Tiktok around 2023: Three big trends to watch

This is how consumer behavior changes.

The growing video platform Tiktok has released one New report Where future trends and consumer behavior are tracked before 2023.

We want to help marketers understand how consumer needs will change in the coming year, and what this will mean for their strategies, on and off TikTok, the company wrote in a press release.

In short, you should be aware of three trends: repurposed content, spreading joy and niche communities.

Reused content: The algorithm on Tiktok curates content based on what users find interesting. Therefore, advertisers earn by creating content that is both marketing and likable as entertainment. Funny, personal or entertaining soundtracks are reused by users and spread on the platform.

Spreading joy: Stress, exhaustion and burnout are not uncommon in today’s society. Therefore, many are looking for light entertainment. According to a previous survey conducted by Marketcast on behalf of Tiktok, 90 percent of Tiktok users said that the platform makes them happy and that it never gets boring. Something companies that want to create more meaningful relationships with their audiences can take with them. Content suggestions are memes, life hacks, jokes, comforting content, and perspectives related to everyday situations.

Specialized communities: Tiktok community is a bit different, as compared to others, because they are very specialized. Something that contributes to their widespread prosperity. You can see the platform as a place where small groups indulge in their own interests. According to the aforementioned survey, Tiktok users are 1.8 times more likely to find new interests or topics to follow, which they didn’t know they liked before, compared to other major social platforms. Companies should focus on niche areas and not be afraid to have specific information.

2022 was the year when people started exploring other perspectives and opportunities to change or improve their lives. Next year we will see more of this. As our Tiktok communities grow, content increases, and cultures transcend, so too is this change accelerating, says Sofia Hernandez, Global Head of Business Marketing at Tiktok, concluding:

Against the backdrop of rising costs of living and the challenges associated with it, our report shows that people will look for new ways to achieve success, happiness, and well-being, and Tiktok will be a tool to help them find them.