Check out the 2023 What's Next Trend Reports for Southeast Asia.
Welcome to the 2023 edition of What's Next, the trend forecast that helps marketers show up strong on TikTok in the new year.
We identified this year's trends by analyzing changes in certain social and cultural sentiments and what that will mean for TikTok user behavior. Then, we backed up our predictions with global research and case studies to ensure they were grounded in truth. And we tied it all together with advice on how to leverage these trends—so you can stay ahead of the curve.
The three trend forces that will define the year
Based on global research studies, we predict that three macro trend forces will shape TikTok in 2023: actionable entertainment, making space for joy, and community-built ideals. These core shifts will influence how marketers speak to their target audiences in the upcoming year.
I. Actionable entertainment
We've exited the clickbait era. People are weary of misleading thumbnails and videos that start with "wait till the end" in the interest of sharing a rote CTA. Marketers need to give viewers more in 2023—this means making videos that grab attention and earn trust. Capturing attention comes down to a video's entertainment value. TikTok ads are considered entertaining when they're funny, personalized, and uplift viewers.¹ These creative elements will be essential for driving success on the platform, as content that focuses on a selling point will get diminishing returns.
Ultimately, when you make ads that are good, fun, and engaging, it won't just improve your storytelling clout—it will also help with your bottom line.
II. Making space for joy
Another thing that's on its way out? Endless to-do-lists. After the pandemic, people reevaluated their relationships with work, hobbies and relationships, and many of them have come to the same conclusion: they're burned out. They want to create real, meaningful space for themselves in 2023, and much of that will come from prioritizing joy in all its forms.
Humor is a great way to make users feel happy on TikTok. It helps them connect with each other and tell stories—not to mention the power it has to help marketers reach their audiences. Audio trends, in particular, let you tap into what users find funny and provide a little levity. (Remember #CornKid? That kind of moment is a great way to reach audiences in a lighthearted way.)
Marketers can also give users ideas on how to indulge at any budget level. There are tons of trends that provide inspiration for small luxuries, such as hacks for drawing the perfect bath or tips on how to make a fancy cup of coffee at home. When brands tap into these corners of the platform, they help people carve out moments of joy in their lives.
Globally, joy is a growing factor in peoples' purchase decisions. The typical person wants to find happiness, even in the smallest of ways. By making content that helps them discover their avenues to happiness, brands can better connect with audiences and drive success in 2023.
III. Community-built ideals
One-size-fits all ideals are on their way out as people embrace specific and varied lifestyles. TikTok communities, which are both specific and deeply relatable, help users quickly bond over these new interests and priorities. From there, they broaden each other's horizons and inspire one another to make changes in their lives.
TikTok is not a town hall meeting. It's a collection of hyper-personal spaces, where people can explore their passions and live their lives. As people seek out ways to break the status quo, they'll look to peers and role models on TikTok who are already living the way they want to.
A number of TikTok trends facilitate this kind of connection and exploration. For example, users often turn to TikTok to find answers to specific questions and needs, like dating advice and parenting tips.
In the new year, marketers should lean into the specificity that makes TikTok communities special. And don't be afraid to target layered identities—speaking to #TiredMoms instead of all moms, or #CozyGamers instead of all gamers—will leave your audiences feeling more understood and validated. Plus, once you understand these groups, you can amplify the voices that define them and augment the honest, authentic conversations that people care about.
What else is in the report?
More custom research explaining why these forces are happening and how they affect user behavior
More trends within each force, so you can see which ones work for your brand messaging
Creative frameworks to help plan your approach to trend-driven content
Products that allow you to get that trend-driven content in front of eyeballs
Case studies from brands who've successfully made content that connected with audiences
Advice on tracking trends on your own in 2023, so you can always be on the ball
Download now!
Indonesia | Thailand | Vietnam | Philippines | Malaysia | Singapore
Sources:
TikTokMarketing Science Global Entertaining Ads Study 2022 conducted by Marketcast. Entertaining ads are defined using a composite score with 7 unique inputs (e.g., excitement, shareability, entertainment, rewatchability, likable, etc.) and classified as either high, medium, or low
TikTokMarketing Science US TikTok Made Me "Blank" It Research 2022, conducted by MarketCast
TikTokMarketing Science Global Ecommerce Study 2022 conducted by Material