choices.

- Most expect integrated brand and product information on entertainment platforms.

- A majority seek out Songkran and summer content, are ready to spend more time on TikTok, and rely on it to spot emerging trends.

- Over half discover new products on TikTok, influencing their purchases.

Songkran and summer are times for indulgence, with TikTok showing a boost in both online and offline shopping intentions. Users are expected to use TikTok Shop extensively, with increased spending across food, automotive, beauty, electronics, fashion, travel, and more.

- 90% are set to spend more on food and beverages.

- Beauty products will see a 40% spending increase.

- Early planning starts in January for purchases like cars and motorcycles.

- Electronics are likely to witness a 60% surge in spending.

Many users also plan to allocate their bonus money to shopping and travel, while also considering financial and insurance products, indicating a balance of fun and fiscal responsibility.

Brands can connect creatively during this time by aligning with consumer behaviors and enhancing their TikTok presence. The platform suggests tapping into user-centric content and seasonal trends, actively offering seasonal recommendations and exclusive items, and infusing Songkran spirit across promotional efforts.

TikTok’s Full-Funnel Solutions promise to fortify brand success through a variety of tools like TopView, Focused View, Branded Mission & Effect, and TikTok Shopping Ads to navigate the customer journey.

In summary, TikTok’s Cholticha Ngamkamollert invites brands to join the community and use these insights to foster entertaining content that translates to sales growth and marketing success.