His community tik tak, over the past 12 months, he has reimagined entertainment. He shared real personal stories that brought people together and helped others discover new ways of thinking. From #TikTokmademebuyit favorites to global car manufacturers, brands of all sizes from Europe and the world have created content of all kinds on TikTok to engage with their communities.

The report is now presented TikTok What’s Next 2023, the third annual trend forecast to help marketers understand how consumer wants and needs will change in the coming year and what this will mean for their strategies both on and off TikTok.

From entertainment to functionality, this new report will focus on analyzing the long-term cultural forces emerging on TikTok, their key messages, and the conditions required for brands to succeed on the platform.

The report focuses on three forces—large-scale transformations that show how TikTok is shaping culture—and the “signals” associated with each that reveal new behaviors and interests in specific sectors. Based on the research and behavior we have observed on TikTok, we predict that this shift will be driven by three main factors:

Active entertainment

People come to TikTok to discover the truth and dispel myths, which builds credibility and trust between Creators and their audience. 6 out of 10 (58%) TikTok users say they are more likely to trust brands after learning about them from a creator on TikTok.

For example, in Italy, Tampax Italia took to TikTok to run an awareness campaign aimed at answering questions about the world of tampons. Together with the popular creator Silvia Burato, they launched the IMPOSSIBLE campaign, with which they dispelled the most common fears and doubts about the use of tampons. Using TopView, one of TikTok’s advertising solutions, the brand’s message reached people the moment they opened the app. This resulted in an impressive total of over 34.6 million views and 17.75% engagement, showing real interest from the Italian TikTok community.

Make room for joy

Despite the abundance of self-care tips, people still experience burnout. As such, she strives for meaningful self-care in matters of public health, burnout at work, and personal hardship.

Half (50%) of TikTok community members say that TikTok boosts their mood and makes them feel happy and/or positive, and another two in five (41%) say that “uplifting their mood” is the key to motivating them to take action . purchase. In 2023, the message on TikTok—and beyond—should reflect this desire to unwind.

Creating content on TikTok that helps people find joy — or that brings joy through humor, relaxation, and points of view that can be understood by community members — could be critical for brands in 2023.

Perfectly created by the community

TikTok communities are a class above the rest because they are specific – and that is what makes them successful on a large scale. Sharing personal interests helps people get closer. Thus, they broaden each other’s horizons.

TikTok is not a big, general assembly. This is a collection of small clubs where people discover new ideas on how to explore their passions and live their lives. In fact, they are 1.8 times more likely to find leads they didn’t even know they had compared to other platforms.

People use TikTok to start conversations in their community and find unique answers to everything they care about. It’s not just learning and inspiration. It’s about TikTokers finding people and communities that truly understand them and inspire them to make the change they want.