Ecommerce Management Advisors
Ecommerce Management Advisors
TikTok has denied a Reuters report claiming it’s building a standalone U.S. app with a separate algorithm.
TikTok will remain operational in the U.S. through September 17, as negotiations over a potential ownership deal continue.
President Donald Trump issued a third executive order delaying enforcement of the TikTok ban, giving the Chinese-owned platform another 90 days to operate in the U.S.
The move was confirmed in a White House briefing and TikTok’s official statement.
The extension allows continued access while the administration attempts to broker a U.S.-based ownership deal.
White House Press Secretary Karoline Leavitt confirmed that the extension is meant to keep TikTok operational during negotiations.
Leavitt said:
“He’s making an extension so we can get this deal done. He also wants to protect Americans’ data and privacy… and he believes we can do both at the same time.”
Trump announced the order on Truth Social, continuing his pattern of last-minute executive actions.
TikTok briefly went offline in January when the congressional ban first took effect, but was reinstated.
This marks the third extension since the ban was passed by Congress. The second came in April when a deal seemed near, until China withdrew support following Trump’s tariff announcement.
By pausing enforcement, the order enables platform distributors and infrastructure providers to continue working with TikTok during negotiations.
TikTok acknowledged the extension with thanks:
“We are grateful for President Trump’s leadership and support… as we continue to work with Vice President Vance’s Office.”
Support for a TikTok ban is softening. According to Pew Research data:
TikTok’s ongoing availability gives marketers continued access to its audience.
Still, uncertainty persists. Marketers using TikTok should:
TikTok’s situation remains fluid, but the platform’s growth and political momentum suggest a negotiated outcome is likely, rather than an abrupt shutdown.
Featured Image: Charles-McClintock Wilson/Shutterstock
TikTok is testing a new feature called “Footnotes” that adds extra information to videos on the platform.
The test will start today in the United States.
Footnotes let approved TikTok users add information to videos. This feature aims to make content more trustworthy.
TikTok calls this a “community-based approach” where many users help improve information quality.
TikTok has rules for who can add footnotes. US users can apply now, and TikTok will also invite eligible users.
To qualify, you must:
TikTok will slowly give more people access over the coming months. Approved users can both add footnotes and rate others’ contributions.
TikTok’s announcement explains that Footnotes uses a special ranking system to help people with different viewpoints find common ground.
The system lets contributors add footnotes and vote on how helpful others’ additions are. Only footnotes that enough people find helpful will be shown to everyone.
As more people write and rate footnotes on different topics, the system will get better at displaying the most valuable information.
TikTok’s Footnotes is similar to Community Notes on X. TikTok mentions that Footnotes is “inspired by the open-sourced system that other platforms use,” which appears to reference Community Notes.
Both systems:
This approach to content checking is becoming popular across social media as platforms look for better ways to handle misinformation without being accused of bias.
TikTok’s Footnotes launch comes amid a trend in social media content moderation. Following X’s Community Notes system, Meta announced in March that it would replace its third-party fact-checking program with its own Community Notes feature.
This shift toward community-based moderation represents a major change in how platforms handle potentially misleading content. Rather than relying on centralized fact-checkers, these platforms now empower users to provide context.
The timing of these changes is notable, as they follow President Trump’s return to office and come amid ongoing regulatory scrutiny. For TikTok specifically, this move comes at a sensitive time. The company faces a June 19 deadline for its parent company, ByteDance, to divest its U.S. operations, following a 75-day extension granted by the Trump administration.
TikTok says Footnotes is still in testing. The company will gather feedback from users, contributors, and creators to improve the feature. Marketers should watch how this develops before making big strategy changes.
Featured Image: ShutterStockies/Shutterstock
Recent data shows that fewer Americans support banning TikTok.
At the same time, Democratic lawmakers warn that President Donald Trump’s current plans may not be enough to keep the platform online after the April 5 deadline.
A Pew Research Center survey found that 34% of U.S. adults support banning TikTok, down from 50% in March 2023.
Fewer Americans now view TikTok as a national security threat, 49% compared to 59% in May 2023.
Opposition to the ban has risen from 22% to 32%, with one-third of Americans undecided. Support for a ban is higher among Republicans (39%) than among Democrats (30%).
Only 12% of TikTok users want a ban, compared to 45% of non-users.
Those in favor cite data security (83%) and Chinese ownership (75%), while opponents often point to free speech concerns (74%).
On March 24, three Democratic senators—Ed Markey (D-MA), Chris Van Hollen (D-MD), and Cory Booker (D-NJ)—wrote to President Trump to criticize how his administration handled the TikTok situation.
They don’t support the ban, but they believe Trump’s order to extend the deadline for selling TikTok by 75 days is “unlawful.” They say this decision creates uncertainty about the platform’s future.
The senators wrote:
“To the extent that you continue trying to delay the divestment deadline through executive orders, any further extensions of the TikTok deadline will require Oracle, Apple, Google, and other companies to continue risking ruinous legal liability.”
Reports say the Trump administration is considering a partnership with Oracle. In this arrangement, Oracle would buy a small share of TikTok and ensure the security of U.S. user data.
However, critics, including John Moolenaar, the Republican Chair of the House China Select Committee, warn that this plan might not fulfill the law’s requirements for a “qualified divestiture.”
Democrats are asking Trump to work with Congress instead of acting alone.
They have put forward two proposed solutions:
The Democratic senators have requested that Trump respond to their questions by March 28.
They want to know whether his administration is considering further extending the deadline, details about the potential Oracle deal, and whether he believes additional legislative action is necessary.
As the April 5 deadline approaches, the future of one of the most influential social media platforms remains uncertain.
Featured Image: RKY Photo/Shutterstock
TikTok, including Douyin in China, earned $6 billion in in-app purchases last year, more than double any competitor, according to Sensor Tower’s Q4 Digital Market Index.
This marked a 36% increase from the previous year, showcasing TikTok’s growing financial dominance in mobile commerce.
Global in-app purchase revenue reached $39.4 billion in Q4 2024, up 13.5% year over year. Total 2024 revenue reached $150 billion (+12.5% from 2023).
Non-gaming apps grew faster, with revenue up 28.2% to $19.2 billion. The revenue gap between apps and games narrowed to just $1 billion, down from $5 billion a year earlier.
Recent Ipsos research commissioned by TikTok reveals how the platform reshapes commerce behavior.
The study of nearly 4,000 US consumers found that 73% of TikTok shoppers value the platform’s personalized recommendations, with three-quarters agreeing it’s their go-to place for discovering new brands and products.
TikTok’s approach to discovery helps drive in-app sales.
Two main components of product discovery on TikTok include:
This discovery system translates to sales. 70% of TikTok shoppers report purchasing after seeing an ad or shoppable content on the platform.
TikTok’s commerce success is built on trust.
Ipsos found that 74% of users believe TikTok’s creator content feels authentic, which is higher than that of other platforms.
Aaron Jones, Liquid I.V. VP of E-commerce & Media, explained how this authenticity drove results:
“An affiliate creator created an honest review that took off, resulting in a sales lift across omnichannel and a full sell out of the flavor with over 59K total orders on TikTok Shop. Of the purchasers, 88% were new customers.”
The Ipsos research identifies three key strategies for brands:
iOS accounts for 70% of in-app revenue ($27.5B), while Google Play leads in downloads with 73.6% market share despite hitting its lowest download count (25.1B) since Q1 2020.
A recent study by Dentsu showed that TikTok gives advertisers the best short-term ROI in Nordic markets.
The study found that TikTok produced an ROI of 11.8. This means that brands earned almost 12 times their initial investment in sales revenue within six weeks of advertising on the platform.
Brands that consistently used TikTok as an always-on channel instead of running occasional campaigns saw better sales results and higher returns.
In 2025, TikTok is becoming an essential platform for digital marketers due to its solid monetization strategies, noteworthy ROI metrics, and expanding role in commerce.
TikTok has seen a considerable amount of drama recently.
The Supreme Court upheld a federal law banning TikTok unless its Chinese parent company sells it.
U.S. President Donald Trump has given a 90-day reprieve for the popular video platform to allow them time to explore a solution to remain in the U.S.
This has prompted what can only be described as an “emergency situation” for American TikTok creators, who started downloading their content in case it became unavailable.
Meanwhile, TikTokers and advertisers in the country are asking, “What are the alternatives?”
While TikTok worked to remain operational, many users were left in limbo, with some finding alternative platforms like Instagram and YouTube.
While losing 170 million users in the United States would be a substantial blow, it wouldn’t be TikTok’s most devastating setback.
In 2020, India, which boasted 200 million TikTok users at the time, banned the platform entirely.
Nevertheless, the prospect of a ban on TikTok in the U.S. has left many users seeking alternative platforms for short-form video content. Several options exist, each with its own unique features and strengths.
Ultimately, the best alternative for a former TikTok user will depend on their individual preferences and the type of content they enjoy creating and consuming.
The TikTok ban presents a significant financial challenge for many creators.
TikTok estimates that a potential ban could result in a significant financial loss for small businesses, with revenue losses exceeding $1 billion in the first month. This potential loss underscores the significant economic impact TikTok has on businesses.
Creators who heavily rely on TikTok as their primary source of income face a period of financial uncertainty.
Although alternative platforms like Instagram Reels and YouTube Shorts exist, creators emphasize that these platforms lack the unique engagement dynamics that have made TikTok so successful.
TikTok Shop’s unique approach to integrating social and commerce features may prove challenging for competitors to effectively emulate.
This highlights the potential challenges creators may face in transitioning to alternative platforms and maintaining their income streams.
To mitigate revenue losses, TikTokers can explore various strategies. Diversifying income streams is crucial.
This could involve exploring brand deals and sponsorships on other platforms, launching merchandise lines, creating exclusive content for paying subscribers on platforms like Patreon or OnlyFans, or offering online courses or workshops related to their skills or expertise.
Building an independent audience outside of TikTok is essential.
Creators can leverage their existing audience to direct them to other platforms like YouTube, Instagram, or their own websites.
Building an email list can also be valuable for direct communication and promoting other ventures.
Businesses are prioritizing the creation and growth of email lists and customer databases to facilitate direct communication with their target audience.
Entrepreneurs are proactively downloading and archiving their TikTok content to enable its reuse and repurposing across various other platforms.
Finally, adaptation is crucial. Creators can explore new content formats, experiment with different platforms, and stay informed about emerging trends to maintain relevance and attract new audiences.
It is important to remember that navigating this transition will require flexibility, creativity, and a willingness to adapt.
In 2024, TikTok was projected to generate a substantial $15.53 billion in U.S. ad revenues, capturing a significant 15.1% share of all U.S. social network advertising spending.
The company asserts that a one-month ban could potentially inflict a substantial financial blow, resulting in a loss of up to 29% of its global ad revenue target for the year.
To mitigate the potential impact of a looming ban, TikTok has assured advertisers that they will receive full refunds for any ad spending if the app is indeed banned.
This move is strategically aimed at preventing a mass exodus of advertising budgets and maintaining advertiser trust in the platform.
Despite the uncertainty surrounding the potential ban, TikTok ad sales representatives have been actively encouraging brands to increase their 2025 advertising budgets by up to 40%.
This aggressive approach signals the platform’s commitment to preserving its relationships with advertisers and maintaining its position in the digital advertising landscape.
The recent departure of Sameer Singh, TikTok’s North American ad chief, has added another layer of concern for advertisers who are already navigating the potential disruption caused by the ban.
In anticipation of a potential ban, major advertisers have developed contingency plans to redirect their advertising budgets to alternative platforms such as Instagram Reels, YouTube Shorts, and Snapchat.
This proactive approach demonstrates the level of uncertainty and the need for advertisers to adapt quickly in the face of potential regulatory changes.
It is worth remembering that the closure of Vine in 2016 had a significant impact on both creators and users.
For creators, it presented a major challenge. Many had built substantial followings on the platform and relied on it as a source of income.
Transitioning to other platforms like YouTube or Instagram was not always seamless. Some creators successfully maintained their audience and continued to thrive, while others struggled to replicate their previous success.
The loss of Vine also disrupted potential revenue streams for creators who had been exploring monetization opportunities within the app.
For users, the loss of Vine meant the disappearance of a unique and beloved platform for short-form video content.
Vine’s distinctive aesthetic and the creative community that flourished within it were deeply cherished by many.
The sudden closure left a void in the social media landscape and a sense of nostalgia for the platform’s unique cultural impact.
The closure of Vine served as a stark reminder of the ephemeral nature of social media platforms and the importance of creators diversifying their online presence.
More Resources:
Featured Image: MAYA LAB/Shutterstock
The recent TikTok ban drama in the U.S. has caused a surge in search activity as people look for answers, alternatives, and workarounds.
The app temporarily shut down over the weekend and was restored after President-elect Donald Trump announced a 90-day extension. This led to a notable rise in search interest.
An SEO consultant named Sobhi Smat compiled a collection of search data and shared it on LinkedIn.
Here’s what the data shows about people’s reactions and what it means for marketers.
On January 17, the U.S. Supreme Court upheld PAFACA. The original deadline for compliance was January 19.
In response, on January 18, TikTok began shutting down its services in the U.S., removing the app from app stores and displaying service discontinuation notices.
On January 19, President-elect Donald Trump announced plans for a 90-day extension via executive order, allowing TikTok to restore operations while negotiations continue temporarily.
Analysis of Google search data from January 1 to January 16 reveals three dominant categories of search behavior related to the TikTok ban:
One of the largest spikes in search activity was caused by people trying to understand the reasons behind the ban and stay informed about recent developments.
Queries like “TikTok ban update,” “Supreme Court ruling on TikTok,” and “Is the TikTok ban extended?” saw a breakout, with search interest increasing by over 5000%.
As fears of TikTok’s potential shutdown grew, people turned to Google to explore alternative platforms.
The search term “TikTok alternatives” saw explosive growth, alongside interest in specific apps such as RedNote, Lemon8, Clapper, and Fanbase.
Among alternatives, RedNote attracted the most attention, with breakout search terms like “What is RedNote?”, “Is RedNote safe?”, and “TikTok vs RedNote”.
However, RedNote’s surge in popularity exposed its challenges, particularly in delivering high-quality English-language content and addressing translation issues. This led to a related search spike for “Chinese to English translation.”
Other apps like Lemon8, Clapper, and Fanbase also saw increased search interest:
Another trend involved users searching for ways to continue accessing TikTok despite the shutdown.
Queries like “Can I use TikTok with VPN?” “How to change location on TikTok?” and “VPN for TikTok?” spiked dramatically.
The interest in VPNs shows TikTok’s user base is determined to bypass restrictions and maintain access to the platform.
While people explored TikTok replacements, search trends indicate they were quickly disappointed.
A spike in searches like “how to delete RedNote account” and “delete Lemon8 app” suggests that not all alternatives met user expectations.
Search trends also reflect public curiosity about potential U.S. buyers, with queries mentioning various high-profile figures, including Mr. Beast, Elon Musk, and even Dolly Parton.
This aligns with the legislative requirement for ByteDance to sell to a U.S. company or cease operations.
For digital marketers, current events show that relying on one platform is risky.
Marketers should monitor these developments closely whether TikTok is sold, banned, or granted an extension.
This situation is a reminder of how legislative actions can influence online behavior and disrupt the market.
Featured Image: RKY Photo/Shutterstock
The U.S. Supreme Court heard arguments on January 10 over a law requiring ByteDance, TikTok’s Chinese parent company, to sell the app or face a U.S. ban by January 19.
The law, passed last year, is based on national security concerns related to TikTok’s data practices and its ties to the Chinese government.
The case will decide TikTok’s future in the U.S., which has 170 million users and is a major platform for creators and businesses.
The U.S. government argued that TikTok gives the Chinese government potential access to sensitive user data and a platform for covert influence.
Solicitor General Elizabeth Prelogar said:
“TikTok’s immense data set would give the PRC a powerful tool for harassment, recruitment, and espionage.”
Prelogar warned that China could use data collected from millions of Americans for blackmail or other purposes.
Referencing Chinese laws that require companies like ByteDance to share information with the government, Prelogar said:
“The Chinese government could weaponize TikTok at any time to harm the United States.”
Justice Brett Kavanaugh echoed these concerns, saying:
“China was accessing information about millions of Americans… including teenagers, people in their 20s.”
Kavanaugh warned that such data could be used to “develop spies, to turn people, to blackmail people.”
Chief Justice John Roberts emphasized that the law focuses on ByteDance’s ownership, not TikTok’s content.
Roberts stated:
“Congress doesn’t care about what’s on TikTok… They’re saying that the Chinese have to stop controlling TikTok.”
TikTok’s legal team argued the law violates the First Amendment by targeting its ability to operate.
Attorney Noel Francisco compared TikTok’s algorithm to editorial decision-making, calling it protected speech.
Francisco said
“The government’s real target, rather, is the speech itself.”
He adds:
“There is no evidence that TikTok has engaged in covert content manipulation in this country.”
Francisco proposed alternatives, such as banning TikTok from sharing user data with ByteDance or requiring user risk disclosures.
He argued these measures would address security concerns without violating free speech.
Justice Neil Gorsuch questioned the government’s approach, asking:
“Isn’t that a pretty paternalistic point of view? Don’t we normally assume that the best remedy for problematic speech is counter-speech?”
The justices also debated whether less drastic measures could work.
Justice Sonia Sotomayor questioned why Congress didn’t simply block TikTok from sharing data with ByteDance.
Sotomayor asks:
“If the concern is data security, why wouldn’t Congress simply prohibit TikTok from sharing sensitive user data with anyone?”
Prelogar countered that ByteDance’s control over TikTok’s core algorithm makes such measures ineffective.
Prelogar responded:
“There is no reasonable way to create a true firewall that would prevent the U.S. subsidiary from sharing data with the corporate parent.”
Prelogar explains that TikTok relies on data flows between the U.S. and China.
Justice Amy Coney Barrett questioned whether TikTok could operate without ByteDance’s algorithm.
Barrett said:
“It seems to me like we are saying to ByteDance, ‘We want to shut you up.’”
Barrett suggests that separating TikTok from ByteDance may fundamentally change the app.
If the law is upheld and ByteDance doesn’t divest, TikTok could be banned in the U.S. by January 19.
TikTok’s legal team warned that such a ban would set a dangerous precedent.
Francisco said:
“If the First Amendment means anything, it means that the government cannot restrict speech in order to protect us from speech.”
The government argues the law is narrowly focused on security risks and doesn’t target speech.
Prelogar said:
“The Act leaves all of that speech unrestricted once TikTok is freed from foreign adversary control.”
The Supreme Court is expected to rule before the deadline. This decision could shape how foreign-owned tech platforms are handled in the U.S. in the future.
Featured Image: bella1105/Shutterstock
TikTok has published its annual “What’s Next” trend report, which provides a glimpse into the emerging trends and strategies that will shape the coming year.
Here’s a breakdown of the key insights and takeaways from the report.
TikTok recommends brands partner with a wide range of creators to build more connections.
According to the report:
Authenticity in branding continues to drive success. The report highlights:
TikTok’s report shows brands find success amplifying diverse voices and perspectives.
Key findings include:
TikTok’s report highlights the rise of “girlhood” topics and women connecting around shared experiences.
The report reveals:
TikTok users and brands are embracing AI.
The report highlights:
TikTok’s comment sections are becoming a tool for consumer-brand collaboration.
Key details include:
TikTok is driving a shift toward dynamic, multi-format storytelling.
According to the report:
TikTok is reshaping traditional milestones like homeownership and marriage into more personal, relatable goals.
Key data includes:
TikTok’s Symphony tools, like dubbing and custom avatars, are helping brands connect with global audiences through multilingual and accessible content:
TikTok’s niche communities continue to shape the platform’s identity and cultural relevance.
Popular micro-communities include:
TikTok’s latest report shows it’s no longer just a place for dance videos. Success here depends on real engagement, working with diverse creators, and staying flexible with trends.
The platform’s pushing for actual conversations in comments rather than one-way marketing. While AI and new features are useful tools, authentic connections matter most.
For anyone planning their 2025 strategy, these community and engagement trends are worth watching.
Featured Image: Screenshot from TikTok ‘What’s Next’ Trend Report, January 2025.
TikTok trends move so quickly that it’s not easy to keep pace, as memes can appear and disappear within days.
For anyone working in social media or content marketing, keeping up to date is important to leverage relevant trends and inspire new content.
From observation, TikTok is becoming the starting point for many trends and memes that then influence other channels.
So, even if you are not on the video platform, you should still be monitoring what is happening on TikTok to stay informed of general trends and memes that can filter down through other channels and forms of content.
We’ll be looking at the macro trends we’ve seen swaying TikTok over the start of 2025, as well as some specific examples you can start to use.
As always, if you’re going to get involved with a trend or meme, your approach needs to feel authentic to both the format and your brand.
Here are some of the most popular recent trends, from the relatable to the absurd. While many work best for solo creators or social media managers, others will translate to brands for creative social media ideas.
Who doesn’t love an opportunity to roast a colleague or a co-creator?
The premise of the #SuspectChallenge is simple: The “suspect” attempts to escape on foot while the cameraperson runs alongside, verbally identifying them in the style of a police broadcast.
But instead of stating an objective characteristic (like “the suspect is a brunette woman”), the cameraperson calls out the “suspect” for something embarrassing.
@aldiuk We can confirm no clubcards were owned by suspects in the making of this video 🫣 🛒 #SuspectChallenge #Suspect #Viral #AldiUK
In the second take, the tables turn as the cameraperson becomes the “suspect.” The two go back and forth, roasting each other over the course of several takes. It’s a great way to poke fun at a colleague or co-creator while helping followers get to know the people behind your brand a bit better, as Aldi does above.
@liverpoolfcw “Yeah I do, liar” 🤣 @liv @Mia enderby #suspectchallenge #suspect #LFC #LiverpoolFC #Liverpool
It works particularly well for brands with numerous personalities, such as sports teams. And the trend can be even more engaging when the roast turns into an exchange of compliments, as in the Liverpool FC Women video above.
One of the easiest trends to film, the “Oops, I Flipped the Camera” meme uses just two clips.
The first is a generic shot with a text overlay detailing a hot take. Bonus points if the background video has any connection at all to the hot take, but that isn’t necessary.
After a few seconds, the camera “accidentally” flips, exposing the person who’s sharing their POV. Inevitably, it’s someone with a clear agenda – so they act flustered.
To heighten the drama, a sad violin song plays in the background. However, there’s nothing sad about the content. Instead, it’s all about getting a laugh.
Here, Sony Pictures UK shares a rave review for the star of Kraven the Hunter – delivered by none other than the star himself, Aaron Taylor-Johnson.
@sonypictures.uk oops. #KravenTheHunter #AaronTaylorJohnson #London #trend #cameraflip #oops #movie #filmtok
The POV doesn’t have to come from a person. Here, Mercedes-Benz encourages everyone to purchase a Mercedes-AMG in order to live a happy life. When the camera flips, it’s clear that the POV came from a vehicle.
@mercedesbenz we swear, this is totally unbiased… #MercedesBenz #MercedesAMG
Have a lot to say? You aren’t alone. #Yapping trended on TikTok throughout 2024, turning the term from a somewhat derogatory word to a celebration of long-winded (and sometimes one-sided) conversations.
The “Here’s My Thing” trend riffs on this concept and borrows from the Best of Both Worlds podcast, which focused an entire episode on debating the merits of pasta. After saying, “Because here’s my thing, I’m so sorry,” one of the podcast hosts launches into a lengthy opinion about the right pasta shape to use with vodka sauce.
Brands like President’s Choice hop on the trend by lip-synching along to the audio and showcasing several pasta shapes in the brand’s product line.
@preschoice Hear us out, please! 🍝
But here’s the thing about this trend. The content doesn’t have to touch on pasta at all. The audio works for almost any topic, as long as it focuses on a love for yapping.
For example, edtech brand Formee Express uses the trend to poke fun at two best friends being unable to study because they can’t stop talking.
@formee_express my mind thinks of the most random things #student #uni #universitymeme #studentmemes #studytok #study #unimeme #collegehumor #unilifestyle #university #unilife
And Dancing with the Stars Tour uses the audio to make fun of themselves for creating content on the topics of their choice rather than answering followers’ persistent questions about tour dates and special guests.
@dwtstourofficial Don’t get us started on ravioli @Rylee Arnold #dwts #dwtstour
If you aren’t a yapper, you might be a chill guy instead.
The “Chill Guy” meme features an animated anthropomorphic dog calmly standing in a confident pose. Think the “This Is Fine” meme but without the flames or the sense of impending doom.
Posts have a photo or video relevant to the brand with a text overlay qualifying the “chill guy” behavior. For example, Etihad jumps on the trend with “Just a chill guy announcing 10 new destinations on a random Monday.”
@etihad
It’s a fun way to make an announcement, share exciting news, or say something relatable while downplaying it as “chill guy” behavior. Consider taking it to the next level by editing the character to add branded elements, as the New Orleans Pelicans do below.
@pelicansnba Chill guy ready for City Edition ⚜️ #pelicans #nba #basketball #chillguy #nop #nola
Feeling a little down? If only a specific product, service, or experience could turn your mood around.
The “I Wasn’t Sad, I Just Needed …” trend explores the many different ways TikTokers make themselves happy—from small purchases to major indulgences.
Here, travel creator Travel With Kennice uses the trend to promote a trip to Tromsø, Norway. The video is packed with beautiful shots of the destination, designed to inspire followers to travel.
@travelwithkennice I just needed to book a flight to Tromsø 🇳🇴 #tromsø #norway #travel #traveltiktok #city #cityscape #sunset #traveldiaries #bucketlist #fyp #f #foru #viral_video
Brands can use the trend with a first- or second-person point of view. Either way, it’s ideal for reminding followers how happy your brand makes them – like Chipotle does with its “burrito a day” video below.
@chipotle a burrito a day ✍️
Brands can make videos shoppable, making it even easier for followers to buy what the content promotes. With TikTok Shop, you can sell products directly and use the platform as an ecommerce channel.
When you want to cause a commotion in the comments section, try a branded take on the “Type A vs Type B Friend” trend.
It contrasts Type A people (known for their organization and proactivity) with Type B people (known for their easygoing nature and ability to go with the flow).
When done well, it inspires viewers to strongly identify with one type or the other. And potentially tag the friend who fits the other stereotype.
Here, Hilton depicts the Type A friend as the person who makes her bed, keeps an organized suitcase, and carefully packs her day bag. In contrast, the video shows the Type B friend as someone who is so casual about travel that she forgot her toothbrush and had to request one from the hotel.
@hilton Are you a Type A or Type B friend? Tag your counterpart in the comments! #HiltonForTheStay
And here, RootineCo compares hanging out with a Type A friend while she goes through a lengthy pre-sleep routine as a Type B person who’s hesitant to plan ahead.
@rootine_co But we love them even more because of it 🩷 #typea #typeb #friendship #hangingout #rootine #fyp
While TikTok is a short-form video platform, it’s allowed progressively longer videos over the years. Brands can now upload videos up to 10 minutes long. And in some regions, 15- and 30-minute video uploads are available.
But in some cases, short and sweet content still performs best. “Right vs. Left Pocket” is a great example of a 15-second trend that’s designed to be completely unserious yet still attract raving fans.
It’s based on a simple concept: the average person’s jeans typically have one (right) pocket for essentials like a wallet or phone, while the other (left) pocket is filled with complete chaos.
Taco Bell’s take on the trend shows a neatly organized right pocket and a left pocket filled with hundreds of packets of hot sauce.
@tacobell just a few
Oreo’s spin on the trend takes it to an absurd level, showing the pockets filled with dozens of packages of Oreos.
@oreo Just in case we get hungry 🤭 #rightvsleft #pockets #fyp #oreo
On average, TikTok users spend 58 minutes and 24 seconds on the app every day. That means brands have the potential to rack up a lot of views, as long as they can successfully capture viewers’ attention.
To keep viewers interested, experiment with different styles of storytelling. Like the #SubtleForeshadowing trend, which uses a unique editing style to intersperse flashes of the conclusion at various points in the video.
Here, Scrub Daddy hints that the protagonist—who uses an off-brand sponge—will have an encounter with an unusually large sponge. Sure enough, the protagonist gets attacked by a Scrub Daddy at the end.
@scrubdaddy Just a reminder… #scrubdaddy #smile #cleantok #cleaningtiktok #clean
Bakers Delight takes the concept a step further by foreshadowing the conclusion—a baker hunched over on the floor – without giving away the reason. The viewer has to watch until the end to learn that the baker’s carefully proofed dough has fallen to the floor, leaving it unusable.
@bakersdelight Dough! 🫠👨🍳 #breadtok #bakersdelight #bakersoftiktok #baking #bakingvideo #foryou #forshadowing #fail #cctv #trend #bakerylife #bts #dough #epicfail
Let’s face it: whether you work in the office or from home, a lot of day-to-day work isn’t exactly exciting. At least, it might not be exciting to you, the person doing the work.
For followers and customers, it’s a different story. When you take viewers behind the scenes, you give them a glimpse of a world they don’t typically get to experience.
While behind-the-scenes content is hardly new on TikTok, styles and formats have evolved. Instead of unfiltered footage, some of the most popular behind-the-scenes videos are heavily edited content that shows business owners completing tasks like packing up orders.
@lovewisd Let’s packaging All Purple Order 🎉Dear Natalie bought purple tumbler set and purple journal kit. Thank you soso much💜hoping you will like them💜#asmr #orderpacking #orderpackingasmr #order #packingorders #packagingorders #packwithme #packaging #packanorderwithme #packingasmr #ordernow #packageopening #canada #usa #europe #uk #tumbler #stanley #stanleycup #stanleytumbler #cup #journalkit #stationery #journal #notebook #planneraddict #plannercommunity #plannertok #schoolsupplies #stationeryaddict #stationeryshop #stationeryhaul #tumblerset #accessories #stanleydecorations #purple #newyork #america #asmr #foryou #fyp
Many “pack an order with me” videos are highly aesthetic and include ASMR elements that make them especially pleasant to watch. As a result, they do an excellent job of selling the brand experience – which can have the added effect of driving sales and cultivating loyalty.
@xxl.scrunchie OUR BIGGEST SINGLE ORDER EVER. 😱 Pack a 1645 item order with me for Gia, @Silky Gem Crystal Candy ✨🥹📦 Thank you SO much! Wait til you see the struggle when we figure out how to ship it all 🥲 #asmrpackaging #packageanorderwithme #smallbusinesspackaging #packagingasmr #packingordersasmr
This format can also serve as social proof, which can turn casual viewers into paying customers. Above, XXL Scrunchie invites followers to pack more than 1,000 items, the company’s largest order yet.
Not all behind-the-scenes content has to focus on your products or services. Some of the most engaging videos put a spotlight on employees, introducing the people behind the brand.
Instead of simply filming employees as they go about their day, ask several staff members for their opinion on a trending topic.
Here, the Chicago Bulls asks the team’s players to weigh in on the top three items on their Thanksgiving plate.
@chicagobulls What are 3 things you need on your Thanksgiving plate?! 👀🍽️ #thanksgiving #foodtiktok #basketball #travel #nba
And here, Sephora asks in-house beauty advisors for their recommendations. Each employee shares a top pick while offering a mini pitch for the product.
@sephora Their faves 🤝🏽 your new faves.
For social media managers who spend a lot of time as the face of the brand on TikTok, this approach is great for getting other employees or players in front of the camera. Pay close attention to the comments to see which personalities are most popular with followers. Then, ask them to star in more videos.
Trends aren’t a new thing in the world, especially in fashion. People have wanted to be on trend for years, with magazines, movies, and TV shows all setting the trends and reflecting the organic ones that formed.
TikTok and social media have accelerated the trending process, breaking down the 20-year trend cycles we used to see into rapid trend sprints that can overlap.
Trends are now incubated by the collective attention of social media users who determine what gets engagement and what doesn’t.
This becomes amplified by the sheer number of people engaging with content. Because of the huge audience interacting on TikTok daily, people can validate their experiences almost instantly.
And, if someone has coined a term for it, it can spread like wildfire. Think “girl dinner,” “microcheating,” “polywork,” and more.
Once it becomes part of the collective consciousness of TikTok with its own hashtag, people can Duet or Stitch videos and create their own content using templates to evolve a trend further.
TikTok launched its Creative Center this year, giving creators another tool to help find inspiration for posts.
You can browse what’s trending in your country, broken down into hashtags, songs, creators, and videos.
Each category can give you insights into what type of content is trending, whether that’s lip-syncing audio, popular creators, or specific video formats.
There’s also the Creative Assistant, which provides a suite of AI-assisted tools to help streamline the creative process.
You can ask the Creative Assistant for insights on what’s trending right now, along with related videos, so you can see what other creators are making for that niche.
It also writes ad scripts, but these won’t be tailored to your business’s tone of voice or unique selling points.
They can act as a starting point if you’re very stuck, but without a detailed prompt, they might not produce content you can easily use.
When looking for ideas to fill your content calendar with, TikTok gives you a good indicator of what Gen Z is currently resonating with.
By getting an idea of the platform’s popular trends, you can find a way to leverage them for your own brand in an authentic way.
You need to make sure that the trend’s video style is a good fit for your brand. If it feels forced, your content could draw negative attention due to the inauthentic sentiment behind it.
What’s important is that in order to integrate your content organically into a trend, you need to be agile and reactive.
Leaving it too late to get involved with a trend might make your audience feel that you’re too corporate and leave them cringing at your content instead.
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