12 TikTok Trends to Guide You in 2023

15 April 2023
Reading: 2 min

TikTok trends are original clips comprised of sound, dance, hashtag, or video format that goes viral. In recent years, the TikTok audience has been growing. Advertising revenue is projected to reach $14 billion over the next three years. For companies with a young audience, it is important to understand the possibilities of this social network. Here are 12 trends that will be popular this year.

TikTok influencers partner with more brands

One of the primary reasons why TikTok has become such a famous social network is its unique features and wide-ranging user base. However, despite its growing popularity, many companies are still unaware of the platform. Fortunately, TikTok’s formal advertising network is improving, allowing brands to market and promote their products more effectively.

With an increasing number of users on this social network, the platform now boasts a larger pool of influencers than ever before. While TikTok was initially known for music videos, it has expanded to include various types of content, allowing more people to become experts in different fields. As a result, influencers from other platforms are now creating videos on this social network, allowing companies to reach a wider audience.

Influencer marketing on this social network is set to grow exponentially in the coming years, as brands’ ability to create and share authentic messages that their target audience can relate to will stay crucial. Authenticity is one of the platform’s most crucial elements, and brands that can leverage it effectively will benefit from TikTok’s enormous user base.

Hashtags continue to gain popularity

Hashtags will continue to be a vital aspect of TikTok videos, from hashtag memes to branded hashtags, especially as the platform improves its search function. 

Honesty is the key to building trust with your audience

Users will increasingly desire truthful content, which will require creators to be willing to be vulnerable on camera. While TikTok content is typically light and amusing, it also provides an opportunity for influencers to express their authentic selves and share more difficult experiences.

Certain songs will be used to back multiple TikTok videos

The growing trend of integrating music into TikTok videos is set to persist well into the future. Though it’s not mandatory for TikTok users to feature music in their videos, a vast majority of them choose to do so. TikTok owes its success in great part to its partnership with major music labels, which allows users to use brief snippets of famous hits in their TikTok videos, resulting in music becoming a vital aspect of TikTok culture. 

It can be quite challenging to predict which tracks will become viral on the app, as some can experience a surge in popularity long after their initial release. This trend is expected to remain strong until at least 2023, with users continuing to incorporate famous songs, particularly those used as the soundtrack for well-liked dance challenges, into their TikTok creations.

Take your followers behind the scene for a deeper connection

It is imperative for businesses to understand that consumers are constantly bombarded with information, and their attention span is becoming shorter. 

To capture their attention, it is essential for brands to create unique and compelling content. By sharing behind-the-scenes videos on social media, businesses can increase the uniqueness of their content. This is because customers get a glimpse into the inner workings of the business, which is not something they see every day. This can help to make the content with the brand more informative, entertaining, and engaging, ultimately helping to increase brand awareness and reach.

Sharing the behind-the-scenes on social media can help to set a business apart from its competitors. Customers are always on the lookout for something new and exciting, and businesses that provide unique and interesting content are more likely to stand out. By showcasing what goes into the making of a product or brand, businesses can differentiate themselves from their competitors, making it more likely that customers will choose them over others.

Embrace the power of user-generated content for marketing success

UGC saves businesses marketing costs and provides valuable feedback. It engages audiences, increases brand awareness, and offers insights into customer preferences, opinions, and behaviors. Companies can benefit from incorporating user-generated content into their marketing strategies for authentic, compelling content that resonates with your audience, leading to increased sales, customer loyalty, and reputation.

Collaborate with your customers for maximum impact

TikTok’s video duets and stitches foster collaboration and creativity, allowing users to build on each other’s ideas. These features provide opportunities for companies to connect with their audience and increase visibility, building loyalty and advocacy. Their use has revolutionized content creation on TikTok, making it more engaging and unique, and helping companies tap into user-generated content to grow their social media presence.

More paid advertising on TikTok

Paid advertising on TikTok is expected to rise given the app’s growing popularity, with ad spending projected to reach more than $8 billion by 2023. Both big companies and individual creators are anticipated to use paid advertising to attract more followers. 

However, ad prices are also expected to increase due to supply and demand. Native advertising is highly recommended for brands and influencers to suit the style and tone of TikToks. Ads need to capture and entertain viewers and cannot be traditional like TV ads. Brands may resist this, but they will realize that more unique content thrives on this social network. 

Inject some fun into your TikTok

Emerging as a significant force in the entertainment industry is the groundbreaking concept of actionable entertainment. This innovative trend is poised to make a significant impact in the year 2023, thanks to its uniquely curated clips that promise to engage and captivate its users like never before. In light of this development, it has become imperative for marketers to craft messages that resonate with the younger generation by using compelling and entertaining content.

With TikTok at the forefront of this trend, promoting positive mental health and self-care has become pivotal in engaging with its audience. Accordingly, brands and influencers need to adapt their marketing strategies to adopt a more playful and light-hearted approach, in keeping with the overall vibe of this social media platform. It’s high time to embrace the TikTok spirit and usher in a new era of entertainment that caters to the unique needs of the modern audience.

Grow your community

By promoting joy, marketers can effectively connect with consumers. TikTok’s highly specific communities offer a platform for people to explore their passions and engage in conversation. It’s essential for companies to tap into these niche communities, cultivate authentic conversations, and showcase key voices to foster genuine engagement.

Some industries will thrive more than others

When it comes to communities, not everyone will find this social network suitable as it is famous among the younger crowd, and certain industries benefit more than others. What’s interesting to note, however, is that this social network has revolutionized the book industry, particularly the young adult genre, spawning several trending hashtags. It’s likely that the TikTok trend will continue to rise, prompting more authors and publishers to craft videos specifically for this social network.

In addition to the book industry, other sectors such as food, beauty, and many more are poised for success on this social network in the upcoming year. Already we are seeing the platform’s recipe and beauty communities show significant potential as users discover novel recipes, cooking tricks, and tips for enhancing one’s appearance.

Search features will get better

To enhance the experience of its users and make video discovery for your brand more accessible, TikTok content is likely to implement fresh search functionalities to cater to its youthful demographic.

With more than half of Gen Z users currently utilizing the platform for activities such as product recommendations and travel planning, the popularity of visual content over Google’s text-based searches is undeniable. This inclination is expected to persist in the future, with features like predictive text and the «Near You» tab set to aid users in discovering localized content on the social network.


As we look ahead to the future of social media, one thing is clear: companies that embrace new formats and technologies will be best positioned for success. Whether it’s through augmented reality, interactive content, or other cutting-edge tools, businesses that are willing to experiment and innovate will have a distinct advantage over those that stick with traditional approaches. So if you’re looking to make a splash in the world of social media, now is the time to start exploring new formats and finding ways to incorporate them into your overall strategy.

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