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TikTok has become a popular social media platform. Everyone seems to know specific jingles and memes that first appeared on this channel. Besides, many companies have started using TikTok in the past few years.
What does that mean for 2023?
Find out what TikTok trends 2023 has in store for you so that your marketing journey on this platform will prove a successful one. This guide below will tell you what’s most likely to happen based on official statistics and how you can leverage those social media trends.
Curious yet? Keep reading!
App Annie has an exciting forecast for 2023:
TikTok is expected to gather a 1.5 billion users milestone next year, after it reached 1 billion users in September 2021. That’s an incredible growth spurt for TikTok, especially if you compare it with other social platforms’ performance.
Besides, TikTok isn’t just for teens anymore.
Look at the stats: 64.4% of TikTok active users are aged 20-49 years old, and 44.1% are aged 20-39 years old.
Pro tip: If more businesses and people of all ages are getting on TikTok, your company should do it too.
However, you should:
… so create commercials that people will love.
TV ads experienced quite a fall during the past few years, both in popularity and credibility. However, Millennials still remember those almost magical Super Bowl commercials or Coca-Cola Christmas ads.
The point is, people watch video ads that blend with their rituals.
Now, the question is how to identify TikTok rituals. We’ll let you think for a moment, but we’re sure you got it:
TikTok groups videos with similar concepts via hashtags. Thus, if your audience is interested in a specific topic, they can watch viral videos about that topic for prolonged periods.
That means you can:
Let’s look at the numbers again.
TikTok’s engagement rate is 17.99% in the US and 15.86% worldwide. Compare that to other social platforms’ engagement rates:
How is TikTok doing that, you ask?
The secret is the platform’s fantastic algorithm that provides TikTok users with quality content they’re most likely to watch. TikTok algorithm senses people’s preferences, based on which it gives a personalized video selection in the “For You” section.
Hint: that section is highly addictive because of that.
Each time users swipe past on a video, TikTok understands they don’t like that sort of content. If people look at the video a few times or tap on its elements, the algorithm learns what makes them tick. And that’s how the “For You” section becomes even more personalized.
TikTok makes you tick.
Here’s another factor to consider:
According to a Kantar study, respondents believe that TikTok ads are better and more inspiring than the ads they see on other platforms. This is because:
That’s why these ads sell.For example, MAKE UP FOREVER’s TikTok creative video got 11 million impressions and 10 million views.
Gymshark also constantly grows its community thanks to its TikTok marketing campaigns. For example, Gymshark got 2 million new followers in just half a year thanks to its thorough strategy that includes a variety of content:
Here’s how you can generate that level of engagement on TikTok for your brand:
Also, consider these tips:
For instance, the Vogue challenge allows users to edit themselves on this magazine’s cover, which means:
So, focus on your potential customers’ needs so that they’ll define themselves—and their community—through your brand. This mindset will fast-track your growth and speed up your sales.
However, the content you post has to fit in with TikTok.
For example, the Washington Post started including TikTok in their social media strategy from pretty early on. That’s surprising if you consider that Washington Post has a mature, educated, and high-income audience, whereas TikTok was mainly deemed a kids’ platform.
But WP knows that you have to:
That’s why the Washington Post gives an amusing spin to their otherwise serious work. For example, a skit regarding the struggles of writing a press release about the COVID-19 delta variant for Delta Airlines is among their most liked.
Pro tip: If you’re a serious brand, don’t take yourself too seriously on TikTok. Washington Post is an excellent example to follow here, from their funny videos to their TikTok bio that simply informs “We are a newspaper.”
That’s how your audience will know you speak their language and welcome you into their community.
If you prove you can blend seamlessly, your brand will soon become a leader for the people that follow it. For example:
TikTok isn’t practical just for raising awareness and creating engagement; you can sell on it too.
Social commerce has grown in the past few years because of the COVID-19 health crisis. People spent less time with others, and more time on their phones, so the increased social media consumption skyrocketed social shopping. According to eMarketer, social commerce increased by 18% in 2020 and will be worth $79.64 billion in 2025.
Plus, TikTok already has practical e-commerce features waiting for you:
Why should you hop on the TikTok e-commerce wagon?
More companies leveraging influencer marketing will use TikTok because this platform generates engagement and creates social trends. Besides, 72.5% of marketers plan to use influencer marketing in 2023—so why not do it on the platform that has the highest engagement rate?
Bonus: TikTok offers several tools to strengthen the partnership between brands and content creators.
However, you must choose the right influencers for the job.
For example, Dunkin' partnered with Charli D’Amelio when the brand first started using TikTok influencer marketing. The TikTok megastar helped Dunkin' launch new product items, and the results were 57% more app downloads and 20% more sales for cold brew coffees!
Here’s the good news:
You don’t have to partner with a similarly famous TikTok personality to get similar results.
Luckily, relevance beats reach on TikTok, and that’s why:
As a result, you have a high chance of creating a loyal TikTok community and selling your products (and even fulfilling orders through Tiktok) if you partner with a content creator with below 20,000 followers.
TikTok-ers will continue to use this app, and many other people will sign up too. The current forecast also shows that many companies and celebrities will join the TikTok community.
That means the engagement rates on this platform will skyrocket.
And marketers go where the engagement is. Increasingly more companies leverage TikTok, which-best of all-fits the short-video advertising format that sells the most.
The problem is that not understanding TikTok’s rules, trends, and language may break your brand. If you don’t quite know where to begin your strategy, reach out to an established influencer marketing agency, such as inBeat.