With 2 billion downloads, TikTok has become one of the most popular and fastest growing apps in the US and across the globe. In 2019 marketers saw TikTok add 200 million more new users than Instagram, a shift largely driven by Gen Z. Any piece of content can instantly go viral on TikTok — as such, TikTok is quickly becoming a driver of both social media and pop culture trends.
During the coronavirus, audiences saw many new TikTok trends take over other social media platforms, with users sharing TikTok videos to Instagram, Twitter and YouTube.
TikTok is best and originally known for its trendy choreographed dance and lip- syncing videos but as the app continues to grow, new content communities and categories of influencers are emerging. We have compiled the 11 most popular TikTok hashtag categories and topics that best represent influencer talent niches to keep brands up to date with TikTok’s booming content communities.
TikTok’s Creator Marketplace (TCM) provides 20 filterable Topics including 1) Food & Beverage, 2) Sport, 3) Performance Skills, 4) Gaming, 5) Fitness & Health, 6) Fashion & Beauty, 7) Dance, 8) Outdoor Activities, 9) Daily Life, 10) Pop Culture, 11) Animation & Fan Culture, 12) Transportation & Vehicle, 13) Science & Education, 14) Professional Life, 15) Family, 16) Oddly Satisfying, 17) Travel, 18) Animal, 19) Celebrity Account, and 20) Comedy.
While these topics are helpful, Mediakix proceeded to determine and assess the largest TikTok hashtags and rank them according to most views. Finally, the list of hashtag categories was narrowed down to showcase those most relevant to influencer marketing.
To help marketers further understand TikTok’s most popular content categories (and the type of creators associated), we’ve also included three TikTok influencer profiles for each category.
Understandably the largest category, “entertainment” videos thrive on TikTok. Utilizing TikTok’s in-app filters, influencers create skits, duets, and more to entertain their audience. Comedy and special effects are included in this category, while it is also common for many “entertainment” influencers to cross over to other categories like dance, pranks, or life hacks. Here are 3 of the biggest influencers in the broad category of “entertainment”:
Dance challenges are one of TikTok’s key native trends. The sound clip driven app makes it easy for users to challenge (duet) other users or influencers to create engaging videos. The short clip allowance allows non-dancers and dancers alike to rehearse the choreography beforehand and post their best take. Choreography ranges from simple arm movements and lip-syncing to advanced routines — all within the confines of a mobile phone screen and shot on a steady surface. Trained dancers and beginners all have the same chance for viral fame, emphasizing the individual variations users bring to the choreography. Here are three influencers whose moves entertain some of the largest followings on TikTok:
Everyone loves a good laugh and prank videos on TikTok deliver in short crazy bursts. This is a popular genre across all of social media, but TikTok’s binge-watching layout makes prank videos exceptionally popular. While users of any age can enjoy these videos, their popularity is likely bolstered by TikTok’s younger demographics. Statista reports that in the United States, TikTok users ages 10-19 represent around 37% of TikTok’s user base. Here are 3 tricksters whose humorous antics have skyrocketed them to TikTok influencer status:
TikTok’s short form video format allows a year-long home renovation to look like a simple weekend project, and #HomeReno influencers make home projects look even easier. TikTok creators in this niche inspire their followers by providing tips, hacks, and planning advice for any DIY project imaginable. Here are 3 top influencers inspiring millions through creative projects:
TikTok presents itself as a unique platform for fitness content. While influencers tend to use long-from video platforms like IGTV and YouTube to share workout plans and advice, TikTok athletes display choreographed dances and memes that relate to those interests. Crazy stunts, parkour, and high energy workout dances are some of the few fitness-related content that succeeds on TikTok. One of the first brands to work with TikTok influencers, Gymshark, has one of the largest brand presences on the app (2 million followers) due to their large network of #GymsharkAthlete influencers who regularly don the brand’s activewear.
The sports sector takes a unique turn on TikTok, too. Athletic abilities morph into the form of challenges, with videos tagged with #TikTokSports at half a billion views. Celebrity sports figures tend to use the app to share their personality and hidden talents with fans. Gatorade scored over 7.2 billion views with their #PlayByPlay campaign aimed to unite sports fans over COVID-19 cancellations. Here are 3 influencers making muscle moves on TikTok:
While beauty influencers on Instagram tend to focus more on showcasing the final makeup look, TikTok beauty influencers tend to emphasize the entire process behind the reveal in quick transformation style videos. Beauty transformations also provide a quick way for influencers to test fan interest on certain makeup looks before filming a more detailed tutorial. Here are 3 influencers setting beauty and skincare trends on TikTok:
As a video-driven format TikTok presents many opportunities for fashion influencers to get creative with their content. The top trendsetters share their expertise through styling videos, clothing hauls, and even posing videos. In contrast to Instagram’s polished aesthetic many fashionistas take to TikTok to share behind the scenes hacks, tips, and tricks for getting the perfect outfit. Here are 3 fashion influencers turning heads on TikTok:
TikTok’s flexible editing format allows creative chefs to whip up step-by-step video recipe directions that are easy to follow and visually delicious. Creativity wins in this category, as do time-saving hacks. Most of the cooking trends that gain popularity are simple, easy to prepare concoctions with an artistic twist. During coronavirus, “whipped coffee” took over TikTok for its picturesque take on a classic iced coffee. Here are 3 cooking influencers causing a stir on TikTok:
Influencers leverage the “quick bite” content format to share short stories, wellness tips, life hacks, and motivational quotes. Many users drive viewer attention by layering text across the screen. While these influencers could be seen as “motivational influencers” many delve deeper into issues like mental health, emotional issues, and real life topics. Gen Z users are quick to emphasize self-care and positivity, with the hashtag, #Selfcare viewed over 4.9 billion times. Here are 3 influencers who educate and motivate millions with their TikTok content:
Pet videos are one of the leading categories on TikTok’s explore page with #pets accounting for almost 8 billion views. Editing tools allow users to create skits and stories from the pet’s perspective and creates a special audience bond that drives engagement. Instagram dogs like Doug the pug and Jiffpom thrive on TikTok, but new animal influencers like ferrets and llamas are winning user’s hearts and engagement. Here are 3 furry creatures causing millions of smiles on TikTok:
While Instagram’s travel influencers typically share a common trait of having “perfected” images, TikTok’s outdoor influencers rely more on the movement taking place within the videos and utilizing TikTok trends. These specific influencers feature videos about camping, hiking, fishing, and backyard adventures. Due to the 60-second time limit, the format tends to prioritizes the little moments of the influencer’s adventures and travels instead of the “perfect shot” of their trip. Many outdoorsy influencers on TikTok reveal how they became full-time adventurers, share behind the scenes content, and provide tips for anything and everything outdoors. Here are 3 influencers documenting their explorations on TikTok: