As the year draws to a close, consumers and brands in the KSA and the wider region gear up for what we call the Golden Quarter—a period busy with shopping events and sales. From Singles' Day to Black Friday and Cyber Monday, this season is often viewed through a promotional lens, with brands relying on discounts to entice customers who are spoiled for choice. But there’s a catch: while this discount-driven strategy might lead to a temporary surge in sales, it often erodes profit margins and reduces long-term brand loyalty.

Enter TikTok, a digital platform that flips the script on the conventional approach to consumer engagement. TikTok’s audience behavior reveals a different narrative: one where consumers remain highly engaged and active, even outside major promotional moments. This opens up a new frontier for brands, where the opportunity lies not in offering the steepest discounts but in cultivating deeper, more meaningful relationships with consumers.

TikTok drives sustained brand engagement throughout the season.

TikTok’s audience in KSA and across the region is not just vast and diverse; it also maintains a steady rhythm of consumer interaction throughout the season. In Q4 of last year alone, TikTok users in the region made a staggering number of transactions, indicating strong consumer interest that persists regardless of promotional events.

With over 10 billion video views on shopping-related content and a surge in shopping-related searches during this period, TikTok is not just a platform where users come to watch and be entertained; it’s a place where they discover, decide, and shop. In fact, 75% of users searched for shopping-related content on TikTok, with 1 in 2 saying they always discover interesting brands and products on the platform, according to research from IPSOS.

This data tells a story. It’s no longer just about driving traffic to a sale; it’s about creating an environment where shopping is a constant, enjoyable experience. By shifting focus away from short-term promotions and instead building on TikTok’s capabilities, brands can capture the full potential of the Golden Quarter and ensure that their engagement strategies lead to both immediate and sustained success.

A holistic consumer engagement strategy drives loyalty that lasts well beyond the Golden Quarter

This shift in strategy presents an opportunity for brands to rethink how they engage with consumers. Instead of concentrating all efforts on a few key sales days, brands can adopt a more holistic approach, engaging with consumers throughout the entire quarter.

On TikTok, the key to success during the Golden Quarter isn’t about having the best sale; it’s about being the brand that consumers remember long after the discounts have ended. This approach not only enhances brand loyalty but also positions brands as a constant presence in consumers’ lives, ready to meet their needs whenever they arise, not just when prices drop.

What makes TikTok particularly effective for this strategy is its ability to sustain consumer interest through a mix of creative content and innovative advertising. The platform’s user base is diverse, with representation across various demographics, and their interests span a wide range of categories. TikTok users have significant purchasing power, spending on average 1.2 times more than users on other platforms, according to data from IPSOS. This makes TikTok an ideal choice for brands looking to build sustained engagement over time.

Combining creativity and consistency yields measurable results

Successful campaigns on TikTok often leverage a blend of organic and paid content to maintain a continuous presence. For example, brands using Spark Ads and Top Feed placements can keep their message front and center throughout the quarter, driving both brand awareness and consumer action. These formats allow brands to combine the authenticity of user-generated content with targeted advertising, ensuring their message reaches the right audience in the most engaging way.

Brands that have adopted this strategy on TikTok have seen significant results. Data from TikTok Marketing Science shows that brands active throughout the entire quarter experienced a 44% increase in conversion rates and a 79% reduction in CPA compared to those focusing solely on promotional events. These brands also achieved 1.2 times more ad-to-web conversions, demonstrating the effectiveness of a consistent, value-driven approach.

The Golden Quarter is a great opportunity for brands to move beyond the traditional, promotion-heavy playbook. By understanding consumer behavior on TikTok and optimizing the platform's capabilities, brands can maintain high levels of consumer interest and engagement throughout the shopping season. The shift from short-term promotional tactics to a more sustained strategy allows brands to turn their media spend into a true investment in long-term success. Those who embrace this approach will not only see immediate benefits but will also position themselves for sustained growth and deeper consumer connections. As TikTok proves, when you go all in, the rewards are well worth the effort.