Our Take on the TikTok What's Next 2023 Trend Report 👀
It's been an interesting and turbulent 12 months in the world of social and it looks like next year isn't going to be any quieter! TikTok has just released its long-awaited 2023 trend report and we're here to summarise the report into bite-sized pieces that are easy to digest...
TikTok's "What's Next Report" for 2023 is their third annual trend forecast and is designed to help us understand consumers' wants and needs and how this will reflect our marketing strategies for the year ahead- on and off TikTok.
The Head of Business Marketing for TikTok- Sofia Hernandez has 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. Next year we're going to see more of this - as our communities get more confident and inspire positive change together."
The report's findings are summarised into three major trends:
Actionable Entertainment
Making Space for Joy
Community-Built Ideals
Actionable Entertainment
4 out of 5 TikTok users say the app is extremely entertaining. Therefore, if business TikToks are delivered like an ad but loved like entertainment, brands can see great results.
For example, our client, Two Farmers Crisps, managed to tap into the power of actionable entertainment with their recording breaking field-to-shelf TikTok, harvesting a tonne of potatoes in 25 minutes and 29 seconds. This video gained over 43K organic views reaching an entirely new audience. This video is a perfect example of promoting a brand as valuable entertainment.
You can view the TikTok here!
The most effective way of communicating on TikTok is by providing uplifting, funny and personalised content to produce valuable entertainment for the consumer.
Making Space for Joy
According to TikTok, the platform makes 90% of users happy and never bores them. There is a strong desire amongst consumers for brand TikToks to provide levity and joy. Creating TikTok content that helps people carve out joy for themselves - or even provides joy through humour, relaxation and relatable points of view - could be the difference for brands in 2023.
So, for the year ahead, give your audience ideas on how to enjoy your product in a way that allows them to create more space and time in their lives or provide them with light-hearted entertainment that will make them smile and in return, make your brand top of mind when it comes to their next purchase decision.
Community-Built Ideals
The TikTok FYP is perhaps one of the most customised social media experiences ever developed. The #ForYouPage serves content that is hyper-relevant to the user's specific tastes and helps create small, niche communities across the app, otherwise known as CommunityToks.
TikTok has created a collection of small clubs where people can find new ideas on how to explore their passions. If you're a bookworm, it's only a matter of time before you find your people over on #BookTok, or if you love playing the guitar, you'll soon be learning new tricks and duetting other people across the world on #GuitarTok.
People come together on TikTok as a community built on shared ideals and interests. So, if brands can tap into relevant CommunityToks, they can be role models who can demonstrate the confidence to live life the way the community wants to. For example, imagine you're an eco-friendly crisp brand... Tap into #CrispsTok and encourage your users to choose a planet-friendly (and delicious) option instead of a plastic-packaged alternative!
So that's it for this TikTok's Trend Report this year. We can't wait to see how brands implement these findings going into 2023. You can read the full report here.
