TikTok Shares Key Tips for Marketers in its 2023 ‘What’s Next’ Report

Over the past two years, fewer platforms have had extra cultural affect than TikTok.

The short-form video app has sparked all new shifts within the interactive panorama, and has modified the way in which that individuals uncover music, films, creators, and every part in-between.

With this in thoughts, there’s arguably no platform higher positioned to foretell future tendencies, and primarily based on its inner perception, TikTok has at the moment printed its 2023 ‘What’s Next’ report, which appears to be like on the key shifts that TikTok’s seeing, from a advertising perspective, throughout the broader scope of engagement throughout the app.

Which could possibly be a giant assist in your planning – you possibly can try the total ‘What’s Next’ report here, however on this put up, we’ll check out a few of the highlights.

This time round, TikTok has cut up its advertising pattern predictions into three classes:

• Actionable Leisure
• Making Area for Pleasure
• Neighborhood-Constructed Beliefs

Actionable Leisure pertains to how manufacturers talk their promotions within the app – which, on TikTok, needs to be completed in a extra entertaining, platform-native means.

As per TikTok:

“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.”

So, hold your messaging according to how individuals are utilizing the app, versus overt promotions. The extra you’re capable of align with utilization behaviors, the higher positioned you’ll be to attach with the TikTok viewers.

TikTok’s additionally included examples and actionable suggestions for every pattern:

Making Area for Pleasure, in the meantime, pertains to how TikTok customers want to have fun life within the app, which manufacturers must also look to lean into. 

“Whether it’s the growth of meme culture – providing a language for people to bond over humor; 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 material that helps folks carve out pleasure for themselves, or gives such by way of humor, leisure and relatable factors of view, could possibly be an important strategy for manufacturers in 2023.

Lastly, Neighborhood-Constructed Beliefs underlines the significance of constructing group within the app, to maximise messaging resonance.

“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 individuals are more and more utilizing the app to search out solutions to questions, and discover area of interest pursuits, and types can lean into this by recognizing the worth of those discussions, and feeding into these behaviors.

The overview right here, general, is just about in-line with beforehand famous TikTok recommendation – create native-looking content material that’s targeted on leisure. TikTok hasn’t added a heap of latest context, however there are some helpful pointers and suggestions to assist information your strategy, for those who’re seeking to map out a greater TikTok technique.

And because the app continues to develop, extra manufacturers are doing simply that. If you wish to grasp TikTok, it is best to in all probability try the total information.

You’ll be able to obtain TikTok’s full 2023 Pattern Report here.