# Branded Social Media Gifts TikTok's Small Gestures are Back for the Holiday Season By Ell Smith | Published 2020-12-01 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/tiktoks-small-gestures References: [adweek](https://www.adweek.com/media/tiktok-brings-back-small-gestures-in-a-big-way-for-the-holiday-season/) & [tiktok](https://www.tiktok.com/) [TikTok's](https://www.trendhunter.com/trends/shopsmall-accelerator) Small gestures are back for the holiday season. The feature in the highly popular social media app was first launched in spring of this year as a way to brighten the days of loved ones during the pandemic. Now, as we continue to be socially distant throughout the holidays, the feature is back. Small Gestures enables people to send free gifts to others, and does so through partnering with other brands. This time, some of the branded partners include [Benefit Cosmetics](https://www.trendhunter.com/trends/beneland), who are offering a Roller Lash super-curling and lifting mascara, Crocs, who are offering $20 off a purchase, and [MAC Cosmetics](https://www.trendhunter.com/trends/maczine), who are offering a free lipstick. Users must have the app to participate. Image Credit: TikTok ## Trend Insights (Trend Hunter) - Score: 2.6/10 - Popularity: 21% | Activity: 49% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) ## Key Themes ### Why This Trend Is Growing - **Branded Social Media Gifts:** Disruptive Innovation Opportunity: Brands can leverage social media platforms to offer free gifts as a way to engage with and reward their loyal customers. - **Partnerships with Social Media Platforms:** Disruptive Innovation Opportunity: Brands can collaborate with social media platforms to create unique gift-giving experiences, enhancing brand visibility and customer engagement. - **Digital Gift-giving Experiences:** Disruptive Innovation Opportunity: Businesses can create personalized and interactive digital gift-giving experiences, increasing customer satisfaction and building brand loyalty. ### Industries Being Reshaped - **Social Media:** Disruptive Innovation Opportunity: Social media platforms can explore partnerships with brands to offer unique gifting features, enhancing user engagement and platform loyalty. - **Cosmetics:** Disruptive Innovation Opportunity: Cosmetics brands can collaborate with social media platforms to provide exclusive promotions and free products, increasing brand awareness and online sales. - **E-commerce:** Disruptive Innovation Opportunity: E-commerce platforms can enhance their offerings by integrating digital gift-giving experiences, creating a differentiated shopping experience and boosting customer satisfaction. ## Related on Trend Hunter - [Gen Z-Targeting TikTok Tools](https://www.trendhunter.com/trends/shopsmall-accelerator.md) - [Limited-Edition Chocolate Launches](https://www.trendhunter.com/trends/winter-games.md) - [Accessible AR Creation Tools](https://www.trendhunter.com/trends/camera-iq.md) - [Social-First Local Shopping Schemes](https://www.trendhunter.com/trends/shop-local-by-tiktok-shop.md) - [brand-focused social media shopping](https://www.trendhunter.com/trends/super-brand-day.md) - [Exclusive Social Shopping Snacks](https://www.trendhunter.com/trends/like-air-tiktok-shop.md) - [Accessible K-Beauty Bundles](https://www.trendhunter.com/trends/dr-melaxin.md) - [Festive Candy Salad Kits](https://www.trendhunter.com/trends/holiday-candy-salad-kit.md) - [Influencer Monetization Features](https://www.trendhunter.com/trends/creator-next.md)