TikTok trends 2023 – how you can jump on the bandwagon

While still a relatively new social media channel compared to others, TikTok has taken the world by storm and provided many of us with hours of entertainment. In 2022, there were around 17,464,020 TikTok users in the UK, spending an average of 41 minutes on the app per day. In 2023, this usage has increased further by 15%, and it isn’t all just amusing dances. We recently shared an article discussing how Generation Z are using TikTok as a search engine, before visiting Google or other search platforms.  

Here, we explore the latest influential trends in 2023, discussing how you can identify and use these trends going forward to develop your TikTok marketing and drive business growth.  

What is a TikTok trend?

A TikTok trend is a piece of content which gets replicated and reposted from various creators. These trends are often initiated by popular TikTok creators and can quickly gain momentum as users participate and create their own versions of the trend. The platform’s algorithm identifies and promotes trending content which helps to spread it to a larger audience, meaning it can improve brand awareness of companies who partake. 

What makes a TikTok trend successful?

Unfortunately, it’s not like a recipe where you can follow some simple steps and control your outcome. The success of your content relies on TikTok and its users, as well as elements of prediction and even some luck.  There are however things you can do to help your chances of getting lots of views and plentiful engagement: 

– Viral potential: Trends that are easy to participate in and have a high “wow factor” are more likely to be shared and spread quickly on the platform. An example of this is an easy replicable dance. 

– Relevance and timing: Trends that tap into current events, popular culture, or social issues are often more successful as they connect with users on a deeper level. Comments on world events are an easy example of this. 

– Creative and unique: Original and unique trends are more likely to capture user attention and gain momentum. Put your own spin on popular trends to make your video worth the watch and not just a copy and pasted version of everyone else’s. 

– Influencer promotion: The support of popular TikTok creators can help to kickstart and spread a trend, as they have a large and engaged following. Consider getting a few influencers to support a new piece of content if you are hoping for it to go viral. 

– Sounds: Selecting trending sounds for your videos can help improve the engagement as some users will search by sound. An example of this is ‘Running up that hill’ after the success of Stranger Things. 

– Consistency: like all other social media platforms, TikTok requires consistency. If you only post one video, chances are you will not go viral. TikTok will support its regular content creators, so get creating. 

– Keep it short and to the point: Users will often decide whether to watch a full video within the first 5 seconds. Grab their attention and keep it for as long as possible. 

How to identify TikTok Trends

Identifying trends on TikTok can be a fun and engaging way to stay up to date with what’s popular on the platform. Here are some easy ways to identify TikTok trends: 

1. Explore the ‘For You’ page: The ‘For You’ page on TikTok is personalised to your interests and showcases popular videos and trends that are currently popular on the platform.  

2. Check out popular hashtags: Hashtags can be used to discover trending topics and challenges on TikTok. You can search for popular hashtags or follow them to stay up to date on the latest trends. Look out for trending hashtags on the ‘For You’ page. 

3. Follow popular creators: Following popular creators on TikTok can help you stay up to date with the latest trends, as they often participate in and create their own challenges and trends. 

4. Keep an eye on music trends: Music is a huge part of TikTok, and popular songs often lead to viral trends and challenges. Pay attention to what songs are trending on the app and watch for how users are using them in their videos. 

5. Join in on challenges: Participating in challenges and trends often helps to identify new opportunities and contemporary trends.  

6. Read comments: review how much engagement a potential trend has. The more comments, the higher chance it’s a national or worldwide trend. 

Remember, trends on TikTok can come and go quickly, so it’s important to stay engaged and jump on the bandwagon quickly if you think it will help your TikTok marketing. 

Current influential TikTok trends

Movie releases – Barbenheimer

TikTok has become a hotbed for pop culture trends, and movie releases are no exception. When a highly anticipated movie hits the theatres, its influence filters through to TikTok. Users create challenges and trends inspired by the movie, making it easy for people to join the bandwagon and share in the excitement. 

Let’s talk about a very popular example… the Barbie Movie. Of course, the marketing and PR team have done a great job by advertising this movie and increasing the hype ready for its release, but one major factor that’s been on their side is TikTok and the endless stream of free content being produced talking about the film. 

Not only that, but the joint digital phenomenon of ‘Barbenheimer’ has given a major organic boost to the marketing of both Barbie and Oppenheimer. While the two are clearly very different, TikTok users worldwide have been posting endlessly comparing and commenting on them both through memes and videos. An amazing example of utilising User generated content to boost awareness of campaigns. 

So, are you Barbie, Oppenheimer or Barbenheimer? Let us know on TikTok! 

The Power of Influencers – Sofia Richie’s Walk

Influencers hold tremendous sway over TikTok’s trends. Take, for instance, Sofia Richie’s walk for outfit checks. Sofia Richie is a famous figure and influencer, who became popular for her chic outfits. She started a trend filming her outfit of the days as she walks to songs. This trend gained massive popularity due to her influence as a well-known personality. If this trend had been posted solely on Instagram, it might not have garnered the same level of attention and participation. TikTok’s emphasis on creative and engaging content is what sets it apart and allows trends to thrive. 

A tale of music and content trends

The Smooth Operator. Not all trends are the same on TikTok. Some trends are driven by catchy music, while others gain traction because of the content’s relatability or humour. The Smooth Operator trend is an example of a music-driven trend. Understanding what makes a trend tick is essential for digital marketers looking to capitalise on the platform’s potential for their clients. The easiest way to find trending sounds is by using TikTok’s search function. Search the term ‘trending sounds’, then click over to the sounds tab. Here you will see TikTok trending sounds, and how many times they have been used. 

Going back to the Sofia Richie outfit check trend, this trend had to be done with a certain song, ‘A Stranger to my Eyes – Allan V’.  

Declaring crushes in the digital age

TikTok trends have evolved to become a way for Gen Z to express themselves, including secretly announcing their crushes. The “You’ve been running through my mind all day” trend is a prime example. As times change, so do the ways of showing interest in someone. Videos gaining views and recognition have become the modern-day equivalent of offering a drink to someone at a bar. 

In case you haven’t seen this trend yet, here are a couple of examples: 

• @jaxisboring 
• @kodiemurphy02/ 

The Love Island effect

TikTok’s influence extends beyond movies and individual trends. It has even affected popular reality shows like Love Island. Love Island is always going to cause a roar in the nation, but how is it that I seem to know every cast member and the dramas when I haven’t watched a single episode? A reason for the popularity is people are getting to see the best bits rather than having to sit through an hour-long episode hearing the phrases ‘let’s go for a chat’, ‘they’re my type on paper’ and ‘I’ve got the ick’. This highlights the platform’s power to shape conversations and spark interest in various cultural phenomena. 

The coloured flag trends

TikTok is a place of creativity and expression, and the “beige flag” trend exemplifies this spirit. The world’s blandest colour has now lent its name out to a dating phenomenon, that of ‘beige flags’. It is now trending to compartmentalise characteristics and actions into coloured flags, showcasing people’s unique qualities and experiences. So, what are the coloured flags?  

Green flag – characteristics and behaviours that one should look for (positive). 

Red flag – these are the warning signs you should run the other way from (negative). 

Beige flag – this one is not a deal breaker, but rather an odd or quirky characteristic that could potentially put you off, or in other words, ‘give you the ick’. 

Funny examples of the ‘beige flag’ trend: 

• Helping the waitress bring out the food 
• Phone never goes on silent due to worries that their morning alarm won’t go off 
• Never asking for details 
• Fiance searching topics to discuss at dinner 

This trend reflects the platform’s ability to create and popularise unconventional and thought-provoking content. We will be sure to update you if any more coloured flags arise that you should know about. 

Products that skyrocketed through TikTok

TikTok has become a marketing powerhouse, and the impact it has on product trends is undeniable. Take rosemary oil, for instance; a few influential people talking about its benefits can lead to a surge in its popularity and sales. For digital marketers, understanding and leveraging the platform’s potential in promoting products can yield exceptional results. Remember, if your client is the e-commerce sector, TikTok shop will become your best-friend.  

Building a Supportive Community

TikTok’s rise is not just about trends and challenges; it’s about building a supportive community as well. The platform encourages users to share their experiences, celebrate successes, and normalise various aspects of life, such as fitness, mental health, makeup tips, and more. This sense of community engagement fosters a positive environment that brands can tap into for meaningful connections. 

The joint efforts of The Barbie Movie, and the trending barbie content on TikTok, have created a safe space where people are discussing certain factors of the patriarchy that still exist. This has been a great way to educate people through a platform that resonates with them and have a positive impact on the world and our views.  

Next Chapter, a leading TikTok marketing agency based in North Yorkshire

Want more expert advice and insights to help with your TikTok marketing? Get in touch with Next Chapterto start a project and explore different TikTok strategies which will help deliver significant business growth through TikTok marketing. 

Want to see how we do it? Follow us on Next Chapter’s TikTok account.