Among the several social media platforms taking center stage in our world today, TikTok continues to dominate in both influencing user behavior and purchasing habits, as well as leveraging business exposure in a whole new way.

If you’re not already on TikTok, the platform is one that evolves quickly, making it hard to keep up with the trends. To help narrow the focus a bit, we’ve examined TikTok’s recent “What's Next 2023 Trend Report” to share what the platform itself predicts users will gravitate towards in the coming year and tips for putting those trends into action.

The platform predicts that while users have been influenced by their “For You” page (FYP) to take simple actions like purchasing items or trying a new hobby or recipe, 2023 will likely see that influence continue to deepen. The report predicts three trends, in particular, are going to be dominant for the year:

Tailor-made content that inspires people to take action.

The report found that among people who took an off-platform action as a result of a TikTok, 92% said they felt a positive emotion that ultimately resulted in an off-platform action. Similarly, 72% of those who took an off-platform action say they obtained reviews from creators they trust on TikTok, more than any other platform. This is especially important when thinking about your marketing efforts and working with influencers who, by sharing their own experiences, can broaden your reach to new customers.

The report offered advice for getting in on the action, sharing key signals to pay attention to and use to your advantage:

  • Show, Don’t Sell: Create tutorials that feature personal stories and fun storytelling styles, seekto build trust through honesty and specificity. 

                      Popular hashtags to try with this trend: #Storytime #POV

  • TikTok Investigates: Content that uncovers truths and debunks myths, in turn building credibility and trust. 

                      Popular hashtags to try with this trend: #ExpectationVsReality #FactOrCap

  • Customer-to-Creator Pipeline:Pay attention and cultivate relationships with creators who are already making content that could fit into your niche. The report found that 65% of users say they always rely on online reviews and creator recommendations to decide what to buy online, so try your best to find a place within that realm for your business and travel experiences.

                      Popular hashtags to try with this trend: #MustHaves #TikTokMadeMeBuyIt


Content that offers meaningful self-care amidst an endless cycle of public health issues, work-life balance struggles and personal hardships.

TikTok’s findings indicate users are seeking levity among all the heaviness of the world today. Keep in mind: 4 in 10 users say “lifting their spirits” is key in motivating them to make a purchase.

Some key signals to pay attention to while creating content, indicated by the report:

  • The Memeing of Life: Popular memes, whether through imagery or sound, spread like wildfire on the app. Some popular hashtags from 2022 include #CornKid, which saw a charming boy muse about his favorite vegetable, and #TeenageDirtbag, which prompted users across generations to share their pictures of when they were “teenage dirtbags,” set to the popular 2000 track of the same name by the band Wheatus. Don’t be afraid to find the latest trending sound and put a creative spin on it from your brand’s
  • Well-Being Your Way: Users are always looking for strategies for everyday life, whether it’s for something like a skincare routine or working remotely. Some popular hashtags from 2022 were #InnerChild and #HotGirlWalk, which inspired a whole mass of people to set out and walk for their mental and physical health. 
  • Little Luxe: Content highlighting rewarding yourself has shown to be popular with users of all budgets, as it demonstrates how “luxurious” experiences are not limited to just a select privileged few. 

                        Popular hashtags to try with this trend: #TreatYourself #UnwindWithMe


Hyper-niche content that creates specific communities.

While it’s no surprise that groups of people with things in common find and relate to each other online, TikTok users take it one step further by not simply having that one general thing in common, but several other factors, as well. The report cites an example of #TiredMoms, a group of people who are mothers but who are also talking about the struggles they experience in facing the same day-to-day stressors as each other.

“TikTok is not a town hall meeting. It's a space where people can find new ideas on how to explore their passions and live their lives,” the report states. “And as people seek out ways to break the status quo, they'll look to peers and role models who have the confidence to live life the way they want to.”

The difference between community building on other sites vs. TikTok is that more users are likely to look beyond the aspirational and take actionable steps to make their desires a reality (ex. finally booking that bucket list trip after seeing someone who is relatable in some way doing the same). Key signals for this trend include: Ask TikTok (videos that teach users something new); Destination: Growth (videos highlighting the value and growth born from varied perspectives and life paths); and Bestie Behavior (videos of everyday activities that end up being both relatable and accessible).

There are endless ways to elevate the marketing for your brand by engaging and getting creative on TikTok. Which trend will you try out first?

Written by Sarah Suydam.


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