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Over the last two years, fewer platforms have had more cultural influence than TikTok. The short-form video app has sparked all new shifts in the social and interactive landscape, and has changed the way that people discover music, movies, creators, and everything in-between.
With this in mind, there’s arguably no platform better placed to predict future trends, and based on its internal insights, TikTok has published its 2023 ‘What’s Next’ report, which looks at the key shifts that TikTok’s seeing from a marketing perspective, within the broader scope of engagement across the app.
This year’s report splits marketing trend predictions for the platform into 3 categories:
Actionable Entertainment: highlights how brands could communicate their promotions in the app in a more entertaining, platform-native way.
Making Space for Joy: dives into how TikTok users are looking to celebrate life in the app, which brands should also lean into.
Community-Built Ideals: underlines the importance of building community in the app, to maximise messaging resonance.
️️🤝 Actionable Entertainment:
According to TikTok, high entertainment ads are rated 25% higher for brand love and 15% higher for purchase intent, meaning funny, personalised and uplifting videos will be the most effective content for brands in 2023. Using a mixture of creative elements within videos and editing techniques like syncing sounds to transitions or adding text overlays are just a couple of ways to help keep viewers’ attention and them feeling entertained.
Partnering with creators who share similar traits or interests with brand audiences, who could bring their knowledge and insider advice to create more relevant and meaningful content is also a good idea for brands to strengthen connections with their TikTok users.
️🥁 Making Space for Joy
The Covid-19 pandemic has led people to reevaluate their relationship with work, hobbies and relationships, and most of them have come to the same conclusion: they’re burned out. Hence, TikTok suggests that creating content that helps people carve out joy for themselves, or provides such through humour, relaxation and relatable points of view, could be a great approach for brands in 2023. Giving users ideas on how to indulge on a budget is also a powerful content topic that brands should consider to help people carve out moments of joy in their lives.
Globally, joy is a growing factor in peoples' purchase decisions, with the typical person wanting to find happiness even in the smallest of ways. By making content that helps them discover their avenues to happiness, brands can better connect with audiences and drive success in 2023.
👥 Community-Built Ideals
“I’m not alone” is a constant thought as viewers scroll through their ‘For You’ Page. In fact, a number of TikTok trends facilitate this kind of connection and exploration. An increasing number of people often use the app to find answers to specific questions or to explore niche interests, and brands can lean into this by recognising the value of these discussions and tailoring their content to align with this search and discovery behaviour.
Overall, TikTok’s ‘What’s Next” report is pretty much in-line with previously noted TikTok advice – create native-looking content that’s focused on entertainment. TikTok hasn’t added a heap of new context, but there are some valuable pointers and tips to help guide your approach for the year ahead.
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