It’s safe to say, if any social media platform took the world by storm in 2023 – it’s TikTok.
Since its launch in 2016, TikTok has continued to be a frontrunner, captivating users with its short-form videos and innovative features. It’s evolution from a light-hearted app primarily known for entertaining dance challenges into a versatile platform for businesses to directly engage and sell to their audience perfectly reflects its dynamic adaptability to move with the ever-evolving digital landscape. As of November 2023, TikTok has stated that nearly 1.5 million UK businesses are using TikTok to promote their products, with a huge variety of small and medium-sized businesses seeing phenomenal success on TikTok, telling their stories in an authentic way to new customers. Businesses and users should also familiarise themselves with TikTok's Terms of Service and Privacy Policy to understand the platform's rules and how their data is handled.
This year, the app has worked on enhancing user experience and expanding its creative possibilities, which has led to in this blog. Here, we’ll delve into the most recent updates that have shaped TikTok’s dynamic environment.
Music: At the heart of TikTok
In 2023, TikTok launched a partnership with Billboard Top 50 music charts.
The launch of the official TikTok Billboard Top 50 chart aimed to monitor music discovery and engagement on the platform. The chart is released weekly, sharing the top 50 trending songs on TikTok for the week prior. This ranking is based on a combination of metrics, including - number of creations, video views and user engagement levels.
After recognising an increase in artists making music specifically for TikTok - this new collaboration aims to highlight top artists and understand the impact the platform has on the music industry, artists and their fans.
TikTok shop integration
TikTok’s integration of TikTok Shop has revolutionised the online shopping experience for businesses. Within the app, companies can effortlessly showcase and sell their products, enabling users to discover, browse, and make purchases without leaving the platform. This streamlined approach not only enhances the convenience of shopping but also contributes to increased conversion rates as users seamlessly transition from content discovery to making a purchase.
Brands can tag products in their videos, transforming engaging content into a direct sales channel. This interactive feature allows users to click on items they see in a video and proceed to purchase effortlessly – which has opened endless opportunities for influencers and UGC creators. Brands on TikTok will commission creators to promote their products through the app, sharing the direct product links and an ad discretion. This collaboration not only expands an influencer’s revenue streams but also provides businesses with a potent avenue for marketing and sales through trusted personalities. Within TikTok Business Center, users can create, request access to, and share campaign assets to streamline teamwork and campaign management.
DID YOU KNOW: The hashtag #TikTokMadeMeBuyIt has been used over 85 million times on the app! It’s fast become one of the most popular hashtags on the platform and is known to encourage others to spend through the app.
Live Streams - Turning Passion into Profits
Businesses on TikTok have seen even more success by venturing into the live events space. This enables creators to connect with their audience in real-time and is great for engaging content. TikTok's live stream features provide monetisation options, allowing businesses to earn revenue directly from their audience. With the ability to integrate their TikTok shop into live streams, individuals can chat to their customers live while packing orders, showing off their new products and offering exclusive live-only discounts, fostering a sense of authenticity and building their brand reputation. As conscious consumerism rises, this also taps nicely into a growing population of people who want to know more about their sellers and the brands they engage with.
Live streams are also a great way for businesses to receive immediate feedback from their audience. Whether launching a new product or seeking opinions on existing offerings, this instant interaction allows for agile adjustments and improvements based on audience. Hopefully ensuring better conversion rates and more loyalty from the audience.
Slideshows – Spreading like wildfire
In 2023, TikTok (the short-form video app!) launched one of its most successful features to date – photos.
While it may seem like a standard addition found on other social media platforms, TikTok's implementation brings a unique flair to the table. Despite the platform's reputation for quick, engaging video content, the introduction of a slideshow photo feature has opened new possibilities. Reminiscent of Instagram's format, users can now seamlessly share multiple photo stills in a single post. The innovative twist lies in the option to either let TikTok gracefully guide viewers through the images at a leisurely pace or allow users to scroll through at their preferred speed. This feature not only adds a touch of familiarity to TikTok but also presents users with a convenient way to repurpose content from other platforms, saving valuable time in the content creation process.
We hopped on this trend at Halloween, see how we used the new feature here.
Breaking the 60-Second Barrier
In 2023, TikTok (the short-form video app!) launched one of its most successful features to date – photos.
While it may seem like a standard addition found on other social media platforms, TikTok’s implementation brings a unique flair to the table. Despite the platform’s reputation for quick, engaging video content, the introduction of a slideshow photo feature has opened new possibilities. Reminiscent of Instagram’s format, users can now seamlessly share multiple photo stills in a single post. The innovative twist lies in the option to either let TikTok gracefully guide viewers through the images at a leisurely pace or allow users to scroll through at their preferred speed. This feature not only adds a touch of familiarity to TikTok but also presents users with a convenient way to repurpose content from other platforms, saving valuable time in the content creation process.
We hopped on this trend at Halloween, see how we used the new feature here. You can use the slideshow feature to repurpose existing photos from your other social channels or to enhance your posts with creative effects and transitions.
Breaking the 60-Second Barrier for Videos
One of the most significant updates to TikTok is the new, ended video duration. Originally limited to 60 seconds, users can now create videos up to 10 minutes long. This change opens new doors for content creators, allowing for more in-depth storytelling, detailed tutorials, and engaging narratives. The extended duration is especially beneficial for educational content and creators in niche communities looking to share longer, more comprehensive videos. Once known for its incredibly short, snappy videos, TikTok is changing the scene and training its users to engage in long form content more.
Move over YouTube!
Enhanced in app Content Editing Tools
TikTok has also invested in its video editing tools to provide users with more creative freedom. New features include additional filters, effects, and transitions, empowering creators to produce visually stunning content that looks super slick and professional. The enhanced editing suite is designed to cater to a wide range of artistic styles, from casual users looking to add a touch of flair to their videos to professional creators pushing the boundaries of visual storytelling.
Collaboration with CapCut
TikTok’s very own sister company, CapCut offers users enhanced video editing possibilities through another app, which can be linked directly with your TikTok account. CapCut offers ready-made TikTok video templates, allowing you to create an eye-popping TikTok video with animated text, royalty-free music, and stunning effects.
CapCut templates took the TikTok world by storm in 2023, despite the content being a low-effort yet fun way to produce relevant content. The pop-culture oriented ‘video memes’ were a great way for individuals and businesses to hop on trends that would be prioritised by the TikTok algorithm.
The CapCut template phenomenon is pretty much TikTok’s way to allow users to make joking, relatable content, into video content.
See two examples we love below-
In summary, TikTok has solidified its position as a social media powerhouse in 2023 and has proven that it’s absolutely not going anywhere. The platform has undergone an evolution in the last 12 months - from being known for entertaining dance challenges to a versatile space for both individuals and businesses. From transforming the way stories are told, to creating a new e-commerce platform, TikTok Shop has revolutionised online shopping for businesses.
With its ever-expanding toolkit and commitment to adapting to user needs, TikTok continues to shape marketing and management, the landscape of social media and digital content creation, and we’re looking forward to seeing the app evolve.
If you’d like help launching your business on TikTok, or maybe you’re looking for a hand creating the video content – we’re here to help. We can support with Marketing Consultancy - so that you keep hold of the reins, or we can 'do it for you' with Social Media Management.
Get in touch with our team on hello@youbeemedia.co.uk and we can find the right solution for your business.
