More than a billion people were on TikTok in 2021 to have fun, find something to be happy about, share, learn new things and save many memories that will mark the year. In this way, the platform, which also offers brands the opportunity to interact with their target audience, has determined 5 concepts that will guide brands in 2022. Announcing these concepts with a report called What’s Next Report, TikTok announced the report of 2022.
TikTok Global Commercial Marketing Manager Sofia Hernandez said: “2021 was an important year for TikTok. It was a year full of growth, learning and achievements, and 2022 will be no different. From the evolution of the voice on the platform to the unstoppable rise of creators. “There are many ways for businesses of all sizes to engage creatively with our community. Our What’s Next Report offers a comprehensive look at what’s trending in 2021 and a deep insight into what’s coming in 2022”
TikTok’ In the report announced by , attention is drawn to many points from the rise of commercial activities focused on entertainment and communities, to the increasing role of content producers and the features that the platform offers for brand safety. Here are those tips to guide brands:
#1 Community Commerce
The worlds of entertainment and commerce are intertwined today. Community commerce is on the rise and TikTok has become a launchpad for product discovery and brands.
New shopping trends are set for both new and old products, and these trends are driving cultural conversations. We’re constantly learning about the brand, creators, and community engagement on the platform.
73 percent of people feel a deeper connection with the brands they interact with on TikTok compared to others, 67 percent say that TikTok inspires them to shop even when they don’t want to.
2022 will be a big year for TikTok Shopping, a suite of e-commerce tools that turns videos and livestreams into shoppable entertainment. These solutions will make it easier than ever for brands, merchants and content creators to harness the power of community commerce, with tools that help businesses create local shopping experiences, market their products, and run their e-commerce business directly on TikTok.
Community trade will continue to flourish. LIVE experiences will meet our appetite for entertainment with new ways to explore and shop. As brands bring fun content to the table, we’ll continue to deliver solutions that help turn attention into real-life action.
#2 The Evolution of Sound
Audio is an integral part of the TikTok experience and is changing the way we tell stories. We’ve noticed that the songs trending on TikTok are made up of an average of various genres, already famous or emerging artists.
In addition to making the content on TikTok more engaging, music provides longer watch times on average and makes people less likely to skip content. It also affects mood and makes people feel more positive. Research shows that instrumental songs make brands easier to remember, while R&B, pop and rap are proportional to the likes of the brand. In 2022, brands that embrace sonic branding and turn to immersive music to create a distinctive sound will win the hearts of the TikTok community.
#4 New Creative Dream Team
Say hello to your new creative dream team! Meet the TikTok creators; Brave people, experts, trendsetters and pioneers who will encourage brands to exceed campaign goals and achieve effective and tangible results… It’s time to trust the creativity and influence of content creators.
62% of TikTok users say creators are the best way for brands to connect with consumers.
So why are they so effective? Simply put, creators live and breathe TikTok. These creators have an innate understanding of cultural trends and the types of content that resonate with their communities. The cultural expertise of these creators leads to an existing base of followers who are loyal and confident. Followers place great value on the opinions of these creators, which builds a strong following.
TikTok Creator Marketplace is the go-to place for creator collaborations and a modern way to discover creators by industry, budget, and business goals. Brands can search for videos mentioning their brands via the Creator Marketplace to identify creators who already know and love their products. This opens the door to brand collaborations that feel local and authentic.
We want to help brands find their voice and build a meaningful community on TikTok. In 2022, TikTok will be the year when brands will invest in helping them embrace creativity and connect and collaborate with our diverse ecosystem of creators.
Collaborations with original creators have impactful results for brands and also inspire them to take an active role in issues that matter to the TikTok community, such as racial equality and mental health.
#5 Creating Brand Security
Of course, when we talk about all the trends we foresee in TikTok in 2022, we also need to mention the safety of our community, which is our top priority as a company. The safety of brands on TikTok starts with keeping our community safe and secure. We believe we create a positive environment for brands by prioritizing the safety of our creators and our community.
We demonstrate our commitment to security through our campaigns to raise awareness about bullying, by offering a range of policies, products and initiatives that reflect our commitment to the safety of the TikTok community, including age-appropriate privacy and security settings, encouraging kindness, combating bullying, and preventing the spread of misinformation. We continue to show
We listened to our brand partners and expanded our offerings to advertisers who help ensure branded content appears alongside safe and appropriate user videos. We offer four leading brand security solutions for advertisers on TikTok – TikTok Inventory Filter, pre-bid solutions from OpenSlate and IAS, and post-bid solution from Zefr.
In the process, we joined the Technology Coalition, participated in the GARM Aggregate Measurement Report, sat on the Board of the Brand Safety Institute, and received the TAG Brand Safety Certification globally by the Trusted Responsibility Group. In light of these developments, we have deepened and expanded TikTok partnerships. Partnerships help inform our own operations and ultimately move the industry forward for the better of the digital ecosystem.
We strive to be the most transparent and accountable company in the industry, with a deeper understanding of our operations, to inform our community about the steps we’re taking to keep our community safe. We published our first two quarterly Community Guidelines Enforcement Reports in 2021 and announced our Transparency and Accountability Centers.
We know well that there is no finish line when it comes to the safety of our community. Looking to 2022, we will continue to prioritize creativity, security to build a safer platform, solutions for brands, transparency and partnerships.
2022 looks like a year like no other for brands on TikTok. From the rise of community commerce to the proliferation of TikTok creators helping brands tell their stories in authentic ways, there has never been a better time to be a business on TikTok.
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