TikTok full of praise for itself as it predicts a stellar 2022

By our News Team | 2022

Latest ‘What’s Next’ report says there will be more shopping opportunities on the platform and better ways for brands to use music.

TikTok has released its first What’s Next Report for 2022, looking ahead to what the company believes will be another strong year for the social media platform after stellar growth in 2021.

Among other things, the report provides insight into the top-performing categories on TikTok, ways of unlocking success on the app, tips for brands and business owners, the importance of music to authentic partnerships with creators, and a continued focus on brand safety.

The authors claim that the platform was a launchpad for product discovery that sparked new shopping trends and drove cultural conversations for old and new products. So much so, that 2022 will see the arrival of new features such as TikTok Shopping.

This is a suite of e-commerce tools that turn videos into shoppable entertainment, and will provide ways for brands, merchants and creators to harness the power of community commerce through the platform.

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Photo by Cottonbro from Pexels

Platform had a ‘big impact’ on the music industry

TikTok music comes in for glowing praise from the in-house report, with the authors claiming that 66% of people feel TikTok has had a big impact on the music industry. This, they say, has led consumers to research, stream and buy songs they hear whilst they have been browsing the app.

This not only opens up new possibilities for artists and brands alike, but creates a new paradigm for sharing, creating and finding music. If brands want to push the music culture forward in 2022, it’s important to put the artists at the forefront of what they do – and think (and act) artist-first, the report says.

The authors add that music generates longer watch times, on average, and makes consumers more positive and less likely to skip content. Instrumental music generates the strongest brand recall, while R&B, pop and rap are most related to brand likeability. Music that is tailor-made by brands tends to generate the most intrigue and track clicks.

Says Sofia Hernandez, Global Head of Business Marketing for TikTok: “2021 was a monumental year for TikTok. It was a year full of growth, learnings and accomplishments, and 2022 will be no different.

“From the evolution of sound on the platform, to the unstoppable power of #TikTokMadeMeBuyIt and creators, there are so many ways for businesses of all sizes to creatively engage with our community. Our What’s Next report provides an insightful look at what was hot in 2021, and a deep dive into what’s to come for 2022.”

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.