TikTok is not just a platform for viral dances, lip-syncs, and challenges. It’s also a powerful tool for social media marketing that can help you reach new audiences, boost brand awareness, and drive conversions.
But TikTok is not static. Instead, it’s constantly evolving with new features, formats, and trends shaping how users consume and create content.
Stay caught up on TikTok marketing in 2023. Instead, stay on top of the platform’s latest trends and developments.
To help you, we’ve created this list of the 5 biggest TikTok trends that will take over social media in 2023.
These trends are based on global research studies, expert insights, and real-world examples from successful brands and businesses.
By following these trends, you can create engaging, relevant, and impactful content that resonates with your target audience and drives results.
Ready to discover what’s next? Let’s dive in!
Trend #1: Actionable entertainment
The era of clickbait is over.
People are tired of seeing videos that promise something but don’t deliver or that ask them to “wait till the end” for a boring CTA.
Marketers must do better in 2023—making videos that attract attention and build trust.
Actionable entertainment is a trend that refers to creating videos that provide value and entertainment to your viewers rather than just focusing on a selling point.
It’s about showing how your product or service can solve a problem, improve a situation, or enhance an experience for your audience.
But it’s not enough to tell them. You have to show them. And you have to do it in fun, engaging, and authentic way.
Why is this important?
Because TikTok users are savvy and discerning.
They can spot a hard sell from a mile away. And they don’t like it.
They want to see content that’s relevant, meaningful, and entertaining to them.
According to TikTok Marketing Science Global Entertaining Ads Study 2022, TikTok ads are entertaining when they’re funny, personalized, and uplift viewers.
These elements will be crucial for achieving success on the platform, as content that only focuses on a selling point will lose its appeal.
Trust, however, depends on who’s sharing your brand story.
Our users enjoy seeing content from people they can relate to.
Suppose a TikTok creator has something in common with your audience. In that case, their content will be more relevant and meaningful to viewers.
People also feel closer to industry and subject matter experts, who offer knowledge and insider tips in their videos.
Some examples of brands or businesses that use actionable entertainment on TikTok are:
- Netflix: Netflix uses humor, memes, and audio trends to promote its shows and movies on TikTok. For example, it created a video with the hashtag #DontLookUpChallenge, where it asked users to film their reactions to watching the trailer of its upcoming movie Don’t Look Up.
- Starbucks: Starbucks uses educational content, user-generated content, and social causes to engage with its audience on TikTok. For example, it created a video with the hashtag #StarbucksForLifeSweepstakes, inviting users to share how they make their favorite Starbucks drinks at home.
- e.l.f Cosmetics: e.l.f Cosmetics uses catchy songs, challenges, and influencer collaborations to showcase its products on TikTok. For example, it created a viral song called “Eyes Lips Face” and challenged users to create videos using the song and its products.
How can you create actionable entertainment videos on TikTok? Here are some tips:
- Use humor, emotion, or surprise to capture attention and keep viewers hooked
- Use popular sounds, effects, or filters to make your videos more engaging and trendy
- Use text overlays, stickers, or captions to highlight critical messages or benefits
- Use clear calls to action or hashtags to encourage viewers to take action or join a conversation
- Use influencers or experts who can relate to your audience and showcase your brand personality
Trend #2: Making Space for Joy
Life can be challenging.
We face challenges, uncertainties, and stress every day.
That’s why we need to make space for joy. Joy is not just a fleeting emotion. It’s a state of mind that can improve our mental health and well-being.
Making space for joy is a trend that refers to creating and consuming content that sparks positive emotions and uplifts our mood. It’s about finding happiness in the small things, celebrating our achievements, and expressing gratitude for what we have.
Why is this important? Because TikTok users are looking for content that makes them happy and never gets boring.
According to TikTok research, 90% of users who took an action off-platform because of TikTok said the app makes them happy.
And happiness is contagious.
When we see content that makes us smile, laugh, or cry tears of joy, we want to share it with others.
Making space for joy is not only good for our mental health but also for our marketing goals.
Content that sparks joy can increase brand awareness, engagement, and loyalty.
It can also create positive associations with your brand and products and inspire word-of-mouth recommendations.
Some examples of brands or businesses that use making space for joy on TikTok are:
- Chipotle: Chipotle uses humor, challenges, and user-generated content to create joyful content on TikTok. For example, it created a video with the hashtag #ChipotleLidFlip, where it challenged users to flip the lid of their burrito bowls without spilling it.
- Oreo: Oreo uses music, animation, and social causes to create joyful content on TikTok. For example, it created a video with the hashtag #ProudParent, which celebrated LGBTQ+ families and encouraged users to share their stories.
- Lego: Lego uses creativity, nostalgia, and education to create joyful content on TikTok. For example, it created a video with the hashtag #LegoRebuildTheWorld, showing how Lego bricks can be used to build anything imaginable.
How can you create joyful content on TikTok? Here are some tips:
- Use upbeat sounds, bright colors, or funny effects to make your videos more cheerful and lively
- Use positive messages, compliments, or affirmations to make your viewers feel good about themselves
- Use stories, testimonials, or reviews to show how your product or service can bring joy to your customers
- Use challenges, games, or quizzes to make your videos more interactive and fun
- Use influencers or celebrities who can spread joy and positivity with their personality and style
Trend #3: Community-built ideals
Consumers are not a monolith.
They have different values, preferences, and expectations. And they want to see brands that reflect and respect their diversity.
Community-built ideals are a trend that refers to creating and consuming content that aligns with niche communities’ specific interests and needs. It’s about finding and connecting with people who share your passion, whether gaming, gardening, or gluten-free baking.
Why is this important?
Because TikTok users are loyal and engaged with their communities. They trust and support each other and influence each other’s decisions. According to TikTok research, 86% of users say they discover new things on TikTok, and 77% say they take action based on what they see on TikTok.
Community-built ideals are not only good for building relationships but also for building brands. Content that resonates with your community’s ideals can increase brand relevance, credibility, and advocacy. It can also help you differentiate yourself from competitors and attract new customers.
Some examples of brands or businesses that use community-built ideals on TikTok are:
- Lush: Lush uses ethical, educational, and user-generated content to create content that aligns with its eco-conscious community’s ideals. For example, it created a video with the hashtag #LushLabs, showing how it makes its products with natural ingredients and minimal packaging.
- Nike: Nike uses inspirational content, motivational content, and social causes to create content that aligns with its fitness community’s ideals. For example, it created a video with the hashtag #YouCantStopUs, celebrating the resilience and diversity of athletes worldwide.
How can you create content that resonates with your community’s ideals on TikTok? Here are some tips:
- Use hashtags, sounds, or trends relevant to your community’s interests and needs.
- Use testimonials, reviews, or stories to show how your product or service can help your community achieve its goals or solve its problems.
- Use influencers or celebrities who can represent your community’s values and personality.
- Use social causes, campaigns, or initiatives to show how your brand supports your community’s causes and beliefs.
Trend #4: Localized content
Consumers are not only diverse but also local.
They have different cultures, languages, and preferences depending on where they live. And they want to see brands that understand and respect their local identity.
Localized content is a trend that refers to creating and consuming content tailored to local communities’ specific needs and interests.
It’s about finding and connecting with people who share your location, whether it’s a city, a province, or a country.
Why is this important?
Because TikTok users are proud and curious about their local culture.
They want to see content that showcases their local traditions, cuisines, landmarks, and events. They also want to learn more about other local cultures and exchange ideas and experiences with them.
Localized content is not only good for building rapport but also for building brands.
Content that adapts to your local community’s culture can increase brand relevance, authenticity, and loyalty.
It can also help you reach new customers and expand your market.
Some examples of brands or businesses that use localized content on TikTok are:
- Shopee: Shopee uses regional content, local influencers, and local trends to create content that adapts to its different markets in Southeast Asia. For example, it created a video with the hashtag #Shopee1212BirthdaySale, featuring local celebrities from Indonesia, Malaysia, Thailand, Vietnam, and the Philippines.
- Spotify: Spotify uses local playlists, local artists, and local genres to create content that appeals to its different markets in Asia. For example, it created a video with the hashtag #SpotifyWrapped2021, highlighting the top songs and artists from different countries in Asia.
How can you create localized content on TikTok? Here are some tips:
- Use hashtags, sounds, or trends that are popular or relevant in your local market
- Use local languages, dialects, or slang to make your videos more relatable and engaging
- Use local celebrities, influencers, or experts who can represent your local market’s culture and personality
- Use local products, services, or features that can meet your local market’s needs and preferences
Trend #5: Social commerce
Consumers are not only looking for entertainment but also for convenience.
They want to shop online with ease and confidence. And they want to see brands that offer them the best deals and experiences.
Social commerce is a trend that refers to creating and consuming content that facilitates online shopping and transactions.
It’s about finding and connecting with products or services that match your needs and preferences, whether fashion, beauty, or food.
Why is this important? Because TikTok users are active and influential shoppers.
They want to see content that showcases the features, benefits, and reviews of products or services.
They also want to see content that offers discounts, promotions, or rewards.
Social commerce is not only good for increasing sales but also for increasing loyalty.
Content that provides value and convenience to your customers can increase brand satisfaction, retention, and advocacy. It can also help you reach new customers and grow your market.
Some examples of brands or businesses that use social commerce on TikTok are:
- The Beachwaver Co., a maker of the viral rotating curling iron, uses an in-app storefront, link in bio, influencer collabs, and attention-grabbing paid ads to convert users.
- Kaja Beauty, a Korean beauty brand, showcases its products through user-generated content, tutorials, and challenges. It also leverages TikTok’s duet feature to create engaging videos with influencers and customers.
- Ocean Spray, a juice company, capitalized on a viral video of a TikToker skateboarding and drinking its cranberry juice. It sent him a truck full of its products and created its own version of the video. It also partnered with other influencers and celebrities to join the #DreamsChallenge.
How can you create social commerce content on TikTok? Here are some tips:
- Showcase your products or services creatively and authentically
- Use video effects, filters, stickers, and music to make your content stand out
- Include clear calls to action and links to your website or storefront
- Encourage users to shop, follow, like, comment, or share your content
- Collaborate with influencers or customers who can vouch for your brand and provide social proof
- Ask them to create content using your products or services and tag you
TikTok is not just a platform for entertainment.
It’s a platform for innovation, inspiration, and connection.
As we enter 2023, TikTok will continue to shape the social media landscape with new trends and opportunities for marketers.
In this blog post, we’ve covered the top 5 TikTok trends that will dominate social media in 2023 and how to use them for your brand.
Whether it’s actionable entertainment, making space for joy, community-built ideals, localized content, or social commerce, these trends will help you create engaging and compelling content that drives your marketing goals.
If you want to leverage TikTok for your marketing goals in 2023, you need to know what’s next.
And we’re here to help. So contact us today and let us help you create a TikTok marketing strategy that works for you.