Top 12 TikTok Trends of 2023 and How to Master Them

As we head for 2024, TikTok remains at the forefront of viral content, shaping cultures and setting standards.

From its inception as a lip-synch video app to its current status as a global powerhouse platform for creators of all kinds, it has consistently redefined the boundaries of social media engagement.

In this article, we’ll dive deep into the top 12 TikTok trends of 2023, offering insights and actionable tips to master the ever-evolving world of TikTok.

Whether you’re a seasoned TikToker or just stepping into this dynamic realm, understanding these TikTok trends is your ticket to staying ahead of the curve.

What is TikTok

TikTok is an app that launched in 2017 and has quickly gone viral. 

The platform was intended to be a creation app for lip-synch videos, but with the easy-to-use video editing software that comes with the app, TikTok has quickly evolved and is used by foodies, comedians, fitness gurus, bloggers, and more.

TikTok really originated from two apps. TikTok’s Western audience mostly originated from Music.ly, while the Eastern audience had the app originally. In China, TikTok is run on a separate app called Douyin.

What Can You Do on TikTok

Like most social media, TikTok prides itself on allowing users to interact in a variety of ways.

Videos and Music

The central aspect of the TikTok experience is through videos. Users can upload their own videos or create a video with in-app editing software. 

TikTok also collaborates with and integrates Apple Music into the app. Users have the ability to use the music in their own videos and to discover music through other user’s videos.

Engagement

On TikTok users engage with each other through liking and commenting on videos. These videos can also be shared and discovered by hashtags.

Creating engaging materials is key! Your viewers should be dying to check out your profile and watch your latest creations.

In-App Purchases

TikTok features the ability to purchase “coins,” which can be used in exchange for virtual gifts. Users can then send these gifts to other TikTok Users and the coins are converted into diamonds. Once a user has enough diamonds, they can make a monetary withdrawal.

Profiles and Live Streaming

Like other social platforms, users have the ability to create a profile to showcase their created content. Users can follow each other to be notified when a new video is posted. Additionally, users can livestream on on TikTok.

TikTok Demographics

Knowing the demographics of TikTok is incredibly useful for brands and influencers alike. 

1. 41% of users are between the ages of 16 and 24 – Generation Z seems to love TikTok
2. TikTok users in China and India are among the most active
3. About 60% of TikTok users are female

TikTok Stats

We’ve gathered some TikTok stats that will show you the potential value of marketing on TikTok.

1. In 2018 TikTok was the most downloaded app in the Apple Store
2. In 2018 TikTok was the 6th most-downloaded app in the world
3. TikTok is available in 154 countries
4. TikTok is available in 75 languages
5. 500 million active TikTok users worldwide
6. 800 million people have installed TikTok
7. 42% of TikTok revenue comes from the United States
8. Average of 29% engagement rate (compare this to an average engagement of 2-5% on Instagram)

Trend #1: Memes

You’ve probably heard of a VSCO girl, someone characterized by Birkenstock sandals and too many scrunchies on her water bottle. Memes like this are going to be taking off and going viral, just as fast as they’re disappearing.

If you see something that you think is funny and still politically appropriate, it’s worth making a video because you might just be the next viral thing!

Trend 2: Episodic Content/Short Form Series

Episodic content in which creators make their videos into a series following the same subject boomed in 2020 and continues in 2023. 

Because TikTok videos can only be 60 seconds, creators don’t have much time to connect with their audience or create a more in-depth video.

This makes TikTok the perfect platform for shorter videos that all fit within the same series, a mini-series if you will.

Knowing how to tell a story in less than 60 seconds and leave the viewer with a cliffhanger makes for a great TIkTok creator.

This became more prevalent as the platform allowed longer videos, increasing the limit from 60 seconds to 3 minutes in mid-2021.

Trend 3: Branded Hashtag Challenges

Brands have had great success going viral by creating hashtag challenges, and this is only going to continue in 2021. 

Take Jimmy Fallon on The Tonight Show for example.

The #TumbleWeedChallenge is where people roll on the ground like a tumbleweed while music from old westerns plays in the background.

The challenge quickly went viral, and if Jimmy Fallon wasn’t already known by GenZ, he is now.

Brands and influencers can create their own challenge by posting a video with a unique and memorable hashtag.

Tagging other brands, influencers, and users is a great way to get the tumbleweed rolling.

Trend 4: Branded Stickers

Similar to Snapchat, TikTok offers branded stickers. Brands can pay to have a sticker or filter with their information on it.

For example, the NFL created a sticker for the Superbowl which helped promote the event. 

Stickers are a great way to get people thinking about your brand without having to create a viral-worthy challenge.

Trend 5: Behind the Scenes

People love to know the faces behind big brands! Giving viewers an insight into what a typical day at the office looks like or even a day in the life of the social media coordinator for the brand is going to be even bigger in 2021.

We’re already seeing this type of content perform well on other social platforms like Instagram. Major brands are taking to Instagram stories to get real with their audience.

Trends seem to show that less edited photos and longer, more relatable captions are going to do better this year. 

The same can be said for TikTok. Get real with your audience and you’re likely to see a huge boom in following.

Trend 6: Music and Dance Challenges

These are a mainstay of TikTok, but the specific songs and dance moves change regularly.

Hits like “WAP” by Cardi B, “Blinding Lights” by The Weeknd, and “Renegade” were notable in 2020 and 2021. Newer songs kept emerging as dance challenge favorites.

Trend 7: Dalgona Coffee and Food Trends

The Dalgona coffee trend from 2020 paved the way for other food and drink challenges in 2021.

Viral recipes like baked feta pasta and nature’s cereal were quite popular.

Now we’re seeing all sorts of foods being highlighted by creators with recipes being a new hit.

Trend 8: Cottagecore and Aesthetic Shifts

The “cottagecore” aesthetic, which romanticizes rural life and nature, was big in 2020 and 2021.

As with all aesthetic trends, new ones continuously emerge, like dark academia, fairycore, and goblincore.

Trend 9: Niche Interests and Communities

Communities around specific hobbies, professions, and interests, like “BookTok” (book lovers) or “WitchTok” (modern witches and spiritual practitioners), grew in prominence.

Trend 10: Mental Health Awareness

More creators started discussing their mental health journeys, therapies, and self-care routines, normalizing the conversation around these topics.

The pandemic is responsible for this trend – which has a positive upside.

Trend 11: Fashion Revivals

As with most fashion trends, older styles came back into vogue. Y2K aesthetics and styles from the 2000s made a significant comeback in 2021 and continue into 2023.

Trend 12: Edutok

Educational content across various fields, from science and history to finance and career advice, found a large audience on the platform.

Many B2B content creators are experimenting on TikTok with good results. Expect to see this trend grow into 2024.

If you are a B2B company, this is a good time to start experimenting with creators here.

Creating a Content Strategy for TikTok

In order to succeed, go viral, or simply create brand recognition through TikTok, you need to have a content strategy. 

We’ve put together a few ideas to help you get started.

Consider TikTok Its Own Entity

The same material that you create for your Instagram stories won’t do as well when transferred directly to TikTok. With only 60 seconds to be as creative and eye-catching as possible, your marketing team really needs to dedicate time to creating unique TikTok content. 

TikTok is especially unique because it’s truly been grown by Gen Z. The majority of the people who use TikTok today wouldn’t even consider getting a Facebook account so your team would be smart to work with someone who represents this demographic.

While material made for Facebook certainly won’t work on TikTok, you can always share your TikTok videos with other platforms. TikTok has conveniently created easy ways of sharing.

Remember Who Your Audience Is

Tour audience on TikTok is probably going to be vastly different from your audience on Facebook and Instagram. If you want your content to perform well on TikTok you need to know the trends.

But simply knowing the trends isn’t enough. 

You need to engage in them! Your CEO should be rolling on the floor to Western music like a tumbleweed with the best of them.

Creating this personal connection through shared experiences is what social media trends of 2023 seem to be all about.

Use the Materials Provided

Part of the charm of TikTok is the in-app editing features.

Most of TikTok’s users aren’t familiar with Adobe Premier and don’t have professional-level footage to work with.

While professionally created videos might do well, you’ll be able to connect better with your audience by using the same tools that they have at their disposal.

Another option is to start experimenting with the growing list of AI apps on the market.

Get Started Today

TikTok evidently has even more potential for 2021 and knowing the upcoming trends can help you master your content strategy.

Keep reading to learn the key to understanding social media psychology or get in touch to contact us so we can have a conversation and see where you want to take your marketing next year.

Got a question? Pop it into the comments below.