The way forward for TikTok in the USA could also be uncertain at this time (the app’s been banned on authorities units, and TikTok has reportedly paused its hiring course of for implementing the ultimate necessities of its potential safety settlement with the U.S. authorities), however that hasn’t stopped customers from flocking to the app for his or her content material repair.
On the finish of 2022, TikTok launched its 2023 What’s Next trend report, looking on the approach altering social and cultural sentiments will affect the way in which entrepreneurs strategy their audiences on the app this yr. TikTok’s predictions are backed up by world analysis and case research, in line with its report, and the platform expands upon them by providing recommendation on the way to take motion on the traits.
As is usually the case, what’s shared right here has potential purposes throughout different social media platforms and avenues of promoting, so a enterprise needn’t have a big presence on TikTok to profit from the data.
TikTok’s report focuses on three most important development forces for 2023: Actionable Leisure, Making Area for Pleasure, and Group-Constructed Beliefs.
With Actionable Leisure, TikTok discusses the kind of content material on its app that evokes folks to take motion. The report factors out that TikTok curates content material primarily based on what viewers discover entertaining, capturing their consideration and belief. “The eye comes from the standard of TikTok content material,” it’s famous within the report. “Creators are gifted storytellers who perceive the worth of humor, completely timed audio, pacing, and useful recommendation—in order that they’re in a position to rapidly pull of their viewers. The belief is a results of who’s making the content material. When a viewer sees a video from a creator they will relate to (like somebody with the identical hair kind as them) or from an professional (like a hairstylist with 20+ years of expertise), they’re extra prone to take the data to coronary heart. That’s why concepts take off so rapidly on TikTok and provides folks the boldness to take motion. They’re listening to compelling tales from actual folks.”
TikTok’s recommendation is to create content material that reveals quite than sells, utilizing honesty and specificity alongside the way in which. For instance, a creator who makes a tutorial utilizing private tales and enjoyable, entertaining templates will join with different customers greater than somebody who strictly advertises their merchandise. There are countless alternatives for jewelers right here. In accordance with the report, messages which are uplifting, humorous, and customized are probably the most entertaining, so it recommends motion objects corresponding to syncing audios to transitions, including textual content overlays, and utilizing enjoyable voice-over results.
Making Area for Pleasure is the second development prediction and comes from the collective burnout skilled by folks the world over in 2022. “Regardless of all of the self-care recommendation on the market, persons are nonetheless burning out. So that they’re searching for significant self-care amidst an countless cycle of public well being points, work-life stability struggles, and private hardships,” reads the report. “On a regular basis persons are altering their relationships with their jobs and letting go of anxieties about hitting conventional life ‘milestones’ like getting married and having youngsters. They’re being extra vocal about what true happiness appears like for them and making area for enjoyable. Pleasure is an enormous by line for TikTok movies, so the platform is an ideal place for folks to find distinctive types of humor, rest, and different content material that permits them to prioritize themselves within the new yr.”
The report goes on to recommend model messaging on TikTok ought to communicate to this want utilizing levity, citing information that customers desire content material that lifts their spirits and makes them really feel constructive. Memes are nonetheless massively related, however different content material that brings folks pleasure whereas additionally serving manufacturers embrace life hacks (methods to make jewellery put on simpler that individuals may not know, maybe) and on a regular basis indulgences for all budgets (evidently, this fits our trade fairly effectively). TikTok suggests sharing your choices by ASMR (a calming sound-on demonstration the place the noises are supposed to soothe); product demos (“preparing” movies are an enormous hit); and utilizing inexperienced display screen and voice results to make your content material extra fascinating.
Lastly, with Group-Constructed Beliefs, TikTok suggests connecting with extremely particular teams by related content material.
“TikTok communities are a minimize above the remaining as a result of they’re particular—and that’s what helps them thrive at scale,” the report says. “The platform isn’t only a place to search out fellow mothers and avid gamers. It’s a spot to attach with different #TiredMoms who face the identical day-to-day stressors that you just do and get impressed by #CozyGamers who prioritize laid-back, stress-free gaming. Hyper-niche pursuits assist customers bond with one another. From there, they broaden one another’s horizons. Possibly the #TiredMom in your FYP reveals you a five-minute coiffure she does on her daughter and also you give it a strive. Possibly the #CozyGamer listens to particular music whereas they’re enjoying, so that you hearken to these tunes too. Primarily, TikTok just isn’t a city corridor assembly. It’s an area the place folks can discover new concepts on the way to discover their passions and dwell their lives. And as folks search out methods to interrupt the established order, they’ll look to friends and function fashions who’ve the boldness to dwell life the way in which they need to.”
To attach with niches, the platform suggests exploring layered identities (i.e., #tiredmoms for concentrating on mothers of their 40s) in an effort to know the teams and domesticate sincere conversations in regards to the issues they care about.
Obtain the total report from TikTok’s newsroom.
Picture through TikTok
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