The event took place this Thursday (1) in So Paulo and presented insights for creating videos throughout the year
TikTok promoted the TikTok Ad Awards Reverse this Thursday (01). The event took place at Arena Tik Tok, located in Itaim Bibi, in So Paulo, and brought together members of the platform and agencies to debate the points that led the cases to win the advertising award that took place in December 2023.
Throughout the presentation, Beatriz Ramires, marketing Insights and strategy manager at TikTok, used the space to explain what are the points that make something become a trend, the famous trends on the platform.
According to her, there are three crucial points, namely the trend force, made up of large-scale and long-lasting behavioral transformations; trending signals, which mark users’ emerging interest or behavior revealed through new content patterns, and finally, trending moments, which are the creative stimuli that quickly gain traction and excitement thanks to high engagement. The first two demonstrate trends that follow what is called “fashion” and last for a long term, while the last one occupies the “hot” space and is short-lived.
At the same time that content consumption has been accelerated by advances in technology, Beatriz also spoke about the antagonistic scenario that social media users currently experience. According to her, the population still lives with a certain uncertainty after the coronavirus pandemic, which made the world have to rethink its ways of living.
In this scenario, the manager highlighted that at the same time as there was a feeling of acceleration in daily life, people have had the desire to slow down their routine. Furthermore, antagonism also appears at a time when the population has adopted a stance of pragmatism but, at the same time, has been searching for true connections.
Another point highlighted was along with accelerated technological advances, people are also experiencing insecurity regarding the role of these technologies in society.
At the end of her speech, Beatriz broke down the three types of content found on TikTok, namely intentionalism, escapism and communities, which were completed by Marina Dias, brand strategist, and Marina Landherr, creative lead.
Intentionalism videos are those in which consumption is done judiciously and aims to learn, connect with other people or, for example, search for inspiration.
Currently, the main hashtags for this type of content are #aprendanotiktok with 22 billion views, #indicacaodefilme with more than 80% views compared to other years and #inspiracaodelooks, with 7.9 million views.
Escapism content is content that promotes a moment of escape and intentional alienation for users. “Here, the intention is to distract yourself and escape from reality”, explained Marina Dias.
The main escapist content at the moment are those with the hashtags #delulu with 3.7 billion views, #girlmath with 2.6 billion views and #gatosfofos with 1.7 billion. Another example of escapist content are ASMR videos, which total more than 21 million videos.
Finally, community videos are those sought after by people who are looking for connections with other people as a way to enhance their individuality. Here, the most popular hashtags at the moment are #maternidade with 31 billion views and #booktok with 219 billion views.
At the end of the Tik Tok Ad Awards Reverse, the Marinas duo used the time to give tips to agencies on how to be more successful in the content published on the platform, based on the types of content mentioned above.
According to them, agencies and brands can use more boldness in their content to stimulate the exclusive aspects of each client, whether to educate, entertain and enrich the community. Furthermore, the executives also highlighted the importance of companies paying more attention to languages and allowing brands to move in a direction that escapes the reality of everyday life and plays more with the playful.
The last tip presented at the event was the recommendation that agencies and clients understand the particularities of their audiences and establish consistent actions on the platform to cultivate a feeling of trust and belonging.
