It’s no surprise whenever we hear TikTok taking another crown – it just goes to show how much influence this once-small-time platform now has since its star-soaring growth that started in 2020. Since TikTok topped the download charts last year, very few platforms can outperform it in terms of engagement and, more recently, entertainment. TikTok has sparked all new shifts in the interactive landscape, forever changing the way that people discovered and consumed content. 

So, What’s Next? 

With that in mind, no other platform is currently better for predicting future trends, and, based on its internal insight, TikTok just recently published its 2023 ‘What’s Next’ report, which looks at the key shifts that TikTok’s seeing from a marketing perspective, with engagement being the app’s broader scope. 

In turn, this could be a boon to your planning. You can check out the full report here. Let’s go check out some of the key details that the report highlights. To start, TikTok split the marketing trend predictions into three major categories: 

  • Actionable Entertainment

  • Making Space for Joy

  • Community-Built Ideals

Actionable Entertainment relates to how brands communicate their promotions in the app. On TikTok, this should be done in a more entertaining and platform-native way. As far as TikTok notes, 92% of people who took an off-platform action as a result of a TikTok say that they felt a positive emotion. Meanwhile, 72% of people who did the same say they obtained reviews from creators they trust on TikTok, more than any platform. Simply put, the more you are aligned with usage behaviors, the better it will be for you to connect with your TikTok audience. 

TikTok also included examples and actionable tips for each trend. For example, on the topic of engagement, TikTok advises to ‘Show’ and not ‘Sell’. Meanwhile, ‘Making Space for Joy’ relates to how TikTok users are looking to celebrate life in the app, which brands should lean into. True enough, the report says that around 50% of users say that TikTok boosted their mood, making them feel happy/positive. Meanwhile, 4 in 10 TikTok users say how ‘lifting their spirits’ was a key motivation for them to make a purchase. 

Lastly, Community-Built Ideas underline the importance of building community in the app to maximize messaging resonance. TikTok says that people are increasingly looking to use the app to find answers to questions and explore niche interests. Brands can lean into this by recognizing the value of these discussions and feeding into those behaviors. 

The Wrap

In the end, what TikTok’s overview highlights are pretty much in-line with previously-mentioned TikTok advice – create native-looking content that’s focused on entertainment. Being the King of entertainment, this insight plays very well into the current TikTok success formula. There are some valuable pointers and tips here, which should help out your TikTok planning. Going into 2023, the report is at least worth looking at, especially if you mean to give TikTok and its other-worldly algorithm a go next year.

Sources 

https://bit.ly/3jbLbwq