By Celine Pastezeur
– Posted on 13 Jan 2023 at 11:22
At the start of 2023, TikTok is setting the tone by announcing the three major trends that should thrill its users in the months to come. Well-being, entertainment and discussions promise to be at the heart of everyone’s concerns.
If you are looking for the younger generation, you are likely to find them on social networks, on which they spend about 3 hours a day, and especially on TikTok! And if you’re wondering what this younger generation will be interested in in the coming months, good news, in its “What’s Next 2023” report, the phenomenon application from China has just unveiled the three trends that promise to mark the next 12 months : exit the nostalgic Kidcore trend, which is a hit on TikTok, and make way for three new strong phenomena, namely “actionable entertainment”, “making space for joy” and “community-built ideas”. As Sofia Hernandez, global business marketing manager for TikTok, explains in the released statement, “2022 was the year people realized they didn’t have to live their lives the way they always have – with different viewpoints and ideas across cultures on TikTok. In 2023, we will see more of this, as our communities grow in confidence and inspire positive change together. » But still ?
In a few words, the “actionable entertainment” trend ” highlighted by TikTok refers to the fact that four out of five users find TikTok content “very or extremely entertaining”. That means brands need to make sure their marketing is “spread like advertising, but loved like entertainment,” says TikTok. On the side of la tendance « Making space for joy »TikTok believes that its users are increasingly looking for “meaningful self-care amid an endless cycle of public health issues, burnout and personal hardship”. And TikTok markets itself as a source of self-care, with 90% of users who have taken an off-platform action (e.g. buying a product from an advertisement they saw on TikTok) and having declared that the platform “makes them happy and never gets boring”. The lesson for brands would be to adopt a light and caring tone in TikTok ads. Finally, with la tendance « Community-built ideals »TikTok defines itself not as an Internet town hall but rather as a “collection of small clubs that allow everyone to find new ideas to explore their passions and live their life”. It is therefore up to the brands to help them find these new ideas!
