On TikTok, we are exposed to a huge amount of content every day! The algorithm adapts which videos we are shown based on our use of the app, interests, engagement on previous content, etc. But then there are some types of videos or the use of some particular songs that get picked up by the masses, get copied in droves and create a trend.
What exactly is a TikTok trend?
It's not easy to define what a trend is. The closest we can come to a conclusion is that a trend is a type of video that is liked and replicated by a large number of people. What catches on as a trend is often relatively easy to replicate, so many people can quickly latch onto it.
A trend does not make itself. It is much more difficult to create a new trend than to follow a trend. Often, trends are created by very popular users starting the trend by sharing the content for their many followers. But even if you don't necessarily have a large following, you can follow a trend and even improve on it. You may end up becoming known for the trend, even if you didn't actually start it.
Why should you follow trends?
The benefits of following TikTok trends can be huge. Since people are used to seeing the trends and easily recognize them, people have a lower threshold for checking out your variant. It can also create more engagement because discussions and communities are sometimes created around a trend. You then have a greater chance of going viral.
If you follow trends, it's easier to get views anyway, even with few followers. When you use a popular sound for your video or add the right hashtag, there will be more ways to find your video. If you hit the mark, your video will also appear on the famous "for you" page. This way, you'll be exposed to even more users and get higher engagement on your video. This can affect the popularity of your account in general, and you may be favored by the algorithm as well.
Hitting a TikTok trend isn't easy
Creating a video based on a trend is one thing. However, it is not certain that your video will reach the masses. In many ways, it's a bit of an either/or situation as to how well you hit a trend. Often, even the best videos will drown in the crowd. The whole point of a trend is that many people are making the same types of videos. So it takes more to stand out and get picked up by the crowd. For businesses, it's also important that you hit your original target audience well. Getting your followers to engage with your content is the first step to going viral.
Keep this in mind when you dive in
Many people at TikTok operate within a niche, especially companies that post content on social media. The content must match the image the company wants to present to the outside world. We have gathered 5 tips for companies that want to follow trends on TikTok:
- Think about your existing followers first: It's most important that they like the videos you post. What's more, it's the statistics from the followers who watch the video that determine whether your video is shown on someone else's "for you" page. In other words, there's a lot to be gained from engaging your existing followers.
- Adapt the trend to your business: It's not natural for a financial player to use TikTok to lip sync to songs about infidelity. However, if a trend with a specific song can be angled to something in finance with a little twist, then it's extra fun if a financial player posts it! Customize the trend video to your industry and field of expertise.
- Only post content you can vouch for: It's good to do some research before jumping on the latest TikTok trend. Some trends may have underlying political stances, for example. It's important to know what the trend you're replicating means.
- Don't follow a trend just to sell: Authenticity is important on TikTok. Showcase your company and the products you sell in a creative and playful way. Preferably don't use the platform to show that you have sales or talk about product prices. Focus on branding instead!
- Be active on TikTok to find the gold: To find the best and most current trends, you need to actively use TikTok yourself. Before a trend reaches other channels, users on TikTok may already be bored.
The business benefits of following TikTok trends
One of the biggest arguments in favor of following trends on TikTok is that you show that your company is keeping up to date. If you want to reach a young target group, you also want to show that you have something to do on "their" platform. This is transferable to users' trust in you. If you follow trends in social media, you can also be trusted to keep up to date on current products etc.
Publishing trending videos is also perfect for brand awareness. Get more views and be recognized by people outside your existing customer base!
TikTok itself is an important channel for businesses going forward. Still wondering if being on TikTok is a good idea for your business? Let us try to convince you in our article on the topic here!
