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Social Media: What’s trending on TikTok and Instagram

Some brands are recapping the months gone by, while others are preparing for what comes next. Sort of like this…

TikTok is sharing top content of 2022: The platform published its annual report of moments, trends, and profiles that drove the most engagement during the year.

The report is organized in nine categories, including most popular videos overall, songs, trends, and “niche” categories such as “TikTok taught me” – a group of educational videos, life hacks, and how-tos. Interesting.

Instagram is already living in 2023: Meta surveyed 1200 Gen Z social media users to compile a comprehensive report on key trends in the coming year.

According to its findings, Gen Z is showing more interest in mature topics you might be able to work into your campaigns, like…

  • Sustainability, thrifting, and inflation. These three topics are key talking points, with the majority saying they’re planning to DIY their clothes. Not great if you’re an apparel brand…
  • Education, causes, and communities. Gen Z plans to spend a chunk of their money to learn a new skill or to support relevant ideas or beliefs.
  • Beauty and self-care. Two out of three users say climate change is prompting them to buy skincare and beauty products, and more than half said they plan to get fashion and beauty inspiration from metaverse avatars.

Why we care: TikTok data offers a clear overview on what type of content works on the platform… good stuff to know for content marketing efforts. It can also help you produce more relevant TikTok Ads.

And given Gen Z’s increasing spending power, it may be the right time to use reports like Instagram’s to think of campaigns that will cater to their particular needs.