What’s Next

2023 Trend
Report
A New Era of Confidence
(Thailand)
 Table of
Contents
01 Trend Methodology

02 Report Introduction

03 Actionable Entertainment

04 Making Space for Joy

05 Community-Built Ideals

06 Recap
 Trend Before we dive in, let's answer an important
question: What do we mean when we say

Methodology
"trend?" The term is often associated with
popular videos and audio clips. But we track
trends at different speeds and sizes to give a
more comprehensive understanding of global
culture and creativity on the platform.

TikTok Speeds of Culture

Moments Signals Forces

Creative prompts that New content patterns Enduring, large-scale

quickly gain traction that reveal emerging behavioral
and buzz. behaviors and interests. transformations.

Popular TikTok sounds, Shifting behaviors within Major cultural shifts, such as
hashtags and formats that specific categories or how communities form, where
everyone is suddenly using verticals (i.e. practicing people discover new products,
(i.e. Corn Kid or “They’re a 10 multidimensional wellness or how Creators wield influence,
but…”) celebrating smaller luxuries.) and more.

Lifecycle: Lifecycle: Lifecycle:

Days to weeks Months to a few years Up to several years

Want to see what took off in 2022?

Check out Year on TikTok 2022, a look-back at some of the

biggest moments on the platform from the past year.

Want to learn Check out our Trend Dashboards on the

TikTok Creative Center
more about
trends? Read the Trend Articles we launched in the
Trends Hub on the TikTok Creative Center

Watch the Trend Stories we launched in the

Trends Hub on the TikTok Creative Center
 Report Introduction
Welcome to the 2023 edition of What's Next, TikTok's
annual global trend forecast. This report was designed
to help marketers understand how consumers' wants
and needs will change in the upcoming year and what
that will mean for their strategies (both on and off of
the platform).

We discovered each trend by analyzing TikTok videos,

spotting patterns in creativity and behavior on TikTok,
and unpacking what we saw with custom research. By
pairing these insights with tips and tools to help you
make content, we hope to give you everything you
need to thrive at the cutting edge of marketing in 2023.

A New Era of Confidence

Goodbye, 2022. You were real. Now we say hello to 2023.

Throughout the last 12 months, the global This year, the community will inspire
TikTok community reimagined each other to make changes in their lives
entertainment. They shared personal stories with newfound confidence.
of real moments and passions that brought
communities together and helped users Content on TikTok is so relatable, users
discover new ways of thinking. often take action based on what they see
on their For You page. Sometimes that
After quarantine, people realized they didn't action is simple, such as buying a
have to keep living life as they always had product or trying a recipe.
and adhering to social norms. As they saw
different points of view on TikTok, new ideas But in 2023, the platform’s influence will
started spreading across cultures deepen. People will continue to reflect on
their values in a world that's bringing
inflation, health and climate issues, and
personal stress. Amidst all that, they’ll
traditional life seek out new paths to success,
#MyJourney
milestones happiness, and well-being—and TikTok
will be a tool to help them find it.

focusing on
#SlowLiving
the “hustle”

working in
#DigitalNomad
the office

What you’ll find 3 key Forces driving

in this report: TikTok culture in 2023

Underlying Signals for

each Force
Key takeaways and creative
approaches to help you plan ahead
 Trend Force 1

Actionable
Entertainment
Tailor-made content on TikTok inspires
people to take action

Overview
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.

What’s Next?
Creators are gifted storytellers who understand the value
of humor, perfectly-timed audio, pacing, and helpful
In 2023, TikTok-first
advice—so they're able to quickly pull in their viewers. entertainment will
inspire people to test

CONFIDENTIAL & PROPRIETARY

The trust is a result of who's making the content. When a out new products and
viewer sees a video from a Creator they can relate to (like ways of thinking and
someone with the same hair type as them) or from an behaving.
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.

Among people who took an off- Among people who took an off-
platform action as a result of a platform action as a result of a TikTok,
TikTok, 92% say they felt a positive 72% say they obtained reviews from
emotion that ultimately resulted in Creators they trust on TikTok, more
an off-platform action1 than any other platform1

People don’t buy (skincare)

because of the ingredients.
People buy because of the
reviewer’s experience.
When I review a product, I
am honest, respectful of the
user and I take care of them.

@tran_lam18, creator in VN

Source 1: TikTok Marketing Science US TikTok Made Me "Blank" It Research, 2022, conducted by MarketCast
Key Signals for
Actionable Entertainment

Signal 1

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.

Popular hashtags to try

#POV #ของมันต้องมี 4 in 5
695B vv Lifetime views 2.1B vv Lifetime views
11B vv Views from Sep ‘21-‘22 1B vv Views from Sep ‘21-‘22 users say TikTok is very or extremely
entertaining1
61.2% YoY growth 339% YoY growth

Signal 2

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.

Popular hashtags to try

#TikTokUni
74 %
175B vv Lifetime views
of TikTok users who took an action off-
69B vv Views from Sep ‘21 - ‘22 platform as a result of TikTok say that
comments provide helpful information2
16.9% YoY growth

Signal 3

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.

Popular hashtags to try

#ของดีบอกต่อ #รีวิวของดีบอกต่อ
65 %
9.3B vv Lifetime views 4.7b vv Lifetime views

4.2B vv Views from Sep ‘21-‘22 2B vv Views from Sep ‘21-‘22 of TikTok users say they always rely
on online reviews and creator
753% YoY growth 43.4% YoY growth recommendations to decide what to
buy online3

Source 1: TikTok Marketing Science Global Entertaining Ads Study, 2022, conducted by Marketcast
Source 2: TikTok Marketing Science US TikTok Made Me "Blank" It Research, 2022, conducted by MarketCast
Source 3: TikTok Marketing Science Global Creators Drive Commerce Study, 2022, conducted by Material
How to jump in
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

Syncing audios to Adding text Voiceover

transitions overlays effects

TikTok is a sound-on Creative captions and text Built-in voiceover options

platform, so videos that use overlays allow brands to tap are an effective solution to
popular audio clips more into popular formats like POV make your video engaging
native videos without being overly
polished

Tools to build your story

Video Branded
01 Templates
02 Smart Video 03 Mission

Use this intuitive content Have longer video footage at Creators pitch their
builder to turn your existing your disposal? Let artificial campaign ideas to your
assets (whether it's photos, intelligence automatically cut brand and you select (and
videos, text, or a combination video clips and save yourself boost) the most relevant
thereof) into a TikTok time on editing, so you can ideas
focus on the fun stuff

Signal
Brand spotlight:
Show, Don’t Sell
FreshDoze
Content Idea
FreshDoze leveraged the power of creator and the
community on TikTok through product review
communicating on the benefits of the product in a
native way.

Approach
Displaying the benefits of the product in their
creative elevates the audience 's interest in the
product with creators and guides viewers to
product page where they can convert right away

Results

2.9x
Higher ROAS
3.1 x
Higher Purchase
-45 %
Lower Cost per
with Value Conversion Rate Acquisition
Optimisation vs with Value with Value
Complete Optimisation vs Optimisation vs
Payment Complete Complete
Optimisation Payment Payment
@FreshDozeTH
Optimisation Optimisation
 Trend Force 2

Making Space
for Joy
People are seeking more ways to take
care of themselves—and finding advice
on TikTok

Overview
Despite all the self-care advice out there, people are still
burning out. So they're looking for meaningful self-care
amidst an endless cycle of public health issues, work-life
balance struggles, and personal hardships. What’s Next?
Everyday people are changing their relationships with In 2023, messaging on
their jobs and letting go of anxieties about hitting TikTok—and beyond—
traditional life "milestones," like getting married and
should speak to this

CONFIDENTIAL & PROPRIETARY

having kids. They're being more vocal about what true
happiness looks like for them and making space for fun.
desire for levity and
encourage people to
Joy is a massive through-line for TikTok videos, so the make more room for
platform is a perfect place for people to discover unique themselves.
forms of humor, passion, relaxation, and other content
that allows them to prioritize themselves in the new year.

4 in 10
of users say that TikTok boosts my TikTok users say 'lifting their spirits'
mood, makes me feel happy/positive is key in motivating them to make a
purchase

I am more relaxed and

showcase my fun side on
TikTok. I try to be as casual as
possible so people can see me
as who I am and enjoy my
content, not just a journalist.

@milstar79, creator in KR

Source 1: TikTok Marketing Science Global Entertaining Ads Study 2022 conducted by Marketcast
Source 2: TikTok Marketing Science Global Ecommerce Study 2022 conducted by Material
Key Signals for
Making Space for Joy

Signal 1

The Memeing of Life

Humor is a universal language on TikTok for people to bond
over while putting their own creative spin on things through
various 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

#คนไทยเป็ นคนตลก #funny 90 %

42B vv Lifetime views 2,605B vv Lifetime views of users who took an action off-
platform as a result of TikTok said
19B vv Views from Sep ‘21-‘22 14B vv Views from Sep ‘21-‘22
that the platform makes them happy
51.5% YoY growth 26.8% YoY growth (and never gets boring)1

#คลิ ปตลก #มีม #เพื่อความบันเทิ ง

9.3B vv Lifetime views 5.5B vv Lifetime views 5B vv Lifetime views

3.9B vv Views from Sep ‘21-‘22 3.7B vv Views from Sep ‘21-‘22 2.9B vv Views from Sep ‘21-‘22
28.4% YoY growth 21.3% YoY growth 10.9% YoY growth

Signal 3

Little Luxe
TikTok users love sharing stories about 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 a
fancy candle or a mud mask.

Popular hashtags to try

#vlog 75 %
103B vv Lifetime views of users who took an action off-
platform as a result of TikTok agree
1B vv Views from Sep ‘21-‘22
that a Creator showing a product is
295% YoY growth more useful than reading a review1

Source 1: TikTok Marketing Science US TikTok Made Me "Blank" It Research 2022, conducted by MarketCast
How to jump in
Joy is a growing factor in people’s purchasing decisions across
the globe, so it should be a key element of marketing strategies in
2023. Create TikTok content that help people carve out happiness
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 try

ASMR Product demos TikTok styles & effects

Try your hand at a TikToks Using “get ready/unready Built-in effects like the
that soothe the brain—or at with me" videos, where users greenscreen are well-loved
least pay homage to this talk about the items they use and make content feel more
popular, relaxing content to gear up or unwind native to our platform
format

Tools to build your story

TikTok Creator
01 TikTok LIVE 02 Effect House 03 Marketplace

Engage viewers in real-time Create a Branded Effect or A platform that lets you search
with a relaxing livestream Effect Challenge to engage for Creators based on various
that shows someone the TikTok community in a metrics, including which types
indulging in small luxuries or unique and joyful fashion. of videos they've made in the
unboxing a new product Learn more at past, so you can find the best
effecthouse.tiktok.com talent for your campaign

Brand spotlight:
Signal
Automobile Brand The Memeing of Life

Content Idea
Playing with trends. VO Announcer drove
engagement with the community with the
advertisement VO spot recording.

Approach
VO Announcer reintroduced the process of
recording and shared the production of
advertisement spot narrative in his personal
account. Leading to numerous volumes of
participation from the community.

Results

10.9M 15.9K 2.3K

Video Views Shared Comments

45.9K 790.4K @Krittone

Saved Likes
 Trend Force 3

Community-
Built Ideals
TikTok's communities are relatable and
supportive, which inspires people to
make changes in their lives.

Overview
TikTok communities are a cut above the rest because
they're specific—and that's what helps them thrive at
scale. The platform isn't just a place to find fellow moms
and gamers. It's a place to connect with other What’s Next?
#TiredMoms who face the same day-to-day stressors
that you do and get inspired by #CozyGamers who
It's not just about
prioritize laid-back, stress-free gaming.
aspiration. It's about
Hyper-niche interests help users bond with each other. users finding people
From there, they broaden each other's horizons. Maybe who fundamentally

CONFIDENTIAL & PROPRIETARY

the #TiredMom on your FYP shows you a five-minute understand them,
hairstyle she does on her daughter and you give it a try. which inspires them to
Maybe the #CozyGamer listens to specific music while
change things for
they're playing, so you listen to those tunes, too.
themselves.
Essentially, TikTok is not a town hall meeting. It's a
collection of tiny clubs where people can find new ideas
on how to explore their passions and live their lives. And
as people seek out ways to break the status quo, they'll
look to peers and role models who have the confidence
to live life the way they want to.

1.8X
TikTok is 1.8x more likely to
introduce users to new topics
they didn’t even know they
liked1

On TikTok, you get questions

and comments from your
followers. It becomes a
community where people will
talk about what they like to
play, and I am able to help
and inspire them.

@victorycast, creator in TH

Source 1: TikTok Marketing Science Global Entertaining Ads Study 2022 conducted by Marketcast
Key Signals for
Community-Built Ideals

Signal 1

Ask TikTok
People turn to the TikTok community to start new
conversations and find unique answers to satisfy their
every curiosity. Videos that teach audiences something
interesting cut through the noise and help inspire new
behaviors and mindsets.

Popular hashtags to try

#TikTokแนะแนว #ความรู้ 38 %
of TikTok users say that entertaining
8.2B vv Lifetime views 4.1B vv Lifetime views ads on the platform teach them
something new (1.3x more likely for
2.7B vv Views from Sep ‘21-‘22 1.8B vv Views from Sep ‘21-‘22
TikTok entertaining ads vs. other
video platforms)1

Signal 2

Destination: Growth
The support and positivity from TikTok communities
highlights the value and growth that comes from
varied perspectives and paths in life. Instead of
relying on universal solutions, users are learning that
there are infinite possibilities to achieve success on
their own terms.

Popular hashtags to try

#เปลี่ยนแปลงตัวเอง
2 in 5
594M vv Lifetime views After watching Creator content on
TikTok, more than 2 in 5 users
286M vv Views from Sep ‘21-‘22 agreed that it made them feel like
a part of the Creator’s community2
164% YoY growth

Signal 3

Bestie Behavior
Creators make videos of themselves conducting
activities like shopping, eating, and testing new products.
The content is so relatable and accessible that viewers
are often motivated to follow their lead by doing an
activity or buying a new product.

Popular hashtags to try

#กิ นข้าวกัน #ไปเที่ยวกัน

60 %
424M vv Lifetime views 264M vv Lifetime views
of users who took an action off-
156M vv Views from Sep ‘21-’22 89M vv Views from Sep ‘21-’22 platform as a result of TikTok agree
that TikTok Creators are more
64.9% YoY growth 87.4% YoY growth influential than celebrities3

Source 1: TikTok Marketing Science Global Entertaining Ads Study 2022 conducted by Marketcast
Source 2: TikTok Marketing Science Global Creators Drive Commerce Study 2022 conducted by Material
Source 3: TikTok Marketing Science US TikTok Made Me "Blank" It Research 2022, conducted by Marketcast
How to jump in
To connect with viewers, tap into niches. Don't be afraid to get
specific and search for layered identities; if you're looking to
target moms in their 40s, try speaking to the #TiredMoms
demographic, who are more close-knit and have a stronger
community profile. Once you understand these groups, you can
amplify the voices that define them and augment the honest,
authentic conversations that people care about.

Creative approaches to try

Teach people Be specific Polls and debates

Helping viewers understand Collaborate with Creators Start a conversation on

something new specific to whose ideas will resonate TikTok by posing questions
your vertical or brand will strongly with people in their or offering a creative prompt
form an emotional bond community. For example, that users can respond to in
partner with a #TiredMom their own, creative way
creator on a video featuring
her favorite 5-minute
lunchbox ideas

Tools to build your story

Hashtag
01 02 Pulse Ads 03 TTCM Match
Targeting

Get your ads in front of users Target specific communities Get an automatically
who watched TikTok videos with our new contextual generated list of Creators
with hashtags that are advertising solution that lets based on your brand's brief—
popular among specific advertisers place their brand all in less than 30 seconds.
communities next to the top content in the
For You feed with 12 specific
categories.

Signal
Brand spotlight:
Ask TikTok
Lotus’s
Content Idea
Lotus’s retailer approached TikTok In-Feed Auction Ads
with the goal of increasing app downloads. The
creative strategy focused on creator collaborations,
which delivered entertaining and compelling
educational content that resonated well with TikTok
community.

Approach
With authenticity and relatability in mind, Lotus’s
leveraged native-looking ads produced by creators,
showcasing app journey & instructions and
highlighting promotional offers. The ad creative also
delivered clear key messages and CTA.

Results

6x
Lower CPI @lotussthailand
Compared to market benchmark
Report If you need a review of the spectacular
Recap report you just read, here’s a cheat sheet:

TL;DR Moments Signals Forces

Our trends
methodology:

We looked at small, medium

and large-scale TikTok
trends to understand what
they can tell us about culture
and creativity on the
platform. This included
custom global research to
better understand user
sentiments and behaviors.

Our key findings:

In 2023, TikTok will empower users with the confidence to

rethink their values and find new paths to success, happiness
and health. Three relevant, large-scale trends will take over in
the new year:

Recap of Trends

Trend Force 1 Trend Force 2 Trend Force 3

Actionable Making Space Community-

Entertainment For Joy Built Ideals
TikTok content is curated based People are seeking out The specificity and fluidity of
on what viewers find meaningful and personalized TikTok communities has inspired
entertaining, and Creators strategies to public health new discovery and a collective
effectively drive action by challenges, burnout struggles, reimagining of personal values
capturing attention and trust. and personal hardships. and behaviors.

Signal 1: Signal 1: Signal 1:

Show, Don’t Sell The Memeing of Life Ask TikTok
Creators embed their tutorials in Memes provide a language for People use TikTok to starting
personal, honest stories, which people to bond over humor while conversations in their
fuels the impact of their putting their own creative spin on community and find unique
message. things through formats and in- answers to satisfy their every
jokes.. curiosity.

Signal 2: Signal 2: Signal 2:

TikTok Investigates Wellbeing Your Way Destination: Growth
People come to the platform to Users share everyday strategies The support and positivity within
uncover truths and debunk and "life hacks" that empower TikTok communities highlights
myths, which builds credibility them to make space for the value and growth that comes
and trust between Creators and themselves whenever they need. from varied paths in life.
their viewers.

Signal 3: Signal 3: Signal 3:

Customer-to-Creator Little Luxe Bestie Behavior
Pipeline TikTok users highlight how they Creators turn activities like
Organic videos from users can reward themselves at any shopping, eating and testing new
easily be boosted into influential budget level, making indulgence products into engaging content
ads to cultivate trustworthy, feel accessible and attainable for that invites others to do the
genuine sponsorships. everyone. same.
What’s Next You can use this report in two
ways: Leverage the signals in here
to build your 2023 plans and treat
it as a springboard for tracking
What to do with this information new signals as they emerge.

Signal Inspiration

Leverage
existing signals to Ask TikTok
build your plans Spring: Show up in the #FilmTok
community and teach audiences
Try your hand at the creative approaches we how to host the perfect awards
season party
noted for each trend force and see how those
tactics ladder into your brand's objectives. Summer: Set up a “summer school”
Using a few signals to plan out several series that provides answers to
content launches throughout the year lets common questions like skincare
you test the trends in different ways and routines and back-to-school outfits
maintain consistency in your message.
Holiday: Create subculture-specific
holiday gift recommendations with
For instance, here’s how brands relevant creators
could bring the signal Ask TikTok to life:

Signal Track new signals as they

emerge on TikTok
Tracking
As the trend forces in this report evolve throughout the year,
we'll see new signals pop up on the platform—which provides
brands with fresh ways to align with user behaviors and
sentiments. You can track these signals yourself, too. Here's
some tips on how to do it.

Start with key Use key shifts to

01 02
questions find signals

These will help you understand Look at trending hashtags, sounds,

which trends are most relevant and Creators within your category
to you to spot new patterns.

What are the key cultural forces Check out searches related to the
shaping your audience? signals and communities most
How users express themselves, relevant to your audience.
how communities are forming, etc. The TikTok app’s related search
feature lets you explore similar
How is your category or vertical content to help uncover new patterns.
being transformed on TikTok?
New expectations, new formats, Browse our trend tools on the TikTok
new interests, etc. Creative Center.
Our platform for top-performing
hashtags, Creators, and sounds

Disclaimer: Neither TikTok Inc. nor any of its affiliates, or its or their respective directors, officers, employees, or agents (collectively,
"TikTok") make any representation or warranty, express or implied, in relation to the accuracy or completeness of the information
contained in this document, and accepts no responsibility, obligation, or liability in relation to any of such information. TikTok
expressly disclaim any and all liability which may be based on this document and any errors therein or omissions therefrom. TikTok
undertakes no obligation or responsibility to update any of the information contained in this document. Past performance does not
guarantee or predict future performance.
Thailand Top 3 fastest
growing verticals:

Mother & Baby

A Joyful Journey of Parenthood

A New Chapter of Joy in Life for parents happens after the moment a child is
born, and at the same time the parent is also born. Parenthood is a chapter in
life that many adults enter into feeling unprepared yet full of excitement.
However, TikTok is the community where parents joyfully unite to share their
experiences of raising a child. Happy parents. Happy Kids. Happy Family

Top Hashtags
Popular Hashtags (Most viewed) Trending Hashtags (Fast Growing)
Content Consumption

101 % 78 %
1.7B VV #ครอบครัวเราเป็ นคนตลก 310M VV #ลูกชายคนแรก
1.2B VV #บ้านฉันสนุกเว่อร์ 292M VV #ตัง้ ครรภ์
1.1B VV #แม่ลกู 165M VV #แม่และเด็ก
YoY total vv YOY total
620M VV #มนุษย์แม่ 149M VV #couplegoals growth Sept 2021 published growth
484M VV #พ่อลูกสายฮา 39M VV #แม่ทอ้ งควรรู้ vs Sept 2022 Sept 2021 vs Sept
2022

Beauty & Personal Care

Celebrating Beauty with Joy

TikTok environment and community have redefined how beauty should be
seen in society. Beauty on TikTok is one of the reflections of how a positive
vibe has grown on the platform. The beauty audience on TikTok is those
who create posts about anything they’re interested in and enjoy about
themselves, not just what other people think is cool. Beauty on TikTok is not
only a thing that they consume, but also one that uplifts them to find their
truest self with various ways to express themselves. Beauty trends start on
TikTok and it always continues and drives participating culture within the
community.

Top Hashtags
Popular Hashtags (Most viewed) Trending Hashtags (Fast Growing) Content Consumption

10B VV
1.7B VV
#รีววิ บิวตี้
#makeup
4.8B VV
3B VV
#TikToklooks
#เรือ่ งผิว
157 % 130 %
YoY total vv YOY total
1.6B VV #ใช้ดบี อกต่อ 1B VV #กันแดด
growth Sept 2021 published growth
1.2B VV #สอนแต่งหน้า 247M VV #ถูกและดีมอี ยู่จริง vs Sept 2022 Sept 2021 vs Sept
2022
1B VV #แต่งหน้า 204M VV #แจ่งหน้าง่ายๆ

Travel

Entertaining trip starts on TikTok

TikTok is the place where people take a "trip" and decide if it's a trip
worth taking where high affinity and quality travel users, where the
passionate community inspires each other. It is a new opportunity
for travel brands and businesses to grow. And as travel revives, it's
time people will connect to bring out more interest in travelling in
2023!

Top Hashtags
Content Consumption
Popular Hashtags (Most viewed) Trending Hashtags (Fast Growing)

1.7B VV #TikTokพาเทีย่ ว 134M VV #TravelTikTok 141 % 113 %

853M VV #travel 127M VV #เทีย่ วเชียงใหม่ YoY total vv YOY total
529M VV #เกาะล้าน 93M VV #พาเทีย่ ว growth Sept 2021 published growth
vs Sept 2022 Sept 2021 vs Sept
464MVV #TikTokTravel 67M VV #AmazingThailand 2022
405M VV #ท่องเทีย่ ว 51M VV #นักท่องเทีย่ ว
 Research Approach
Our report is heavily supported by data from the
TikTok Global Marketing Science team. We pulled
from four studies that leveraged a variety of
methodologies.

Creators Drive Commerce Study 2022 | GLOBAL

Conducted by Material
TikTok Quantitative online survey with exposure to stimuli
Commissioned
Research Ecommerce Study 2022 | GLOBAL
Conducted by Material

Quantitative online survey

Entertaining Ads Study 2022 | GLOBAL

Conducted by Marketcast

Quantitative online survey with exposure to stimuli

TikTok Made Me "Blank" It Study 2022 | US

conducted by Marketcast

Qualitative and quantitative components

Hearing
from Creators
TikTok culture is shaped by our Creators
and we wanted to hear from them while
developing this report and interpreting our
trends. So we partnered with
@latinapreneur to get her perspective on
how brands need to prepare for the future.

Looking back at 2022, what was

the biggest change you saw
happen on the platform?

I saw a dramatic shift in the way

brands and public figures showed
up on the platform. It went from
hopping on a lighthearted trend
here and there to fully diving into
entertaining, original content…