TikTok releases "2022 Next Steps Report"! Revealing new directions for brand marketing layout

It is learned that TikTok recently released the "TikTok What's Next Report 2022", which conducted in-depth research on the popular trends on the platform in 2021 and provided guidance and suggestions for brand marketing in 2022.

Based on internal data from October 2020 to October 2021, the TikTok report reveals the most popular topics and content in the United States during this period, as well as guidance and suggestions for related brand marketing, as follows:

1. Beauty and personal care content grew by 186%.

The report pointed out that content related to beauty and personal care products is very effective in driving sales on TikTok, and it is recommended that brands showcase themselves as much as possible, such as using the brand production process to showcase their brand philosophy, especially the part where the product can help consumers achieve "self-care."

2. News and entertainment content increased by 145%.

Brands can bring more exposure to their brands and products by combining news and entertainment hot spots. Behind-the-scenes content is also suitable for this field, including tidbits, Easter eggs and unboxing.

3. Financial services content increased by 255%.

Brands partnering with creators with financial expertise can help drive the message, branded hashtag challenges can raise awareness of key moments and events in the financial world, and brands with longer conversion paths can gather information from potential customers.

4. Food and beverage content increased by 60%.

Brands can use feed ads to share tips and tricks related to their products, as well as invite users to participate in cooking competitions using their products as ingredients or tools. TikTok also suggests incorporating ASMR, which is also a very popular trend.

5. Gaming content increased by 415%.

TikTok also suggests that brands work with emerging creators in the gaming space and let them use their unique voices and styles. Branded hashtag challenges can also work well here, as can new approaches like inserting characters from the game into existing trends and settings in other spaces.

TikTok also explored the following topics in depth:

Community e-commerce

A study conducted by Flamingo showed that 72% of respondents felt a deeper connection with brands they interacted with on TikTok, while 67% said that information on TikTok inspired them to shop, even if they didn't originally intend to buy.

TikTok said: "Community e-commerce will continue to develop in 2022, and live shopping will bring new ways to discover and purchase products."

The Importance of Background Music

According to a study conducted by Kantar, 88% of TikTok users said background music was important to the overall app experience, while research from MRCData found that 68% of people remembered brands better and 58% felt more connected to those brands when content on TikTok used music they liked.

Collaborate with creators

A proprietary creative analysis by TikTok found that collaborations with creators increased views of TikTok-specific ads by 193%, and ad recall for branded content that partnered with creators increased by 27%.

Mindlab’s research found that 62% of TikTok users believe creators are the best way for brands to connect with potential customers, and 78% of users believe that the best brands are those that collaborate with users.

"In 2022, TikTok will continue to be committed to empowering brands with creativity and helping them connect and collaborate with our diverse ecosystem of creators," the TikTok report reads.

TikTok's report states that as a platform, they are committed to keeping their community safe through age-appropriate privacy and safety settings, tools to promote kindness, combating bullying, promoting awareness of bullying, and curbing the spread of misinformation.

The platform added that they have listened to brands over the past year and expanded their services to advertisers to ensure branded content is displayed next to safe and appropriate user videos. They offer advertisers four leading brand safety solutions - TikTok inventory filters, pre-bid solutions from OpenSlate and IAS, and post-bid solutions from Zefr.

Editor ✎ Xiao Zhu/

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