e.l.f. Cosmetics Story in TikTok “What’s Next 2023 Trend Report”

On Dec. 15, TikTok released its ‘What’s Next’ report for 2023, which examines the main developments that TikTok is observing from a marketing perspective within the app’s larger spectrum of interaction. It is meant to help marketers figure out how customers’ wants and needs will change over the next year and how this will affect their strategy on and off TikTok.

In the Report, the US cosmetic Brand e.l.f. Cosmetics has been made a good example on the Actionable Entertainment trends section. It tapped into the power of actionable entertainment and commercials that seemed enjoyable, engaging, and unique to the TikTok community and captivated the community’s attention. e.l.f Cosmetics successfully boosted expenditure month over month and reduced acquisition expenses by 56% for their add-to-cart approach.

TikTok has divided its predicted marketing trends into three major trends:

  1. Actionable Entertainment
  2. Making Space for Joy
  3. Community-Built Ideals

Actionable Entertainment

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