Douyin 2023: Top Content Trends & Account Growth Strategies 70

Now the vast majority of customers are shopping on short video livestream platforms, so more and more merchants have started to do short-video livestreaming. Before getting started, we first need to understand what creative opportunities exist and how to operate the account? Let's share more about this below.

What are the creative opportunities on TikTok in 2023?

1. Three rural-themed content. Let me explain—what are the "three rural" topics? New rural areas, new farmers, and new agri-business. Zhang Tongxue went viral and gained over 18 million followers in just two months, continuously dominating TikTok's hot search lists. Mainstream media outlets also reported on him intensively. Everyone needs to understand the signal behind Zhang Tongxue's rise, which is that 2022 will definitely be the year for three rural-themed content.

2. Guochao e-commerce. In 2021, TikTok heavily pushed merchant livestreaming, but due to the lag in enterprise operations team building, there wasn't a major breakthrough. This year's enterprise livestreaming is rather awkward. It is believed that in 2022, the platform's resources will definitely continue to tilt toward brand merchants, especially domestic brands with certain social value—Hongxing Erke is a typical example. Buying domestic products, using domestic products, and being proud of domestic products will surely explode further.

3. Local lifestyle. Whether it's content-based check-ins or group-buying达人 (experts), the platform is steadily pushing them forward. Local lifestyle businesses include catering, beauty services, real estate agencies, domestic services, postpartum care centers, wellness experience stores, decoration, home appliance repair, foot massage, etc. Lifestyle-related service categories will all see a massive traffic explosion going forward.

4. TikTok operations. Now the income of TikTok anchors has far surpassed that of chip experts, with annual incomes in the millions or tens of millions. The monthly income of practitioners around the short-video industry chain is dozens or even hundreds of times higher than that of traditional industries.

How to operate?

1. About content.

TikTok's overall trend is moving toward de-homogenized content. Pure copywriting and persona settings have no core competitiveness and are just traffic tools; good traffic data doesn't necessarily translate to revenue. Only content that serves "conversion" can successfully drive revenue. The core of conversion is to use vertical content to achieve precise traffic targeting, build a warm and authentic IP persona, and establish strong trust endorsement.

2. About data thinking.

In 2022, TikTok e-commerce's overall GMV target will at least double. After 2021—a year of strategic losses for brands (spending heavily on traffic or breaking prices to artificially boost sales)—continuing to lose money would be fatal. So this year will enter a phase of refined operations. Many brands are starting to adjust their strategies and won't blindly chase GMV numbers; the real ROI is what matters.

You need to do information mining to enhance cognition and improve decision-making efficiency. Data-driven operations are essentially a test of your information mining ability, helping you scientifically mine and enhance traffic monetization capabilities.

Creative opportunities include three rural-themed content, Guochao e-commerce, TikTok operations, and more.