TikTok Marketing Trends for 2023

The following list of TikTok marketing trends aims to help you leverage the platform's potential to showcase your brand's unique style and connect with distinct audiences.

Written by
Monique Lorette
June 13, 2023

As a global hub for creativity, entertainment, and community building, TikTok has over a billion active users. TikTok trends, constantly evolving and reflecting the diverse interests of its users, offer an opportunity to discover new content and connect with like-minded individuals. From dancing challenges to filming approaches, these trends not only provide entertainment but offer a chance to improve content quality and increase brand visibility. The following list of TikTok marketing trends aims to help you leverage the platform's potential to showcase your brand's unique style and connect with distinct audiences.

1. TikTok SEO

If you work in the digital marketing industry, you're likely aware of search engine optimization's role in making your brand visible on Google. However, you may have yet to realize that SEO is just as vital for TikTok marketing. With social media platforms becoming the go-to search engine for Gen Z, optimizing your TikTok content to reach the right audiences is more important than ever.

What TikTok marketers can do:  Understand your audience's search behavior to attract the right viewers. Start by considering what your ideal customer would search for to find your product or service. Next, identify relevant keywords for your niche or industry, and incorporate them into your TikTok content, including captions, titles, hashtags, and bios. This increases visibility, engagement, and sales potential.

2. Behind the Scenes

There's something special about peeking behind the curtain of a brand or product, and social media users have always been fascinated by it. Take Chipotle’s vlog-style footage from real kitchen crew members, for example. The "Behind the Scenes" trend on TikTok lets businesses showcase their personality and operations. These entertaining and educational videos give users an exclusive look at the brand and create more authentic content that resonates with their target audience.

What TikTok marketers can do: To build a connection with followers, your brand should highlight its unique processes and brand culture on TikTok. This creates a personal connection, differentiates from competition, and builds trust with the audience. Showcasing values, team roles, mission, and vision will build a loyal fan base interested in the brand.

3. Natural light

The natural light trend on TikTok has been gaining traction due to its ability to create a soft and warm ambiance in videos, adding an authentic and organic feel to the content. What's more, it doesn't cost a thing! Sunlight is readily available, making it an accessible option for creators on a budget. Natural light also sets content apart from heavily filtered and artificially lit videos.

What TikTok marketers can do: Incorporating natural light into TikTok content can create a more accessible and dependable image for your brand. To achieve the best lighting, allow natural light to flow into the filming space through a large window or door during the day and utilize warm floor lamps in the evenings. With this approach, your brand can create more approachable content that resonates with its audience.

4. UGC is Always King

User-generated content (UGC) is vital to digital marketing, and its significance is even more pronounced on TikTok. With the platform's emphasis on creativity and authenticity, UGC can be a powerful tool for building a loyal following and increasing engagement rates. By showcasing content created by real customers and fans, brands can establish a more relatable and trustworthy image. Additionally, UGC can help businesses save money on marketing costs compared to other strategies, such as influencer collaborations or sponsorships. For example, TikTok revealed in its 2023 Trend Report that Fantastic Furniture used this strategy to create a successful ad campaign.

What TikTok marketers can do: Your brand can encourage its audience to share content featuring its unique selling points or products through tools such as branded hashtags or challenges that promote greater participation. By incorporating UGC into your TikTok marketing strategy, your brand can build genuine connections with its audience and drive greater engagement and sales.

5. Talking to a Friend

One thing that makes TikTok stand out from other social networks is the freedom it offers to be less formal and more playful. TikTok's unique atmosphere is driven by Gen Z and millennials, who value authenticity and playful content. Brands can connect with this audience by focusing on humor, relatability, and entertainment instead of sales. By creating a conversational tone, brands can foster a genuine connection with potential customers, leading to greater loyalty.

What TikTok marketers can do: Create casual content that reflects your brand's personality while offering value to your followers. Share behind-the-scenes clips, showcase your products or services, and provide industry insights or tips to engage and entertain your audience. This builds a loyal following of engaged followers who will share your content and make purchases from your brand.

6. POV TikTok

Point of view TikTok videos have become one of the most popular trends on the platform, with billions of users creating this type of content. These videos offer a unique and relatable perspective on various situations, from everyday routines to extraordinary scenarios. In addition, the format is easy to replicate, making them accessible to users with any level of expertise. POV videos also offer endless opportunities for creativity, allowing users to showcase their storytelling abilities and imagination.

What TikTok marketers can do: The POV TikTok trend provides an excellent opportunity to connect with your target audience in a more captivating and relatable way. Creating content showcasing your brand's unique perspective or experience can create a deeper emotional connection with followers and increase engagement on the platform.

7. More Advertising

TikTok's advertising potential is growing, with eMarketer estimating ad spending will reach $8.75 billion in 2023 and companies turning to paid advertising to boost their visibility. But creative approaches are necessary with a user base skeptical of traditional ads. Native advertising is popular, blending seamlessly into existing content. Creators also explore paid advertising to grow their following and monetize their content. As the advertising landscape on TikTok changes, creators and brands must stay adaptable to succeed.

What TikTok marketers can do: To succeed in TikTok advertising, create content that doesn't feel like traditional ads. Align your content with the style and tone of everyday TikTok videos to blend in naturally with user-generated content. Make visually engaging ads with clear messaging that captures attention quickly. Use humor, creativity, and storytelling to resonate with TikTok's unique audience and leave a lasting impression.

TikTok offers businesses an exceptional opportunity to connect and relate with a distinctive audience base. By deploying an effective marketing strategy, brands can leverage the constantly evolving trends on the platform to enhance their visibility, boost engagement, and unlock their sales potential. To stay ahead of the curve, it's vital to remain an active user, keep an eye on emerging marketing trends, and draw inspiration to craft content that resonates with your audience. And remember, while it's important to stay on top of the latest TikTok trends, don't overthink it, and, most importantly, have fun!