Since its launch in 2016, TikTok, the short-form video sharing platform, has now surpassed more than 2 billion app downloads while creating an impact on social media platforms that no one had ever anticipated. Facebook, Instagram, and YouTube have all had to gradually develop features capable of sharing short-form videos, whether it be Instagram Reels, YouTube Shorts, Facebook Reels, and so on, in order to accommodate the behavior of today's consumers who are increasingly fond of consuming this type of content.
While TikTok has come to occupy much of the heart and life of the modern internet consumer, this means that the platform's growth shows no sign of stopping or shrinking anytime soon. Therefore, this article will take a deep dive into the most popular trends on TikTok in 2023 that you need to know. It could be said that now is the most opportune time for marketers or brands looking to expand their reach to modern consumers and increase various marketing opportunities. Anyone who does not yet have a TikTok marketing plan should take a look at these trends and apply them to their TikTok strategy right away. If you're ready, let's take a look.
1. TikTok Is the Market Leader for Influencer Marketing
If you think back about 4-5 years ago, when you thought of your favorite Influencer's page, you might have found that you most often came across them through social media platforms like Instagram or YouTube. But there is no denying that the growth of TikTok has caused Influencer Marketing strategies over the past 2 years to grow significantly and spread to other platforms in a meaningful way.
Given the platform's potential, it is no surprise that brands are increasingly using Influencer Marketing on TikTok to reach new customer groups. According to data collected on Influencer Marketing trends by Tribe Dynamic, around 37% of Influencers consistently indicated that TikTok is the platform they use the most, and that means TikTok may become the number 1 platform for Influencer Marketing throughout 2023.
2. A Greater Focus on Social Commerce
For marketers or brands looking for a platform that can meet the Social Commerce needs of today's modern consumers, get ready to keep a close eye on the TikTok platform, because it is expected to see even greater growth on TikTok in 2023 for sure.
We have to go back to late 2020, when TikTok announced a partnership with Shopify, the world's leading E-Commerce platform. This was a fusion of a social media platform with an E-Commerce platform that would help increase sales for various brands even more.
3. #Hashtag Challenges
When thinking of a small, simple strategy whose results can exceed expectations, what comes to mind? Of course, many people would think of the Hashtag Challenge campaign, which we often see many big brands fond of using when they want to promote a product or service.
Nowadays, various brands are increasingly turning to use this Hashtag Challenge campaign on the TikTok platform, because the platform's potential to spread virality to modern consumer groups even faster, build better brand awareness, and the fact that whether a brand is small or large it can easily take advantage of it. It is therefore no surprise that throughout 2023, we will certainly see brands big and small promoting various campaigns through this Hashtag Challenge.
4. The Rise of Video Ads
In 2019, internet consumers spent nearly 7 hours per week watching video content, which was a 59% increase compared to 2016. At that point, it is no surprise why today, wherever you turn in the world of online marketing, you will find video content everywhere.
There is no denying that Video Ads have a significant influence on brands and marketers. In 2020, TikTok launched a set of tools for brands and marketers under the name "TikTok For Business," with basic features covering all types of advertising, including Video Ads. From that day until now, any brand or marketer who is just starting out with marketing on TikTok must not miss out on using Video Ads if they want good results amid the video content trend of 2023.
5. The Meme Marketing Wave
Nowadays, "memes" have become one of the communication cultures of the online world. So much so that in the Western world there is a saying that goes, "Eat, Breath and Live Memes." Of course, users on the TikTok platform are no exception whatsoever.
Memes are something easy to consume, something entertaining, and can generate engagement among large numbers of internet users very well. Sperth compiled statistics that serve as proof of this, finding that the hashtag #meme has been used more than 34.4 billion times on TikTok. Therefore, if brands or marketers want to establish themselves as one of the most popular trends on TikTok, they must not miss out on joining the Meme Marketing bandwagon in 2023.
6. Catchy, Memorable Sounds
Is there anyone who plays TikTok and watches content without any accompanying sound? Of course, every single person would answer together that this is "impossible." There is a study by TikTok stating that the audio experience on TikTok is one of the keys to enjoying various content on the platform, with 88% of users consistently saying that the accompanying sound or music used on TikTok is essential. In addition, 73% of users would choose to stop and watch a TikTok ad that has sound.
Therefore, if a brand wants to succeed on the TikTok platform, don't forget to prioritize well. Don't forget to use catchy accompanying sounds to create an overall atmosphere for your content that makes it even more interesting.
And those are all the trends expected to remain hot throughout 2023 that marketers should know. With users continuously increasing, studying these various trends will surely help brands devise appropriate strategies for good results.
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Relevant Audience is a company providing Digital Performance Marketing Agency services, with the main goal of delivering digital marketing services that help businesses reach the target audiences who are searching for products or services at the right time, place, and device through various online channels. Our services cover Search Marketing, Social Media Ads, Search Ads, and SEO (Search Engine Optimization), all the way to Influencer Marketing, and we are also part of the Google Partners program.
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