TikTok and Instagram see a greater surge in importance to marketers than other social media platforms during the holiday season, with TikTok in particular taking on added value beyond the key role social platforms play in brands' and retailers' marketing plans year-round.
But during the holidays, many other marketing channels, including TikTok and Instagram, outrank Facebook and Google in weighted average of their increase in importance, a Digiday survey found.
This year, TikTok in particular is making plays to further cement itself as a key holiday platform for driving brand awareness and even converting sales.
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