Whether you’re an established TikTok creator, or you’re just dipping your toe in the short-form video app, you’re probably trying to get a vibe check on what 2023 will bring. What kind of content does the algorithm favor? Will the platform see more advertising dollars pour in this year? What engages most with audiences these days?
Below, we cover the biggest TikTok trends you need to know for 2023.
1. Audience trust will remain a hot commodity for TikTok creators
Chances are you’ve heard of the phrase “TikTok made me buy it,” but have you wondered what motivates someone to make a purchase after watching a short video? It all comes down to one simple yet essential thing: trust.
Successful TikTokers are relatable, and people trust that their favorite creators have their best interests in mind. According to TikTok’s 2023 Trend Report, 72% of users who bought a product or visited a website after going on TikTok said they watched a review from a creator they trust. To drive sales on TikTok, creators and brands alike will have to build that trust with their audience — no more misleading ads or clickbait content.
What TikTok creators can do
Like your follower count, your audience’s trust in you is something that’s built over time. As you’re creating content, you should always be thinking about your audience. How will they benefit from what you’re making? It’s tempting to hop on the latest TikTok trend, but if you want to gain your audience’s trust, you need to ask yourself how your content can add value to your viewers.
2. TikTok SEO will be more important than ever
Search engine optimization (SEO) is all about growing your reach by making sure your content is easily searchable. This process usually involves packing websites with keywords that people might search on Google. But did you know that SEO is important for TikTok, too? That’s because TikTok is quickly becoming Gen Z’s search engine of choice, and this trend is looking to continue in 2023.
What TikTok creators can do
To rank your videos high in TikTok’s search results, you need to have a good understanding of your target audience. Figure out the top keywords in your niche, and include them in your content. From captions, to hashtags, to voiceovers, there are many possible ways to incorporate keywords in your content. Doing so will help give your content a better chance to be seen by the right audiences.
Want to boost your TikTok search rankings? Download our free TikTok SEO Cheat Sheet for tips to get more eyes on your content.
3. Short-form learning content will be the big thing
Short-form learning involves educational content doled out in bite-sized chunks, making it perfect for a platform like TikTok. In its Digital Learning Trends 2023 Report, online course platform Thinkific forecasted that microlearning will see a huge boost this year. In particular, 41% of the people it surveyed think short-form content is great for discovering new topics. Meanwhile, more than half of them prefer consuming content on their phone than anywhere else.
What TikTok creators can do
You probably identify as a content creator, but have you ever considered yourself to be a creator educator? Odds are there’s a topic or a specific niche that you know more about than your audience, so try creating a few TikToks sharing your knowledge. And if you’re not already an expert? Jay Clouse, the creator educator behind the Creator Science newsletter, suggests you position yourself as a curious beginner who’s ready to share your discoveries as you learn.
4. Advertising dollars will surge
The rising popularity of TikTok has made the platform one of the hottest marketing channels for businesses and brands. According to eMarketer, ad spending on TikTok is expected to reach $8.75 billion in 2023, up nearly 47% from 2022. For creators, there could be potential opportunities to make some serious money from brand partnerships.
What TikTok creators can do
If you want to make brand deals one of your income streams for 2023, you will need to step up your content creation game. Though marketers will be spending on TikTok, due to the current economic climate, they will also be more selective when choosing creators to partner with.
According to Bradley Hoos, CEO of influencer marketing agency The Outloud Group, marketers will prefer “creators that have a track record of performing for brands targeting similar customer demographics.” This is to ensure that their ad spending is “delivering high efficiency.”
To land lucrative brand deals, creators will need to demonstrate their ability to create high-converting content. Whether it’s storyboarding, shooting, or editing, it’s time to sharpen your skills.
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5. Content that sparks joy will reach more audiences
According to TikTok’s trend report, 2023 will be the year for positive vibes. 50% of TikTok users said the platform makes them feel happy, and more than a third of them said brands have to “lift their spirits” in order to motivate them to make a purchase. To succeed on TikTok, creators will have to tap into that need for joy and levity.
What TikTok creators can do
Is your content spreading positivity? While it’s true that you can’t force positivity on every topic, tons of niches can benefit from this hunger for lighthearted content. If you specialize in DIY content, encourage your audience to try building things for themselves and make them feel capable. Creating makeup tutorials? Remind your followers that they’re beautiful just the way they are. Leave the doom and gloom for video essays and Twitter threads.
6. Micro-communities will get even tighter
What’s something that sets TikTok apart from other platforms? Its many communities of different niche interests. TikTok is 1.8 times more likely to introduce users to new topics, and they know it’s the place for deep dives into that specific thing they’re newly obsessed with.
When people go on TikTok, they’re looking for creators who understand them, and who’ll inspire them to make a change — whether that’s learning how to play the oboe or creating their own #sundayreset routine. In 2023, that sense of community will be even more important, and no niche will be too small.
What TikTok creators can do
You don’t have to obsess over picking your niche. Whatever your content is about, there’s an audience for it. Just focus on a topic you’re an expert in — or something you’re ready to devote time to learn about — and you’ll find your following. Remember, no matter what your niche is, people want to learn and grow with you. So give them that!
7. Brands will lean into user-generated content
As audience trust becomes more valuable on TikTok in 2023, brands will need to work harder to get their customer base’s attention — or they’ll have to be smarter about it.
User-generated content (UGC) straddles the line between influencer marketing and pure advertising. While UGC is traditionally known as organic content created by a brand’s real customers, over the last year, it’s taken on a new meaning with the rise of UGC creators. An alternative to conventional marketing campaigns, UGC creators get paid to make authentic-feeling content that brands can use in their channels to promote their products.
Case in point: In its 2023 Trend Report, TikTok reveals that the furniture brand Fantastic Furniture used UGC to create a campaign that drove more engagement, brought in more revenue, and cost less than a normal advertising campaign.
What TikTok creators can do
Consider UGC creation an opportunity to unlock a new revenue stream. For reference, some brands pay over $250 for a 60-second video. And if you’ve been creating content, you’ve already got the skillset to become a UGC creator. Reach out to brands, or use platforms like Trend or UGC Shop to find gigs, and you can start raking it in.
Keep up with the latest TikTok trends
TikTok appears to be the place for creators to explore new opportunities in 2023, whether you want to try out a new niche, make money creating UGC for brands, or ramp up your prospecting for brand deals. As long as you keep your audience in mind, create content that adds value to them, and give them the positive vibes they need to be their best selves, you can win big in 2023.
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