Category
Fashion
Smile Cosmetics
Trend cluster
Category
Social
Collabs
TikTok is collaborating with other business in the creative industry.
4.2
Trend score
Trend
What is the Social Collabs trend?
Social Collabs: The influencers' creative shorts on TikTok have global influence, and the brand is expanding its reach by collaborating with other business in the creative industry. TikTok's creative collaborations and programs now extend to everything from film to radio.
Insight
The consumer insight behind the Social Collabs trend
Social media's influence on consumers is far-reaching, with users now able to view and create any type of content they're interested in. The creative elements that come with new social media platforms has resulted in more consumers experimenting with the content they view and create--allowing them to engage with their hobbies in a way that also aligns with their digital habits.
Trend themes
Themes within the Social Collabs trend
Three behaviours holding the trend together01
Social Media Collaborations
As social media continues to grow and transform, collaborations between platforms and unique business industries are becoming increasingly common in areas such as music, film, and publishing, resulting in exciting new ventures for consumers and creators alike.
02
Community Engagement
TikTok has effectively built a community beyond just a social media platform, reflecting an opportunity for other businesses to focus on building highly engaged communities to drive growth and innovation.
03
In-Store Activations
As more retail spaces become integrated with technology, in-store activations present a unique opportunity for brands to connect consumers to their products and services in an interactive, experiential way.
Industry implications
What the Social Collabs trend means for industry
Where the trend changes the playbookFor
Music Industry
Collaborations between social media platforms and the music industry are driving discovery for new artists and changing the traditional music landscape in ways that haven't been possible in the past.
For
Publishing Industry
As book recommendations have become increasingly popular on social media, the publishing industry has the opportunity to partner with platforms to promote new titles for an engaged, digitally-savvy audience.
For
Retail Industry
In-store activations add an interactive, tech-driven layer to the retail experience, providing opportunities for brands to connect with customers in innovative ways and drive growth through unique activations.
Workshop question
Which adjacent industry could your brand collaborate with?
Trend signals
Trend signals for Social Collabs
Trend score 4.2 out of 10, from popularity 69%, activity 46%, freshness 12%.
Popularity69%
Activity46%
Freshness12%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
South America
Africa
Evidence
Examples of the Social Collabs trend
4 featured examples from May 27, 2021 to Jul 26, 2022CategoryMarketing
In-Store TikTok Talent Shows
Superdrug and TikTok Launch an In-Store Talent Show Called #SuperShow
Retailers can partner with social media platforms to create in-store experiences that encourage customer engagement and generate user-generated content.
CategoryLifestyle
TikTok Film Premiere Partnerships
TikTok Named the Official Partner of TIFF 2022
Film festivals can benefit from partnerships with social media platforms by gaining exposure and attracting new audiences to their events.
CategorySocial Media
Branded TikTok Book Campaigns
Indigo and Tiktok Canada Launch Indigo’s First #Booktok Book Club
Book retailers like Indigo can use social media platforms like TikTok to promote books and engage with readers in innovative ways.
CategoryPop Culture
Social Media Radio Channels
TikTok and SiriusXM Partners to Announce TikTok Radio
Trends such as social media audio channels offer an opportunity for social media platforms to expand their offerings and compete with traditional media outlets.
