A year into uncertainty : 3 trends to look out for in the rest of 2021

26 August 2021

TikTok For Business, Editorial Team

TrendsPerspectivesInsights

The pandemic has changed our lives in many ways and the meaning of business-as-usual has evolved. With changing restrictions and uncertainties, consumers are craving for joyful experiences to connect with the world and communities. We've seen some key consumer shifts that are reshaping the future of marketing. They are increasingly focused on the re- emergence of occasion. At TikTok, we are on a mission to inspire creativity and bring joy, and here's our interpretation on how to build more relevance and connect with consumers in these times.

As a leading destination for entertainment & joy, TikTok has been a the centre of users surviving & thriving in the pandemic. TikTok enables communities, creators and brands to develop and flourish around shared interests, experiences and themes. 87% of TikTokers say that finding content they can relate to is a top reason for using the platform.

It's all about humanizing your brand. TikTok is a home to unfiltered, collaborative content and self-expression at scale. According to a custom study from Nielsen, TikToker's find content on TikTok Unique, Honest, Real and Fun compared to other top social and video platforms.

TikTok is a place where anyone can ignite a culture-defining moment. TikTok inspires Unplanned and Impulse purchases like no other platform. The hashtag #TikTokMadeMeBuyIt garnered over 3bn views globally driving online purchases from cosmetics to home improvement items. This popular trend is where TikTokers showcase products they have seen in other videos on the app or share products they love, influencing the decision making process of shoppers around the world.

TikTok has a unique ability to build cultural relevance and capital for brands through creativity and participation. While advertisers have a range of ad products and formats to choose from, real value comes when brands unlock the potential to influence pop culture and purchase behaviour on TikTok.