Sparking Aussie Joy

Nom page

Sparking Aussie Joy

URL

https://www.tiktok.com/business/en-AU/blog/sparking-aussie-joy?ab_version=experiment_1

Date de publication

2023-01-31

Date de consultation

2024-10-02

Mots-clés

Joie

Verbatims affectifs

"Our mission at TikTok is to 'inspire creativity and bring joy'. According to a global study, one of the top three reasons for using TikTok was "lifting my spirits". But 'joy' can be a grand, elusive term with a myriad of meanings. To uncover this, we partnered with Crowd DNA to explore how TikTok sparks joy amongst Gen Z and Millennial audiences in Australia.
‘Joy’ may be universal, but against the backdrop of a changing Australia, it’s showing up in new and interesting ways. Through research by Crowd DNA, we found 8 emerging codes of joy in the Australian TikTok community. These emerging codes can be grouped by four key dimensions and plotted against the axis of 'Me vs We' and 'Purpose vs Play'."

"The 8 Codes of Joy"

"2. Identity Unlocked demonstrates finding a safe space to explore our identity and create communities. This code of Aussie joy as a space is extremely important to young Australians, and as such, every brand should look to embrace, uphold and embody these principles in creating inclusive content.
3. Me Moments demonstrates consuming relatable, niche content as a ritual of comfort in uncertain times. Owing to their natural fit with individual interests, this code of joy can be applied to brands that involve learning or tutorials.
4. IRL Inspiration demonstrates using the digital world as a source of inspiration for our joy in the offline world. This code of Aussie joy lends itself especially well to brands that require discovery, locality and IRL exploration.
5. Collective Memories demonstrates finding joy in the commonalities we share and bringing to life sentimental moments that shaped Australians. This is a playing field that Aussie brands can tap into for their ability to spark nostalgia among Aussie audiences."

Thème général (contenu, image, etc.)

"code of joy"

Recommandations et bonnes pratiques

"Explore how TikTok sparks joy amongst Gen Z and Millennial audiences in Australia."

Effets attendus de ces recommandations ou objectifs qu’elles permettent d’atteindre

Théoriser le code de la joie en lien avec la culture australienne et montrer les opportunités pour les marques

Type d'utilisation de l'émotion (Prescription/autodéfinition)

Autodéfinition
Préscription

Thèmes

Créer un lien avec son audience

Catégorie

Théoriser les émotions

Images

11.The 8 codes of joy

Cas/exemples/illustrations

"To dive further into these emerging codes of joy and the opportunities they present for brands, download the Sparking Aussie Joy whitepaper by Crowd DNA now."

Contraintes

Null

Interdictions

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Sanctions

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