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1、Whats Next 2023 Trend ReportA New Era of Confidence01Table of ContentsTrend Methodology02Report Introduction03Actionable Entertainment04Making Space for Joy05Community-Built Ideals06RecapTrend MethodologyBefore we dive in,lets answer an important question:What do we mean when we say trend?The term i
2、s often associated with popular videos and audio clips.But we track trends at different speeds and sizes to give a more comprehensive understanding of global culture and creativity on the platform.TikTok Speeds of CultureMomentsPopular TikTok sounds,hashtags and formats that everyone is suddenly usi
3、ng(i.e.Corn Kid or“Theyre a 10 but”)Creative prompts that quickly gain traction and buzz.Lifecycle:Days to weeksSignalsShifting behaviors within specific categories or verticals(i.e.practicing multidimensional wellness or celebrating smaller luxuries.)New content patterns that reveal emerging behavi
4、ors and interests.Lifecycle:Months to a few yearsForcesMajor cultural shifts,such as how communities form,where people discover new products,how Creators wield influence,and more.Enduring,large-scale behavioral transformations.Lifecycle:Up to several yearsWant to see what took off in 2022?Check out
5、Year on TikTok 2022,a look-back at some of the biggest moments on the platform from the past year.Want to learn more about trends?Check out our Trend Dashboards on the TikTok Creative CenterRead the Trend Articles we launched in the Trends Hub on the TikTok Creative CenterWatch the Trend Stories we
6、launched in the Trends Hub on the TikTok Creative CenterReport IntroductionWelcome to the 2023 edition of Whats Next,TikToks annual global trend forecast.This report was designed to help marketers understand how consumers wants and needs will change in the upcoming year and what that will mean for t
7、heir strategies(both on and off of the platform.)We discovered each trend by analyzing TikTok videos,spotting patterns in creativity and behavior on TikTok,and unpacking what we saw with custom research.By pairing these insights with tips and tools to help you make content,we hope to give you everyt
8、hing you need to thrive at the cutting edge of marketing in 2023.A New Era of ConfidenceThroughout the last 12 months,the global TikTok community reimagined entertainment.They shared personal stories of real moments and passions that brought communities together and helped users discover new ways of
9、 thinking.After quarantine,people realized they didnt have to keep living life as they always had and adhering to social norms.As they saw different points of view on TikTok,new ideas started spreading across cultures.Goodbye,2022.You were real.This year,the community will inspire each other to make
10、 changes in their lives with newfound confidence.Content on TikTok is so relatable,users often take action based on what they see on their For You page.Sometimes that action is simple,such as buying a product or trying a recipe.But in 2023,the platforms influence will deepen.People will continue to
11、reflect on their values in a world thats bringing inflation,health and climate issues,and personal stress.Amidst all that,theyll seek out new paths to success,happiness,and well-beingand TikTok will be a tool to help them find it.Now we say hello to 2023.#MyJourneytraditional life milestonesWhat you
12、ll find in this report:Forces3 key driving TikTok culture in 2023SignalsUnderlying for each ForceKey takeaways and creative approaches to help you plan ahead#SlowLivingfocusing on the“hustle”#DigitalNomadworking in the officeResearch ApproachOur report is heavily supported by research data from the
13、TikTok Global Marketing Science team.We pulled from four studies that leveraged a variety of methodologies.TikTok Commissioned ResearchHearing from CreatorsTikTok culture is shaped by our Creators and we wanted to hear from them while developing this report and exploring our trends.So we partnered w
14、ith latinapreneur to get her perspective on how brands need to prepare for the future.Looking back at 2022,what was the biggest change you saw happen on the platform?I saw a dramatic shift in the way brands and public figures showed up on the platform.It went from hopping on a lighthearted trend her
15、e and there to fully diving into entertaining,original content Creators Drive Commerce Study Conducted by MaterialQuantitative online survey with exposure to stimuli2022|GLOBALEcommerce Study Conducted by MaterialQuantitative online survey2022|GLOBALEntertaining Ads StudyConducted by MarketcastQuant
16、itative online survey with exposure to stimuli2022|GLOBALTikTok Made Me Blank It Study Conducted by MarketcastQualitative and quantitative components2022|USTrend Force 1Actionable EntertainmentTailor-made content on TikTok inspires people to take action.On other platforms,content is personalized bas
17、ed on broad identity categories or simple browsing histories.But on TikTok,content is curated based on what viewers find entertaining,so it captures their attention and trust.The attention comes from the quality of TikTok content.Creators are gifted storytellers who understand the value of humor,per
18、fectly-timed audio,pacing,and helpful adviceso theyre able to quickly pull in their viewers.The trust is a result of whos making the content.When a viewer sees a video from a Creator they can relate to(like someone with the same hair type as them)or from an expert(like a hairstylist with 20+years of
19、 experience),theyre more likely to take the information to heart.Thats why ideas take off so quickly on TikTok and give people the confidence to take action.Theyre hearing compelling stories from real people.OverviewAmong people who took an off-platform action as a result of a TikTok,92%say they fel
20、t a positive emotion that ultimately resulted in an off-platform action1Among people who took an off-platform action as a result of a TikTok,72%say they obtained reviews from Creators they trust on TikTok,more than any other platform1In 2023,TikTok-first entertainment will inspire people to test out
21、 new products and ways of thinking and behaving.Whats Next?In 2023,knowing the platforms storytelling culture and how users best consume TikTok content will be key to create content that inspires an off-platform action.latinapreneurSource 1:TikTok Marketing Science US TikTok Made Me Blank It Researc
22、h,2022,conducted by MarketcastKey Signals for Actionable EntertainmentSource 1:TikTok Marketing Science Global Entertaining Ads Study,2022,conducted by MarketcastSource 2:TikTok Marketing Science US TikTok Made Me Blank It Research,2022,conducted by MarketcastSource 3:TikTok Marketing Science Global
23、 Creators Drive Commerce Study,2022,conducted by MaterialCreators make tutorials that feature personal stories and fun storytelling styles,like transitionsand that fuels the impact of their messages.For example,if a Creator makes a hair tutorial for her specific hair type and discusses the challenge
24、 of finding good products,shell influence users because of her honesty and specificity.Show,Dont Sellusers say TikTok is very or extremely entertaining14 in 5Check out how e.l.f.was able to lean into relevant TikTok storytelling formats to showcase their products herePopular hashtags to tryLifetime
25、viewsViews from Sep 21-22YoY growth 277B vv127B vv134%People come to the platform to uncover truths and debunk myths,which builds credibility and trust between Creators and their viewers.For example,a nutritionist who challenges dubious dietary advice is going to build a stronger bond with their aud
26、ience.TikTok Investigatesof TikTok users who took an action off-platform as a result of TikTok say that comments provide helpful information274See how Wayfair inspired confidence in their products to live up to users expectations here%of TikTok users say they always rely on online reviews and creato
27、r recommendations to decide what to buy online3Learn more about how Studysmarter boosted the voices of passionate,everyday Creators here65%Signal 1#StorytimePopular hashtags to try#ExpectationVsRealityWhen your brand has existing fans who make content on the platform,pay attention.Their organic vide
28、os can easily be boosted into influential ads.So cultivate relationships with those Creators to help build genuine sponsorships.Customer-to-Creator PipelinePopular hashtags to tryLifetime viewsViews from Sep 21-22686b vv267B vv#POVLifetime viewsViews from Sep 21-222.3B vv1.2B vv#FactOrCapLifetime vi
29、ewsViews from Sep 21-22YoY growth 5.7B vv1.3B vv284%#MustHavesLifetime viewsViews from Sep 21-22YoY growth31.8b vv17.4B vv382%#TikTokMadeMeBuyItSignal 2Lifetime viewsViews from Sep 21-22YoY growth 1.3B vv356M vv48%Signal 3How to jump inThe best messages on TikTok are uplifting,funny and personalized
30、,because that often means theyre entertaining.Brands can build this entertainment value by using the editing techniques that the community has perfected,which are effective at keeping viewers attention.TikTok is a sound-on platform,so videos that use popular audio clips feel more native.Syncing audi
31、os to transitionsCreative captions and text overlays allow brands to tap into popular formats like POV videos.Adding text overlaysBuilt-in voiceover options are an effective solution to make your video engaging without being overly polished.Voiceover effectsCreative approaches to tryUse this intuiti
32、ve content builder to turn your existing assets(whether its photos,videos,text,or a combination thereof)into a TikTok.Tools to build your storyVideo TemplatesHave longer video footage at your disposal?Let artificial intelligence automatically cut video clips and save yourself time on editing,so you
33、can focus on the fun stuff.Smart VideoLet Creators pitch their campaign ideas to your brand,so you can select(and boost)the most relevant ideas.Branded Mission010203Brand spotlight:Fantastic FurnitureThis iconic Australian furniture brand wanted to run both native Creator-made content and existing T
34、V creative to compare performance on TikTok.Content IdeaSignalShow,Dont SellbrookestylesssCreator brookestyless made one of the videos used in the campaign;in it,she showed how she re-decorated her home step-by-step,using catchy transitions to demonstrate how the new Fantastic Furniture pieces fit i
35、nto her design.Although production and editing was simple,it was native to TikTok and greatly outperformed the sleekly-produced TV spot.See more on the TikTok for Business site here.Approachstronger CPC10%stronger CTR8%increase in VTR108%ResultsTrend Force 2Making Spacefor JoyPeople are seeking more
36、 ways to take care of themselvesand finding advice on TikTok.Despite all the self-care advice out there,people are still burning out.So theyre looking for meaningful self-care amidst an endless cycle of public health issues,work-life balance struggles,and personal hardships.Everyday people are chang
37、ing their relationships with their jobs and letting go of anxieties about hitting traditional life milestones like getting married and having kids.Theyre being more vocal about what true happiness looks like for them and making space for fun.Joy is a massive through-line for TikTok videos,so the pla
38、tform is a perfect place for people to discover unique forms of humor,relaxation,and other content that allows them to prioritize themselves in the new year.Overviewof users say that TikTok boosts my mood,makes me feel happy/positive1TikTok users say lifting their spirits is key in motivating them t
39、o make a purchase2 4 in 10In 2023,messaging on TikTokand beyondshould speak to this desire for levity and encourage people to make more room for themselves.Whats Next?Through a humorous lens,people have been able to share strategies to make space for more joy,relaxation,self-care,and passion.latinap
40、reneurSource 1:TikTok Marketing Science Global Entertaining Ads Study 2022 conducted by MarketcastSource 2:TikTok Marketing Science Global Ecommerce Study 2022 conducted by MaterialKey Signals for Making Space for JoySource 1:TikTok Marketing Science US TikTok Made Me Blank It Research 2022,conducte
41、d by MarketcastHumor is a universal language on TikTok for people to bond over while putting their own creative spin on popular formats and in-jokes.On TikTok,memes often rely heavily on the use of popular sounds,which is one of the top creative elements that people leverage on the platform.The Meme
42、ing of Life2022 memes that brought us joyLifetime viewsViews from Sep 21-22YoY growth 507M vv407M vv3.3M%#CornKidLifetime viewsViews from Sep 21-22YoY growth2.2B vv1.5B vv13K%#TeenageDirtbagof users who took an action off-platform as a result of TikTok said that TikTok teaches them new things192Watc
43、h how Target inspired audiences to reward themselves with small childhood delights here%of users who took an action off-platform as a result of TikTok said that the platform makes them happy(and never gets boring)1Take a look at how Scrub Daddy got creative with TikTok meme culture to spark joy here
44、90%of users who took an action off-platform as a result of TikTok agree that a Creator showing a product is more useful than reading a review1Check out how Rare Beauty is uplifting users through encouragement to treat themselves here75%Signal 1Users share everyday strategies and lifehacks on TikTok
45、that empower them to make space for themselves whenever they need.These personalized solutions cover anything from skincare tips to advice on living as a digital nomad,instead of working a standard 9-5.Wellbeing Your WayPopular hashtags to tryLifetime viewsViews from Sep 21-22YoY growth 1.5B vv931M
46、vv248%#InnerChildLifetime viewsViews from Sep 21-22YoY growth552M vv459M vv521%#HotGirlWalkSignal 2TikTok users highlight how they reward themselves at any budget level,which makes indulgence feel accessible and attainable.Hashtag formats like#unwindwithme show how Creators pamper themselves and all
47、eviate stress,whether its with a fancy candle or a mud mask.Little LuxePopular hashtags to tryLifetime viewsViews from Sep 21-22YoY growth 2B vv1.2B vv409%#TreatYourselfLifetime viewsViews from Sep 21-22YoY growth102M vv73M vv2644%#UnwindWithMeSignal 3Check out how Rare Beauty is bringing attention
48、the importance of mental health hereHow to jump inJoy is a growing factor in peoples purchasing decisions worldwide,so it should be a key element of marketing strategies in 2023.Create TikTok content that helps people carve out joy for themselves,or even provides it through humor,relaxation and rela
49、table points of view.Different creative approaches and tools can help you incorporate these elements into the videos you make for the platform.Try your hand at TikToks that soothe the brain with this relaxing sound-on format.ASMRShowcase your product in“get ready/unready with me videos,where users t
50、alk about the items they use to gear up or unwind.Product demosBuilt-in tools like the green screen and voice effects are well-loved and make it easier to incorporate humor and joy into your content.TikTok styles&effectsCreative approaches to tryEngage viewers in real-time with a relaxing livestream
51、 that shows someone going through their wellness routine or indulging with a small luxury.Tools to build your storyTikTok LIVECreate a Branded Effect or Effect Challenge to engage the TikTok community in a unique and joyful fashion.Learn more about Effect House here.Effect HouseA platform that lets
52、you search for Creators based on various metrics,including which types of videos theyve made in the past,so you can find the best talent for your campaign.TikTok Creator Marketplace010203Brand spotlight:EA GamesIn order to raise awareness of their in-game Sims Sessions concert series,EA Games partne
53、red with TikTok on a strategy that inspired joy and leaned into the humor of their native Simlish language.Content IdeaSignalthesimsEA Games tapped into the gaming community on TikTok to co-create inspirational entertainment through a Branded Effect and a Branded Hashtag Challenge.By inviting users
54、to participate and put their own creative twists on singing in the Simlish language,EA Games created a uniquely fun opportunity that mobilized passionate gamers to share organic content and attract new interest to The Sims.To learn more,check out our full TikTok Made Me Play It gaming summit here.Ap
55、proachEngagement rateviews for#SimlishSessionsResults15%9BThe Memeing of LifeTrend Force 3Community-Built IdealsTikToks communities are relatable and supportive,which inspires people to make changes in their lives.TikTok communities are a cut above the rest because theyre specificand thats what help
56、s them thrive at scale.The platform isnt just a place to find fellow moms and gamers.Its a place to connect with other#TiredMoms who face the same day-to-day stressors that you do and get inspired by#CozyGamers who prioritize laid-back,stress-free gaming.Hyper-niche interests help users bond with ea
57、ch other.From there,they broaden each others horizons.Maybe the#TiredMom on your FYP shows you a five-minute hairstyle she does on her daughter and you give it a try.Maybe the#CozyGamer listens to specific music while theyre playing,so you listen to those tunes,too.Essentially,TikTok is not a town h
58、all meeting.Its a space where people can find new ideas on how to explore their passions and live their lives.And as people seek out ways to break the status quo,theyll look to peers and role models who have the confidence to live life the way they want to.OverviewTikTok is 1.8x more likely to intro
59、duce users to new topics they didnt even know they liked11.8XIts not just about aspiration.Its about users finding people who fundamentally understand them,which inspires them to change things for themselves.Whats Next?TikTok has become the go-to safe space for people to ask questions and start conv
60、ersations.Think of a collection of clubs where people can find new ideas on how to explore their passions and live their lives.latinapreneurSource 1:TikTok Marketing Science Global Entertaining Ads Study 2022 conducted by Marketcast#TechTok#BreadTok#CleanTokKey Signals for Community-Built Idealsof u
61、sers who took an action off-platform as a result of TikTok agree that TikTok Creators are more influential than celebrities3Watch how Shopee won over new users with friendly product demos here60%of TikTok users say that entertaining ads on the platform teach them something new(1.3x more likely for T
62、ikTok entertaining ads vs.other video platforms)1Check out how Tampax helped answer users common questions on TikTok here38%After watching Creator content on TikTok,more than 2 in 5 users agreed that it made them feel like a part of the Creators community2Learn how Penningtons is highlighting users
63、personal journeys and stories here2 in 5People turn to the TikTok community to start new conversations and find unique answers to satisfy their every curiosity.Videos that teach audiences something interesting cut through the noise and help inspire new behaviors and mindsets.Ask TikTokPopular hashta
64、gs to tryLifetime viewsViews from Sep 21-22YoY growth 155B vv14.8B vv38%#EduTokLifetime viewsViews from Sep 21-22YoY growth290M vv196M vv71%#TikTokMadeMeTryItSignal 1The support and positivity from TikTok communities highlights the value and growth that comes from varied perspectives and paths in li
65、fe.Instead of relying on universal solutions,users are learning that there are infinite possibilities to achieve success on their own terms.Destination:GrowthPopular hashtags to tryLifetime viewsViews from Sep 21-22YoY growth 1.3B vv741M vv184%#GrowthMindsetLifetime viewsViews from Sep 21-22YoY grow
66、th27.3B vv11.5B vv85%#AdviceSignal 2Creators make videos of themselves in the midst of everyday activities like shopping,eating and testing new products.The content is so relatable and accessible that viewers are often motivated to follow their lead by doing the same activity or buying a new product
67、.Bestie BehaviorPopular hashtags to tryLifetime viewsViews from Sep 21-22YoY growth2.9B vv1.9B vv273%#ShopWithMeLifetime viewsViews from Sep 21-22YoY growth843M vv336M vv817%#ComeWithMeSignal 3Source 1:TikTok Marketing Science Global Entertaining Ads Study 2022,conducted by MarketcastSource 2:TikTok
68、 Marketing Science Global Creators Drive Commerce Study 2022,conducted by MaterialSource 3:TikTok Marketing Science US TikTok Made Me Blank It Research 2022,conducted by MarketcastHow to jump inTo connect with viewers,tap into niches.Dont be afraid to get specific and explore layered identities;if y
69、oure looking to target moms in their 40s,try speaking to the#TiredMoms demographic,who are more close-knit and have a stronger community profile.Once you understand these groups,you can amplify the voices that define them and augment the honest,authentic conversations that people care about.Helping
70、viewers understand something new related to your vertical or brand will form a stronger emotional bond.Teach peopleCollaborate with Creators whose ideas will resonate strongly with people in their community.For example,partner with a#TiredMom creator on a video featuring her favorite lunchbox ideas.
71、Be specificStart a conversation on TikTok by posing questions or offering a creative prompt that users can respond to in their own,creative way.Polls and debatesCreative approaches to tryGet your ads in front of users who watched TikTok videos with hashtags that are popular among specific communitie
72、s.Hashtag TargetingTarget specific communities with our new contextual advertising solution that lets advertisers place their brand next to the top content in the For You feed with 12 specific categories.Pulse AdsGet an automatically generated list of Creators based on your brands briefall in less t
73、han 30 seconds.TTCM Match010203Brand spotlight:eBayeBay has cultivated a strong following with sneakerheads as the ultimate destination for buying and selling the coolest shoes.With a vibrant organic presence,eBay continually seeks out ways to stay engaged with their audience on the platform.Content
74、 IdeaSignalAsk TikTokebayThey partnered with TikTok to leverage our Voting Stickers product to directly ask the TikTok community to show love for their favorite shoe in their annual#SneakerShowdown.The campaign was creative,timely and relevant with flight dates coinciding with the annual NCAA basket
75、ball tournament.See more on the TikTok for Business site here.Approachusers participated in the polls1.2Mlift in comment rate+54%ResultsTools to build your storyReport RecapIf you need a review of the spectacular report you just read,heres a cheat sheet:TL;DRWe looked at small,medium and large-scale
76、 TikTok trends to understand what they can tell us about culture and creativity on the platform.This included custom global research to better understand user sentiments and behaviors.Our trends methodology:In 2023,TikTok will empower users with the confidence to rethink their values and find new pa
77、ths to success,happiness and health.Three relevant,large-scale trends will take over in the new year:Our key findings:Trend Force 1Actionable EntertainmentTrend Force 2Making Space For JoyTrend Force 3Community-Built IdealsRecap of TrendsTikTok content is curated based on what viewers find entertain
78、ing,and Creators effectively drive action by capturing attention and trust.People are seeking out meaningful and personalized strategies to public health challenges,burnout struggles,and personal hardships.The specificity and fluidity of TikTok communities has inspired new discovery and a collective
79、 reimagining of personal values and behaviors.Signal 1:Show,Dont SellCreators embed their product tutorials in personal,honest stories,which fuels the impact of their message.Signal 1:The Memeing of LifeMemes provide a universal language for people to bond over humor while putting their own creative
80、 spin on popular formats and in-jokes.Signal 1:Ask TikTokPeople use TikTok to start conversations in their community and find unique answers to satisfy their every curiosity.Signal 2:TikTok InvestigatesPeople come to the platform to uncover truths and debunk myths,which builds credibility and trust
81、between Creators and their viewers.Signal 2:Wellbeing Your WayUsers share everyday strategies and lifehacks on TikTok that empower them to make space for themselves whenever they need.Signal 2:Destination:GrowthThe support and positivity within TikTok communities highlights the value and growth that
82、 comes from varied paths in life.Signal 3:Customer-to-Creator PipelineOrganic videos from users can easily be boosted into influential ads to cultivate trustworthy,genuine sponsorships.Signal 3:Little LuxeTikTok users highlight how they reward themselves at any budget level,making indulgence feel ac
83、cessible and attainable for everyone.Signal 3:Bestie BehaviorCreators turn activities like shopping,eating and testing new products into engaging content that invites others to do the same.MomentsSignalsForcesWhats NextWhat to do with this informationYou can use this report in two ways:Leverage the
84、signals in here to build your 2023 plans and treat this as a springboard for tracking new signals as they emerge.Signal InspirationTry your hand at the creative approaches we noted for each trend force and see how those tactics ladder into your brands objectives.Using a few signals to plan out sever
85、al content launches throughout the year lets you test the trends in different ways and maintain consistency in your message.For instance,heres how brands could bring the signal Ask TikTok to life:Leverage existing signals to build your plansAsk TikTokSpring:Show up in the#FilmTok community and teach
86、 audiences how to host the perfect awards season party.Summer:Set up a“summer school”series that provides answers to common questions like skincare routines and back-to-school outfits.Holiday:Create subculture-specific holiday gift recommendations with relevant creators.Signal TrackingAs the trend f
87、orces in this report evolve throughout the year,well see new signals pop up on the platformwhich provides brands with fresh ways to align with user behaviors and sentiments.You can track these signals yourself,too.Here are some tips on how to do it.Track new signals as they emerge on TikTokThese wil
88、l help you understand which trends are most relevant to you.Start with key questions01What are the key cultural forces shaping your audience?How users express themselves,how communities are forming,etc.How is your category or vertical being transformed on TikTok?New expectations,new formats,new inte
89、rests,etc.Look at trending hashtags,sounds,and Creators within your category to spot new patterns.Use key shifts to find signals02Check out searches related to the signals and communities most relevant to your audience.The TikTok apps related search feature lets you explore similar content to help u
90、ncover new patterns.Browse our trend tools on the TikTok Creative Center.Our platform for top-performing hashtags,Creators,and sounds.Disclaimer:Neither TikTok Inc.nor any of its affiliates,or its or their respective directors,officers,employees,or agents(collectively,TikTok)make any representation
91、or warranty,express or implied,in relation to the accuracy or completeness of the information contained in this document,and accepts no responsibility,obligation,or liability in relation to any of such information.TikTok expressly disclaim any and all liability which may be based on this document and any errors therein or omissions therefrom.TikTok undertakes no obligation or responsibility to update any of the information contained in this document.Past performance does not guarantee or predict future performance.