TikTok Advertising Trends For 2023

March 31, 2023
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With 2023 less than a month away, it’s natural to want to start planning your business’ advertising strategy by looking at the year ahead.

When it comes to emerging trends that generate interest and get people talking, TikTok is a platform that’s full of them. In fact, according to a report from Triple Whale, ‘TikTok is ranked as the most valuable platform for direct-to-consumer advertisers, surpassing Facebook’. 

With the app forecast to reach over 97 million TikTok users in 2023, the potential reach of TikTok in 2023 is ideal for capitalising on as a business. 

As such, you might be wondering what some of the upcoming TikTok advertising trends for 2023 are.

TikTok advertising trends for 2023 include, but are not limited to:

  1. Knowing your target audience 
  2. Focusing on authenticity to drive engagement
  3. Using the reach of influencers 
  4. Using recent tools to your advantage 

1. Knowing Your Target Audience 

Knowing your target audience plays a fundamental role in your advertising strategy. 

It’s important to prioritise your target audience when creating an ad to ensure that your ad creates maximum impact and has the best chance of driving conversions.

Prioritising your target market when creating your ad means you’re creating something that will more likely resonate with your target audience, helping you to connect with them as a brand. 

To ensure that you’re keeping your target audience in mind, you can use TikTok analytics to understand your current audience better and to inform future advertising campaigns. 

Failure to bear your audience in mind will increase the likelihood of your ad performance suffering.

TikTok ad trends 2023
According to a report from Triple Whale, ‘TikTok is ranked as the most valuable platform for direct-to-consumer advertisers, surpassing Facebook’. 

2. Focusing On Authenticity To Drive Engagement

The next trend to bear in mind on TikTok in 2023 is focusing on authenticity to drive engagement. 

While creating high quality ads might seem like enough, authenticity goes a long way when it comes to creating relatable and intimate ads that drive engagement. 

In fact, a study by Nielsen found that ‘creativity and authenticity on TikTok drive a positive experience’ for customers and brands alike. 

In the same way that your target audience needs to be able to relate to your content, the same is true of your ads. 

TikTok is a heavily saturated platform. An authentic advertisement should feel like an extension of your brand’s content and should speak to your current audience so it stops them from scrolling on by.

If an ad is a complete departure from the content you normally tend to produce as a business, then this will likely come across as your brand being inauthentic and you’ll lose out on engagement opportunities.

3. Using The Reach Of Influencers 

The next trend to make use of in your advertising strategy in 2023 is using the reach of influencers on TikTok.

Collaborating with influencers for advertising on TikTok can be a mutually beneficial arrangement for both brands and creators. For brands, it’s not only a great way to reach new audiences with your TikTok ads, but also helps to generate brand awareness.

In fact, according to Statista, in the UK ‘mega-influencers had an engagement rate of 13.94 percent’ on the app, while macro-influencers had an engagement rate of 13.57 percent.

Providing influencers with discount codes that they can give their audience also provides their audience with an incentive to check out your product and learn what you stand for as a brand.

That said, if consumers see influencers that they trust talking about and vouching for your product or service, this can help to increase sales.

TikTok trends for 2023
TikTok is forecast to reach over 97 million TikTok users in 2023.

4. Using Recent Tools To Your Advantage 

Last, but by no means least, using recent tools to your advantage when creating ads for TikTok is key in 2023.

As a platform, TikTok is regularly updating the tools available to businesses to assist everything from content creation to advertisements, making it all the more appealing to advertisers. 

For instance, the VideoEditor tool helps you to make fast and convenient changes to video ads, giving you creative control and allowing you to make minor changes to existing ads.

Additionally, TikTok Creator Marketplace can put your brand in contact with large TikTok creators that have an extensive audience, as well as approach and nurture relationships with creators you’d like to use for future advertising campaigns.

As such, making the most of these tools, as well as new tools that TikTok roll out, can help to bolster both your advertising and marketing efforts. 

We are Aura Ads, a unique performance creative agency designed for D2C eCommerce brands. We help clients sell more online and grow at scale with our bespoke video and static creative, delivered on a monthly basis. Find out more about our TikTok ads services on our website or, for more tips and tricks from our experts, head over to our blog page.

Written by Jemima Thomas for Aura Ads.

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