TikTok Trends 2025: Creating the Best Strategy for Development

The TikTok social network was originally conceived by a Chinese developer as a platform for teenagers. At least, this was the case during the first few years of its existence on the market. But the situation quickly underwent dramatic changes. In particular, according to global statistics, at the end of last year, this application became the leader in terms of downloads. It is visited by over 1 billion users monthly, and their average time spent on the platform has broken records of all other social networks, amounting to 95 minutes. To help you understand how impressive this figure is, we will compare it with the figures of its closest competitors. In particular, Instagram users spend a little over 50 minutes a day online, while Facebook spends 48 minutes.

If you take a stroll through TikTok's feed and study the variety of content presented here, you will surely be able to understand why this platform is of such interest to the audience. Here you can find a lot of entertaining content aimed at users of different ages with any preferences. But this social network attracts the attention of not only ordinary people, but also fashion bloggers, global brands, as well as all those who work in the e-commerce market. But in order to optimize the upcoming work, to get the most out of your investment and efforts, it is important to understand what platform you are dealing with in this case, and also to be well acquainted with the current trends that exist today in this niche.

In today's review, we will dwell in detail on the distinctive features of the TikTok social network, what are its advantages and disadvantages for business. We will talk about strategies for using the platform by brands and how to get into the recommendations here. We will also provide a number of recommendations that will ensure the most effective work with the platform. We will pay special attention to the current TikTok trends today. We will provide a number of recommendations that will help you create videos for this social network that are guaranteed to appeal to the audience and cause a lot of positive reactions, and will help effectively promote your business.

Distinctive features of the TikTok social network

TikTok — one of the social platforms where users can create and view short videos up to 15 seconds long. We have already said that it was initially aimed at teenagers, but today its audience has become more extensive, including other age groups. Many users, speaking about the "highlight" of this platform, highlight the creativity of its content and the variety of formats. As an option, comedy sketches, dance videos, cooking master classes and much more are widely represented here.

The platform's algorithm will also be completely unique here. It is strikingly different from how other social networks operate. In particular, there is no cutting of impressions, and content that can interest a particular user is thrown in quite actively, which largely contributes to longer viewing and deep immersion. This is largely the reason why TikTok videos very often go viral. People actively like them and write comments. As a result, the materials that attracted the maximum user attention remain in the recommended ones for a fairly long period of time.

All these social network capabilities have led to the fact that TikTok has begun to attract the attention of many business representatives. In particular, this platform is ideal for organic brand promotion and attracting attention to its products and services. This social network provides high coverage rates, helps to increase brand awareness in the market and the level of engagement of the target audience. Most users visit TikTok on average about 8 times a day. If you manage to interest potential customers in your content, you can organize successful redirection of traffic to the official website of your business or other sites where your products or services are already presented.

If you want to take your business to the next level, are determined to attract the maximum target audience, and create a good image for yourself, take advantage of the opportunities that modern TikTok offers. In particular, this social network will prove to be quite valuable in practice in the following cases:

• Your company is targeting a younger generation. Here we are talking not only about teenagers, but about people aged 25-45. This is the most solvent category of users. TikTok has a lot of conditions and tools for interacting with such people.
• Your task is to create a good image for your brand. Using this social network, you will be able to launch quite original and diverse content, adding elements to it that will become your calling card. Thanks to this, you will be able to significantly increase brand awareness in the market, increase the number of subscribers, and show yourself as an expert in the relevant niche.
• Promotion of services, goods, launching new brands on the market. By launching a series of short videos, you will be able to convey to the market maximum information about the features of your products, show what problems can be solved with their help, highlight the main advantages, explain the features of use and reveal many other aspects. This is what will help interest potential buyers and minimize additional questions.

It is noteworthy that TikTok is suitable for promoting absolutely different types of business. Those who supply the market with clothing, footwear, accessories, beauty and health products, equipment and electronics, food, jewelry will feel most at ease here. Hotels, restaurants, cafes, flower shops, beauty salons and many others actively maintain their pages here.

Of course, the market here is already quite saturated today, that is, hundreds, if not thousands of brands can be represented in the same niche. And this means that you will have to put a lot of effort into finding an individual approach to the audience, standing out from the crowd. You should understand that with the same type of content you will not be able to interest potential buyers and encourage them to go to your site to get to know your products in more detail.

TikTok can also be actively used by companies that rely on creativity and an innovative approach. The only exception is reputable organizations that focus on the older generation in their work, those who consider themselves adherents of the "eternal classics". Unfortunately, they will not be able to find their audience here and ensure good coverage, at least for today. And this is despite the fact that in the last few years the audience of this social network has noticeably "matured". But it cannot be ruled out that such a trend will become relevant in the foreseeable future.

Advantages and disadvantages of TikTok for business

Those who are thinking about the possibility of using the TikTok social network to promote their own business, goods or services, it would be useful to evaluate all the advantages that this platform provides. Among the most significant “pluses” in this case, it is worth highlighting:

1. Providing free traffic to the official online representation of the business, forming an organic reach of the target audience. This is what will increase the flow of users to the company's website without additional material costs, the need to use advertising.
2. The ability to keep up with modern standards and requirements, current trends, popular challenges. Thanks to this, you will be on the same wavelength with your potential buyers, you will be able to establish emotional interaction with them, which will positively affect engagement rates.
3. Increasing brand awareness in the market. Your content will be available to a multi-million audience. If you manage to create really cool material, it will be distributed among users on the viral principle, providing maximum coverage.
4. Simple and effective interaction with the target audience. TikTok is a platform where almost any business representative will find their potential buyers. Here you can establish effective and trusting relationships with people, ensure good interaction, tell in detail about your products or services, demonstrate competence and expertise in your niche.
5. The presence of a huge number of tools with which you can quickly and with minimal effort create creative and high-quality content, effectively standing out from the competition. Here is everything that will allow you to show your own imagination and extraordinary creative approach to the maximum.

As you can see, such advantages will be extremely significant for almost any business. But, alas, along with them there are also disadvantages. In particular, the first "minuses" include limited demographics. In particular, today it is mainly young people who are most actively represented here, while more professional, older groups are still in the minority. This means that the platform is not suitable for certain categories of business. The fact is that the TikTok atmosphere itself is quite relaxed, creative, and it will be quite difficult for a classic, solid business to adapt to it.

Another disadvantage is fairly high competition rates. Many brands have appreciated the prospects of this platform. This has led to the mass creation of new accounts with huge amounts of content. As a result, it is becoming increasingly difficult for companies to stand out from the competition and attract attention to their products and services.

It is also important to understand that if you have already started working with the TikTok platform, you will have to do this with enviable regularity. You will not get the desired result if you launch a post once a month or a week. Content should be replenished constantly, and response to user requests and comments should be as prompt as possible. Only in this case, as well as on condition of creating high-quality and interesting materials, will your business promotion in this social network give good results. If you are not ready for this, then it is better to abandon the idea of working with TikTok, because you will not get the desired effect.

Now you need to evaluate all the advantages and disadvantages of using a social network to develop your business. If you have decided that TikTok is right for your brand, then continue to get acquainted with this topic in order to create content that your target audience will appreciate.

How to use TikTok to develop your business: main strategies

If you analyze the work of a business on the TikTok social network, you can see that the maximum results in practice are achieved by simultaneously focusing on sales and increasing brand awareness. And the following strategies have proven themselves to be excellent here:

• Post exceptionally bright, extraordinary, unique content on your pages. To stand out from the wide variety of all those publications that are presented today on this social network, you need to make sure that your videos attract the attention of the audience, are memorable, and reflect the specifics of the product itself and your brand as a whole.
• Launching various promotions, contests and other creatives from time to time. Here we are talking about everything that can interest potential buyers, make them interact with your business, distribute content.
• Using hashtags. You should add tags to your publications that are very popular in your niche. Thanks to this, you will be able to attract the attention of people with similar interests, thereby expanding your target audience without the slightest effort.
• Launching advertising campaigns on the TikTok platform. This solution will be paid a priori, but it is still worth using it periodically in order to increase the reach of potential buyers, attract the attention of new clients and subscribers.
• Cooperation with popular opinion leaders today, presented on this platform. You can launch joint projects, use sponsorship to increase brand trust, increase the number of subscribers, active audience, and increase market recognition.

You shouldn't discount teenagers when developing your strategies. Despite the fact that today this category of TikTok users can hardly be called solvent, the situation is changing. Children are growing up, finding sources of income for themselves. And if they appreciate your brand today, if they are imbued with your values, then with a high degree of probability, at the next such opportunity, they will turn to you with orders. In addition, do not forget that teenagers have parents, and they are already — this is the solvent audience.

But in order for your business in this social network to work effectively, so that your publications are seen by as many representatives of the target audience as possible, it is important to get into the platform's recommendations.

TikTok Recommendations: How to Get Here

Being in the social network's recommendations is what absolutely any business represented on this platform strives for. And one of the most significant advantages specific to TikTok is that absolutely every user can get here, regardless of how many subscribers they have, how long they have been registered here. But it will be much more difficult to maintain the positions they have taken. And to do this, you will have to follow a number of rules:

• Make your profile as attractive as possible in appearance. This requirement will be relevant for absolutely any TikTok user, that is, for both businesses and personal accounts. You should have an attractive avatar, an interesting nickname. This is what should be associated with your type of activity, easily identified against the general background. The profile description itself is best made concise, but at the same time professional. That is, you should present your brand as briefly as possible, show your accessibility to the market, flexibility when working with the audience, emphasize the distinctive features of your own products.
• High quality video content. Here we are talking directly about the technical component of your video. Today, there are a lot of tools with which you can create excellent videos. Be sure to take them into service, use modern devices, add light. As a result, you should get a high-quality picture with a clear image, no noise. In some cases, it would be a good idea to use editing, apply additional effects. This will not be a problem, since today there are a huge number of specialized applications that allow you to improve the quality of video content with literally a couple of clicks. Bet on the fact that at the output you get a modern, bright and unusual video.
• Good content that meets the needs of the audience and the requirements of the site itself. Modern TikTok algorithms, when evaluating videos, pay attention to the fascination of the plot and the usefulness of the text description, the presence of relevant music today, and positive content. The professionalism of the processing and the use of special filters are also assessed. Try to make your videos different, change locations, content, think through the compositions to the smallest detail. That is, you need to get material that will attract the attention of the audience literally from the first seconds to the end. Understand that the overall effectiveness of your work and how actively the platform will promote your material depend on your originality and creativity.
• Keep a good frequency of publications. Of course, everything here depends on the specifics of the business you represent. But still, there is an unspoken rule on the platform: the more videos appear on your account, the higher the chances of getting into the recommendations. Be prepared for the fact that if at least one new material does not appear on your page every day, the algorithm will not appreciate your efforts. But it is very important to find the optimal balance between quantity and quality. In any case, one good video will give more positive results than 2 or 3 mediocre ones. We would also like to draw attention to the fact that deleted content, which by all indicators did not appeal to the audience, is also negatively assessed by TikTok algorithms and can lead to the removal of your material from the TOP.
• From time to time, interact with other content presented on TikTok. This is what will allow you to maintain activity on the platform. You must understand that each of your views, likes or comments is highly likely to cause a backlash, that is, attract new users to your page. Experience shows that this is one of the most effective and simple ways to win a lot of fans and subscribers.
• Stay on trend. We have already talked about the fact that only relevant, modern material can interest the audience and hold its attention for a long time. This means that you should regularly browse the platform's feed with recommendations, highlight the features characteristic of the materials presented here and introduce these innovations into your content. But you need to do this wisely, since simply copying popular moments will give the opposite result. That is, you need to take the ideas of popular TikTokers as a basis, but make your own improvements, changes that emphasize your creativity, allowing you to stand out from the crowd.
• Make your profile open. Perhaps this should not even be mentioned, but still: a closed account will not be able to bring you a sufficient number of views and subscribers. You should focus on maximum coverage. This can only be done if you show that you are open to communication. And this means that you will have to manually filter your audience, delete unwanted subscribers, if necessary.
• Make reposts, including on other social networks. TikTok reacts positively to the fact that videos posted on this platform initially will subsequently be distributed on the same Instagram. This will let the algorithms understand that users liked the material, which means that its creator will receive additional bonuses. And also - this is free advertising for the TikTok platform. Who will be against this? As a result, you satisfy the requests of the platform, increase the number of views, attract a new audience to your business. And it does not matter through which platform this will be implemented.
• Think about how to make sure that users watch your videos from beginning to end. The platform constantly monitors this point, highlighting among others exactly the content that most attracts and holds the attention of the audience. And here the secret is not only in the fascination of the video, but also in its duration. A long video is an option for those cases when you are sure that the audience will definitely appreciate the material. Otherwise, it is better to rely on short videos. Moreover, when working on the structure of the video itself, try to make sure that its beginning is as intriguing as possible, and the most interesting part is already at the end. This is a guarantee that users will watch your material in full.
• Focus on unique videos and extraordinary design. Of course, it is quite difficult to stand out against the background of a huge amount of similar content, but you should never copy other people's materials. TikTok algorithms will react extremely negatively to other people's content. Moreover, if it turns out that another brand's logo is placed on your videos, you will be simply blocked, and with a high degree of probability even without the right to restore. But you should also understand why your potential audience most likely contacts other accounts. And this means that people can see the same videos and believe me, they clearly will not appreciate them. Let us repeat that you will be able to hold the attention of users of the platform only if you show your own creativity, you will work on the content yourself.
• Launching duets, challenges with famous TikTok bloggers. This is the technique that has remained extremely popular on the platform for several years. Therefore, every business that wants to develop in this social network and attract the attention of the audience must necessarily take part in them. It is better to do this directly in the midst of this or that creative activity. Algorithms will definitely appreciate this and will most likely add your material to the recommendations. You can also create videos from time to time together with other bloggers, mutually increasing the audience reach.
• Add hashtags to your publications. In the block with advantages, we already talked about the fact that many users will find your publications by them. But bots, based on hashtags, will be able to understand what topic your video belongs to and, accordingly, show it to the appropriate audience. In this case, you should look in the "Interesting" tab, find materials on a similar topic there and see what tags are used here. But the main thing is not to overdo it. 5-7 hashtags per video will be enough, maximum - 8. If there are more of them, TikTok algorithms are likely to consider it spam and apply appropriate sanctions to you, up to and including transferring your account to the shadow ban.
• Try to maintain intrigue in your publications. This is what will evoke emotions in viewers, the desire to return to your profile again and again, and also to watch the videos until the last second. This means that not only the beginning should be intriguing, but also the ending. Add here promises to develop this story in the next Publication and you can be sure that people will come to you again. In any case, the video should be emotional, contain a positive note and be useful. These are the qualities that increase the likelihood of not only new views, but also repeat views, which will also be positively assessed by the social network algorithms.
• Periodically conduct live broadcasts. This is relevant for increasing the reach of both personal and brand pages. During live broadcasts, raise current topics that will be of interest to a wide audience, share your professional skills, knowledge with people, give advice. This is what will not only increase the loyalty of the audience and its involvement in your business, but will also help to reveal your expertise, emphasize the image of a reliable company.
• Add subtitles to the videos. This is something that will be relevant when working with any social network. The fact is that modern users contact social networks when it is convenient for them. Alternatively, this could be during breaks between work, on public transport, while waiting for a doctor's appointment in the evening, when the family is already asleep. This means that it will not always be possible to turn on the sound and listen to the material. Subtitles will help solve this problem. So people will understand what you wanted to tell them even without sound. Moreover, if you make a couple of language subtitles, you will be able to reach an audience not only from your country, but also from abroad. A universal solution in this case can be called English subtitles.
• Be sure to follow the rules of the TikTok social network. There is a set of requirements on this platform that absolutely every user must follow. This is what will ensure stable and effective brand promotion. In particular, TikTok prohibits the use of alcohol in videos, perceiving it as propaganda for consumption, calls for violence, intimidation, threats, expression of hatred, incitement of hostility, and other similar things. If the algorithms detect something like this in a video, they will immediately delete it, and the overall rating of the account will noticeably decrease. If you are sure that you acted within the law, and such a manifestation was the result of complaints from competitors, then you can appeal to the platform's support service. With a high degree of probability, a positive decision will be made in your favor.

But, the theory is – This is, of course, good, but it is still important to take into account the current market situation when developing strategies for developing TikTok accounts and business in general. So, now we suggest that you familiarize yourself with the results of the social network study for the past year in order to understand whether such trends are relevant today. This will help you build the most effective strategies, those that will give the maximum results in practice.

Does everything work in practice as described in theory?

In order for your videos to attract an audience and work for the benefit of the business, it is not enough to follow theoretical recommendations, including those from the platform. Here it is more worth focusing on real figures obtained as a result of practical research. So, Metricool recently published an impressive analysis of data on the work of the TikTok social network, analyzing about 100,000 business and personal accounts, over a million videos and more than 70,000 carousels. The information presented in the report allows you to understand what exactly is currently needed to make your content literally fly around the site. Looking a little ahead, we note that a number of recommendations that have long been considered the norm when preparing content for this social network, in the end turned out to be completely ineffective. This means that a number of established requirements simply need to be radically changed in order to ultimately achieve the desired result.

Among the main points of this report, it is worth highlighting:

1. Recommended video length. During the research, it turned out that the greatest interest to the audience is not short 15-second videos, but longer videos, up to 2-5 minutes. Such materials on average gain more than 50,000 views, while short videos, up to 10 seconds long, on the contrary, showed a minimum of views. But you should also not make content for 5-10 minutes, because it also does not give a good result. Here, a lot depends on the niche you work in, as well as how long you have been present on the platform. So, TikTok newbies should not launch videos longer than 2 minutes, while brands that already have their own audience can easily post even 5-minute videos.
2. Publication frequency. According to many "experts" of this social network, content should be posted at a frequency of 1 video per day, that is, 7 videos per week. But in reality, there is also a direct dependence on the number of subscribers and, accordingly, on the time of work on the platform. For small accounts, 2, maximum 3 videos per week will be enough. But if you have already managed to collect an audience of 50 thousand, then the frequency of publications should really be at least 7 videos per week.
3. The most suitable interaction options. Reposts are what make your videos as attractive as possible in the eyes of TikTok algorithms. By posting material on other social networks, the platform's weight increases. The platform also evaluates the number of comments, as they indicate engagement indicators, confirming the interestingness of the content. TikTok values likes the least. This means that you do not need to chase them: they will not have any effect on promotion. In this case, you need to focus on such an indicator as Engagement Ratio (ER), that is, the level of engagement. To determine it, you need to sum up all your likes, comments and reposts, and then divide the resulting figure by the total number of views and multiply it by 100%. If you end up with a figure close to 5%, then you can assume that your audience's engagement is within the average TikTok indicators. But in any case, the higher the этот показатель, тем лучше для вашего бизнеса или личного аккаунта.
4. Promotion priorities. If we talk about the sources of impressions of this platform, then this will be the subscription feed, the recommendation feed, and also the search. Hashtags and sounds can be highlighted as additional parameters here. In practice, small, new accounts get the largest coverage, since TikTok provides its users with the most equal conditions for development. But at the same time, the number of subscriptions will increase in parallel with the growth of the account, its development. But sound and hashtags have practically no effect on promotion. Intensive work is being done today with the search. Developers are improving this system and want to turn it into a full-fledged search engine, with the help of which users could find the information they need as quickly as possible.
5. Day and time of publication. The effectiveness of your video, the number of views will directly depend on what time of day and what day you post it. Here you need to make a division into personal accounts and corporate ones. In particular, the best indicators for regular users are observed for materials published on Mondays, Fridays, Saturdays at 01:00, 03:00 and 04:00. For professional accounts, the best days and times are Monday 03:00 and 05:00, Tuesday 02:00 and 04:00, Friday 02:00, Sunday 02:00.
6. Image carousels. The ability to publish images in the form of carousels appeared on the platform about 2 years ago, but the relevance of this format remains popular to this day, at least in the Russian Federation. Most often, users respond to image carousels with likes and reposts. Here, the engagement rates will be higher: about 6% for business accounts and more than 7% for personal ones. If you analyze profiles with a large number of subscribers, these figures will be even higher. Most users (over 70%) come here from the recommendation feed, and it is small accounts that benefit here. Business profiles should publish such carousels on Wednesdays at 02:00, since the reach rates will be the highest here. If we talk about personal profiles, then here you should focus on Monday 01:00, 03:00 and 05:00, as well as Saturday 03:00.
7. Video carousels. This content format is in high demand in European countries and elsewhere. Statistics show that users interact with video materials about 60% more actively than with pictures. It is this aspect that led to the fact that the overwhelming majority of content that is posted on the TikTok social network today is video. Such publications are more popular with the audience, regardless of the topic they are devoted to.

Use the results of practical research to prepare content that will really meet the needs of a modern TikTok user.

Additional recommendations

If you structure all the material that we talked about in today's review, and also add recommendations from experts, then it is worth highlighting the following key points:

• Make a video for TikTok that is 2-5 minutes long, but it should be interesting to watch from the first second to the last. If you don't have much to say, feel free to limit yourself to 30-60 seconds.
• Combine different publication formats. Despite the fact that videos appeal to the audience more than images, you should not remove images altogether. This is a way to diversify your feed, add zest to it. But the photos need to be thought out in detail to get an effective and extraordinary solution.
• Use SEO principles to get into the platform's recommendations. In particular, add keywords to descriptions, subtitles, or simply on the screen. You can also specify them in the account profile. This will allow algorithms to select your material to show to the audience.
• Use sounds, and not as a separate source of impressions, but by embedding them in your video. In this case, you should bet on fashionable melodies today.
• Always be aware of current trends, fashion trends. The built-in tool of the TikTok platform - Creator Search Insight - will help to significantly simplify control over the emergence of new products. It will track all the latest trends and provide you with relevant information.

And remember: work on your account on the platform should be carried out regularly, because this is the only way you can keep the attention of your subscribers and attract new ones.

Let's sum it up

TikTok is a platform that is actively developing today. And this trend will not decline in the foreseeable future. This means that both business representatives and those who are working on promoting their own accounts should not miss this opportunity. If you carefully study our review, you will certainly be able to perform the upcoming work as efficiently and professionally as possible, getting excellent results in practice.

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