While it’s difficult to drive click-throughs on TikTok, it’s easy for brands to derive a “cool factor” from it, according to Horowitz. In other words, it’s top-of-funnel awareness marketing.
It demonstrates that your brand understands the platform, can entertain users, and have fun. Having a brand channel on TikTok and participating in trends is all about reaching your audience where they are. “You tap into the algorithm, and also, it gives you that credibility, like you get the conversation on TikTok, and your brand fits in really natively.” Make your brand relevant and relatable “Trends are so important for brands who are looking to increase their relevance on TikTok, because it gives them that extra viewership,” Horowitz says. Plus, users enjoy exploring various interpretations of trends and will often watch video after video, which can lead to organic discovery of your brand. TikTok’s algorithm gives preference to trending TikTok videos, so you’ll get more views - and engagement - when you jump on a trend. It’s about engaging with users and increasing your visibility on the platform. Participating in TikTok trends isn’t just a chance to push your product by turning the latest craze into an ad. “It makes your brand just be much more relevant in the conversation.” The brand value of TikTok trends “When people are going through their feeds and your video comes up, it’s like, ‘Oh, that was really funny how that brand hopped on that trend and worked their product or their message or whatever in just a fun way,’” Horowitz says. The brands that do this well are able to seamlessly join users’ feeds, becoming part of the community without coming across as too polished or salesy. Brands that want to join this conversation need to understand this process so they can engage with TikTok users in an organic way. Trends are basically a community-wide conversation across TikTok, and people express themselves through their various interpretations of them. “I’d say over half, maybe the vast majority, of TikTok content follows a trend,” he says. Trends are essentially “memes 2.0,” according to Evan Horowitz, CEO of Movers+Shakers, and the mind behind the most viral campaign in TikTok history, which his agency created on behalf of e.l.f. New trends emerge every day, and they’re a big part of why TikTok is one of the most entertaining of all the social media platforms. TikTok trends are a collection of viral short videos that use popular features, songs, sound effects, and/or hashtags. Here’s our guide to understanding TikTok trends, identifying them, and creating your own authentic and engaging videos. If you want your brand to be successful on TikTok, you need to embrace TikTok trends through branded content or by working with creators. ICYMI: TikTok was the most downloaded app worldwide in 2021, and TikTok trends are its lifeblood.
And why would you not want to watch cat videos? And staying on top of them can be the difference between your brand going viral or not, which can be the difference between extra millions on your bottom line or not.īe honest: are you avoiding TikTok because you think it’s just for pre-teen dances or cat videos? If the answer is yes, then this is your official notice to get on the social media bandwagon, because it’s not just for the kids anymore. Because TikTok trends are always changing.