Amy Mullin

TikTok has become a part of most of our lives, and it shows no sign of slowing down in 2023! In this article, discover the trends that are expected to take over your TikTok this year.

Explore the different types of TikTok trends

Trends can be short-term or long-term and TikTok splits them into three categories:

#1 – Moments

Moments are creative prompts that quickly gain traction and buzz by using popular TikTok sounds, hashtags and/or formats – like the Corn Kid. Moments are the shortest trends of the three, typically lasting days to weeks.

#2 – Signals

Signals are described as new content patterns that reveal emerging behaviours and interests and often have a lifecycle from a few months to a few years. This means shifting behaviours within specific categories, like the ‘internal shower’ drink!

#3 – Forces

Forces are the trend with the biggest impact. They have the longest durability and transform behaviours on a large scale, often lasting up to several years. An example of this is the 12-3-30 workout trend which went viral on TikTok back in 2021.

The 12-3-30 involves walking on the treadmill for 30 minutes at a 3mph pace and on a 12% incline. This trend is still popular today and creators are seen sharing this workout in their ‘Day in the life’ videos or ‘Come to the gym with me’ videos.

Trends that will take over your For You Page in 2023

According to TikTok’s 2023 trend report, three relevant, large-scale trends will take over this year.

Actionable entertainment

This trend primarily focuses on brand storytelling. To do this successfully, a creator needs to capture the attention of TikTok users, so their content must have great entertainment value. Funny, personalised or uplifting are three key components that are a great way of keeping the viewer’s attention.

A viewer is more likely to remember material from a video and trust the information it’s providing if it’s produced by a creator they can relate to. In fact,

For example, imagine a creator that has the same skin type as you has created a series of videos about their skin improvement journey and recommends a product they’ve been using that helped their skin. A brand could look at this and easily reshare or boost it as an ad, as this will help them authentically come across their target audience’s For You Page (FYP).

Make space for joy

People want to create a real, meaningful space for themselves in 2023, and TikTok has become a place users can escape and find happiness – whether that’s through humour or finding a new recipe or hairstyle to try. 50% of users say that TikTok boosts their mood and makes them feel more happy/positive.

Humour is a huge part of TikTok and almost acts as a language that helps users to form bonds and tell stories, as well as helping marketers reach their audiences. A good way to utilise humour in TikTok videos is to use trending audios.

The more positive experiences users have on the platform, the more likely they are to perform an off-platform action. Brands have the opportunity to get really creative with their content, which helps to convey their brand personality and build a connection with their audience.

Community-based ideals

There are a whole host of deeply relatable communities on TikTok which helps bring users together. Users often seek to explore their passions and find ways to break the status quo, and TikTok trends can help facilitate this kind of connection and exploration.

What makes TikTok communities so unique is that they’re specific; the hyper-niche interests help users bond with each other, allowing them to make the app a fun way to connect with other people around the world.

TikTok is 1.8x more likely to introduce users to new topics they didn’t even know they liked! These communities almost act as a collection of clubs where people can ask questions, start conversations, find new ideas or explore their passions.

Marketers can layer in more detailed targeting identities, allowing the audiences to feel more understood. For example, targeting females that work in corporate, you could layer in hashtags like #corporategirlie, #corporatebaddie or even #corporatemillennial and #corporategenz.

It’s time to get started…

Trends will evolve throughout the year, so it’s important to stay on top of these trends so that these brands can understand the best way to align with their users.

Want your business to dominate the FYP? Get in touch with our social media masterminds to see how they can revolutionise your TikTok activity.

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