TikTok trends move fast. Between viral dances, memes, recipes, hacks and other trends, it’s hard to keep up. Many brands still wonder, “What kind of content should we create on TikTok?”
TikTok has proven its cultural influence. With over 1 billion monthly active users, TikTok surpassed Google as the #1 most-trafficked internet domain. TikTok has a lot to offer your brand—but the ways you should use it come down to your goals and your community.
The first step to creating your content strategy: identify leading trends.
We’ve compiled a list of the top six TikTok trends we expect to see this year (and beyond). From educational and subcultural content to the creator economy and authentic vulnerability, we dive in and share how you can use these trends in your TikTok strategy. With the right videos, your brand can carve out a niche and build your community.
The top 6 TikTok trends to fuel your 2022 social content
According to Vidyard’s 2021 Video Benchmarks report, the most common types of business videos are product demos, followed by how-to’s and explainers. There are more than 253 billion views (and counting) on TikToks with the hashtag #LearnOnTikTok. If the view count tells you anything, it’s that educational videos are ripe for the platform. What’s more, it proves audiences have an appetite to learn new things.
On TikTok, you have ten minutes or less to get your message across, so creators use quick cuts, clear voice-over directives, sharp visuals, music and captions for more context.
Revolution Beauty’s beauty hacks and makeup tutorials teach their community to create standout looks inspired by leading beauty influencers. Not only are their videos educational, but they’re also entertaining.
2. [Insert subculture here] Tok
The TikTok community has something for everyone. That’s why people worldwide are bonding over niche interests and creating their own subcultures. Even though subcultures have existed since the dawn of the internet, TikTok has made them more accessible. Whether you’re interested in #WitchTok, #CleanTok or #MoneyTok, it’s easy to connect with like-minded people who share your passions. Subcultures lead to creative, entertaining videos, but they’re also an essential place for self-expression.
To connect with a subculture community, it is important to create content that feels trustworthy and authentic to your brand. Immerse yourself in the subculture and stay up to date on current music, jokes, edits and memes.
A soothing kitchen cleanup, courtesy of @joshuela. ✨ #lecreuset #lecreusettiktok #cleantok #cleaninghack #kitchenhack #cleaningtips #kitchenhacks #cookingtiktok #foodtok #tiktokcooks #learnsomethingnew #selfcaretips #cleaningtransformation #asmr #kitcheninspiration #kitchendesign #routine #newyear
Take premium French cookware manufacturer Le Creuset. The brand embraces the soothing kitchen cleanups popular on #CleanTok. They share videos that showcase the high quality, aesthetic appeal of their products, all while completing the household chores the subculture is famous for.
3. Creators take the wheel
Trend-setting TikTok creators are fueling the rise of the creator economy. TikTok is a creator and influencer culture incubator. It enables popular TikTokers to reach and engage millions of users on the app in minutes. And they do this without tons of studio equipment or highly-produced content. Actually, users favor content that feels genuine and realistic rather than perfect. In the world of TikTok, anyone can be a creator.
Creators play a key role in connecting people to brands and products. Entertaining videos featuring real product reviews continue to grow in popularity. Hashtags like #TikTokMadeMeBuyIt led to many products reaching record sales and completely selling out in 2021. Creator product reviews work because people trust TikTok creators to be genuine and share honest feedback about a product.
MeUndies is an underwear, apparel and swimwear company that sells cozy and comfortable clothing for all genders. Their products are often featured in TikTok hauls where creators review and try on their underwear. MeUndies includes this user-generated content on their TikTok profile to showcase their undie-obsessed community.
Run, don’t walk, to grab our ultra-light, anti-odor Breathe collection. 📹: @arina.yoga
Tap into creators to help co-create your brand’s identity on TikTok. Remember that come-as-you-are content makes people feel like they can trust you, the creators you partner with and your products.
4. Behind-the-scenes content
TikTok content gives new meaning to the phrase, “It’s about the journey, not the destination.” TikTok users want to see the entire process behind a final result. Videos like “A day in my life,” “What I eat in a day” and “Get ready with me,” are some of the most popular behind-the-scenes content. Videos like this are fun, friendly and aspirational. But they should also be relatable.
How can your brand use this trend? To create a behind-the-scenes video of your own, ask one of your team members to take over your TikTok. Whether it’s your social media manager, university ambassador or head chef, videos featuring the people behind your brand can humanize your presence. You can also collaborate with creators or community members who use your products and feature their videos on your profile.
To make a behind-the-scenes video that fits within TikTok’s video length limits, speed up portions of your video. You can also use voice-over narration, captions and music to link different clips together and improve your production quality.
Want to join us in 2022? Online Open Day starts on 22 August! Head to the link in our bio to register 🔗 #UniMelb
The University of Melbourne features student takeovers on their TikTok to promote registration. These videos help future students learn more about campus life. Behind-the-scenes tours like this one are a great way to showcase your brick and mortar locations, your team, events you’re a part of and so much more.
On TikTok, #vulnerable has over 179 million views. People want to see creators be their authentic selves—including their highs, lows and everything in between. Videos about body acceptance, work-life balance, mental health and trying new hobbies are all popular on the platform. For brands, creating real and genuine content is the best way to connect with your community.
UNICEF is a United Nations agency responsible for providing humanitarian and developmental aid to children worldwide. On UNICEF’s TikTok, they share content featuring their young followers. They share vulnerable perspectives on subjects like climate change, the COVID-19 pandemic and mental health advocacy. The videos align with UNICEF’s core values and mission.
When incorporating vulnerability into your TikTok videos, remember to stay true to your brand and values. Today’s social media users are more sophisticated than ever. They can spot inauthenticity, and that reflects negatively on your brand. Be sure to ask yourself if the videos you create will build true connection with your audience.
6. Split screen effect
One of the easiest ways to respond directly to the TikTok community is by creating split screen reply videos. By repurposing existing TikTok content, this effect allows you to actively participate in ongoing conversations.
To create a split screen video, find the video you want to include, click the share icon in the bottom right of your screen and select duet.
Headspace is a guide for people who want to practice mindfulness. They use the split screen effect to infuse humor when addressing common misconceptions about meditation.
When you create your own split screen reply, find a video or trend that fits into your overall social strategy. Start by listening to your community. That’s how you keep up with trends and stay ahead of new ones.
With Sprout Social’s Listening solution, brands can become a fly on the wall in relevant conversations, so they never miss a moment to hear their community, learn, improve and participate.
Build current TikTok trends into your social publishing schedule
Trend cycles move quickly. One of the reasons TikTok is so popular in the first place is that there’s never a dull moment on the platform. People always find new ways to use the creator tools, which means a constant churn of new trends.
Stay engaged with your audience to keep up with the latest trends and determine if they’re the right fit for your brand.
Need help creating fresh content ideas on TikTok and other channels? Download our content inspiration worksheet today to spark your creativity, refresh your social strategy and create content that will keep your audience engaged.
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