TikTok and the Meme-ification of Social Marketing

READ MORE: What’s Next 2023 Trend Report (TikTok)

If you’re looking for clues for how TikTok is shaping global culture and politics you won’t find them in its own report, a glossily produced brochure enticing brands to work with creators and influence users of its platform.

Much of what the shortform video giant says in its “What’s Next: 2023 Trend Report” could have been plucked from similar marketing messages produced over the years for YouTube. And maybe that’s the point. Move over Google, there’s a new place for investors to roost.

“Essentially, [TikTok] is a space where people can find new ideas on how to explore their passions and live their lives,” we learn. “And as people seek out ways to break the status quo, they’ll look to peers and role models who have the confidence to live life the way they want to.”

Sofia Hernandez, global head of business marketing for TikTok, is quoted, also saying not a lot: “2022 was the year people realized they didn’t have to live their lives as they always have done — with different points of view and ideas transcending cultures on TikTok. Next year we’re going to see more of this — as our communities get more confident and inspire positive change together.”

Against the backdrop of the increasing cost of living, apparently what people want is to have fun. They want humor, they want to feel happy and healthy. They want to feel part of a community and, above all, they want to be entertained.

It’s not rocket science, but TikTok says its platform is the best place for advertisers to reach audiences and that to do so they should work with creators.

Four out of five users say TikTok is very or extremely entertaining, per the report. “This means that when advertising messaging is delivered like an ad, but loved like entertainment, brands can see incredible business results,” TikTok explains. “For brands, the most effective messages on TikTok are uplifting, funny and personalized, or entertaining their audiences. Brands can build on this entertainment value by using editing techniques like syncing sounds to transitions or adding text overlays — which are effective at keeping viewers’ attention.”

The report differentiates content on TikTok from other platforms, where it is “personalized” based on broad identity categories or simple browsing histories. In fact, TikTok is 1.8 times more likely to introduce people to new topics they didn’t know they liked compared to traditional social platforms, per the report. We learn that content is curated on the platform based on what viewers find entertaining, so it captures their attention and trust.

“The trust is a result of who’s making the content. When a viewer sees a video from a creator they can relate to or from an expert they’re more likely to take the information to heart.”

Among people who took an “off-platform” action as a result of a TikTok video, 92% say they felt a positive emotion that ultimately resulted in an off-platform action. Meanwhile, 72% say they obtained reviews from creators they trust on TikTok, more than any other platform.

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TikTok’s big prediction? In 2023, TikTok-first entertainment will inspire people to test out new products and new ways of thinking and behaving.

We are also led to believe that “people come to the platform to uncover truths and debunk myths, which builds credibility and trust between Creators and their viewers,” which may be news to those concerned about TikTok’s potential for political bias or cultural sway, though in truth these levels of mistrust have yet to reach Twitter and Facebook-style proportions.

Have longer video footage at your disposal? TikTok advises you to let artificial intelligence automatically cut video clips and save yourself time on editing, “so you can focus on the fun stuff.”

Joy, we also understand from the report, is a growing factor in people’s purchasing decisions worldwide, so it should be a key element of marketing strategies in 2023.

“Create TikTok content that helps people carve out joy for themselves, or even provides it through humor, relaxation and relatable points of view. Different creative approaches and tools can help you incorporate these elements into the videos you make for the platform.

In 2023, “messaging on TikTok — and beyond — should speak to this desire for levity and encourage people to make more room for themselves.”

@tiktokforbusiness

Understanding TikTok storytelling culture is 🔑. Get the full scoop in our official What’s Next 2023 Trend Report at the link in bio!

♬ original sound – TikTok for Business