Tik Tok Presents the third edition of his book what is the next report, L’The annual observatory that identifies future trendswith the aim of helping marketers understand how consumer wants and needs will change in 2023, and how this will measurably impact business.
According to the report, There are three main trends that we expect for the coming year: L’Entertainment will be increasingly personalized; People will search Joy and delight as a source of well-being; there The community will be the focusto become a place for sharing and stimulation able to bring
A change in people’s lives.
Read also: TikTok: $10 billion from advertising in 2022
Custom entertainment
On TikTok, content is selected based on what users find entertaining and able to capture their attention and trust. Globally, on average, 67% (2022 Global Entertainment Advertising Study in TikTok Marketing Science, conducted by Marketcast) of them said that they interact with the short video platform to take a break during the day or relax at the end of the day. 92% (TikTok Marketing Science US TikTok Made Me ‘Blank’ 2022 Research, Conducted by MarketCast) of users experienced a positive emotion after watching a TikTok video that prompted them to take action outside the platform.
“For brands, the most effective messages on the platform are inspiring, fun, personalized, and capable of entertaining the community – he comments Adriano Accardo, Managing Director, Global Business Solutions, Southern Europe TikTok – in fact, in Italy it is 57% (TikTok Marketing Engine Science Global Creators Lead 2022 Study, Conducted by Materiaed) of people on TikTok find ads on the platform so interesting, that they consider user comments as a reference point in evaluating the product (TikTok Marketing Science US TikTok Got Me ‘Blank’ 2022 MarketCast Research on US Dataed.). Therefore, stimulating interaction and sharing ideas is essential and has an impact on business.”
People love the platform for its authenticityNote reports. If we consider the relationship between people and brands, in Italy 58% (TikTok Marketing Engine Science Global Creators Lead 2022 Study, Conducted by Material) of users say that they have You are more likely to trust brands after hearing from TikTok creators. Thus, content creators play an essential role, and when they are well adopted on the platform they have a good influence on people: 65% (TikTok Marketing Engine Science Global Creators Lead 2022 Study, Conducted by Material) of Italians on TikTok say they always rely on online feedback and advice from creators when deciding what to buy online.
Dedicating more time to yourself and seeking lightness will be a priority
There is no shortage of advice and initiatives for taking care of yourself, yet people are still looking for resources on the matter, are more aware of what happiness should be like for them, and make more space for having fun. Globally, 50% of people (2022 Global Entertainment Advertising Study in TikTok Marketing Science, conducted by Marketcast) claims that TikTok is able to improve mood and bring about positivity. Joy is a powerful, all-encompassing common thread in TikTok videos, therefore The platform is the perfect place for people to discover humor, passion, relaxation, and other content that helps them set their priorities in the new year. In Italy, 41 8% of users said that “uplifting” is the key to motivating them to buy.
community at the center
The note states that community members inspire each other to change their daily lives with newfound confidence. In 2023, the platform will have an even more profound impact, according to the report. People continue to reflect on their values in an ever-changing world with new challenges and problems
Confrontation. This helps users They relate a lot to each other and are inspired to make choices or make a change in your life. Globally, people report that TikTok is twice as likely to introduce users to new topics they didn’t know they liked. The
The content on the platform is so recognizable and accessible that people are often eager to replicate it.
The sharing of values is very high and this leads people to inspire each other. In Italy more than 2 out of 5 users (The 2022 Global Ecommerce TikTok Marketing Science Study, conducted by Material) say they feel part of a community thanks to the inclusive power of creators.
Here are 12 campaigns that made their mark on TikTok during 2022
Unieuro writer
Winner of the Italian TikTok Awards and Greatest TikTok Europe (We talked about it here), “Writerstood out to show the great influence of
Original content created by a Creator and amplified by ad spend on the feed, which increases reach and engagement in the TikTok community.
#PradaSS23 by Prada
marking Milan Fashion WeekPrada began to collaborate with Raven wrapDanish director, producer and screenwriter, has created highly engaging content that is able to keep expectations high for the new collection on offer.
The summer icon reinvented by Luxottica
Rayban with the creator @employee Enhances Chromance Lenses with simple yet effective content, which shows how lenses enhance each color, increasing contrast and sharpness.
@employee #to me I see my own world with @Ray-Ban # chromance #I was on ♬ original sound – Rosalba
#ThesoundofanIcon from Fiat
during Eurovisionto launch the new Fiat 500 BEV BocelliFiat, which was a partner at the event, asked a select group of creators to share something iconic that represented the Italian spirit.
@employee What is the most Italian thing that comes to your mind? 🍝🤌🏼 Play the video and let me know🤪😍❤️ #TheSoundOfAnIcon #Eurovision2022 #Director #to me ♬ Portrait of Italy Elegant Waltz Slowly – Mizusato Masaki
Behind Enelgy of Enel
marking World Wind DayEnel co a A series of contents to raise community awareness of renewable energy sources Thus supporting and accelerating the energy transition.
@user9427703 Come with me to discover the power of wind. # World Wind Day #enel60 ♬ Original Audio – Sponsored Content
Sony bullet train
For the release of Bullet Train, Sony launched a In-Feed campaign involving 15 creators who have created original content that speaks authentically to the TikTok audience.
Lol generation from Prime Video
Prime Video Italia launched the The first TikTok Original series, available on Prime Video’s TikTok profile7 : TikTok creators challenged each other to gags under their watchful eye Lilo Petroloone of the most lovable characters in the first version of LOL: who’s laughing outside, surrounded by a TikTok star Gabriel Fagnato.
@employee “You really made me laugh on the inside” new mantra 😌 #GenerationLOL ♬ original sound – Prime Video Italy
San Remo from Spotify
Through Sanremo, Spotify through i Satirical and entertaining content from @gabrielevagnato He invited people to listen to and sing along to the #sanremo2022 playlists on Spotify.
@employee Listen to the playlist of # snappy And sing it with lyrics on Spotify 🎤💐gabrielevagnato #Music #festival # Sanremo ♬ original sound – Spotify Italy
Air Action Vigorsole Fresh Crew Shoe from Perfetti
To maximize the vision of Air Action Vigorsol Fresh, this has been done It involved some creators who told how Vigorsol can help in certain everyday situationsLike showing up on a romantic date without brushing your teeth.
@employee So fresh, to freeze me 🥶 #AirActiveVigorsol ♬ original sound – mario_dryer
Second Life Pasta from Barilla
marking World Pasta DayBarilla puts an end to waste, and invites people to takeA gesture of love for the planetTo”. Even the simplest: using the food from the day before to make tastier dishes.
@employee #stitch With @barilla Tris of four cheese macaroni omelettes with vegetables!! What do you do when you have leftover pasta? #SecondLifePasta ♬ original sound – Tyrmagnos
The best of Beautytok from L’Oreal
L’oreal co-creators series for Amplify an online promotion About the most trending beauty products on TikTok.
@employee Check out the promotion! #LorealBeautyTok #BeautyTok # Garnier #Maybelline # Knicks cosmetics #L’oreal paris ♬ original sound – Adriana Spink
Terna DrivingEnergy
Terna, Europe’s largest independent transmission grid operator, has set up a group Content Series on TikTok to launch Master
Tyrannian Lab In collaboration with the Universities of Cagliari, Palermo and Salerno, dedicated to training new professionals in the digitization of the electricity system.
