![]() Establishing clear brand trust and values are non-negotiables. They're also looking for brands to lead positive societal change and transparency. There continues to be a growing trust gap between consumers and brands igniting audiences to seek engagement beyond a one-time sale. It's the most intriguing narrative structures that guide viewers past the first few seconds and deeper into the story - ads intended to make users curious keep them watching 1.4x longer(2). IGG also rolled out a Branded Mission with a unique “spin the wheel” Branded Effect that invited users to experience what it’s like to unlock certain characters in the game - reaching 400M TikTokers in the process. From TopView to Reach & Frequency (R&F), the brand showcased a variety of “let’s play” creatives, getting gamers excited about the new launch. IGG embraced this philosophy when launching its new game, Viking Rise, on TikTok. ![]() Rooted in fandom culture, #delulu is a blend of fantasy and manifestation - adopting a fake-it-til-you-make-it persona for audiences to tap into, fantasizing about their hopes, dreams or self-defined delusional realities.įrom co-created content to 'staying true to #delulu', on TikTok, the shift where everyone can have a voice has unleashed creativity for all - where diverse voices, collaborative formats, and subject matters are flipping everything we know about traditional storytelling on its head. Against the backdrop of what's often felt like an overwhelming reality, TikTokers have embraced a shared community of what's been dubbed #delulu or delusional comfort. Communities are making up fictional celebrities and narratives. Storytelling UnhingedĮnds of stories are starting first. For brands, this means creating hyper-relevant, delightful, and useful content that piques every curiosity, even the ones communities didn't know they had. There have never been more options to discover new ideas or things, but it's also never been more taxing to find relevant answers. The brand's success in driving consideration through search translated to a remarkable 441% increase in conversion rate and a massive 51% increase in click-through rate. Clinique was among the first to tap into TikTok's dynamic search platform - teaming up with creators to endorse its latest product lines. In fact, TikTokers are 1.8x more likely to agree that TikTok introduces them to new topics they didn't even know they liked(1).īeauty trailblazer Cliniqueembraced the magic of TikTok in a full-funnel campaign that captivated minds and faces by leaning into the power of discovery, creativity, and communities on the platform. People come to TikTok looking for far more than a single 'right answer.' Every curiosity and interest leads to relevant perspectives, uncharted discovery, and IRL action thanks to the perfect blend of discovery and an active mindset. These Trend Signals can be broken down into the three categories: Trend Signals are defined as content patterns that show emerging behaviors and interests that brands can leverage to inform their longer term content strategy. You can view the full global 'What's Next' report here.įor this report, we have focused on the most actionable and enduring trends, in the sweet spot of what we call Trend Signals. Fueled by a blend of curiosity, imagination, vulnerability and courage - creative bravery will be infused into our daily lives." "In 2024 we're going to see the TikTok community build on this in ways we've never seen before. In an era where storytelling has become predictable, TikTok showcases creativity without a typical beginning, middle or end. Sofia Hernandez, Global Head of Business Marketing for TikTok said: "2023 has seen an audience of over 1 billion people regularly coming to TikTok to find community, surprise and delight. Brands that will see most success will regularly pique global curiosities, flip traditional story arcs, and deepen trust with their audiences. ![]() Breaking through on TikTok means shifting from occasional displays of Creative Bravery to infusing it into their daily behavior and strategies. Fueled by a blend of curiosity, imagination, vulnerability and courage, brands demonstrating Creative Bravery on TikTok will build deeper community connections. ![]() In 2024, the TikTok community will ignite a transformative mindset: we call it Creative Bravery. Today we're launching the TikTok What's Next Report 2024, our fourth annual trend forecast, which will arm marketers with key knowledge around our community's changing wants and needs in order to shape the year ahead. And brands have long been a welcome participant, helping to shape the trends we celebrate every year. Engaging with that content is an increasingly curious audience, seeking new perspectives, communities and stories. 2023 on TikTok is defined by life hacks, throwback tracks and thriving small businesses as the community continued creating, connecting and celebrating authenticity throughout the year.
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