On TikTok, we’re exposed to an enormous amount of content every day! The algorithm tailors which videos we see based on how we use the app, our interests, engagement with previous content, and so on. But then there are certain types of videos, or the use of specific songs, that get picked up by the masses, are copied at scale, and turn into a trend.
What exactly is a TikTok trend?
It’s not entirely straightforward to define what a trend is. The closest we get to a conclusion is that a trend is a type of video that is liked and recreated by a large number of people. What takes off as a trend is usually relatively easy to replicate, so that many can quickly jump on it.
A trend doesn’t create itself. It is much harder to create a new trend than to follow one. Trends are often created when very popular users kick them off by sharing the content with their many followers. But even if you don’t necessarily have a large follower base, you can still follow a trend and even improve on it. That way, you might end up being known for the trend, even though you weren’t the one who originally started it.
Why should you follow trends?
The payoff from following TikTok trends can be significant. Since people are used to seeing these trends and can easily recognize them, they have a lower barrier to checking out your version. It can also drive more engagement, as trends sometimes create their own discussions and communities. This gives you a greater chance of going viral.
When you follow trends, it’s generally easier to get views, even with few followers. When you use a popular sound for your video or add the right hashtag, there will be more ways for people to discover your content. If you hit the mark, your video can also end up on the famous “For You” page. This way, you showcase your brand to even more users and drive higher engagement on the video. This can influence the overall popularity of your account, and you may continue to be favored by the algorithm going forward.
It’s not exactly easy to nail a TikTok trend
Creating a video based on a trend is one thing. Still, there is no guarantee that your video will reach the masses. Whether you really hit the mark with a trend is, in many ways, a bit all or nothing. Often, even the best videos drown in the noise. The whole point of something being a trend is that many people are creating the same types of videos. That also means you need to do more to stand out and get picked up from the crowd. For businesses, it is also crucial that you reach your original target audience effectively. Getting your followers to engage with your content is the first step toward going viral.
Keep this in mind before you jump on the trend
Many on TikTok operate within a niche, especially companies that publish content on social media. The content must match the image the company wants to project externally. We have gathered 5 tips for companies that want to follow trends on TikTok:
- Prioritize your existing followers first: What matters most is that they like the videos you post. In addition, it’s the statistics from the followers who watch the video that determine whether your video is shown on other users’ “For You” page. In other words, you gain a lot by engaging your existing followers.
- Adapt the trend to your business: It’s not natural for a financial company to use TikTok to lip sync to songs about infidelity. But if a trend with a specific song can be angled towards something within finance with a small twist, it’s especially fun if a financial company posts it! Adapt the trend video to your industry and area of expertise.
- Only post content you can stand behind: It’s smart to do a bit of research before you jump on the latest TikTok trend. Some trends may, for example, have underlying political positions. It’s important to understand what the trend you’re recreating actually represents.
- Don’t follow a trend just to sell: Authenticity is key on TikTok. Showcase your company and the products you sell in a creative and playful way. Ideally, don’t use the platform to promote sales or talk about product prices. Focus on brand building instead!
- Be active on TikTok to strike gold: To identify the best and most relevant trends, you need to use TikTok actively yourself. By the time a trend reaches other channels, TikTok users may already be tired of it.
Business benefits of following TikTok trends
One of the strongest arguments for following trends on TikTok is that it shows your company is staying up to date. If you want to reach a young target audience, you also need to demonstrate that you have a legitimate presence on “their” platform. This directly impacts users’ trust in your brand. If you keep up with trends on social media, you are also seen as reliable when it comes to staying current on relevant products, and so on.
Publishing trend videos is also perfect for building brand awareness. Gain more views and be recognized by people outside your existing customer base!
TikTok is in itself an important channel for businesses going forward. Are you still wondering whether it’s a smart move for your company to be on TikTok?Let us try to convince you in our article on the topic here!
