TikTok Trends B2B and B2C Marketers Must Watch in 2022
TikTok‘s explosive growth has made it one of the most popular social media platforms in the world, with over 1 billion monthly active users. The short-form video app is especially popular among younger audiences, with 60% of TikTok users aged between 16-24.
For brands, TikTok presents a massive opportunity to reach and engage these valuable demographics. In fact, a recent survey found that 67% of TikTok users say the platform inspired them to shop even when they weren‘t looking to do so.
But to succeed on TikTok, marketers need to stay on top of the fast-moving trends and adapt their strategies accordingly. Here are the top 5 TikTok trends that B2B and B2C marketers should watch and leverage in 2022.
Trend 1: The Unstoppable Rise of TikTok Shopping
Social commerce has been growing across all platforms, but TikTok is leading the pack. The platform has been steadily rolling out more ecommerce features over the past year, such as:
- TikTok Shopping: Merchants can create a shop tab on their profiles to showcase products
- Product Links: Businesses can tag products in organic videos and ads to drive users to product pages
- Live Shopping: Brands can host live shopping events where users can buy featured products in real-time
- Collection Ads: Video ads that combine product catalog listings and branded videos
According to TikTok, 47% of users have bought something on the platform, and the number of users engaging with ecommerce videos grew 553% last year.
The potential for driving sales on TikTok is huge. For example, Kylie Cosmetics made $1.2 million in sales from a single live shopping event on the platform.
To take advantage of TikTok shopping, brands should:
- Create an engaging, shoppable TikTok storefront
- Tag products in relevant videos using the Product Links feature
- Partner with TikTok creators for sponsored product videos
- Host live shopping events, especially around key sales periods
- Test shoppable Collection Ads to convert demand
Trend 2: Creators Become Essential to Brand Marketing
It‘s no secret that TikTok revolves around creators. From dancing trends to comedy sketches to product reviews, the vast majority of viral content on the platform originates from creators rather than brands.
Savvy marketers are capitalizing on this by increasingly collaborating with TikTok creators for sponsored content and ads. According to TikTok‘s 2021 Marketing Report:
- 65% of users enjoy content from brands featuring their favorite creators
- Sponsored videos from creators get 27% higher 6-second view rates and 12% higher clickthrough rates compared to those without creators
TikTok has made it easier than ever for brands to find and work with relevant creators through its Creator Marketplace. Tools like the Branded Content Toggle also let businesses directly boost creators‘ sponsored videos as ads.
Some creative examples of brand-creator partnerships on TikTok:
- Mucinex partnered with TikTok star Adam Ray for a humorous #BeatTheZombieFunk branded hashtag challenge
- Adobe collaborated with 12 creators across 5 countries for its #CreativityForAll campaign, generating over 11,000 video submissions
- Silk worked with multiple creators to make a viral "That Girl" morning routine video featuring its plant-based milk
The key is finding creators that align with your brand and have an engaging audience. Start by working with micro and mid-tier influencers, then expand to bigger names as you gain experience.
Trend 3: Authentic Content Continues to Outperform
One of the biggest mistakes brands make on TikTok is being overly commercial or self-promotional. TikTok users crave fun, creative content that blends seamlessly into their For You page. Obvious hard-sell tactics tend to get ignored at best, and criticized at worst.
In contrast, brands that focus on authentic, entertaining videos tend to get the most traction. An impressive 56% of TikTok users say they feel more positive about a brand after seeing it on TikTok, especially when it aligns with the platform‘s raw, playful ethos.
Some standout examples of brands nailing TikTok‘s authenticity factor:
- The Washington Post has over a million followers thanks to a stream of witty, self-aware videos often poking fun at the news media
- Ryanair regularly jumps on trending audio clips and memes for its humorous, tongue-in-cheek TikTok presence
- Duolingo saw a 13% increase in app downloads after leaning into its quirky brand mascot and posting unhinged content
The lesson here is not to take your brand too seriously on TikTok. Show off your personality, participate in trends, and don‘t be afraid to get a little weird. Users will appreciate the authenticity.
Trend 4: Short Videos Are Still the Sweet Spot
TikTok may have extended its maximum video length to 10 minutes, but don‘t expect long-form content to take over the platform anytime soon.
According to TikTok‘s own research, over 50% of videos with the highest click-through rates are between 21 and 34 seconds long. Additionally, a study by Tubular Labs found that 38% of brand videos on TikTok are 15 seconds or less.
While there‘s certainly a place for longer videos on the platform, brands should master the art of capturing attention quickly. Some effective short video formats to try:
- 6-second brand challenges that demonstrate your product in action
- 15-second how-to videos or product demos
- 30-second comedy skits or meme recreations
- 45-second behind-the-scenes or day-in-the-life videos
Hook viewers in the first 1-3 seconds with eye-catching visuals and text overlays. Focus on one key message per video, and always include a strong CTA.
Trend 5: Niche Communities Drive Engagement
One of TikTok‘s greatest strengths is its algorithm, which curates hyper-personalized content feeds for each user. This has led to the formation of countless niche communities on the platform around shared interests, aesthetics, fandoms, and subcultures.
There are thriving TikTok communities for everything from #cottagecore to #deeptok to #SwiftTok (for Taylor Swift fans). By tapping into these passions, brands can reach highly engaged audiences.
Some niche TikTok community examples:
- Soap brand Dr. Squatch has built a cult following in the #oddlysatisfying TikTok community with its mesmerizing soap cutting videos
- Plumbing fixture company American Standard found fans in the #cleaningtiktok community with its shiny toilet transformation clips
- Language app Duolingo won over the hearts of #EduTok with its hilarious character videos
To resonate with niche TikTok communities, immerse yourself in the trends, aesthetics, and inside jokes popular within those circles. Collaborate with creators that are already active and trusted in those communities.
Most importantly, avoid co-opting niche trends in a forced or inauthentic way. Users can spot transparent bandwagon-hopping from a mile away. Only join the conversation if you can add genuine entertainment value.
TikTok Content Creation Best Practices
Now that you know the top trends to leverage on TikTok, follow these proven best practices to maximize the impact of your video content:
-
Use Hooks: Grab users‘ attention in the first 1-3 seconds with an intriguing hook. This could be anything from a shocking statement to an emotional story to a funny visual.
-
Make the First 3 Seconds Count: TikTok videos auto-play in the For You feed, so you have mere seconds to convince users to stop scrolling. Make sure something eye-catching happens right away.
-
Incorporate Trending Sounds: Over 75% of TikTokers say they discover new artists through the platform. Using trending songs and sounds in your videos is an easy way to boost discoverability.
-
Feature Text Overlays: Since many users watch TikTok videos without sound, use text overlays to get your message across even on mute. Aim for large, high-contrast text that‘s easy to read.
-
Lean into Trending Content Formats: From transformation videos to two-person skits to lip syncs, hopping on the latest trending formats is a great way to gain traction quickly and show your brand is in the know.
-
Post at the Right Cadence: Unlike Instagram, posting frequently on TikTok doesn‘t hurt your reach. TikTok recommends posting 1-4 times per day, but many successful brands post 2-3 times per day.
-
Measure Your Success: Use TikTok‘s built-in analytics to track key metrics like number of views, likes, comments, and shares. See which content formats, sounds, and topics resonate most with your audience.
By following these tips and staying on top of the latest TikTok trends, B2B and B2C marketers can make a big splash on the platform this year.
Conclusion
TikTok‘s influence on culture and commerce shows no signs of slowing down in 2022. For brands, it‘s no longer a question of if you should be on TikTok, but how.
The key is to understand your target audience on the platform and consistently deliver content that adds value to their viewing experience. Jump on relevant trends, showcase your brand personality, and build genuine connections with your viewers.
Whether your goal is building brand awareness, generating leads, or driving sales, TikTok offers a wealth of untapped potential. By leveraging these top 5 trends and best practices, you‘ll be well on your way to TikTok marketing success.
