TikTok is bigger than most people realize. Not only is it the fastest growing social media platform in the world, it’s also insanely addictive and fun. From a business standpoint, there are a number of trends to pay attention to as the app’s popularity grows in 2021. Here are seven TikTok trends we’re seeing right now at Rooted Web.
1. Branded Hashtag Challenges
This was one of the most effective tools in 2020 and it will continue in 2021. A hashtag challenge asks consumers to carry out a particular task, record themselves doing it and post it on social media. Remember the Ice Bucket Challenge and planking on odd surfaces, Millennials? Because of its potential to go viral and thus boost brand awareness, businesses big and small have been quick to take advantage of it.
One example of this is Universal Studios and the #FindYourMagic challenge used to promote an upcoming film. Using this hashtag challenge, they gained 11,000 new followers, had 19,000 participants and received 1.3 million likes.
2. More Celebrities
Given the platform’s massive reach, an increasing number of celebrities have decided to jump on the TikTok bandwagon. With the younger population (Gen Z makes up 60 percent of TikTok users) being the largest demographic of the app and the future’s largest buying power, these celebrities know and are harnessing the power of TikTok for them to become more involved with younger fans.
Celebrities prove they are “just like us” as they learn about the app, participate in challenges, show us their daily lives and talk about things we want to hear, whether they be political, social or otherwise.
3. Social Commerce
I can honestly say I’ve purchased more than a handful of things because I saw them on TikTok. I’m not even ashamed because most of those items were from small businesses I didn’t even know existed. Most of these users with small businesses have their shop’s website in their bio or a Shop Now button in their videos. As someone who has a huge love for the #shopsmall lifestyle, I am grateful for TikTok’s algorithm because, as I engage with these users, I get flooded with more.
One reason to use TikTok as an ecommerce platform in 2021 is the reach. Currently, there are about 850 million monthly active users, and this number is continuously growing as we enter the new year. Seventy-five percent of Generation Z and Millennials shop online through their smartphones and, since the average user spends 52 minutes a day on the platform, this is prime advertising time.
User-generated content is certainly no new phenomenon, but with TikTok, users now have new ways to jazz up this content with “remixing.” Thanks to TikTok’s built-in editing features and tools, users are able to get much more creative with the type of content they produce. Adding music to their videos is just the first and very basic step as they can also add AR (augmented reality) effects to increase engagement and interactions.
5. Promoting Music
In September 2020, TikTok launched a brand new feature called Stitch, which allows users to reuse content (sound or videos) from fellow TikTokers and integrate it into their own content. This tool encourages collaboration which has never been seen on a social media platform. Expect much more from this feature!
One example of this is found in a song called “Mad at Disney,” which came out in July 2020. The artist, Salem Ilese, had been putting out music for two years before this song found its way TikTok and exploded. Now, you can find it in all sorts of videos, and is now on Spotify’s Global Top 50. It drives my husband crazy when we’re in the car and I turn up the radio because I hear “a TikTok song,” and it’s happening more frequently.
Remember Vine? Those cute six-second videos helped launch the careers of numerous celebrities before its untimely demise in 2016. TikTok has become the replacement for this Twitter-based app and, though the video length is MUCH longer, the trend of humor-based content is the same.
Memes fuel social media. Whenever anything happens in the world, the memes appear almost instantly, as funny and creative individuals find humor in every situation. These memes have become a powerful communication tool for Gen Z, and many marketers have adopted them in their strategies. So far in 2020, the hashtag #memes has been used 34.4 billion times—I don’t think it’s going anywhere any time soon.
When hearing the word “influencers,” we tend to think of Instagram, as this is where the phrase really took off. However, TikTok has entered the race as the fastest-growing social media network to reach new audiences. According to a recent report, more than one-third (35 percent) of influencers say they have started using TikTok more frequently over the past year.
Not only has TikTok become a more popular platform for influencers, but businesses have started to pay attention too. In fact, 35 percent of brands with a dedicated influencer marketing strategy have a team dedicated to just TikTok influencer marketing. As you can see, this is one of the hottest trends currently and chances are it will continue to be so as we move into 2021.
As you work on your 2021 marketing strategy, don’t discount this platform. If you’re unsure on how to incorporate it, give us a call. Our dedicated marketing team is here to help!
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