TikTok is a powerful channel for creating meaningful connections with your audience. When used right, TikTok trends can help you grow and engage that audience like never before.
But, while there are huge opportunities to be found on TikTok, brands need to be careful about how they approach trends and the content needed to participate in them. The TikTok audience is a highly discerning one, and authenticity is absolutely crucial to success.
Read on to learn how to find out what’s trending on TikTok, and how best to participate in a genuine, engaging way.
TikTok's platform thrives on its ability to showcase captivating content that resonates with a broad audience. At the heart of this success is TikTok's sophisticated algorithm, which decides which videos get the spotlight and become viral sensations. Let's delve into the basics of how this algorithm works and the patterns of user behaviour that influence content consumption on TikTok.
TikTok's algorithm is like a highly intuitive curator, meticulously sifting through vast amounts of videos to present users with content that is most likely to capture their interest. Several key factors play a pivotal role in determining a video's viral potential:
Discoverability: TikTok's knack for helping users discover new content is what sets it apart and makes it a platform worth investing in. Its clever algorithm not only ensures that content finds its audience but also keeps users engaged, which is great news for businesses and creators looking to connect with their target audience. With TikTok's unique ability to showcase content to the right people at the right time, it's a playground for exploration and opportunity, making it a wise choice for those looking to grow their presence online.
Organic First: TikTok stands out as a haven for "organic" content, a refreshing departure from the "pay to play" dynamics dominating other social media platforms like Facebook. Here, creators have abundant opportunities to showcase their content without having to pay for visibility. This emphasis on organic reach fosters a sense of authenticity and creativity, allowing individuals and brands to connect with audiences genuinely. TikTok's commitment to fostering unpaid content ensures a more level playing field, where creativity and originality thrive.
User Interactions: The algorithm pays close attention to how users interact with content, including likes, shares, comments, and the duration of video views. Repeat views go a long way as well—the engaging content and short length of TikTok videos often lead to users watching something multiple times. A higher level of engagement signals the algorithm that a video is appealing, increasing its chances of being distributed to a wider audience.
Video Information: Specific details about the video itself, such as captions, hashtags, and sounds, also influence its reach. Using trending hashtags or sounds can propel a video into the broader TikTok ecosystem.
Device and Account Settings: While less influential, device type, language preference, and country setting are considered to ensure content relevance.
The magic of TikTok's algorithm lies in its learning capability. It quickly adapts to user preferences, constantly refining the content feed to become more personalised and engaging.
Understanding user behaviour on TikTok is crucial for creators aiming to make their mark. Here's what sets TikTok's audience apart:
Short Attention Spans: TikTok users gravitate towards quick, impactful content. Successful videos are often those that can grab attention within the first few seconds.
Trend Participation: Users enthusiastically participate in challenges and trends, creating a dynamic and ever-evolving content landscape.
Community Engagement: TikTok is not just about watching videos; it's about being part of a community. Users are more likely to engage with content that encourages interaction, be it through duets, stitches, or comments.
Diverse Interests: The platform caters to a wide range of interests and niches. Content that might seem too specific for other social media platforms can find a dedicated audience on TikTok.
For content creators, understanding and leveraging these insights is key to crafting videos that not only resonate with users but also have the potential to go viral. By aligning content with user behaviour and the TikTok algorithm's preferences, creators can significantly increase their visibility and impact on the platform.
TikTok trends are often a blend of music, dance, visual effects and storytelling, creating a dynamic environment where creativity flourishes. But this dynamism means that trends come and go very quickly, and you need to be active on the platform frequently to stay ahead.
That being said, TikTok trends do tend to fall into some broad categories.
One standout trend is the use of specific songs or soundbites that users adapt to create their own unique content. For example, a catchy tune might become the backdrop for everything from cooking tutorials to fashion showcases. A single element like a TikTok sound can inspire diverse interpretations, showcasing the creativity of the platform.
Dance challenges also continue to dominate, with choreographed moves going viral as users across the globe put their spin on the steps. These challenges not only encourage participation but also foster a sense of community, as users share feedback and celebrate each other's versions.
Educational content is also surging on the platform. From quick science experiments to history lessons and language tutorials, TikTok has become an unexpected hub for learning—another string in the platform’s versatility bow.
Let’s take a look at some of the broad categories that TikTok trends tend to fall into:
This trend revolves around showcasing a highly aesthetic and aspirational lifestyle, focusing on health, productivity, and self-care routines.
Examples: Morning routines featuring meditation, journaling, and healthy breakfasts, often set to calming or uplifting music. Hashtags like #ThatGirl and #MorningRoutine gather these inspirations. Another example comes from “CleanTok” like Jack Callaghan’s #sundayreset videos.
Dance challenges remain a staple of TikTok's culture, with new choreographies going viral every week. This trend is a great example of how TikTok trends can translate to real world results for rights holders—Artists like Doja Cat, Tate McRae and Tyla have all achieved billboard success from songs going viral on TikTok.
Examples: The "About Damn Time" dance challenge from 2022, where users groove to Lizzo's hit song, with moves originally choreographed by another TikTok user.
Users create funny skits or lip-sync to popular dialogues from movies, TV shows, or internet memes, adding their own unique twist.
Examples: Reenactments of iconic scenes from classic sitcoms or trending soundbites from social media, usually with a themed or exaggerated interpretation.
“Template” trends are facilitated by apps like CapCut. These trends involve users creating and sharing customizable templates for others to fill in with their own content, often resulting in a cascade of variations and interpretations.
This trend fosters creativity and collaboration among users, as they remix and reinvent templates to fit lots of different themes and contexts.
Examples: Template challenges can be used for things like ranking favourite foods, predicting future events, or sharing personal anecdotes. Hashtags like #TemplateChallenge and #FillInTheBlank gather these creative endeavours. A fashion brand, for example, might create templates for users to customise templates with their own fashion designs.
Educational content has seen a surge, with creators sharing knowledge on a wide range of topics in an engaging and accessible way.
Examples: Quick cooking tutorials, DIY crafts, language lessons, and even mini history lectures. Hashtags like #LearnOnTikTok curates these educational gems—in fact, this particular hashtag was an initiative created by TikTok themselves. But most are user-generated and gain popularity through grassroots adoption on the platform.
TikTok allows users to dive deep into niche hobbies and interests, from plant care to vintage fashion and everything in between, encouraging communities to form around these shared passions.
Examples: Time-lapse videos of plant growth, thrift store hauls and fashion try-ons, or detailed miniature painting tutorials. Niche interests can often be found with hashtags that add “tok” to the end, such as “#booktok.”
These videos showcase dramatic transformations, be it in fashion, makeup, home renovation, or lifestyle changes. With this trend, users become invested in a story and following a journey.
Examples: Makeover videos, room redecorations, or fitness journey progress, usually with before and after shots and regular progress updates.
The Duet feature allows users to react to or collaborate with other videos. Duets enhance the interactive and community-driven nature of TikTok.
Examples: Musicians duetting with singers or instrumentalists, comedic reactions to fails or wins, or simply adding to a story or joke set by the original video.
TikTok’s Discover page is a treasure trove of trending hashtags, sounds, and challenges. Spend time each day scrolling through this page to see what’s capturing the platform’s interest. Look for patterns in the content—such as similar audio clips or thematic elements—to identify trends you can adapt to your style.
Participating in or even just observing ongoing hashtag challenges can give insights into what the TikTok community is engaging with. These challenges are often highlighted on the Discover page and can be a direct pathway to increased visibility and engagement.
Audio is a critical element of TikTok's ecosystem. By keeping an eye on the "Trending" section under "Sounds" in the app, creators can discover which music tracks or sound bites are gaining popularity. Incorporating these sounds into your content can increase the likelihood of it being seen by a broader audience.
For those with a TikTok Pro account, the analytics section provides valuable data on the performance of your content, including views, likes, shares, comments, and the demographics of your audience. This information can help tailor your content strategy to better align with trends and audience preferences.
TikTok’s popularity lies in the grassroots way the platform has grown. It’s user-driven and based on community and authenticity. Brands who step into TikTok need to pay attention to authenticity and platform-specific content here more than any other social media channel. Make the wrong move, and you could find your content ruthlessly criticised in the comment section for bandwagoning rather than bringing your own unique and genuine contribution to the table.
Rather than jumping into posting copy and paste versions of TikTok trends, take some time to understand how best to approach content for this unique and powerful platform.
For brands and creators looking to make a mark on TikTok, integrating current trends into their content strategy is essential.
The key to success lies not just in jumping on the bandwagon but in weaving these trends into your brand's narrative creatively. Start by selecting trends that align with your brand's identity and values. This ensures that your engagement with the trend feels natural and authentic to your audience.
You don’t need to be too restrictive in terms of which trends you leverage, either. When it comes to dance or sound trends, there are lots of creative ways to participate as a brand in an authentic way.
Brainstorming content that resonates with TikTok's audience while embracing trends requires a mix of creativity, research, and experimentation. Start by immersing yourself in the platform to understand what captivates the audience. Take note of the types of content that receive high engagement and consider how these elements can be tailored to fit your brand.
Workshops or brainstorming sessions can be invaluable for generating fresh ideas. Encourage your team to think outside the box and consider how trends can be adapted in unexpected ways.
If you’ve found success on other social channels, take some time to understand the popularity of your content there and see how it could be adapted for TikTok.
Finding the balance between authenticity and leveraging trending content is crucial for long-term engagement on TikTok. While trends can offer a quick boost in visibility, it's authentic content that builds lasting relationships with your audience. The goal is to create content that feels true to your brand's voice and mission while still engaging with trends in a way that adds value for your audience.
For example, Little Dot recently worked with Dr Martens on a social media series called “Made Strong. Made to Last,” including vertical clips for their TikTok channel. The series highlights the well-known durability and longevity of Dr Martens boots with a behind-the-scenes look at their production, combining the popularity of BTS content on the platform with the brand’s unique, authentic narrative.
To achieve this balance, prioritise trends that naturally complement your brand's existing message and aesthetic. Instead of attempting to fit into every trend, select those that can be seamlessly integrated into your content in a way that feels genuine. It's also important to maintain a mix of trend-based and original content. This approach ensures that while you stay relevant and visible through trending content, you also build a unique brand identity that attracts loyal followers.
Understanding and leveraging the nuances of TikTok's algorithm can significantly boost your content's visibility. The algorithm favours high-engagement content, so integrating trends in a way that encourages interaction is key. Here are some advanced tactics:
Increasing viewer interaction and retention goes beyond just creating engaging content. It involves fostering a community and making your viewers feel valued. Implement these strategies to boost engagement:
Expanding the reach of your TikTok content through cross-promotion on other social platforms can amplify your success with trends. Here’s how:
From producing broadcast-quality content to expertly navigating algorithms and analytics, we’re obsessed with leveraging content to create meaningful and long-term connections with audiences. And we’ve done exactly that for some of the world’s biggest broadcasters, studios, rights holders and brands.
Learn more about our work and how we can take your TikTok game up a gear—Start your story today!