Actionable Content

Actionable Entertainment. Tailor-made content on TikTok inspires people to take action. On other platforms, content is "personalized" based on broad identity categories or simple browsing histories.

But on TikTok, content is curated based on what viewers find entertaining, so it captures their attention and trust. The attention comes from the quality of TikTok content. Creators are gifted storytellers who understand the value of humor, perfectly-timed audio, pacing, and helpful advice—so they're able to quickly pull in their viewers.

The trust is a result of who's making the content. When a viewer sees a video from a Creator they can relate to (like someone with the same hair type as them) or from an expert (like a hairstylist with 20+ years of experience), they're more likely to take the information to heart. That's why ideas take off so quickly on TikTok and give people the confidence to take action.

They're hearing compelling stories from real people. What’s Next? In 2023, TikTok-first entertainment will inspire people to test out new products and ways of thinking and behaving. Among people who took an off-platform action as a result of a TikTok, 92% say they felt a positive emotion that ultimately resulted in an off-platform action.

Among people who took an off-platform action as a result of a TikTok, 72% say they obtained reviews from Creators they trust on TikTok, more than any other platform. “In 2023, knowing the platform's storytelling culture and how users best consume TikTok content will be key to create content that inspires an off-platform action.” - @latinapreneur, TikTok Creator.

What are some Key Signals for the “Actionable Entertainment” trend in 2023 Show, Don’t Sell. Creators make tutorials that feature personal stories and fun storytelling styles, like transitions—and that fuels the impact of their messages. For example, if a Creator makes a hair tutorial for her specific hair type and discusses the challenge of finding good products, she'll influence users because of her honesty and specificity.

Four out of five users say TikTok is very or extremely entertaining. This should be kept in mind when creating content. TikTok Investigates.

People come to the platform to uncover truths and debunk myths, which builds credibility and trust between Creators and their viewers. For example, a nutritionist who challenges dubious dietary advice is going to build a stronger bond with their audience. 74% of TikTok users who took an action off-platform as a result of TikTok say that comments provide helpful information.

Customer-to-Creator Pipeline. When your brand has existing fans who make content on the platform, pay attention. Their organic videos can easily be boosted into influential ads.

So cultivate relationships with those Creators to help build genuine sponsorships. 65% of TikTok users say they always rely on online reviews and creator recommendations to decide what to buy online. A popular hashtag on TikTok is #TikTokMadeMeBuyIt , with 31.

9 billion lifetime views with 382% YoY growth. How to jump into the “Actionable Entertainment” trend in 2023? The best messages on TikTok are uplifting, funny and personalized, because that often means they're entertaining. Brands can build this entertainment value by using the editing techniques that the community has perfected, which are effective at keeping viewers' attention.

Creative approaches to try include syncing audios to transitions (TikTok is a sound-on platform, so videos that use popular audio clips feel more native), adding text overlays (Creative captions and text overlays allow brands to tap into popular formats like POV videos), Voiceover effects (built-in voiceover options are an effective solution to make your video engaging without being overly polished)..