According to Hubspot Blog Research, 44% of marketers currently leverage TikTok.
As the short-form video platform continues to grow, some brands are struggling to figure out where they fit in. In fact, a 2022 report by InVideo shows that around 50% of brands like Google and IKEA still aren’t leveraging the platform.
In this article, we’ll cover the top TikTok trends at a brand marketing level, how to find trends on the platform, and tips for joining them.
Top TikTok Trends
1. More businesses are exploring the platform.
According to HubSpot Blog Research, TikTok is the number one platform marketers are increasing their investments in for 2022.
For a long time, businesses didn’t take TikTok seriously. They saw it as a platform for Gen-Z to make short, funny videos.
However, when its popularity (and user growth) peaked in 2020, businesses gave it a second look.
Today, marketers say it’s the fourth most effective social media platform behind Instagram, FB, and YouTube. That puts it ahead of established platforms like Twitter and Pinterest.
What makes TikTok special is its ability to build community. In fact, 78% of users agree that the best brands on TikTok are ones that work together with users, according to TikTok’s 2021 “What’s Next” report.
The report also found 67% of users feel inspired to shop even when they weren’t originally planning to.
Brands are starting to realize that while users may first go on the platform for funny videos, they stay for the authenticity and community building – which are great pillars for brand loyalty.
2. TikTok users are consuming less of other content.
What would you do with your audience’s undivided attention?
According to Kantar research, 46% of users engage with content on the platform without any other distractions.
More specifically, 41% of Gen Z TikTok users say they listen to fewer podcasts after joining TikTok and 33% say they watch less TV.
This is an incredible opportunity for social media marketers to capitalize on this attention to reel in their audience and drive more engagement.
3. Sounds are more important than hashtags.
On no other social media platform does sound play such a pivotal role.
88% of people on TikTok report that the sound on the platform is central to the overall app experience, according to TikTok’s “What’s Next” report.
The report also revealed that sounds saw 47% higher video view rates on 2021 from the “For You” page when compared to hashtags.
Furthermore, Invideo’s TikTok Brand Marketing Report found that 80% of the top videos had music, with upbeat songs being the most popular TikTok music choice by far.
With this in mind, brands should prioritize the use of sounds when posting on the platform. While hashtags are effective in helping you reach your target audience, choosing the right sound will likely be more effective.
How to Find TikTok Trends
1. The “Discover” Tab
One of the best ways to find trends on Tiktok is through the “Discover” tab.
On this tab, you can scroll through popular sounds, hashtags, and topics along with a preview of the top videos within the category.
You can also see how many videos fall within that category, which gives you an insight into which trends are rising and which ones have already blown up.
2. The “For You” Page
TikTok’s “For You” page is like Instagram’s Explore page. It looks different for every user based on the content they engage with the most.
With that said, it’s also where trending topics make their rounds.
If a video has hundreds of thousands of likes or views, it’s worth digging a bit to see if it’s related to a particular trend. Your first step should be checking the sound, located on the bottom left corner of the video.
Once you click on it, you’ll see the name of the song, the number of videos that use it, and scroll to see the videos that feature it. With all this information, you’ll know how popular a sound is and how other users are leveraging it.
3. The “Search” Tab
TikTok’s search tab is another great way to discover new trends.
Before you start typing in the search bar, TikTok auto-populates suggested searches based on trending topics.
All you have to do is then click on relevant searches and see what videos have been created surrounding these topics.
4. The #TrendAlert Hashtag
Now, let’s say you leverage all the strategies mentioned above and you’re still struggling to identify trends.
Well, there are a ton of users on TikTok who are already on top of it. All you have to do is follow them or the hashtag #TrendAlert.
♬ original sound – Betelgeusethestar
As shown in the video, you can leverage this hashtag to discover new trends and how to use them.
How to Do TikTok Trends
1. Jump in early.
The thing about trends is that they come and go very quickly. If you don’t jump in early, you might miss the boat altogether.
So, as soon as you identify a TikTok trend you want to participate in, start brainstorming some ideas.
Keep in mind that you don’t need fancy videography to succeed on the platform. Often, all it takes is some creative thinking, good lighting, some lip-syncing skills, and a phone.
Authenticity is essential on a platform like TikTok. If you keep that at the forefront, your odds of success are that much higher.
2. Find a relatable angle.
On TikTok, you only have up to three minutes to make an impression but a good chunk of videos that go viral are 30 seconds or less.
This means you have a short ramp-up period to get viewers to stop and watch your video. One way to do this? Create relatable content.
Think about the challenges your audience faces on a day-to-day. That’s a great place to get inspiration from.
You can also get inspired by your competitors and the content they’re creating.
3. Know when to bow out.
Every day, there’s a new TikTok trend.
With this in mind, not every trend is worth joining in. This could be because it doesn’t align with your brand voice and values, or because you missed the boat.
Whatever the reason, avoid joining trends long after they’ve peaked. At that point, users may be over the trend and actively avoid it. It can also make your brand seem out of touch.
TikTok trends are always evolving. If you leverage the tools mentioned here, you can join the trends as they happen and reach an ever-growing audience.