![]() Forces: An enduring shift on TikTok that impacts users’ values, interests and needs.Signals: Broader interest is captured as users on TikTok catch on to the moment and have their expectations shaped.But something about it captures users’ attention. Sometimes it seems like a totally random idea, or sometimes it’s a planned campaign from a brand. Moments: Those fleeting prompts that take off on the app.TikTok itself describes trends as having three components: Gen Z audiences are particularly in tune with these trends, and taking part in them shows that you understand their language. ![]() They influence how users participate on TikTok and what moments will bubble over into media coverage and larger conversations. In either case, TikTok trends are the driving force of culture on this social media platform. ![]() These speak to the larger forces shaping how users interact on the app. Other TikTok trends are more long term, like the rise of deinfluencing or the use of SEO in your TikTok bios and videos. Some are a flash-in-the-pan moment, like people jazzing up their hydration on watertok, or editing their lives like a Wes Anderson film. TikTok is absolutely teeming with trends. Therefore, its crucial that travel brands start to think about their presence on TikTok and how they are meeting the travel community at every stage of the booking journey.To understand TikTok means understanding the ebb and flow of trends on the app, whether it’s a short lived moment or an enduring shift. ![]() “Our new research also shows how the TikTok community is not just using TikTok for travel inspiration but as a search function when researching and even booking their holidays. We recently welcomed British Airways to TikTok and they have been quick to jump on viral trends and speak to the TikTok community on their own terms, showing how travel brands can successfully show-up on the platform. Hannah Bennett, travel lead at TikTok commented: “TikTok has become a home for travel trends and in response we’re seeing an increasing number of travel brands turn to the platform to reach new audiences. What’s more, 76% of users can tell when content from travel brands is made just for TikTok, showing the importance of showing up authentically. Key findings include that the platform has seen 410% YoY growth of travel views on TikTok Jan 2021 vs Jan 2023, with spikes occurring during summer and at the start of the year as people look for inspiration to plan their holidays.Ħ5% of users agree brands that post or reply to comments feel part of the TikTok community, and 4 in 5 agree that TikTok allows travel brands to build a stronger connection with their users. TikTok conducted a survey of 1,000 TikTok users with a third party research partner. From cheap getaways using the hashtags #travelhacks (3.3BN views) and #budgettravel (21.5M views) to getting excited for summer with the hashtag #Summerideas (645.2M views), there is a huge amount of travel inspiration to be found on TikTok. TikTok’s impact on the travel industry is growing with holidaymakers increasingly turning to the platform to search for travel inspiration, discover the next cult holiday destination, and plan their next trip. TikTok has published research into how the #TravelTok community are using TikTok to discover, plan, book and share their next holiday and what this means for the travel industry and brands.
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