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TikTok is the best platform for reflecting real-life experiences in an engaging way. These authentic moments bring people together in the form of trends and is one of the reasons TikTok is so successful. Brands can tap into trends to connect with their audience and leverage their products and brand ethos.
Let’s take a look at the classic trends that keep users engaged and stop the endless scroll.
How-to, Life Hacks, and Problem/Solution
Videos that show start-to-finish processes and reveal clever conveniences have high viewer retention. This trend is great for videos that are fact-based, educational, and helpful in nature.
Brands are providing value using trends like:
- Here’s how I did ____ (life hack)
- Here is what it is like to work at ____
- Top 5 ways to use ____
- Before and after videos
- Classic how-to videos
Unboxing
Traditional unboxing content features opening a product and removing it from its packaging. This content appeals to viewers' sense of curiosity and has an organic look and feel that’s proven to be successful on TikTok. Technical tips for this style of video are using point-of-view (POV) film work, voiceovers, and text bubbles.
Autonomous Sensory Meridian Response (ASMR)
ASMR is a tingling sensation that occurs for some people when they hear soft sounds such as whispered voices or crinkling paper. Use ASMR to highlight experiential sounds of your product and pair it with close-up footage.
Hashtag Challenge
These ads only appear on TikTok’s Discovery page and typically involve popular dances and sound or music. They're best for encouraging users to participate in user content creation challenges. Hashtag Challenge ads can also include a shopping component. #TikTokMadeMeBuyIt is a great example of this type of video.
Designed with Sound in Mind
TikTok is a sound-on environment. Content should always include sound or music in some form. TikTok provides a list of pre-cleared music for ad creation in their Creative Center. Explore music by criteria such as themes, genre, and mood. Using sound catches user attention and prevents users from scrolling past your content. Use unique sounds or music to help with brand recognition and include voice overs or text-to-speech captions for additional accessibility.
Question and Scenario Proposition
Videos that propose a specific question or problem with a solution encourage audience participation and input. It’s important to start these videos with highly visual and auditory content.
Remember - TikTok viral trends move fast. The goal shouldn’t be too polished or aimed at perfection. Content should be created when inspiration strikes and embody a sense of authenticity. Trends are a fun and impactful way for you to reach your audience, but you want to make sure you’re authentic to your brand. Keep the following in mind when participating in trends:
- Engage with the latest trends, but don’t forget who your target audience is.
- Keep a close eye on performance: Brands do best when they find their niche, actively listen to their audience, and engage with the latest trends.
- Consider your audience - a trend that works for one brand’s audience may not work for another.
