TikTok What's Next Report 2023

The TikTok What's Next Report 2023 is our third annual trend forecast that aims to help marketers understand the changing wants and needs of consumers in the upcoming year and how it will impact their strategies on and off TikTok.

Long-Term Cultural Forces

The report focuses on unpacking long-term cultural forces unique to TikTok. In 2022, people realized they could break free from traditional norms and embrace diverse perspectives and ideas on TikTok. In the coming year, we can expect to see even more of this as communities grow more confident and inspire positive change together.

Seeking Success, Happiness, and Well-being

The report indicates that people will be seeking new ways to achieve success, happiness, and well-being, especially in the face of increasing living costs and associated challenges. TikTok will serve as a valuable tool to help individuals find these solutions.

Three Major Trend Forces

Actionable Entertainment: TikTok users find content entertaining, and brands can achieve incredible results by delivering advertising messages that are fun, engaging, and native to the TikTok community. Brands can enhance the entertainment value by using editing techniques that capture viewers' attention.
Making Space for Joy: Despite the abundance of self-care advice, people are still experiencing burnout. TikTok offers endless opportunities to spread joy, and brands should align their messaging with the community's desire for levity. Whether through meme culture, sharing well-being tips, or highlighting personal rewards, brands can help individuals make more room for joy in their lives.
Community-Built Ideals: TikTok communities thrive because they are specific and allow people to bond over shared interests. TikTok introduces users to new topics they didn't know they liked, and as people seek to break the status quo, they look to peers and role models who live life on their own terms. Brands can tap into these communities by amplifying the voices that define them and engaging in authentic conversations.

Growth Opportunities

The TikTok What's Next Report 2023 is based on comprehensive insights from various sources, including third-party research and first-party data analyzing platform performance. It provides a retrospective on TikTok in 2022 and offers growth opportunities for 2023.

In conclusion, TikTok has transformed entertainment by fostering a community that embraces diverse perspectives and inspires positive change. Brands can leverage TikTok's unique cultural forces to deliver entertaining content, promote joy, and connect with specific communities. By understanding the changing wants and needs of consumers, brands can develop effective strategies to succeed on TikTok and beyond.