According to the platform, three trends should dictate the content published on the network next year
TikTok has released its trend report for 2023, entitled “What’s New” and which aims to analyze how some social and cultural feelings are changing over the years and how this change influences the way marketers design the strategies of the companies. brands on platforms.
According to the report, three trends should dictate the content published on the platform next year: active entertainment, spaces for joy and building ideals in community.
Active Entertainment
According to the platform, the era of “click bait” is over and marketers will need to think about content that draws attention and makes consumers trust that brand.
“Capturing attention comes down to the entertainment value of a video. Ads on TikTok are considered entertaining when they are funny and personalized for viewers. These creative elements will be critical to driving success on the platform, as content that focuses on a point of sales have diminishing returns”, points out the report.
Ultimately, when brands can make ads that are good, fun and engaging, they are able to improve narrative influence.
Making room for joy
According to What’s New, people reevaluated their relationships with work, hobbies and relationships, which found an exhaustion on the part of users, which makes them want to create a real and meaningful space for themselves in 2023. For TikTok , a lot of that will come from prioritizing joy in all its forms.
Humor is a great way to make the TikTok community feel happier and humorous videos encourage the connection between people and storytelling. Audio trends, in particular, allow brands to engage even more with the community.
According to TikTok, 92% of people felt a positive emotion after watching a video and this ended up resulting in an off-platform action and, for the platform, a good opportunity for marketers to offer community ideas that fit into all pockets. The research also shows that 41% of people on TikTok say that “lifting spirits” is the key to motivating them to make a purchase.
“Globally, happiness is a growing factor in purchasing decisions. By creating content that helps them discover their paths to happiness, brands can better connect with audiences and drive success in 2023.” highlighted the What’s New.
Building ideals in community
TikTok’s diverse trends facilitate and encourage connections. For example, people often turn to TikTok to find answers to specific questions and needs, such as dating advice and parenting tips.
Among people on TikTok who took action off the platform (as a result of converting), 71% say TikTok shows them exactly what they are looking for.
For 2023, marketers should lean into the specificity that makes TikTok communities special. And they shouldn’t be afraid when segmenting campaigns and layered identities leaves the public feeling more understood and validated. Also, by understanding these groups, brands can amplify the voices that define them and foster honest, authentic conversations that people care about.
