Sparking Aussie Joy

Our mission at TikTok is to 'inspire creativity and bring joy'. According to a global study, one of the top three reasons for using TikTok was "lifting my spirits". But 'joy' can be a grand, elusive term with a myriad of meanings. To uncover this, we partnered with Crowd DNA to explore how TikTok sparks joy amongst Gen Z and Millennial audiences in Australia.

‘Joy’ may be universal, but against the backdrop of a changing Australia, it’s showing up in new and interesting ways. Through research by Crowd DNA, we found 8 emerging codes of joy in the Australian TikTok community. These emerging codes can be grouped by four key dimensions and plotted against the axis of 'Me vs We' and 'Purpose vs Play'.

The conflicting dimensions on the two axis demonstrate the push and pull of emerging Aussie culture. On the one hand, we’re keen to ‘hold on’ to deeply ingrained ideals such as mateship, self-deprecating humour, and a ‘fair go’. On the other hand, we’re keen to ‘move on’ and push Aussie culture forward through progress, diversity, and more inclusive narratives about what it means to be Australian.

On the vertical axis, 'Me' indicates the need for young Aussies to have an identity and their own experiences online, while 'We' shows the need for connection, community, belonging and visibility. On the horizontal axis, the need for 'Purpose' demonstrates the importance of self-betterment (learning, growing, and knowing yourself), while the need for 'Play' shows that entertainment as a form of release and unwinding is still strong.

The 8 Codes of Joy

1. Optimise Me demonstrates looking inward and doing the work to become the best versions of ourselves. Brands can consider playing in this code by building a healthier, better, more motivated ‘me’ for Aussies on TikTok, and beyond.

2. Identity Unlocked demonstrates finding a safe space to explore our identity and create communities. This code of Aussie joy as a space is extremely important to young Australians, and as such, every brand should look to embrace, uphold and embody these principles in creating inclusive content.

3. Me Moments demonstrates consuming relatable, niche content as a ritual of comfort in uncertain times. Owing to their natural fit with individual interests, this code of joy can be applied to brands that involve learning or tutorials.

4. IRL Inspiration demonstrates using the digital world as a source of inspiration for our joy in the offline world. This code of Aussie joy lends itself especially well to brands that require discovery, locality and IRL exploration.

5. Collective Memories demonstrates finding joy in the commonalities we share and bringing to life sentimental moments that shaped Australians. This is a playing field that Aussie brands can tap into for their ability to spark nostalgia among Aussie audiences.

6. Proudly Ourselves demonstrates entertaining and inspiring the rest of the world with our unique sense of humor and style of content. While humour may be fair game for all, brands should consider playing in this code when looking to elevate Aussie voices.

7. Evolving Australia demonstrates reimagining our national identity under a more equal, inclusive, and progressive lens. There is an opportunity for legacy Aussie brands who already have a place within culture, to drive conversations and aid in reframing Australia under a new lens.

8. Mateship 2.0 demonstrates looking to each other for support, and uniting to show up for our communities. This code of Aussie joy lends itself especially well to brands looking to make a difference, owning the ability to provide meaningful services and support in trying times.

To dive further into these emerging codes of joy and the opportunities they present for brands, download the Sparking Aussie Joy whitepaper by Crowd DNA now.