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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.
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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.
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.”
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