In today’s hyper-connected world, people are seeking experiences that bring them closer to others. In fact, over 3 in 4 consumers believe brands on social media have the power to foster connection and community.
Since its launch in the UK in 2021, TikTok Shop has leveraged this desire by transforming shopping into a vibrant, shared experience fueled by discovery, creativity and entertainment.
In our new white paper in collaboration with TikTok Shop, we outline the trends and opportunities for brands.
Perspectives on Perfection
Young consumers are expanding their perspectives on beauty and fashion, embracing diverse forms of self-expression, inclusive body standards and aesthetics that encourage greater authenticity from brands and marketers. They are fostering a new culture and building communities that celebrate individuality and playfully redefine and explore more fluid notions of traditional beauty and fashion norms.
Rather than turning away from makeup or skincare, they are embracing it by exploring products, trends and aesthetics in innovative ways that support a broader notion of beauty.
As Gen Z champions wider definitions and alternate expressions of beauty, TikTok Shop presents brands with an extraordinary opportunity to connect authentically with this forward-thinking audience. Brands can get creative with the platform’s tools to offer products that celebrate individuality and self-expression.
The Rise of Sports Fandoms
Traditional live sports viewership is declining among Gen Z, as they have a strong preference for consuming sports content through digital platforms. As such, brands can harness this opportunity to genuinely interact with this passionate audience.
TikTok Shop’s livestream shopping feature allows brands to engage with sports fans in real time through interactive experiences. Hosting live sessions during major sporting events to showcase exclusive merchandise, behind-the-scenes content or athlete collaborations builds a deeper bond with fans while boosting immediate sales. With over 5,000 livestream shopping events occurring daily in the UK, this format reflects a growing consumer appetite for interactive commerce.
Nuanced Glimmers
Glimmers are small, uplifting moments of positivity, joy or contentment – they could arise from hearing your favourite song or meeting a friendly dog on your morning walk. These simple, personal and inherently achievable pleasures serve as a powerful antidote to the stress and burnout of challenging times, offering comfort and motivation. They are the opposite of triggers – an emotional reaction to a disturbing topic such as violence or prejudice – and a vital coping mechanism amid global crises, the loneliness epidemic and widespread burnout.
By aligning with this emotional undercurrent, brands can create content that resonates deeply with TikTok’s primarily Gen Z and Millennial users who are seeking positivity and meaningful distraction amid global challenges. Through TikTok, brands can meet the audience’s desire for entertainment and emotional connection.
Download our white paper today to discover how creators and influencers are powerful cultural drivers on TikTok shop and the Trends and Opportunities for 2025.