NICE TO MEET! OVER NOW NEW NEXT
• Strategic brand & packaging design
• With a focus on the changing consumer & sustainability
• Working for food, cosmetics & consumer goods
• From brand strategy to packaging design
• Experts in trends, innovation and circularity
• Working for brands like Marigold, KLM & Old Amsterdam
NICE TO MEET! ABOUT
MYSELF
• Background – Msc Industrial Design Engineering
• Creative Packaging Designer & Social Media expert
• TikTok screen time - 4 h en 17 minutes (last week)
• My algorithm - food, interior, lifehacks, upcycling, travel, bubblewrap
Generations
Strategy
CONTENT
Examples
Conclusion Bouncer
GENERATIONS
NUMBERS & FACTS
GENERATION OVERVIEW
Source: CBS, 2022. Youngworks, 2021
PARADOXAL BEHAVIOUR
FROM MILLENNIALS & GEN Z
• High screen time but complain about lack of time
• Authentic but makeable
• Ethically aware but consume massively
• Privacy conscious but always online
Source: Jarboe, 2022 | Naceva, 2024
WHAT IS TIKTOK?
A social media app for creating and sharing short, creative videos on any topic
The platform revolves around creativecontent, trending audio, and an algorithm that shows personalised videos on the "For You Page" (FYP)
TikTok mainly attracts GenZand GenAlpha, who are looking for entertainment, fun, trends and authentic content. Source:
IN THE NEWS…
ARCHETYPES
• Based on Carl Jung's theory of universal human images
• Helps with positioning, internal direction & content strategy
• Connects brand identity with brand intention
• Gives a brand a recognizable face and character
• This character is usually seen in all expressions
TIKTOK 2025
DICTIONAIRY
ASMR
autonomous sensory meridian response, videos where you get a nice feeling with
e.g. certain sounds
Brat
(znw) someone who is a bit messy and chaotic
Bussin
’
extremely good, excellent. Also used to describe food
Cap
(v) “lying” or “no cap” to convince someone that you are telling the truth
Delulu
(bnw) being delusional, suffering from delusions
Demure
modest, very demure, very mindful
Day in the life
a type of video where the creator films his/her day
GRWM
get ready with me. This term is used in videos where you get ready and tell a story.
For you page
(znw) the page where all videos can be seen for you (fyp for short)
It’s giving…
(v) look like
Ick
(znw) sudden dislike or cringe, having a dislike for something or someone
Main character
(znw) typical behaviour of a given scene #maincharacterenergy
Shopping haul
(znw) a video showing what has been bought
In my […] era
(v) an expression to show your priorities in a given time frame. “My healthy era”
CONTENT STRATEGY ON
TIKTOK
THE TIKTOK ALGORITHM
HOW DOES IT WORK?
How does the TikTok algorithm work?
Videos are tailored to preferences and interests
Algorithm analyses viewing behaviour
Videos are categorised based on hashtags, sounds & elements
Focus on relevant content to go viral
TikTok encourages discovering trends outside usual interests
Source: Bloeise, 2022 | Wemessage, 2023 | EenVandaag, 2024
TYPE OF MARKETING
DIFFERENCE IN PAID AND ORGANIC MARKETING
PAID MARKETING ORGANIC MARKETING
Brand take-over
In-Feed videos
Topview
Tile experiences
Paid ads reach a predefined audience regardless of the number of followers, offering guaranteed reach and visibility.
Creator campaigns or trips
Regular users in action
Own videos on brand account
Comments & catch-ups
Often perceived as more authentic and trustworthy, especially when distributed through respected creators.
WAYS TO ADVERTISE PAID MARKETING
OTHER WAYS TO ENGAGE
ORGANIC MARKETING
TRENDS
WHATS HOT ON TIKTOK?
WHAT IS A TREND?
Trends arise from social developments. They bring innovation, fill a void and respond to consumer demands.
Why trends?
Trends Inspiration Innovation New Business
Trends inspire, drive innovation and create new business opportunities. Trendwatching is all about observing society and media to respond to them.
TRENDS
CURRENT FOOD & COSMETICS TRENDS ON TIKTOK WITH EXAMPLES
OVERVIEW FOOD & COSMETICS TRENDS
Snackification
Mini vs Maxi Food Mash-ups Asian Influences
Skinimalism
Good dupes On the go
Celebrity inspo
CONCLUDING
THE FUTURE OF TIKTOK
WHAT’S NEXT THE FUTURE OF
TIKTOK
TikTok = here to stay
From entertainment to community. Community = the new follower base. The future is even more about storytelling, formats & series.
Investing in TikTok = investing in the future. Gen Z is already buying, Gen Alpha will follow even faster.
Stay tuned for new features.
Make an appointment? Mail to emmilie@nownewnext.nl Learn more? www.nownewnext.nl
TIKTOK IS NOT JUST A TREND
IT IS THÉ FUTURE OF MARKETING, CULTURE AND CONSUMER CONNECTION. ARE
YOU READY?
