Arguably, there hasn’t been a platform with more influence in the past two years than TikTok.
The short-form video platform has changed the way that people view media, and has forced other platforms to follow suit after their successes.
With its dominance in the social media field, TikTok has published its 2023 ‘What’s Next’ report, which looks at notable shifts that TikTok is seeing from a marketing perspective.
“For brands, the most effective messages on TikTok are uplifting, funny and personalized, or entertaining their audiences. Brands can build on this entertainment value by using editing techniques like syncing sounds to transitions or adding text overlays – which are effective at keeping viewers’ attention.”
“Whether it’s the growth of meme culture – providing a language for people to bond over humour; people sharing wellbeing “life hacks” – every day strategies that empower people to make space for themselves whenever they need; or a creator highlighting how they reward themselves at any budget level, people are dedicating space and time for joy in the way the best suits them.”
TikTok says that creating content that helps people carve out joy for themselves, or provides such through humour, relaxation and relatable points of view, could be a great approach for brands in 2023.
“TikTok is not a town hall meeting. It’s a collection of tiny clubs where people can find new ideas on how to explore their passions and live their lives. In fact, TikTok is 1.8x more likely to introduce people to new topics they didn’t know they liked compared to traditional social platforms. And as people seek out ways to break the status quo, they’ll look to peers and role models who demonstrate the confidence to live life the way they want to.”
TikTok says that people are increasingly using the app to find answers to questions, and explore niche interests, and brands can lean into this by recognizing the value of these discussions, and feeding into those behaviours.
Summary
The summary is pretty much as it was previously noted by TikTok advice – create original content that’s focused on entertaining your audience.
- Keep it uplifting, funny and personalised
- Make it relatable
- Lifting your audiences spirits help to convert sales
- Show life hacks to empower people at any budget level
You can download TikTok’s full 2023 Trend Report here.
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