11 Most Important TikTok Trends to Watch in 2023
Sure, we could tell you about the hottest TikTok hashtag trends and issues right now, but this article will be outdated by the time you finish reading it.
So, if you were looking for a new hot dance with drag queen choreography, we are sorry. But instead, we have something better: the 2023 TikTok Trends Report, which presents the bigger picture.
If you’re looking for what makes TikTok work right now, you’ve come to the right place.
Because really, if you want to create a winning TikTok social media marketing strategy, you can’t get lost in the details. In TikTok, everything is changing at the speed of a whip. Even if the Korn Kid goes all out on Monday, by Friday TikTokaverse has already moved on to watching clips of old dudes selling watches.
To succeed here and impress the app’s 1 billion users, you’ll need to look under the filters of teen faces or sound clips from Love Island and truly understand the cultural forces and changing attitudes that shape behavior.
That’s why in this post, we identify the powerful macro trends happening on TikTok for 2023. It’s time to fight the zeitgeist, baby! Get ready to zoom out as we bring you the 11 biggest TiKTok trends for brands and creators right now.
The 6 Most Important TikTok Trends for Brands
TikTok ads are more relevant than ever
If you have been debating where to invest your money in social advertising, TikTok might be a good choice. At the end of 2022, ad reach was up 14.6% year-over-year. While this guarantees additional exposure to your campaigns, this number does not reflect how receptive TikTok audiences are to branded content.
The caveat here is that not just any old advertisement will do. This is not a flyer inserted in a newspaper: TikTok ads still need to be interesting, engaging, and offer viewers some value.
Think beyond a simple product presentation, but something a little dazzling… TikTok style. Can you use the fun editing features or the app’s filters? Let’s just hit point #2…
TikTok users want to have fun
Of course, 35% of TikTok users open the app specifically to explore brands and products. But the vast majority of people on the platform are looking for a little bit of fun. Our latest digital report found that 78.2% of TikTokers use it to view “funny or entertaining content.”Brands that can satisfy this desire are ready to provide both sales and fans for life.
TikTok’s internal research has shown that ads that rank high on “entertainment”also rank high on “brand love”and “purchase intent.”
TikTok is the search engine of choice for Generation Z
Google’s reign as king of search could be in jeopardy. Research has shown that Generation Z is increasingly using social media as their primary search tool. “Young people are turning to TikTok looking for answers,” The New York Times reported in September 2022, citing a Google study that found that 40% of users aged 18 to 24 turn to TikTok or Instagram when they need information..
This doesn’t mean you have to shut down your website and go through the Eternal Sunshine routine to clear your brain of all SEO knowledge. Most people still track your business the old-fashioned way (i.e. frantically typing “I need a haircut, now hurry up” into the Google search box). But brands would be wise to start honing their social search optimization skills to make sure they reach every potential customer.
TikTok enters ‘experimental’ phase… and brands need to be ready
Growing up means trying on different looks to see what fits best, as any of us who have witnessed Christina Aguilera in her messy era know. TikTok is no different. Sure, it’s a master of algorithmic short video streams, but the potential for what else it can be is limitless. So it’s no surprise that the company released at least seven new features in 2022 alone, including TikTok Now (a BeReal clone) and TikTok Stories (an IG Stories clone, itself a Snapchat clone, but that’s a story for another day).
In other words: TikTok is on a journey of self-discovery. And brands should be open to participating in the process, embracing and testing any new feature the app releases next. It’s true that most of these features won’t last long, but bold brands that find themselves on the ground floor could be rewarded with a boost in the algorithm, or at least the ability to surprise or intrigue your audience.
Put real people front and center
TikTokers love to see content from close people. So skip the direct promotional offer and reach out to someone real who feels comfortable telling their true story.
“Trust comes down to who tells your brand story,” notes TikTok’s 2023 Trends Report. “If a TikTok creator shares the traits or interests of your audience, their content will feel more relevant and meaningful to viewers. People also feel more connected to industry and subject matter experts who bring knowledge and insider tips to their videos.”
This could mean using your own channel to create authentic, people-centric content. But it can also mean asking the creators for feedback on your product.
Whether you’re partnering with an influencer or handing over the reins to an expert insider, putting real people in the spotlight can help brands create authentic, entertaining content.
Memes are spreading at lightning speed
TikTok sometimes feels like it’s taking place in a different language, with so many jokes, slang, and cultural touchpoints that only seem to exist on the app. If your brand is going to keep up with the speed of social media, you must constantly research and observe to understand what is linking to hot tickets every day.
This means spending a lot of time just watching the app and studying it, noting which aesthetics are trending and which emojis are outdated. Our friends at We Are Social pointed out that the end of 2022 was a time of “chaotic content”and “cosplay normality”, but you can get even more up-to-date analysis in their daily digital culture tracker on Instagram.
But if this all sounds like a lot… maybe it shouldn’t? More important than understanding whether it’s still cool to call something “grandfather”or “chigi”is authenticity.
The 5 Most Important TikTok Trends for Creators
A strong personal brand is essential
Viewers don’t just go to the app to see a stream of random teenagers dancing in their McMansions: they’re looking for people to connect with and look up to. So 2023 is the year you should define your personal brand.
If you are a hairdresser, perhaps now is the time to choose a specialty that you can talk to based on personal experience.
For example, could you be an authority on curly haircuts? If you are a nutritionist, can you debunk diet myths? Or, if you’re like Alexis Nicole’s TikToker, you can embrace yourself as a black hoarder.
@alexisnikole Black history meets Black joy. #makeblackhistory #foraging
Building a strong, consistent personal brand attracts a passionate, connected audience—and gets actively engaged along the way.
People are looking for new ways
Breaking news: The pandemic has hurt us all. The past few years have opened up a new perspective on life for many people, and there is a growing sense of dissatisfaction with the status quo, at least according to a TikTok study.
“In a changing economy, health and climate challenges, and personal stress, people will look for new paths to success, happiness and well-being,” the Trend Report 2023 says. They’re not just looking for recipes to try: they’re looking for lifestyle inspiration. For example, learn what it’s like to leave a full-time job to work remotely, or how to live with a mental health diagnosis.
TikTok has always inspired its users to take action, whether it’s buying a product (#tiktokmademebuyit) or trying to dance. This year, it looks like the platform could have an even deeper impact.
To take advantage of this, creators must be authentic when creating what TikTok calls “wholesome fun”: sharing your personal “how-to” stories to help others make changes in their lives with confidence, such as documenting your unique #cashstuffing financial strategy.
@cdngirlcashstuffer Cash stuffing my wallet #cashstuffing #nospendfebruary #nospendchallenge #nospendmonth #cashstuffingenvelopes #canadiancashstuffing #canadiancashstuffer #cdngirlcashstuffer
Be specific and get personal! Relationships build trust.
The stress is gone; joy in
The TikTok audience has burned out and we can’t really blame them over the past few years. So is it any wonder that meaningful joy is trending in 2023?
“They want to create a real, meaningful space for themselves in 2023,” says the TikTok research team, “and much of that will come from prioritizing joy in all its forms.”
Humor is a great way to spread that joy. There are so many heavy things going on in the world: brighten someone’s day with a light-hearted story or a hilarious use of an audio trend.
@thelisagilroy To my followers: do better ?
Another shortcut to enjoyment: try sharing ideas about small moments of luxury and gratitude, or suggesting a solution to a problem.
For example, how to take better care of your leather or how to prevent a drawstring from getting stuck in your sweatpants. “An ordinary person wants to find happiness even in small things,” according to TikTok.
Find your niche
It’s a cliché for now: we’re all unique flowers in this garden we call life, blah blah blah. But on TikTok, it’s easier than ever to find your niche community. Whether you’re a goblin witch, a teenage keto chef, or some other “cozy gamer”, your people are somewhere on the “Tok”.
@maisyleighs i haven’t had this much fun since animal crossing ?✨ #dinkum #cozygamer #cozygames #cozygaming #cozydesksetup #acnh #animalcrossing #stardewvalley
As the TikTok Trends Report puts it: “TikTok is not a council meeting. It’s a collection of hyperpersonal spaces where people can explore their passions and live their lives.”
For those seeking guidance, navigating a new identity or breaking social expectations by finding “you’re just like me!”A role model or friend on TikTok can be a revelation.
Embrace what makes you who you are, and you will find a sweet spot between specificity and affinity. Bonds will be formed! Horizons will be expanded! Viewers will be inspired! Are you pushing with the #TiredMom or #HatGuys team that you can post that will inspire someone to think “I’m not alone”when they stumble upon it on their For You page?
Entertainment Above All
While certain categories of personality or your browsing history may influence your algorithm on other platforms, on TikTok, the For You page is based solely on what you find interesting about TikTok.
The app knows what you like and learns to offer more of the same, delighting you every day better and better. And in 2023 this will continue. This means that creators must focus on creating entertaining and quality content if they want to get those views and likes.
People also come to TikTok specifically to have fun.
Successful creators understand the power of humor and pacing; they use TikTok’s editing features to sync audio and video in a fun way. Importantly, they also offer something of value with every post, whether it’s a moment of frivolity or some helpful advice.
Now that you know what to expect from TikTok trends in 2023, let’s zoom out even further. Here’s a look ahead to where social media is going next.
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