3 TikTok Trends Brands Should Pay Attention To

Trends on TikTok shift as quickly as they begin, and content creators must stay agile and on top of what's hot if they hope to make money from their profiles. Here are a few trends to pay attention to.

learn more about Ksana Liapkova

By Ksana Liapkova

Opinions expressed by Entrepreneur contributors are their own.

While there are mixed opinions about TikTok, there is no denying that it has earned a place among the top social media channels. Trends on TikTok shift quickly, but agile content creators can make money from their profiles.

Not only was TikTok the most downloaded app in 2022, but also kids spent 62% more time watching TikTok videos than they did YouTube. In addition, it's noteworthy that Gen Z is the app's largest demographic, with at least 45 million users in that age range accessing TikTok at least once per month.

At its current growth rate, TikTok has already surpassed Instagram in popularity and will also outstrip Snapchat. This means it's essential for brands, content creators and marketers to stay on top of TikTok trends to monetize the roughly 95 minutes a day that the average TikTok user spends watching videos.

Here are a few trends to pay attention to:

Related: Looking for New Ecommerce Customers? TikTok Might Be the Best Place to Start.

1. The platform is becoming a sales hub for both brands and influencers

Research from ConvertSocial has found that sales through TikTok's platform have increased by nearly 400%. One part of this massive surge in sales is because influencers are taking full advantage of advertising and sales opportunities, mainly where affiliate marketing and paid partnerships are concerned.

Additionally, small businesses have also jumped on TikTok as a way to actively establish sales chains that are targeted to younger audiences. These small businesses are creating strong presences, developing their brand identity based on what appeals to these younger users and leveraging that to expand their customer base.

One of the most important factors surrounding this impressive sales growth is that its primary user base has now aged into a bracket where it has considerable spending power. The 10-19 range makes up 32.5% of TikTok's users, while those aged 20-39 comprise just under 46% of active users. This translates to more purchasing power and a greater interest in products and services with a higher ticket value.

Related: 5 Ways That Gen Z Differs from Millennials That You Must Take Into Account When Promoting Your Business

2. Over half of TikTok's users are women with substantial purchasing power

In a Statista survey as of January 2023, roughly 54% of the global TikTok user base identifies as female. With over a billion users and 670 million downloads in 2022, this is a huge market that most brands are leaving largely untapped.

Believe it or not, only about 18% of marketers fully utilize TikTok as an advertising channel. However, there is an impressive pool of talented social media influencers on the platform who are willing to collaborate with brands to launch successful marketing campaigns, so marketers need to start taking TikTok more seriously to generate revenue.

When you add that women either control or influence at least 85% of consumer spending and account for about $10 trillion of U.S. financial assets, brands should pay attention to what female TikTok consumers are interested in buying.

3. TikTok monetization has yet to hit the saturation point for influencers

Content creators and influencers are well-versed in using platforms like Instagram and YouTube for affiliate marketing and creating a sales funnel. These monetization methods have been done to death via webinars, blog posts, courses and how-to articles.

However, the same is not true for TikTok, partly because it is still a relatively new phenomenon and partly because influencers' methods to make money are more complex than those of Instagram or YouTube.

For instance, most creators must either heavily promote their affiliate codes or frequently change a link in their profile to keep up with what they're selling. On other platforms, there are more opportunities to place a clickable link somewhere, which makes the selling process more manageable.

This dovetails with another trend: brand partnerships. Recent ConvertSocial data shows that TikTok bloggers' income from brand partnerships has grown by 58% in the past year, which proves that the platform's influencers are figuring out that utilizing the power of a brand alongside traditional affiliate marketing mechanics is a winning strategy for them.

Related: Taco Bell Just Premiered 'Mexican Pizza: The Musical' on Tik Tok, Starring Dolly Parton and Doja Cat

Here's the forecast for TikTok's marketing prospects

In 2023, one of the best things a brand can do is take TikTok more seriously regarding its audience's spending power. Most TikTok users can pay for goods and services they see on the platform, so brands can and should leverage this as a lucrative sales channel.

However, it would also be irresponsible not to mention the concerns about certain regulatory risks that some governments, particularly the United States, have raised because TikTok is a Chinese creation owned by a Chinese company called ByteDance. While this has yet to stop over a billion people worldwide from using the app, it is a good idea for companies to capitalize on TikTok's popularity with eyes wide open and plenty of protections in place.

Overall, TikTok's popularity is slated to continue its impressive rise, and the revenue-generating opportunities look pretty positive for the coming year. As the platform releases new advertising tools, influencers gain a stronger grasp of marketing mechanics, and more brands begin entering the space; tremendous opportunities await.

Ksana Liapkova

Entrepreneur Leadership Network Contributor

Head of Admitad ConvertSocial

Ksana has been a speaker at world-class conferences on affiliate marketing and is in contact with more than 35,000 clients of Admitad ConvertSocial, involved in the blogging industry, which allows her to always be aware of the latest trends in the world of influencers.

Related Topics

Editor's Pick

These Sisters Quit Their Jobs Mid-Pandemic to Risk It All for Their Brand. Now They're Not Only Thriving, But Working to End the Cycle of Poverty in South Africa.
Warren Buffett and Partner Charlie Munger Reveal Their Best Business Advice for 2023
What You Should Actually Do If You're Accused of Gaslighting
The Viral Brand Behind Soaring Searches for 'Female Body Hair' Still Gets Up Close and Personal After Its $310 Million Sale
Find Out Which Brands Have Ranked on the Franchise 500 for Longest, Earning a Spot in Our New 'Hall of Fame'
Business News

Honeymoon Couple Says They Were Stranded At Sea by Snorkeling Company. 'They Were So Scared.'

The newlyweds sued Sail Maui for leaving them behind in deep choppy water for two hours.

Business News

FBI Investigating Woman's Death on a Carnival Cruise

The Federal Bureau of Investigation announced Sunday that it is looking into a 'suspicious death' in February on the Carnival Sunshine.

Business News

Carnival Cruise Wants Passengers to Have Fun in the Sun — But Do This, and You'll Get Burned With a New $500 Fee

The cruise line's updated contract follows a spate of unruly guest behavior across the tourism industry.

Business News

Man Charged Over Stabbing and Attempted Door Opening on United Airlines Flight

Francisco Severo Torres allegedly tried to stab a crew member with a broken spoon.

Business News

'My Brain Is Literally Going To Explode': Viral Video Sparks Debate Over Whether or Not Renters Should Tip Landlords

A TikTok is making its rounds showing a mock scenario where a tenant is asked to give a tip to their landlord.