TikTok has released a report detailing rising trends, which includes insights and tips for marketers.
There are several versions available based on geography - North America, Middle East/Turkey, Latin America, Europe, Russia and Asia Pacific. You can get to those reports by clicking here and scroll about two-thirds of the way down and you'll see buttons to click on to get that region's specific report.
For this example, we're going to review the North America report. (That's available for download here)
TikTok put heavy emphasis to understanding trends by evaluating hashtag performance.
"Engagement stats show that users continue to see value in TikTok and its wide range of content," the report says. "This year, the top hashtags saw a median engagement rate of 12%, illustrating that through sound-on, full-screen experiences, audiences enjoy immersing themselves in a different world. As we continue to revolutionize the power of entertainment and community, and grow as a platform, we are fully committed to placing the utmost importance on your safety, and the safety of our users."
One of the best performing trends, hashtags, in 2021, according to TikTok's report was beauty and personal care. This area saw a staggering 186% growth in 2021 compared to 2020. The most popular hashtag was #hairtok, which "skyrocketed to the top of the beauty category with a 20,000% increase in video views and a 3,000% boost in videos created."
The other popular beauty and personal care hashtags were: #selfcare, #transformation, #blackgirlmagic, #asmr and #oddlysatisfying. The growing or rising hashtags include #grwm (get ready with me), #dermdoctor, #lashes, #nailart and #momsoftiktok.
If you're a business that serves those looking for beauty and personal care products, this is very good news for you.
Another popular trend in 2021 was collaboration between users.
This isn't a surprise as we approach two years since COVID-19 was declared a pandemic. Social distancing, mask mandates, among other things, left people disconnected from friends, family and so on. TikTok's collaborative tools such as Stitch, Duet, Reply with Video and Use This Sound, were all highly popular and widely used.
Collaborative growth, the report says, was 145% from 2020.
Here are some TikTok audience insights:
- 73% of people feel a deeper connection to brands they interact with on TikTok, compared to other platforms.
- 78% agree that the best brands on TikTok are ones that work together with users.
- 70% feel like they're a part of a community on TikTok.
This is a big one ...
- 67% of people said TikTok inspired them to shop even when they weren't looks to do so.
To build off that, the hashtag #tiktokmademebuyit drove plenty of success for brands in 2021.
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