TikTok Shares Key Tips in its 2023 ‘What’s Next’ Report
Based on its internal insight, TikTok has published its 2023 ‘What’s Next’ report, which looks at the key shifts that TikTok’s seeing in social and cultural sentiments and what it can mean for TikTok user behavior.
According to TikTok, “Content on TikTok is so relatable, users often take action based on what they see on their For You page. Sometimes that action is simple, such as buying a product or trying a recipe. But in 2023, the platform’s influence will deepen. People will continue to reflect on their values in a world that's bringing inflation, health and climate issues, and personal stress. Amidst all that, they’ll seek out new paths to success, happiness, and well-being—and TikTok will be a tool to help them find it.” (TikTok, What’s Next Report).
To come up with this report, TikTok tied all its research together and provided actionable advice on leveraging these new trends, which could be a big help in your marketing planning. The trend predictions are split into three categories: Actionable Entertainment, Making Space for Joy, Community-Built Ideals.
Actionable Entertainment is defined as tailor-made content on TikTok created to inspire people to take action. TikTok notes that on other platforms, content is "personalized" based on broad identity categories or simple browsing histories. But on TikTok, content is curated based on what viewers find entertaining, so it captures their attention and trust.
Making Space for Joy is defined as people who are seeking more ways to take care of themselves by finding advice on TikTok. The platform notes that, “despite all the self-care advice out there, people are still burning out. So they're looking for meaningful self-care amidst an endless cycle of public health issues, work-life balance struggles, and personal hardships. Joy is a massive through-line for TikTok videos, so the platform is a perfect place for people to discover unique forms of humor, relaxation, and other content that allows them to prioritize themselves in the new year.”
Community - Built Ideas are relatable and supportive content that inspires people to make changes in their lives. TikTok communities are a cut above the rest because
they're specific—and that's what helps them thrive at scale. According to TikTok, “the platform isn't just a place to find fellow moms and gamers. It's a place to connect with other #TiredMoms who face the same day-to-day stressors that you do. Hyper-niche interests help users bond with each other.”
Want to read more? Download the full report here.
In other news…
NYX Professional Makeup launched its spring 2023 collection on Roblox. Roblox, a metaverse platform popular among younger consumers, sees up to 58.8 million active users a day. The platform has become a go-to for many brands, such as Gucci, Gap and Chobani. NYX’s activation is located in iHeartLand on the platform where users will have the opportunity to collect limited-edition makeup for their in-game avatars while exploring the house, which features a peacock DJ.