TikTok Takeover – Let’s Tok Trends for 2022

For brands today, talking the Tok is arguably just as important as walking the walk.

It’s 2022, and if you’re still not on TikTok, it might be time to make a late resolution. With 1 billion global active monthly users reported in September 2021, the video-sharing platform surpassed Google as the highest-traffic website in the world in 2021.  

What started as an app where teens shared lip-syncing and dancing videos has quickly transformed into a powerful tool for brands and influencers to reach their target audiences with a more personalized, human approach. The masses have spoken (or scrolled) long enough to show us that short-form video content is here to stay. Aside from the prediction that TikTok will grow its audience to 1.5 billion in 2022, we’re exploring some more likely trends for the year… 

1. Audience Maturity 

Step aside Gen Z, TikTok is growing up. While most of the video platform’s audience remains under the age of 30, 2021 showed a 69% increase in active users between the ages 45-54. We also know that 52% of TikTok users make more than $75K annually. ‍

What does this mean for brands?  ‍

Reach your target audience in their natural habitat – with millennials and Gen-Z comprising the majority of TikTok users, you have access to the generations with the most purchasing power at your fingertips. From millennial parents looking for trendy gift ideas and quick recipes, to Gen Z, a generation known for its heavy peer-influence, TikTok serves as a community to share knowledge, skills, products and hacks while keeping the #gatekeepers at bay. With the right strategy and timely execution, brands can #LevelUp interactions with their audience, seamlessly reaching them at another touchpoint in the consumer journey.  ‍

2. The Competition for Attention is Over ‍

A seemingly lost concept with the number of distractions and electronic devices fueling the world as we know it, TikTok is crushing time spent – the average user spends 52 minutes on the app daily. Multi-screening is less of a challenge, with 42% of users giving their undivided attention to the platform, compared to only 32% on other platforms. This is likely thanks to the intuitive algorithm that ensures users receive a constant feed of curated content based on their interests and previous interactions in the app. ‍

What does this mean for brands?  

In a saturated digital market, activate on the fleeting opportunity to capture your audience, uninterrupted. When it comes to viral trends, the key is getting in early. The hashtag #TikTokMadeMeBuyIt garnered over 8 billion views on the platform. Partnering with the right creators to ensure your message is reaching the right audience can place credibility behind your brand or product.

3. Longform Isn’t Dead ‍

Snackable content takes the cake, and if any platform has proven this, it’s TikTok. After its demonstrated success in sharing bite-sized content, the platform is now pushing the boundaries of longer form video content by expanding its offering to include 3-minute videos, while testing into 5-minute videos as a potential future offering.

‍What does this mean for brands?  ‍

The extended time gives brands and creators the creative capacity to craft a compelling story and build meaningful connection that doesn’t feel rushed. In the past, creators often had to persuade viewers to like and follow for a part two – this feature solves for a consistent interaction, allowing the viewer to receive the entire message or concept in a single view, driving immediate action.

The platform keeps working for you – by testing into new ideas to maintain its sweeping market share, TikTok equips its creators with the best tools for success

4. Consumers Trust Authentic, Everyday Influencers
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There’s no denying that creator marketing has taken the world by storm, and it should come as no surprise that creator marketing will continue to dominate and drive consumer behavior. What we have noticed is a pivot to authentic influencers and creators and loosely edited video content. 56% of users feel closer to brands they’ve seen on TikTok when they publish human, unpolished content. ‍

What does this mean for brands?  ‍

Unlike most platforms, TikTok doesn’t require millions of dollars to capture attention and engagements. The consumer shift and preference for authenticity requires a less polished approach, which means the social assets you might be able to use across channels won’t perform the same here. Tap into TikTok’s Creator Marketplace, which helps brands find smaller micro-creators who will authentically connect with your audience, while gently reminding them how your brand or product fits into their lifestyle, meeting them wherever they’re at.  ‍

5. It’s a Level Playing Field ‍

Personality matters, arguably more than anything else on TikTok, an app that has proven to drive 2x the global standard for awareness, favorability and purchase intent. The numbers speak for themselves with 45% of users feeling more connected to brands that teach them something new, and 61% of users liking brands better when they create or participate in a trend on the platform. If it’s entertaining enough branded content CAN live beyond TikTok, with 67% sharing videos with family and friends. Nearly half of users will research a brand or product they see advertised on their ‘For You’ page. 

What does this mean for brands?  

If brands take the time to fully understand how to properly use the community-driven, entertainment platform, there can be massive rewards. Immersing yourself in the culture to understand the tone, tactics and trends that are popular can help ensure an authentic entrance to the space. ‍

One watch out: It’s true that TikTok has less traditional processes for monitoring brand safety, but the platform is slowly incorporating measurement partnerships, including DoubleVerify and Oracle’s MOAT, to grow marketers’ confidence. Keeping a close eye on the platform and community response is crucial for monitoring brand safe activity but also optimizing content engagement.