8 Awesome TikTok Trends For Brands To Follow In 2023

TikTok’s What’s Next trend report, which saw the light in May 2023, reflected on how the COVID pandemic affected all areas of people’s lives. This report reiterates how people now think differently about work, increasing family time, and adapting their social media behavior. It also highlighted how people worldwide chose to stay home and build their careers.

More importantly, the report indicated an upward trend of social media users on TikTok sharing personal stories online about how their lives have changed. And how their outlook on owning a business has evolved.

This report’s intro led to a brief overview of some of the most exciting trends for brands in 2023. First on the list is what TikTok calls actionable entertainment. TikTok users no longer have any interest in watching videos that don’t have a valuable payoff. This means that clickbait is something of the past. Instead, users want brands to earn their trust by providing entertaining videos offering a product they can really use.

Perhaps most importantly, they want to interact and buy from brands that they can relate to. And this is just the beginning of the new trends that brands should incorporate in their marketing strategy before 2023 bows out.

1. Embracing Emotional and Mental Wellness

Social media is an unavoidable part of modern life. It helps people decide what to eat for dinner and provides them with several options on where to buy various items. It is also something that can significantly affect a person’s mental and emotional health.

Unfortunately, with extensive access to social media platforms, trolling and bullying are more prevalent than ever. This is why one of the most awesome trends in 2023 is brands and TikTok users working together to promote emotional and mental wellness. They do this by spreading humor and joy on the platform.

Instead of focusing on those who intend to break down, several brands and their followers are actively working towards providing inspiration on how to find joy every day. This is a fantastic way to stand up to bullies non-violently and help people move away from negativity. And when brands promote personal well-being, it instantly increases their credibility and trustworthiness.

2. Calm Down Challenge

The Calm Down Challenge goes hand-in-hand with embracing mental well-being. Its premise is that everyone gets upset sometimes, but they don’t have to stay that way. The challenge encourages TikTok users to share their relaxation and calming techniques when they become angry or agitated. The aim is to record a video that shows someone transform from being upset to calm within 30 or 60 seconds.

This challenge is an excellent way for brands to show how they deal with a tough day at the office. It is also another way a brand can show how it relates to its TikTok audience.

3. A Day In The Life Challenge

This challenge is another trend that both users and brands can use to the fullest. For instance, a small pet grooming business might post videos about traveling to customers. Or they might capture how excited the dogs get when they arrive. Some brands have used this challenge to show their TikTok followers how their business grows.

If you run a small to medium business, this challenge can help you get more engagement on TikTok. It once again comes down to being relatable to your audience, and you might even inspire people to start their own businesses.

4. Green Screen Fun

TikTok’s green screen feature continues to help people create hilarious videos. If your brand voice tends to rely on humor or sarcasm, this green screen trend should be on top of your marketing list. You can superimpose yourself or your product over any image of your choosing.

This means you can pretend to navigate the Amazon jungle while promoting your product. Or make it seem like you’re dangling from a plane while telling your followers your brand's story. With this feature, your options are nearly limitless.

5. Educational Videos

On the practical side of things, educational videos are exceptionally trendy in 2023. Also known as short-form learning content, these videos allow brands to educate their audience on their services and products within 60 seconds.

Many brands are already trying their hand at creating short tutorials and DIY videos to attract new followers. You can implement this trend in your business by creating videos showing your followers your products and services and how they work.

6. Extended Videos

Short videos may still be the norm on TikTok, but in 2023, there is a noticeable shift towards longer content. Brands and TikTok creators continue experimenting with extended videos to provide more storytelling entertainment. This trend allows you to express your creativity and develop your brand’s narrative.

7. Bring the Nostalgia

You may have noticed a slew of nostalgic posts on TikTok lately. Other social media platforms are following suit, too. The nostalgic vibe trend is going over very well with Millennials, who love seeing classic songs and iconic movie scenes making a comeback on social media.

Brands can use this trend to connect with different audiences. They achieve this by creating limited edition products reminiscent of a particular era (think 90s or early 2000s). Or they use targeted campaigns to tap into audience preferences and promote so-called must-have products.

When you understand your audience and what triggers their nostalgia, you can create content that speaks to them directly. And this is yet another way for your brand to relate to your TikTok followers.

8. Sustainability and Eco-Friendly Trends

While TikTok’s dominant Gen Z audience tends to get nostalgic once in a while, they are far more concerned about the global environment. With growing environmental awareness, TikTok users and brands are sharing excellent tips in 2023 about how to live and work sustainably.

Brands aligning themselves with these trends are already seeing a lot of traction on TikTok. So, if your brand hasn’t yet joined the green revolution, there is no better time than now.

Stay in the Now

TikTok trends come and go, and some disappear faster than others. That is why brands need to know which trends are hot and which are fading fast. By consistently adding new and exciting trends to your marketing strategy, you can use TikTok to its full potential. And in 2023, with everyone jumping on the TikTok bandwagon, you can’t afford not to.