How TikTok is influencing our shopping The What's Next Report reveals the trends for 2023

That TikTok is increasingly influencing our lives is a fact further explored in the third edition of the What's Next Report. The annual observatory, which photographs future trends with the aim of implementing marketing strategies for business people, will indeed provide insight into the evolving wants and needs of consumers in 2023. After reading the report, there are three trends in particular that can be expected in the coming year: the increasing personalization of entertainment as an incentive for interaction, the search for joy and light-heartedness as a source of well-being, and the importance of community as a place of exchange and stimulation that can bring about changes in people's lives.

Another finding from the report relates to the search for ease and quality time. People are increasingly looking for advice on how to take care of themselves and create more space for happiness and enjoyment. Globally, 50 percent of people highlight how TikTok can improve mood and bring positivity in general. Passion, relaxation, and humor are the keywords the Chinese social network uses to enable people to focus on themselves and their needs - in Italy, 41% of users say that "lifting the mood" is the basic requirement to motivate them to make a purchase. the "For You" pages have become real encyclopedic tools for people, whether they are looking up recipes or making a purchase. But in 2023, the report says, the platform will have an even deeper impact: the constant reflection and search for a value that can be followed will lead people to connect even more with creators and be inspired by choices and behaviors they can even emulate - the content on the platform is so recognizable and accessible that people are often motivated to repeat it.