Making Space for Joy
Making Space for Joy. People are seeking meaningful self-care amidst public health issues, work-life balance struggles, and personal hardships. TikTok is a platform where people are changing their relationships with their jobs and finding unique forms of humor, relaxation, and other content that allows them to prioritize themselves. Marketing strategies in 2023 will promote joy and incorporate creative approaches and tools such as ASMR, product demos, and TikTok styles and effects to help people carve out joy for themselves.
This trend originates from the report:
TikTok - An Era of Confidence 2023 Trends
So they're looking for meaningful self-care amidst an endless cycle of public health issues, work-life balance struggles, and personal hardships. Everyday people are changing their relationships with their jobs and letting go of anxieties about hitting traditional life "milestones" like getting married and having kids. They're being more vocal about what true happiness looks like for them and making space for fun.
Joy is a massive through-line for TikTok videos, so the platform is a perfect place for people to discover unique forms of humor, relaxation, and other content that allows them to prioritize themselves in the new year. What’s next? In 2023, messaging on TikTok—and beyond—should speak to this desire for levity and encourage people to make more room for themselves. Some relevant statistics include 50% of users say that TikTok boosts my mood, makes me feel happy/positive.
Also, 40% TikTok users say 'lifting their spirits' is key in motivating them to make a purchase. "Through a humorous lens, people have been able to share strategies to make space for more joy, relaxation, self-care, and passion." - @latinapreneur, TikTok Influencer.
Key Signals for Making Space for Joy: The Memeing of Life. Humor is a universal language on TikTok for people to bond over while putting their own creative spin on popular formats and in-jokes. On TikTok, memes often rely heavily on the use of popular sounds, which is one of the top creative elements that people leverage on the platform.
2022 memes that brought us joy include #CornKid with 507m video views or #TeenageDirtbag with 2.2b video views. 90% of users who took an action off-platform as a result of TikTok said that the platform makes them happy (and never gets boring).
Wellbeing Your Way. Users share everyday strategies and "lifehacks" on TikTok that empower them to make space for themselves whenever they need. These personalized solutions cover anything from skincare tips to advice on living as a digital nomad, instead of working a standard 9-5.
This trend includes popular hashtags #InnerChild and #HotGirlWalk. 92% of users who took an action off-platform as a result of TikTok said that TikTok teaches them new things. Little Luxe.
TikTok users highlight how they reward themselves at any budget level, which makes indulgence feel accessible and attainable. Hashtag formats like #unwindwithme show how Creators pamper themselves and alleviate stress, whether it's with a fancy candle or a mud mask. Other popular hashtags include #TreatYourself and #UnwindWithMe with up to 102m video views.
(Trend also known as the ‘Lipstick Effect’) 75% of users who took an action off-platform as a result of TikTok agree that a Creator showing a product is more useful than reading a review. Joy is a growing factor in people’s purchasing decisions worldwide, so it should be a key element of marketing strategies in 2023. Create TikTok content that helps people carve out joy for themselves, or even provides it through humor, relaxation and relatable points of view.
Different creative approaches and tools can help you incorporate these elements into the videos you make for the platform. Creative approaches to promoting joy include: ASMR (TikToks that soothe the brain with this relaxing sound-on format), Product demos (showcasing products in “get ready/unready with me" videos, where users talk about the items they use to gear up or unwind), or TikTok styles & Effects (Built-in tools like the green screen and voice effects are well-loved and make it easier to incorporate humor and joy into your content.).