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In the coming year, TikTok will continue to inspire users to make positive changes in their lives with newfound confidence. The relatable content on the platform has already spurred people to take action, and in 2023, the platform's influence will grow even deeper.
Amidst economic, health, and climate challenges, users will turn to TikTok to find new paths to success, happiness, and well-being. Based on global research studies, we predict three macro trend forces that will shape TikTok in 2023: actionable entertainment, making space for joy, and community-built ideals.
1. Actionable entertainment
In 2023, marketers need to move past the clickbait era and create videos that engage and build trust with viewers. Clickbait tactics, such as misleading thumbnails and videos with overused CTAs, are no longer effective. To capture the audience's attention, videos need to be entertaining, funny, and personalized.
These creative elements have become crucial for success on TikTok, as viewers respond better to uplifting and enjoyable content, rather than videos that solely focus on selling a product or service.
Take a look at a successful TikTok Ads case study from ECOMDY's client to receive some advice on creative content creation
2. Making space for joy
Post-pandemic, people have reevaluated their priorities in work, hobbies, and relationships, and many have realized they're burned out. In 2023, people want to make space for themselves by prioritizing joy.
Humor is a powerful tool for creating happiness on TikTok. It allows users to connect with each other, tell stories, and helps marketers to reach their audiences. Audio trends, in particular, are a great way to tap into what users find funny and create lighthearted content. Using trending music is also a way to make your videos more easily accepted by the audience.
(Remember #CornKid? That kind of moment can help you reach your audience in a fun and engaging way.)
In addition, marketers can provide users with suggestions on how to indulge themselves at various budget levels. Many trends offer inspiration for small luxuries, such as methods for creating the perfect bath or advice on making a fancy cup of coffee at home. When brands utilize these areas of the platform, they assist people in finding moments of joy in their everyday lives.
3. Community-built ideals
TikTok's communities are uniquely specific and relatable, allowing users to quickly connect over shared interests and priorities. These communities foster mutual inspiration and encourage users to make positive changes in their lives based on their interactions with others on the platform.
There are many TikTok trends that encourage users to connect and explore new interests. One common example is when users look to TikTok to find answers to specific questions or seek advice for their needs, such as tips for dating and parenting.
Conclusion
In 2023, TikTok will be shaped by actionable entertainment, making space for joy, and community-built ideals. Marketers need to create trustworthy and relatable content to capture users' attention and build connections. By tapping into trends and inspiring users, brands can help people find moments of joy in their lives. TikTok communities will facilitate connection and exploration, inspiring users to make changes and live better lives.
Register for an ECOMDY account today to receive consultation on TikTok Ads solutions.
Sources:
- TikTok Marketing Science Global Entertaining Ads Study 2022 conducted by Marketcast.
- TikTok Marketing Science US TikTok Made Me "Blank" It Research 2022, conducted by MarketCast
- TikTok Marketing Science Global Ecommerce Study 2022 conducted by Material