Using TikTok trends: a cross-platform guide for brands
TikTok is a trendsetting powerhouse. By leveraging TikTok trends and trending sounds, individuals and businesses can enhance brand visibility, fuel creative expression, and streamline cross-platform content creation.
In this blog, we delve into how to make TikTok trends work for you, and how and when to use them across different platforms — without overkill!
Captain Content: atomisation — working smarter, not harder!
Our hero, Captain Content, is back to break down TikToks into videos for other platforms — social media strategists everywhere are saved once again! Read about Captain Content’s first adventure →
The TikTok below is a great example of a user showcasing how to adapt content slightly for different apps.
The video’s creator, Anya, has used a sound that’s getting a lot of attention and widespread usage on TikTok. Anya has also used TikTok’s in-app tools to add text overlays. This has a couple of benefits:
Social platforms like TikTok and Instagram Reels may reward videos that have been edited natively
Content that looks like it’s been made using the same tools as everyday users — not professional video editing software — conveys a harmonious sense of authenticity
@anyarinracha the prettiest pink cocktail / mocktail inspo for you galentines party 💗🥂 #cocktails #drinkinspo #mocktails #cocktailrecipe #galentinesday #pinkcocktail #galentines #valentinesdaydrink ♬ Dance You Outta My Head - Cat Janice
When Anya posted the same video on Instagram, she used a different font — again, editing in-app to get that algorithmic boost and subconscious feel of authenticity.
She’s also used a different sound — likely one that is performing better on Instagram to maximise her success between the different platforms.
Understanding TikTok Trends
Here are some tips on how to stay in the know about what’s trending on TikTok, and how to use those trends in your marketing content.
1. Staying informed:
Regularly explore TikTok’s ‘Discover’ page to stay updated on the latest trends
Follow popular creators or brands within your industry to gain insights into emerging trends
Search current keywords in the app, like ‘2024 Trends’, ‘Trends in Beauty’, or ‘February Trending Sounds’
2. Embracing authenticity:
Authenticity is key on TikTok — don’t be afraid to inject your brand’s personality into trending challenges
3. Engagement is everything:
Engage with trending content by participating in challenges, and interacting with your audience — don’t just post and run
Reply to as many comments on your own content as possible, but also be sure to comment, like, and save other people’s videos, so the algorithm — and other users — can see that you’re active
Below is a great TikTok from Flying Tiger, who always reply to comments and engage with users. Here, they’re cleverly using a massive trending sound whilst subtly showcasing their new Valentine’s Day products.
(Sidenote: that muting of the sound before the video has finished is something that commonly happens with editing in-app, when videos are longer than the sound being used.)
@flyingtigercopenhagen who are we to judge 🤷♀️ #valentinesday #flyingtigerlobster #lobsters #valentine #office ♬ original sound - Stubbsy
How to use TikTok trends on other platforms
1. Tailor content to each platform:
Recognise the nuances of each non-TikTok app (Instagram Reels, YouTube Shorts, etc.) and consider whether certain trends are largely contained to TikTok or have spread to the wider internet
For example, your Instagram following might respond better to visually-appealing and polished content, whereas your TikTok audience may prefer more lo-fi and laid-back posts
Remember that the ‘meat’ and ‘hooks’ of your video content will be different for each platform
2. Repurpose (atomise) TikTok content:
Cut videos to shorter or longer runtimes or transform them into eye-catching, scroll-stopping still images for each platform, depending on what length and format performs best on different platforms
Leverage TikTok’s ‘Duet’ and ‘Stitch’ features to create collaborative content that can be shared across platforms, but be careful reposting the TikTok watermark on other platforms — search something like ‘download tiktoks without watermark’ on Google and you’ll find many websites that will help with this
Remember: you don’t need to repurpose all of your content — some things only work on TikTok
@stanleybrand New Year, New You, means a new Stanley...or two! Shop now in store and online @target and at the link in our profile. #Target #StanleyBrand ♬ Idea 10 - Gibran Alcocer
On TikTok and Instagram, the now-infamous Stanley brand — the business behind the wildly viral thermos cups — post content highlighting different colour varieties, but in slightly different formats, because, by tracking and analysing the performance of their social posts, they’ve learned that videos perform better on TikTok and high-quality stills work better elsewhere, as in this Instagram post:
Customizing trends for your brand
1. Relevancy and consistency are crucial:
Opt for trends which align with your brand identity and public-facing values
Maintain a consistent visual style and recognisable tone across all platforms
Develop a unique hashtag for your brand to create a cohesive presence
2. Be mindful of timing:
Capitalise on trending topics or sounds at the peak of their virality — jumping on a trend or sound several weeks (or even days!) too late makes it look like you’re out of the loop, and will seem tired, desperate, or even jarring by then
Monitor the performance of your content and adjust your strategy accordingly
Here is an excellent example of the viral hair oil brand Hair Syrup leaping on a big trend whilst it’s still new and relevant, while making it solely about their products (we also did this trend!).
Avoiding overkill
You don’t want to take things too far or appear like you’re trying too hard. Remember: authenticity is vital, and shoehorning every trend into your social output will make your content feel overly manufactured.
1. Strategic participation:
Participate in trends that genuinely align with your brand — avoid jumping on every trend for the sake of it
Balance trend participation with original content to maintain a unique brand identity
Avoid irritating your audience with trends; if it’s common knowledge that a sound is becoming ‘too overplayed’ or users are getting ‘sick of it’, don’t be the one to still use it — long-term followers are more important than short-term views
2. Know your audience:
Understand your audience’s preferences and tailor your content to match their expectations
Pay attention to audience engagement metrics to gauge the success of your content — a good ratio is 80% reliable visuals and messaging that you know work well, and 20% riskier experimentation with new ideas
@drinkprime Tasty, just 10 calories & sugar free. #drinkprime #ksi #loganpaul ♬ original sound - PRIME
The video above shows viral drink brand Prime demonstrating how you don’t always need to jump on trends to have successful videos. They know that their humour is what performs best, so they continue to authentically showcase this throughout their content. This is also where brands can create trends themselves. Developing a unique brand of comedy or a distinct editing style can position you as the leader of a new viral phenomenon.
Below is one final example of content that is specifically designed for a single platform — in this case, TikTok. This tutorial, from Trapeze Media’s very own Sarah, shows how you can watch TikToks at 2× speed. This is a video that doesn’t need to be repurposed, nor should it be.
Perfecting how you use TikTok trends and atomise them across rival platforms like Reels and Shorts calls for a balance of authenticity, relevance, and strategic adaptation.
By staying attuned to the ever-evolving social media landscape and understanding your audience, you can elevate your brand’s presence and make trends work for you in the most effective and sustainable way.
Think big, and think small: consider the characteristics of each new trend on a grand internet-wide scale, but also through the lens of your brand’s community. And use the apps you’re publishing through so that you can be the first to know how each platform is evolving, and can thus adapt with informed agility.
It's not just about following trends. It’s about making a genuine and memorable impact that resonates with your audience on whichever platform they choose to follow and support you on.
