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TikTok has recently published the report What's Next 2023, which brings together some Trends that will be featured on the platform during 2023.
First, the social network is highlighting action-driven content for next year—that is, posts that prompt users to share, purchase, or copy a certain trend.
This is of vital importance, for example, for e-commerce, since 65% of TikTok users decide their purchases on-line based on reviews or recommendations from the content creators themselves.
The report also highlights two other trends closely related to the TikTok way of life, such as posts related to joy and the creation of communities with strong values.
Despite these trends, TikTok also faces many challenges in 2023. These include the battle to attract content creators, brands, and advertisers, leverage live streaming, and ensure user safety.
Social media is waging one of the most curious battles on the internet. In an attempt to attract content creators in the short vertical video format, some social networks have launched offerings very similar to TikTok.
According to the latest data from Sensor Tower, published by Morgan Stanley, in the United States TikTok has grown by 91% in Q3Q, far from the previous year's increase of nearly 45% in Q3Q.. YouTube usage, for its part, had also grown by 91% in 2023 by January 2022.
However, this race seems to be going well for the Shorts on YouTube –launched in 2020 in the midst of the pandemic–, but not so much for Reels on Instagram, which users used up to 8%.
In this sense, YouTube and TikTok are in first place in this short video format, while Meta seems not to take off. In the last quarter, Reels lost $500 million, which it won't recover for 12 to 18 months.
For now, The movements of the different platforms are aimed at attracting advertisers, with the aim of increasing creators' income. Therefore, it won't be surprising if TikTok also moves into this area.
Although it may seem that TikTok has no relation to platforms like YouTube or Twitch, where the streamers They focus on video game content, and the platform also has a feature for its creators to broadcast.
Furthermore, TikTok has ventured this year into offering exclusive live content, such as a soccer match in collaboration with LaLiga—the first in history to be broadcast vertically—or a Rosalía concert.
Both live streams were very well received by different audiences. Thus, TikTok appears to be a perfect complement to other live streaming platforms. Ibai Llanos himself, for example, uses TikTok by sharing clips from Twitch or, directly, through original posts.
Despite this, TikTok launched last year TikTok Live Studio, a beta so that users could broadcast from video game consoles, a move that inevitably positions it as a direct competitor to Twitch.
Moderation of all social media platforms is always hybrid, although the human team is involved in the most sensitive issues. This summer, it was revealed that TikTok used outsourced services for this task.
Thus, some of the employees detailed that they had to deal with videos about beheadings, child abuse and conduct punishable in most of the world, with several investigations opened between 2019 and 2021 on child abuse material on the platform.
What is TikTok and why is it so popular with Generation Z?
For its part, TikTok assures that It has approximately 10,000 content moderators globally. and that they have implemented security tools in 2022 especially for the youngest, such as content levels, which adapt the recommendations according to age.
"We are aware that when we talk about security, there is no finish line," they continue. "We also collaborate with partners security at different levels, global, regional and local, to have a 360-degree approach to security."
TikTok maintains one of the best relationships with its content creators, even though the platform's creator program barely makes ends meet. Nevertheless, the platform is exemplary in its relationship with creators.
Thanks to new tools like the aforementioned TikTok Live, brands can discover new creators who fit the message they want to convey. Thus, Companies pay up to 3 times more for live advertising campaigns.
Still, as the creators themselves consistently acknowledge, TikTok has helped them achieve an audience that other platforms haven't. In this sense, TikTok has helped them gain customers they wouldn't have otherwise.
In this way, TikTok works as a showcase for creators, with a potential audience of over 1 billion people. It's almost nothing.
Furthermore, TikTok assures that the collaboration between creators and brands on the application achieves "a engagement really effective." "There is no doubt that these creators are a fundamental support and ally," they add.
When TikTok started, many brands viewed the platform with caution. Now, it's not uncommon to see major advertisers with profiles, such as Durex, KFC, or Samsung. Winners of the first TikTok Awards.
In this way, the number of advertisers and brands has increased, as TikTok reports.
"This increase in advertisers can also be seen in the number of sectors already represented on TikTok, ranging from the technology sector, with companies like Samsung, Vodafone, and OPPO, to the tourism sector, with Balearia and Costa Cruises," they add.
TikTok's bet on the e-commerce, as with other social networks, has been somewhat bumpy. While on the sister app Douyin, the platform used in China, purchases are common, in Europe it has not taken off, according to Financial Times.
ByteDance, TikTok's parent company, ignored negative attempts to enter the sector. and, to this day, continues to offer numerous job openings related to this field in the United States.
The company's intention is to invest in e-commerce for the long term. Thus, The Wall Street Journal accessed a financial report showing a $14.6 billion investment in research and development during 2021.
For now, TikTok Shop only allows the option to be a seller in the United Kingdom, within the European region. Although it wouldn't be surprising if 2023 were the definitive year for the platform to achieve success in Europe.
For its part, TikTok assures that currently it has special relevance hashtags #TikTokMadeMeBuyIt or #TikTokMeHizoComprarlo, with almost 40 billion views.
"In In 2023, entertainment will come first, and that's what inspires people to try new products.", they conclude.
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