Whats Next 2023 Trend ReportA New Era of Confidence01Table of ContentsTrend ology02Report Introduction03Actionable Entertainment04Making Space for Joy05Community-Built Ideals06RecapTrend ologyBefore we dive in,lets answer an important questionWhat do we mean when we say trendThe term is often associated with popular videos and audio clips.But we track trends at different speeds and sizes to give a more comprehensive understanding of global culture and creativity on the plat.TikTok Speeds of CultureMomentsPopular TikTok sounds,hashtags and ats that everyone is suddenly usingi.e.Corn Kid or“Theyre a 10 but”Creative prompts that quickly gain traction and buzz.LifecycleDays to weeksSignalsShifting behaviors within specific categories or verticalsi.e.practicing multidimensional wellness or celebrating smaller luxuries.New content patterns that reveal emerging behaviors and interests.LifecycleMonths to a few yearsForcesMajor cultural shifts,such as how communities ,where people discover new products,how Creators wield influence,and more.Enduring,large-scale behavioral transations.LifecycleUp to several yearsWant to see what took off in 2022Check out Year on TikTok 2022,a look-back at some of the biggest moments on the plat from the past year.Want to learn more about trendsCheck out our Trend Dashboards on the TikTok Creative CenterRead the Trend Articles we launched in the Trends Hub on the TikTok Creative CenterWatch the Trend Stories we launched in the Trends Hub on the TikTok Creative CenterReport IntroductionWelcome to the 2023 edition of Whats Next,TikToks annual global trend forecast.This report was designed to help marketers understand how consumers wants and needs will change in the upcoming year and what that will mean for their strategiesboth on and off of the plat.We discovered each trend by analyzing TikTok videos,spotting patterns in creativity and behavior on TikTok,and unpacking what we saw with custom research.By pairing these insights with tips and tools to help you make content,we hope to give you everything you need to thrive at the cutting edge of marketing in 2023.A New Era of ConfidenceThroughout the last 12 months,the global TikTok community reimagined entertainment.They shared personal stories of real moments and passions that brought communities together and helped users discover new ways of thinking.After quarantine,people realized they didnt have to keep living life as they always had and adhering to social norms.As they saw different points of view on TikTok,new ideas started spreading across cultures.Goodbye,2022.You were real.This year,the community will inspire each other to make changes in their lives with newfound confidence.Content on TikTok is so relatable,users often take action based on what they see on their For You page.Sometimes that action is simple,such as buying a product or trying a recipe.But in 2023,the plats influence will deepen.People will continue to reflect on their values in a world thats bringing inflation,health and climate issues,and personal stress.Amidst all that,theyll seek out new paths to success,happiness,and well-beingand TikTok will be a tool to help them find it.Now we say hello to 2023.MyJourneytraditional life milestonesWhat youll find in this reportForces3 key driving TikTok culture in 2023SignalsUnderlying for each ForceKey takeaways and creative approaches to help you plan aheadSlowLivingfocusing on the“hustle”DigitalNomadworking in the officeResearch ApproachOur report is heavily supported by research data from the TikTok Global Marketing Science team.We pulled from four studies that leveraged a variety of ologies.TikTok Commissioned ResearchHearing from CreatorsTikTok culture is shaped by our Creators and we wanted to hear from them while developing this report and exploring our trends.So we partnered with latinapreneur to get her perspective on how brands need to prepare for the future.Looking back at 2022,what was the biggest change you saw happen on the platI saw a dramatic shift in the way brands and public figures showed up on the plat.It went from hopping on a lighthearted trend here and there to fully diving into entertaining,original content Creators Drive Commerce Study Conducted by MaterialQuantitative online survey with exposure to stimuli2022|GLOBALEcommerce Study Conducted by MaterialQuantitative online survey2022|GLOBALEntertaining Ads StudyConducted by MarketcastQuantitative online survey with exposure to stimuli2022|GLOBALTikTok Made Me Blank It Study Conducted by MarketcastQualitative and quantitative components2022|USTrend Force 1Actionable EntertainmentTailor-made content on TikTok inspires people to take action.On other plats,content is personalized based on broad identity categories or simple browsing histories.But on TikTok,content is curated based on what viewers find entertaining,so it captures their attention and trust.The attention comes from the quality of TikTok content.Creators are gifted storytellers who understand the value of humor,perfectly-timed audio,pacing,and helpful adviceso theyre able to quickly pull in their viewers.The trust is a result of whos making the content.When a viewer sees a video from a Creator they can relate tolike someone with the same hair type as themor from an expertlike a hairstylist with 20years of experience,theyre more likely to take the ination to heart.Thats why ideas take off so quickly on TikTok and give people the confidence to take action.Theyre hearing compelling stories from real people.OverviewAmong people who took an off-plat action as a result of a TikTok,92say they felt a positive emotion that ultimately resulted in an off-plat action1Among people who took an off-plat action as a result of a TikTok,72say they obtained reviews from Creators they trust on TikTok,more than any other plat1In 2023,TikTok-first entertainment will inspire people to test out new products and ways of thinking and behaving.Whats NextIn 2023,knowing the plats storytelling culture and how users best consume TikTok content will be key to create content that inspires an off-plat action.latinapreneurSource 1TikTok Marketing Science US TikTok Made Me Blank It Research,2022,conducted by MarketcastKey Signals for Actionable EntertainmentSource 1TikTok Marketing Science Global Entertaining Ads Study,2022,conducted by MarketcastSource 2TikTok Marketing Science US TikTok Made Me Blank It Research,2022,conducted by MarketcastSource 3TikTok Marketing Science Global Creators Drive Commerce Study,2022,conducted by MaterialCreators make tutorials that feature personal stories and fun storytelling styles,like transitionsand that fuels the impact of their messages.For example,if a Creator makes a hair tutorial for her specific hair type and discusses the challenge of finding good products,shell influence users because of her honesty and specificity.Show,Dont Sellusers say TikTok is very or extremely entertaining14 in 5Check out how e.l.f.was able to lean into relevant TikTok storytelling ats to showcase their products herePopular hashtags to tryLifetime viewsViews from Sep 21-22YoY growth 277B vv127B vv134People come to the plat to uncover truths and debunk myths,which builds credibility and trust between Creators and their viewers.For example,a nutritionist who challenges dubious dietary advice is going to build a stronger bond with their audience.TikTok Investigatesof TikTok users who took an action off-plat as a result of TikTok say that comments provide helpful ination274See how Wayfair inspired confidence in their products to live up to users expectations hereof TikTok users say they always rely on online reviews and creator recommendations to decide what to buy online3Learn more about how Studysmarter boosted the voices of passionate,everyday Creators here65Signal 1StorytimePopular hashtags to tryExpectationVsRealityWhen your brand has existing fans who make content on the plat,pay attention.Their organic videos can easily be boosted into influential ads.So cultivate relationships with those Creators to help build genuine sponsorships.Customer-to-Creator PipelinePopular hashtags to tryLifetime viewsViews from Sep 21-22686b vv267B vvPOVLifetime viewsViews from Sep 21-222.3B vv1.2B vvFactOrCapLifetime viewsViews from Sep 21-22YoY growth 5.7B vv1.3B vv284MustHavesLifetime viewsViews from Sep 21-22YoY growth31.8b vv17.4B vv382TikTokMadeMeBuyItSignal 2Lifetime viewsViews from Sep 21-22YoY growth 1.3B vv356M vv48Signal 3How to jump inThe best messages on TikTok are uplifting,funny and personalized,because that often means theyre entertaining.Brands can build this entertainment value by using the editing techniques that the community has perfected,which are effective at keeping viewers attention.TikTok is a sound-on plat,so videos that use popular audio clips feel more native.Syncing audios to transitionsCreative captions and text overlays allow brands to tap into popular ats like POV videos.Adding text overlaysBuilt-in voiceover options are an effective solution to make your video engaging without being overly polished.Voiceover effectsCreative approaches to tryUse this intuitive content builder to turn your existing assetswhether its photos,videos,text,or a combination thereofinto a TikTok.Tools to build your storyVideo TemplatesHave longer video footage at your disposalLet artificial intelligence automatically cut video clips and save yourself time on editing,so you can focus on the fun stuff.Smart VideoLet Creators pitch their campaign ideas to your brand,so you can selectand boostthe most relevant ideas.Branded Mission010203Brand spotlightFantastic FurnitureThis iconic Australian furniture brand wanted to run both native Creator-made content and existing TV creative to compare perance on TikTok.Content IdeaSignalShow,Dont SellbrookestylesssCreator brookestyless made one of the videos used in the campaign;in it,she showed how she re-decorated her home step-by-step,using catchy transitions to demonstrate how the new Fantastic Furniture pieces fit into her design.Although production and editing was simple,it was native to TikTok and greatly outpered the sleekly-produced TV spot.See more on the TikTok for Business site here.Approachstronger CPC10stronger CTR8increase in VTR108ResultsTrend Force 2Making Spacefor JoyPeople are seeking more ways to take care of themselvesand finding advice on TikTok.Despite all the self-care advice out there,people are still burning out.So theyre looking for meaningful self-care amidst an endless cycle of public health issues,work-life balance struggles,and personal hardships.Everyday people are changing their relationships with their jobs and letting go of anxieties about hitting traditional life milestones like getting married and having kids.Theyre being more vocal about what true happiness looks like for them and making space for fun.Joy is a massive through-line for TikTok videos,so the plat is a perfect place for people to discover unique s of humor,relaxation,and other content that allows them to prioritize themselves in the new year.Overviewof users say that TikTok boosts my mood,makes me feel happy/positive1TikTok users say lifting their spirits is key in motivating them to make a purchase2 4 in 10In 2023,messaging on TikTokand beyondshould speak to this desire for levity and encourage people to make more room for themselves.Whats NextThrough a humorous lens,people have been able to share strategies to make space for more joy,relaxation,self-care,and passion.latinapreneurSource 1TikTok Marketing Science Global Entertaining Ads Study 2022 conducted by MarketcastSource 2TikTok Marketing Science Global Ecommerce Study 2022 conducted by MaterialKey Signals for Making Space for JoySource 1TikTok Marketing Science US TikTok Made Me Blank It Research 2022,conducted by MarketcastHumor is a universal language on TikTok for people to bond over while putting their own creative spin on popular ats and in-jokes.On TikTok,memes often rely heavily on the use of popular sounds,which is one of the top creative elements that people leverage on the plat.The Memeing of Life2022 memes that brought us joyLifetime viewsViews from Sep 21-22YoY growth 507M vv407M vv3.3MCornKidLifetime viewsViews from Sep 21-22YoY growth2.2B vv1.5B vv13KTeenageDirtbagof users who took an action off-plat as a result of TikTok said that TikTok teaches them new things192Watch how Target inspired audiences to reward themselves with small childhood delights hereof users who took an action off-plat as a result of TikTok said that the plat makes them happyand never gets boring1Take a look at how Scrub Daddy got creative with TikTok meme culture to spark joy here90of users who took an action off-plat as a result of TikTok agree that a Creator showing a product is more useful than reading a review1Check out how Rare Beauty is uplifting users through encouragement to treat themselves here75Signal 1Users share everyday strategies and lifehacks on TikTok that empower them to make space for themselves whenever they need.These personalized solutions cover anything from skincare tips to advice on living as a digital nomad,instead of working a standard 9-5.Wellbeing Your WayPopular hashtags to tryLifetime viewsViews from Sep 21-22YoY growth 1.5B vv931M vv248InnerChildLifetime viewsViews from Sep 21-22YoY growth552M vv459M vv521HotGirlWalkSignal 2TikTok users highlight how they reward themselves at any budget level,which makes indulgence feel accessible and attainable.Hashtag ats likeunwindwithme show how Creators pamper themselves and alleviate stress,whether its with a fancy candle or a mud mask.Little LuxePopular hashtags to tryLifetime viewsViews from Sep 21-22YoY growth 2B vv1.2B vv409TreatYourselfLifetime viewsViews from Sep 21-22YoY growth102M vv73M vv2644UnwindWithMeSignal 3Check out how Rare Beauty is bringing attention the importance of mental health hereHow to jump inJoy is a growing factor in peoples 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 plat.Try your hand at TikToks that soothe the brain with this relaxing sound-on at.ASMRShowcase your product in“get ready/unready with me videos,where users talk about the items they use to gear up or unwind.Product demosBuilt-in tools like the green screen and voice effects are well-loved and make it easier to incorporate humor and joy into your content.TikTok stylesif youre looking to target moms in their 40s,try speaking to theTiredMoms demographic,who are more close-knit and have a stronger community profile.Once you understand these groups,you can amplify the voices that define them and augment the honest,authentic conversations that people care about.Helping viewers understand something new related to your vertical or brand will a stronger emotional bond.Teach peopleCollaborate with Creators whose ideas will resonate strongly with people in their community.For example,partner with aTiredMom creator on a video featuring her favorite lunchbox ideas.Be specificStart a conversation on TikTok by posing questions or offering a creative prompt that users can respond to in their own,creative way.Polls and debatesCreative approaches to tryGet your ads in front of users who watched TikTok videos with hashtags that are popular among specific communities.Hashtag TargetingTarget specific communities with our new contextual advertising solution that lets advertisers place their brand next to the top content in the For You feed with 12 specific categories.Pulse AdsGet an automatically generated list of Creators based on your brands briefall in less than 30 seconds.TTCM Match010203Brand spotlighteBayeBay has cultivated a strong following with sneakerheads as the ultimate destination for buying and selling the coolest shoes.With a vibrant organic presence,eBay continually seeks out ways to stay engaged with their audience on the plat.Content IdeaSignalAsk TikTokebayThey partnered with TikTok to leverage our Voting Stickers product to directly ask the TikTok community to show love for their favorite shoe in their annualSneakerShowdown.The campaign was creative,timely and relevant with flight dates coinciding with the annual NCAA basketball tournament.See more on the TikTok for Business site here.Approachusers participated in the polls1.2Mlift in comment rate54ResultsTools to build your storyReport RecapIf you need a review of the spectacular report you just read,heres a cheat sheetTL;DRWe looked at small,medium and large-scale TikTok trends to understand what they can tell us about culture and creativity on the plat.This included custom global research to better understand user sentiments and behaviors.Our trends ologyIn 2023,TikTok will empower users with the confidence to rethink their values and find new paths to success,happiness and health.Three relevant,large-scale trends will take over in the new yearOur key findingsTrend Force 1Actionable EntertainmentTrend Force 2Making Space For JoyTrend Force 3Community-Built IdealsRecap of TrendsTikTok content is curated based on what viewers find entertaining,and Creators effectively drive action by capturing attention and trust.People are seeking out meaningful and personalized strategies to public health challenges,burnout struggles,and personal hardships.The specificity and fluidity of TikTok communities has inspired new discovery and a collective reimagining of personal values and behaviors.Signal 1Show,Dont SellCreators embed their product tutorials in personal,honest stories,which fuels the impact of their message.Signal 1The Memeing of LifeMemes provide a universal language for people to bond over humor while putting their own creative spin on popular ats and in-jokes.Signal 1Ask TikTokPeople use TikTok to start conversations in their community and find unique answers to satisfy their every curiosity.Signal 2TikTok InvestigatesPeople come to the plat to uncover truths and debunk myths,which builds credibility and trust between Creators and their viewers.Signal 2Wellbeing Your WayUsers share everyday strategies and lifehacks on TikTok that empower them to make space for themselves whenever they need.Signal 2DestinationGrowthThe support and positivity within TikTok communities highlights the value and growth that comes from varied paths in life.Signal 3Customer-to-Creator PipelineOrganic videos from users can easily be boosted into influential ads to cultivate trustworthy,genuine sponsorships.Signal 3Little LuxeTikTok users highlight how they reward themselves at any budget level,making indulgence feel accessible and attainable for everyone.Signal 3Bestie BehaviorCreators turn activities like shopping,eating and testing new products into engaging content that invites others to do the same.MomentsSignalsForcesWhats NextWhat to do with this inationYou can use this report in two waysLeverage the signals in here to build your 2023 plans and treat this as a springboard for tracking new signals as they emerge.Signal InspirationTry your hand at the creative approaches we noted for each trend force and see how those tactics ladder into your brands objectives.Using a few signals to plan out several content launches throughout the year lets you test the trends in different ways and maintain consistency in your message.For instance,heres how brands could bring the signal Ask TikTok to lifeLeverage existing signals to build your plansAsk TikTokSpringShow up in theFilmTok community and teach audiences how to host the perfect awards season party.SummerSet up a“summer school”series that provides answers to common questions like skincare routines and back-to-school outfits.HolidayCreate subculture-specific holiday gift recommendations with relevant creators.Signal TrackingAs the trend forces in this report evolve throughout the year,well see new signals pop up on the platwhich provides brands with fresh ways to align with user behaviors and sentiments.You can track these signals yourself,too.Here are some tips on how to do it.Track new signals as they emerge on TikTokThese will help you understand which trends are most relevant to you.Start with key questions01What are the key cultural forces shaping your audienceHow users express themselves,how communities are ing,etc.How is your category or vertical being transed on TikTokNew expectations,new ats,new interests,etc.Look at trending hashtags,sounds,and Creators within your category to spot new patterns.Use key shifts to find signals02Check out searches related to the signals and communities most relevant to your audience.The TikTok apps related search feature lets you explore similar content to help uncover new patterns.Browse our trend tools on the TikTok Creative Center.Our plat for top-pering hashtags,Creators,and sounds.DisclaimerNeither TikTok Inc.nor any of its affiliates,or its or their respective directors,officers,employees,or agentscollectively,TikTokmake any representation or warranty,express or implied,in relation to the accuracy or completeness of the ination contained in this document,and accepts no responsibility,obligation,or liability in relation to any of such ination.TikTok expressly disclaim any and all liability which may be based on this document and any errors therein or omissions therefrom.TikTok undertakes no obligation or responsibility to update any of the ination contained in this document.Past perance does not guarantee or predict future perance.