2023 Trend Series: TikTok Marketing Focuses on "Happiness" and "Community"

As the wind blows, Chinese brands will continue to march forward in the new year.
What are the trends that need attention on the way forward, and what are the new tactics in marketing tactics? At the end of the year, when the New Year's bell is about to ring, OneSight will launch a series of articles on "2023 Marketing Trends", focusing on areas that are helpful for overseas marketers to improve their performance and looking forward to the New Year.
TikTok has officially revealed three major trends.
In the past two years, TikTok has demonstrated a strong "cultural influence".
As a social media platform, TikTok not only provides a "square" for people to discuss popular culture, but also shapes popular culture on its platform.
For brands, TikTok marketing has also changed from "just a taste" to "necessary means.".
In combination with the trend revealed by TikTok in the 2023 "Next Step" Trend Report released this year, (you can download the full report by replying to the keyword [2023TT] in the background of the official account) we can see these key points in TikTok's marketing in the new year: 01 improves operability for "entertainment" According to TikTok, for brands, the most effective information on it is exciting, interesting and personalized content, Or provide users with "entertainment" content.
In the past, it was difficult for brands to create such content, requiring strong creativity and complex production to be presented to users.
However, TikTok's practical features such as popular trend ranking, co production, co production, and voice to subtitle conversion make entertaining short video creation no longer a challenge.
Therefore, for brands, in the new year, don't worry about TikTok marketing increasing the burden, but rather consider how to create fast, fast, and happy content from the perspective of "entertainment users", combined with the new features and trends provided by the platform.
02 Making room for "happiness" In the second trend, TikTok still emphasizes the importance of "happiness".
According to data from TikTok, 90% of users who generate off-platform actions (purchases, promotions, etc.) due to TikTok say that TikTok makes them happy and never feels bored.
TikTok recommends that the brand continue to convey "happiness" to users in the new year, to meet their desire for relaxation and happiness, and to become a source of happiness in users' lives.
In addition to humorous expressions, users' happiness also lies in the small problems and knowledge that are noticed and then solved in daily life.
In short, compared to domestic users who prefer to find life tips on Weibo and Xiaohongshu, today's overseas users prefer to find such content on TikTok.
This provides a very smooth path for brands to distance themselves from users and penetrate into their lives.
According to TikTok's data, 92% of users believe that "TikTok has taught them something new.".
Compared to other platforms, users here will actively step out of the information cocoon and not exclude receiving fresh information on the platform, which undoubtedly benefits new brands and brands that want to cover new users.
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2023 Trend Series: TikTok Marketing Focuses on "Happiness" and "Community"

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How do offshore companies play TikTok marketing?

How does cross-border e-commerce play TikTok marketing? Understand advertising formats, topic challenges, and features such as co production

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