What TikTok’s Trend Report Says about Creator Marketing in 2023

Last week, TikTok unveiled its annual trend report to shine light on consumer behaviour within the app, and how this is set to evolve across the coming year. The report compiles research data with TikTok’s own insight to advise marketers on how to leverage these trends and develop strategies for their creator marketing campaigns in 2023. Of all the accumulated research and data, TikTok highlights three general trends, and dives into the intricacies of how brands can best use them.

So, let’s take a look at some of the most interesting findings and unpack what this means for the creator economy over the next 12 months.

Actionable entertainment

One of the first statements of the report, which is reiterated and emphasised throughout, says that TikTok is having a large effect on the way people live – more specifically, helping users find happiness and success in a confusing post-Covid world, plagued with a turbulent economy and climate in crisis. Users flock to TikTok for respite from these tough times, to be entertained, allow themselves a treat or indulgence, and learn something that can help them in their day-to-day. This even extends to off-platform action. Nearly all (92%) users who took off-platform action after seeing a TikTok describe the experience as positive.