TikTok has witnessed a surge of users flocking to its platform to engage, create, and connect through their love for gaming. In 2022, gaming content garnered over 3 trillion views globally, transforming TikTok into a vibrant community where diverse audiences share stories, explore new games, and shape cultural trends. Today, TikTok is proud to unveil its inaugural What’s Next: Gaming Trend Report, an extension of the annual What’s Next Trend Report. This comprehensive report focuses on the METAP region and delves into emerging consumer behaviors and shifts in gaming culture on TikTok. Its aim is to assist brands in understanding how to engage with the dynamic gaming community and create compelling gaming content on the platform.
The report provides valuable community insights, actionable takeaways, and trend analysis supported by data, empowering businesses with the necessary tools to thrive on TikTok. Sezer Degirmenbasi, Head of Gaming, Middle East, Turkey, Africa, Pakistan, and Eastern Europe for TikTok, expressed excitement about showcasing the power of the global gaming community through the What’s Next: Gaming Trend Report. He highlighted how brands can harness the platform’s incredible engagement to reach and convert new audiences.
Aligned with the broader What’s Next Report, the Gaming Trend Report focuses on three key Trend Forces that shape culture and content on TikTok, accompanied by relevant signals that indicate emerging behaviors and interests. These three Trend Forces are as follows:
1. Actionable Entertainment
2. Making Space for Joy
3. Community Built Ideas
TikTok’s gaming audience seeks more than passive content consumption. They inspire one another to bring gaming to life through fan edits, animations, and cosplay. Furthermore, they embark on a journey of genre-related product discovery. The report highlights three key signals that reflect this trend:
1. Home of the #GameEdit: TikTok gamers employ their creative skills to share captivating fan edits that generate excitement and raise awareness for beloved characters and titles.
2. Bringing the Game to Life: The platform’s innovative technologies, such as voice filters and AR effects, enable users to blur the boundaries between in-game universes and real-life scenarios.
The research reveals that the TikTok community embraces brands that experiment and create fun and engaging experiences on the platform. Key findings include:
– 80% of METAP TikTok users agree that it’s acceptable for brands to explore different content creation approaches.
– 80% of METAP TikTok users believe that the best brands on TikTok contribute to the fun and enjoyment of creating and sharing videos.
– 1 in 3 METAP TikTok users indicates searching for more information about a product or brand after watching related content shared on TikTok.
TikTok’s gaming community delights in humor and content that showcases the relatable joys of gaming, including product discoveries and recommendations. The report highlights three key signals representing this trend:
1. Playful Ideation: TikTok serves as a level playing field where gamers and developers connect and share ideas, opening doors to creative opportunities.
2. From Winning to Welcoming: By celebrating diverse approaches to being a “gamer,” TikTok fosters a sense of joy, belonging, and community.
Brands can leverage these signals to authentically and effectively engage with the TikTok platform. Key findings include:
– METAP TikTok users are 1.7 times more likely to credit the humor in a creator’s sponsored video as a motivation for purchasing intent.
– 76% of METAP TikTok users feel part of a network of people with shared interests on the platform, emphasizing the importance of collaborating with creators and supporting their creativity.
– 36% of TikTok users in METAP are motivated to buy for joy, seeking products that uplift their spirits or serve as treats or rewards.
The magic of TikTok lies in passionate subcultures, and the gaming culture is no exception. It represents an inclusive space where diverse passions converge, allowing gamers to exchange ideas, enhance their favorite titles, and connect with like-minded individuals. The report highlights three key signals reflecting this trend:
1. Endless Replay Value: After completing a game’s storyline, gamers turn to TikTok for limitless inspiration, engaging in community challenges and creative modes.
2. Gaming as a Lifestyle: Gaming has evolved into a broader lifestyle or aesthetic, creating opportunities for crossovers with diverse interests such as fashion, home decor, and food.
Based on insights from the METAP community, brands are encouraged to actively participate in this broader community, offering users fresh perspectives of their brand. Key findings include:
– 80% of METAP TikTok users appreciate brands that create new challenges, trends, or memes for others to join.
– 74% of METAP TikTok users agree that TikTok posts provide glimpses into people’s real, everyday lives.
– 75% of METAP TikTok users feel a stronger connection to the individuals they interact with on TikTok compared to other sites and apps they use.
The What’s Next: Gaming Trend Report equips brands with valuable knowledge to navigate the gaming landscape on TikTok, leveraging the platform’s immense engagement and diverse audience to achieve success.
