The second edition of TikTok’s What’s Next report was published recently, showcasing 35 pages of rising user interests, case study examples, brand trends, and more to help businesses make the most of their on-platform marketing strategies.
The data is a bit of a 2021 year in review, with full reports organized by geographic regions (for the purposes of this post, we’ll look at North America). While the data included is geared toward brands on TikTok, similarities can stretch across multiple social media platforms—including Instagram, where many jewelers engage with users, advertise, and sell their products.
If you’re interested in reading the full guide, you can do so here—and there are some standout stats relevant to members of the jewelry industry.
Beauty and personal care were the headliners of 2021 on TikTok, from self-acceptance to the best routine for eyebrows. While this isn’t directly connected to jewelry, take note of two of the trending hashtags: #GRWM, and #nailart. The first, which stands for “get ready with me,” is an opportunity for jewelers to jump onto the bandwagon while showcasing their jewelry (a finishing touch to any ensemble or beauty routine). For the latter, nail art is often seen coordinating with colorful rings—an obvious avenue for businesses to display their wares.
Community has also been a major trend on TikTok over the last year, with users seeking like-minded people to connect with online in the absence of in-person meetings. While popular and rising hashtags have to stretch to align with jewelry, jewelry-minded communities are active on the platform.
The sensation called #TikTokMadeMeBuyIt was a massive hit on the platform in 2021 and continues to grow in this new year. The idea is that community and word of mouth set specific products trending around the platform, leading users to buy and try them—and talk more about them online. We shared more information about the phenomenon in December 2021. Paying attention to the hashtag throughout 2022 will give clues to what Gen Z is shopping for at any given time.
An important note on TikTok’s audience insights for 2022: A reported 73% of users polled agreed they feel a deeper connection to brands they interact with on TikTok, compared with other platforms. This is significant and a reason to get on the platform if you haven’t already, especially if you’re looking to connect with a younger audience. In addition, 67% of users polled say TikTok inspired them to shop even when they weren’t looking to do so.
You can read more of the deep dive in the report, which includes case studies and dynamic showcase ads.
(Top image from TikTok)
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