{"id":29882,"date":"2023-01-13T10:58:58","date_gmt":"2023-01-13T10:58:58","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2023\/01\/13\/key-insights-from-tiktok-in-the-whats-next-2023-trend-report\/"},"modified":"2023-01-13T10:58:58","modified_gmt":"2023-01-13T10:58:58","slug":"key-insights-from-tiktok-in-the-whats-next-2023-trend-report","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2023\/01\/13\/key-insights-from-tiktok-in-the-whats-next-2023-trend-report\/","title":{"rendered":"Key Insights From TikTok In The What&#8217;s Next 2023 Trend Report"},"content":{"rendered":"<p> <a href=\"https:\/\/go.fiverr.com\/visit\/?bta=1052423&nci=17043\" Target=\"_Top\"><img loading=\"lazy\" decoding=\"async\" border=\"0\" src=\"https:\/\/fiverr.ck-cdn.com\/tn\/serve\/?cid=40081059\" loading=\"lazy\"  width=\"601\" height=\"201\"><\/a>\n<br \/><img decoding=\"async\" src=\"https:\/\/cdn.searchenginejournal.com\/wp-content\/uploads\/2022\/12\/tiktok-2023-report-63a484f98c21c-sej.png\" loading=\"lazy\" \/><\/p>\n<div id=\"narrow-cont\">\n<p>Over the past year, the global TikTok community has outgrown many of its <a href=\"https:\/\/www.searchenginejournal.com\/marketing-to-gen-z\/471784\/\">Gen Z<\/a> stereotypes.<\/p>\n<p>It has created new genres of entertainment, shared authentic stories that have brought communities together, and even helped other people discover new ideas.<\/p>\n<p>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.<\/p>\n<p>These shifts are documented in TikTok\u2019s <a href=\"https:\/\/newsroom.tiktok.com\/en-us\/whats-next-2023-trend-report\" target=\"_blank\" rel=\"noopener\">What\u2019s Next 2023 Trend Report<\/a>, the social video platform\u2019s third annual trend forecast.<\/p>\n<p>It\u2019s a resource that can help both digital advertisers and social media marketers understand how consumers\u2019 wants and needs may change in the coming year.<\/p>\n<p>And that should change their digital marketing strategies, both on and off TikTok.<\/p>\n<p>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.<\/p>\n<p>Sofia Hernandez, TikTok\u2019s Global Head of Business Marketing, said,<\/p>\n<blockquote>\n<p>\u201c2022 was the year people realized they didn\u2019t have to live their lives as they always have done \u2013 with different points of view and ideas transcending cultures on TikTok.\u201d<\/p>\n<\/blockquote>\n<p>She added,<\/p>\n<blockquote>\n<p>\u201cAgainst the backdrop of the increasing cost of living and its associated challenges, our What\u2019s Next report indicates people will be seeking new ways to achieve success, happiness and wellbeing \u2013 and TikTok will be a tool to help them find it.\u201d<\/p>\n<\/blockquote>\n<p>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.<\/p>\n<h2>Three Key Forces Are Reshaping Our Culture<\/h2>\n<p>TikTok\u2019s trend report focuses on three key forces that illustrate how TikTok is transforming culture.<\/p>\n<p>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:<\/p>\n<ul>\n<li>Providing actionable entertainment.<\/li>\n<li>Making space for joy.<\/li>\n<li>Building community ideals.<\/li>\n<\/ul>\n<h2>Providing Actionable Entertainment<\/h2>\n<p><a href=\"https:\/\/channelx.world\/wp-content\/uploads\/2022\/12\/TikTok-Whats-Next-2023-Trend-Report.pdf\" target=\"_blank\" rel=\"noopener\">Four out of five<\/a> users say TikTok is very or extremely entertaining, according to <em>TikTok Marketing Science Global Entertaining Ads Study 2022<\/em> conducted by Marketcast.<\/p>\n<p>So, it is not surprising to learn that the social video platform\u2019s algorithms curate content based on what TikTok communities find entertaining.<\/p>\n<p>This also means that brands can see incredible business results \u2013 if and when their content or advertising delivers messages that are watched and loved as much as other entertainment content is.<\/p>\n<p>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\u2019s attention in the U.S.<\/p>\n<p>The brand did this with in-feed advertisements that felt fun, engaging, and native to the <a href=\"https:\/\/www.searchenginejournal.com\/how-to-use-tiktok-search\/460562\/\">TikTok community<\/a>.<\/p>\n<p>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.<\/p>\n<p>For other brands, TikTok\u2019s report indicates that the most effective messages on their social video platform appear to be uplifting, funny, and personalized.<\/p>\n<p>And the social video platform says brands can use editing techniques like adding text overlays or syncing sounds to transitions to hold viewers\u2019 attention and build on the entertainment value of their video content.<\/p>\n<h2>Making Space For Joy<\/h2>\n<p>Now, social media marketers and digital advertisers know that there is already a ton of self-care advice and related initiatives out there \u2013 but people are still burning out.<\/p>\n<p>So, it appears that the TikTok community is seeking meaningful self-care amidst a sea of public health issues, The Great Resignation, and personal burnout.<\/p>\n<p>According to the company\u2019s report, TikTok fosters \u201cendless opportunities to spread joy.\u201d<\/p>\n<p>That\u2019s a good thing, right?<\/p>\n<p>And among TikTok users who took an action \u201coff\u201d the social video platform as a result of what they saw \u201con\u201d TikTok, <a href=\"https:\/\/channelx.world\/wp-content\/uploads\/2022\/12\/TikTok-Whats-Next-2023-Trend-Report.pdf\" target=\"_blank\" rel=\"noopener\">90%<\/a> said the platform \u201cmakes me happy\u201d and \u201cnever gets boring,\u201d according to <em>TikTok Marketing Science US TikTok Made Me \u201cBlank\u201d It Research 2022<\/em>, conducted by MarketCast.<\/p>\n<p>This is also a key insight for brands that are looking to make more meaningful connections with their audiences in 2023.<\/p>\n<p>They will want to align their messaging with the TikTok community\u2019s desire for levity and empower them to make a little more room for joy in their lives.<\/p>\n<p>(Actually, a couple of other surveys spotted a similar trend back in April 2020 and I wrote about this in an article entitled, <a href=\"https:\/\/www.searchenginejournal.com\/uplifting-youtube-content-covid-19-pandemic\/359602\/\">Consumers Seeking Uplifting YouTube Content During the COVID-19 Pandemic<\/a>.)<\/p>\n<p>But whether this is a recent trend or a long-term trend, it is now driving:<\/p>\n<ul>\n<li>The growth of meme culture, which provides a way for people to bond over humor.<\/li>\n<li>The increase in sharing life hacks and well-being strategies that empower people to make space for themselves whenever they need it.<\/li>\n<li>The underlying reason why the TikTok community is dedicating more space and time for joy in ways that best suit them.<\/li>\n<\/ul>\n<p>According to TikTok\u2019s report,<\/p>\n<blockquote>\n<p>\u201cBMW captured this brilliantly with its drive for creativity on the platform.\u201d<\/p>\n<\/blockquote>\n<p>The global automotive brand worked with Henry, a K-Pop musician, and TikTok creator, to create a custom song that used authentic sounds from the BMW eDRIVE, like tapping on the hood and even plugging in the electric charger.<\/p>\n<p>This served as a creative framework for encouraging TikTok users to get silly and have fun making their own content with the music that Henry had created.<\/p>\n<p>And the TikTok community went wild with a cool tune and a blank creative slate.<\/p>\n<p>More than 3,400 Tiktokers made videos for the BMW hashtag challenge, which got over 45 million views and close to 6.3 million engagements.<\/p>\n<p>So, brands and their agencies may want to add creating more TikTok content for their editorial calendars in 2023.<\/p>\n<p>(The alternative, of course, is to identify the right TikTok creators and influencers to work with next year.)<\/p>\n<h2>Building Community Ideals<\/h2>\n<p>The report also says that TikTok communities are \u201ca cut above the rest\u201d of the social video platforms because they are hyper-niche \u2013 and this is what, counter-intuitively, helps them to thrive at scale.<\/p>\n<p>In other words, sharing special-interest instead of general-interest video content helps people bond with each other. From there, they often broaden each other\u2019s horizons.<\/p>\n<p>Now, no matter what anyone claims, TikTok is not a town hall meeting.<\/p>\n<p>(I know this for a fact. Back in 1980, I was elected to Acton\u2019s Select Board and had to present a batch of controversial warrant articles at annual and special Town Meetings over the next three years.)<\/p>\n<p>So, if you are looking for an appropriate metaphor, then think of TikTok as a collection of small clubs, where members can find new ideas on how to explore their passions and live their lives.<\/p>\n<p>According to the report,<\/p>\n<blockquote>\n<p>\u201cTikTok is 1.8x more likely to introduce people to new topics they didn\u2019t know they liked compared to traditional social platforms.\u201d<\/p>\n<\/blockquote>\n<p>(Enquiring minds want to know how the \u201ctraditional social platforms\u201d actually scored, and if the comparison was with YouTube Shorts and Instagram Reels, or other forms of content.)<\/p>\n<p>According to the report, people use TikTok to begin conversations in their community and discover unique answers that satisfy their curiosity.<\/p>\n<p>People also watch videos on TikTok because it helps individuals from around the world to build a like-minded community that is based on shared ideals and interests, as well as the inspiration that comes from seeing others like themselves.<\/p>\n<p>For example, the report says,<\/p>\n<blockquote>\n<p>\u201ceBay leaned into this by cultivating a strong following with sneaker-heads as the ultimate destination for buying and selling the coolest shoes.\u201d Now, eBay used Voting Stickers to ask the TikTok community to show some love for their favorite kicks in their annual #SneakerShowdown.\u201d<\/p>\n<\/blockquote>\n<p>How did this turn out? Well, 1.2 million users participated in eBay\u2019s #SneakerShowdown and the campaign delivered more than a 54% lift in comment rate. So, I\u2019d say that turned out well.<\/p>\n<p>Oh, and the #SneakerTok community \u2013 which generates over 1.1 billion views globally, according to TikTok internal data \u2013 is just one example among many that illustrate the value and engagement of niche marketing.<\/p>\n<p>Of course, content creators and influencers play a big role in community-building and pioneering new forms of engaging content.<\/p>\n<p>But, after watching this content, more than two out of five people on TikTok agreed that it made them feel like a part of the brand\u2019s community, according to <em>TikTok Marketing Science Global Creators Drive Commerce Study 2022<\/em> conducted by Material.<\/p>\n<p>So, brands and their agencies should consider targeting niches and addressing their special interests to connect with TikTok\u2019s viewers.<\/p>\n<p>In other words, the key to success is market segmentation.<\/p>\n<p>Once a brand understands what a key segment wants and needs, then it can create content, craft advertising, or partner with the right influencers to change hearts, minds, and actions.<\/p>\n<p>However, with Congress about to ban TikTok from U.S. government phones because of national security concerns, it may be good for digital advertisers and social media marketers to have a \u201cPlan B.\u201d<\/p>\n<p>Likely options are YouTube Shorts and Instagram Reels.<\/p>\n<p>But it is worth noting that both of these bigger social video platforms launched these alternatives after watching TikTok\u2019s explosive growth.<\/p>\n<p>So, as Damon Runyon once said, \u201cThe race is not always to the swift, nor the battle to the strong, but that is the way to bet.\u201d<\/p>\n<p><strong>More resources:\u00a0<\/strong><\/p>\n<hr\/>\n<p><em>Featured Image: Phoenix 1319\/Shutterstock<\/em><\/p>\n<\/div>\n<iframe data-lazy=\"true\" data-src=\"https:\/\/www.fiverr.com\/gig_widgets?id=U2FsdGVkX18x7XQvttUTrv1oEqmGNGTgvvCUiUoJ\/AP4z\/UyMz8lXGOLpu15jIMxBbTR0gmD5uBoFvhC4KWeALQRp3h\/X\/AwcVD0K8Wj9H\/ZzYKzcCNHosB9oS4SCJJFWiN85P9ICAc4OgCoE\/wHKIY7CDkf2\/DQ1vqGvk4smVe5cRDEmrLPCWi4FC8p40VUhSmWQ5udCm0zoJtorgWv3vbDQw0kKYkwn39ozAnQXDe+YvWMxkLFWA+O3TFwkJvdkIK+\/AUSnRssPKt5WHY0FhNOxnSPcLslEL4G4\/RfP95ve99U+kRnDy3X+KtzdQLY+u935ghON\/o3UE4IMv9oN6JX9RnxzL\/LRcOgnHigxStSGPKsZYtnz8RWNVT\/rOLAibqiWJadC5MYHRbekF3eg6FOGrQGkXYbsn0+a5aovnlLCbLwIqY9fcS17UX8J235iQ6cdmHNbrPeS84CMm34RA==&affiliate_id=1052423&strip_google_tagmanager=true\" loading=\"lazy\" data-with-title=\"true\" class=\"fiverr_nga_frame\" frameborder=\"0\" height=\"350\" width=\"100%\" referrerpolicy=\"no-referrer-when-downgrade\" data-mode=\"random_gigs\" onload=\" var frame = this; var script = document.createElement('script'); script.addEventListener('load', function() { window.FW_SDK.register(frame); }); script.setAttribute('src', 'https:\/\/www.fiverr.com\/gig_widgets\/sdk'); document.body.appendChild(script); \" ><\/iframe>\n<br \/><a href=\"https:\/\/www.searchenginejournal.com\/key-insights-from-tiktok-in-the-whats-next-2023-trend-report\/474437\/\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>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&#8230;<\/p>\n","protected":false},"author":1,"featured_media":29883,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-29882","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tech-universe"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Key Insights From TikTok In The What&#039;s Next 2023 Trend Report - mailinvest.blog<\/title>\n<meta name=\"description\" content=\"Technology is forever changing, and there are always new pieces of technology to replace obsolete ones. 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