Over the past year, the global TikTok community has outgrown many of its Gen Z stereotypes.
It has created new genres of entertainment, shared authentic stories that have brought communities together, and even helped other people discover new ideas.
This has prompted brands of all sizes around the world to either create new types of content on TikTok to engage these communities or sponsor TikTokers who can create engaging content for them.
These shifts are documented in TikTok’s What’s Next 2023 Trend Report, the social video platform’s third annual trend forecast.
It’s a resource that can help both digital advertisers and social media marketers understand how consumers’ wants and needs may change in the coming year.
And that should change their digital marketing strategies, both on and off TikTok.
The latest report not only unpacks several long-term TikTok-first cultural forces, from fun to functional, but also illustrates the underlying signals that show how each of these has shaped trends that provide a roadmap for brands to follow on the platform.
Sofia Hernandez, TikTok’s Global Head of Business Marketing, said,
“2022 was the year people realized they didn’t have to live their lives as they always have done – with different points of view and ideas transcending cultures on TikTok.”
She added,
“Against the backdrop of the increasing cost of living and its associated challenges, our What’s Next report indicates people will be seeking new ways to achieve success, happiness and wellbeing – and TikTok will be a tool to help them find it.”
I agree, but I would add that people will also watch a lot of YouTube Shorts and Instagram Reels next year, for a variety of similar and different reasons.
Three Key Forces Are Reshaping Our Culture
TikTok’s trend report focuses on three key forces that illustrate how TikTok is transforming culture.
Based on its research and the behaviors it has observed on TikTok, the social video platform predicts that these are the relevant signals for each of these forces that reveal emerging behaviors and interests across vertical sectors:
- Providing actionable entertainment.
- Making space for joy.
- Building community ideals.
Providing Actionable Entertainment
Four out of five users say TikTok is very or extremely entertaining, according to TikTok Marketing Science Global Entertaining Ads Study 2022 conducted by Marketcast.
So, it is not surprising to learn that the social video platform’s algorithms curate content based on what TikTok communities find entertaining.
This also means that brands can see incredible business results – if and when their content or advertising delivers messages that are watched and loved as much as other entertainment content is.
Is that even possible? Well, according to the report, e.l.f. Cosmetics was able to provide this type of entertainment to capture the TikTok community’s attention in the U.S.
The brand did this with in-feed advertisements that felt fun, engaging, and native to the TikTok community.
Working with Tinuiti, its agency and TikTok marketing partner, e.l.f Cosmetics doubled its spending month-over-month but was still able to lower its acquisition costs by 56% for its add-to-cart strategy.
For other brands, TikTok’s report indicates that the most effective messages on their social video platform appear to be uplifting, funny, and personalized.
And the social video platform says brands can use editing techniques like adding text overlays or syncing sounds to transitions to hold viewers’ attention and build on the entertainment value of their video content.
