TikTok Black Friday 2025 – How Brands Can Win Attention
TL;DR
Black Friday 2025 has gone digital and users globally are shopping with their thumbs. TikTok’s reach makes it the most powerful retail platform in the country. Brands that use UGC, creator-led storytelling, and real-world relatability will dominate this year’s digital crowd.
The Shift: From Flyers to Feeds
Black Friday 2025 is here, and users still love a good bargain. But the shopping game has changed. We’re not paging through flyers or fighting over trolleys anymore. We’re scrolling through TikTok. TikTok marketing globally has become the heartbeat of Black Friday shopping. It blends discovery, entertainment, and impulse buying and it’s quietly become the biggest stage for brand awareness and conversion in the country.
The Rise of the TikTok Shopper
Recent data shows that in early 2025, TikTok’s ad reach covered 46.1 percent of internet users in South Africa (Meltwater / DataReportal SA Digital 2025). Among adults 18+, that number jumps to 52.5 percent. According to The SA Social Media Landscape Report 2024 (Ornico), TikTok’s growth hasn’t slowed, it’s become a mainstream shopping and discovery channel across all income levels. Once upon a time, Black Friday traditionally was about getting that last 55-inch TV. Now? It’s about who can trend first on TikTok.
Why TikTok Marketing Works for users
TikTok thrives on three things: authenticity, entertainment, and trust. Users don’t want overly polished, “corporate-approved” campaigns, they want people. That’s where user-generated content (UGC) changes everything. Global research shows that people trust real content far more than brand-made ads. One study found that UGC directly increases purchase intent through authenticity and social proof (Saroor & Khan 2025). On TikTok, UGC mixed with creator storytelling turns ordinary moments into conversion engines. It’s real. It’s local. It’s human.
The UGC Moment: Users Selling to users
Picture this:
Someone in New York films their TikTok Black Friday haul, beaming with excitement. No studio lights. No script.
Just a genuine “guys, you need to get this!” moment.
You believe them, because you relate.
That is the TikTok effect.
For brands, it’s proof that authentic UGC outperforms expensive productions. When people see themselves in your content, they buy with confidence.
See also: UGC vs EGC — Your Brand Story on TikTok
What This Means for Brands in 2025
To win Black Friday on TikTok, attention isn’t something you buy, it’s something you earn.
Your brand needs:
- UGC-driven campaigns that sound local, not corporate
- Creators who talk like your audience, not at them
- Storytelling that sells without screaming “SALE!”
Black Friday e-commerce in globally depends on authenticity, relatability, and relevance.
Quick FAQs
Q: Why is TikTok important for Black Friday 2025?
TikTok is where users discover new brands, watch reviews, and buy instantly. With over 46 percent of the online population on the app, it’s the top channel for awareness and conversion..
Q: What type of content performs best?
Authentic, creator-led videos and UGC local voices, real reactions, and honest product talk. Over-produced content underperforms with your audiences.
Q: How can brands start TikTok marketing?
Audit your TikTok presence, identify creators aligned with your tone, and plan UGC content around trending sounds and local culture.
Q: When should brands start promoting for Black Friday?
Start building momentum from early November, teasers, hauls, and “add-to-cart” content drive anticipation well before the big day.
Q: What’s the ROI of TikTok marketing for Black Friday?
Brands using creator-led content on TikTok report higher CTRs and lower CPLs compared to traditional display ads. Authenticity converts faster.
Don’t Just Scroll the Hype - Own It
Your audience is already there, laughing, learning, and adding to cart.
Now it’s your move.
This Black Friday, make your brand more than a discount.
Make it relevant, authentic, and totally TikTok-worthy.
👉 Book a free TikTok Discovery Call with GrowthCharter and let’s build a Black Friday campaign that trends, converts, and scales.
More good TikTok reads
TikTok is driving Black Friday 2025. Learn how UGC, creator-led storytelling help your brand win attention, turning scrolls into sales.
Discover how brands can create scroll-stopping TikTok ads for Black Friday 2025 using hooks, UGC, and storytelling that sells.
Black Friday is in full swing this November. Learn how to plan, test and launch a TikTok campaign that wins attention before the rush.