TikTok is at the epicenter of millions of trends. Here’s how they’re standing out.


TikTok has never been bigger. The bite-sized video platform is the most downloaded app of all time and has a whopping 1.7 billion monthly active users.

The app is a trend setter. Crazes emerge on TikTok and quickly spread to other parts of the internet. In the last five months, online mentions about TikTok from other social media platforms, blogs, and forums have continued to grow.

Online mentions about TikTok

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Chart shows volume of online mentions around TikTok.

Data gathered from all platforms monitored by Brandwatch Consumer Research between Jan 1 2022 to Sept 30 2023.

But it doesn’t stop there. TikTok trends don’t just have a ripple effect across social media platforms – they influence entire industries.

As an example, publishing houses and bookstores are being disrupted by the ‘BookTok’ community – where book lovers congregate to share their latest reads. This niche section of TikTok is catapulting books to the top of bestseller lists and even breaking records among books that have enjoyed long-standing positions on those lists. 

TikTok is also fueling micro-trends in the fashion industry. Songwriters are even writing shorter songs because they have a better chance of going viral in TikTok’s short videos.

With the recent launch of TikTok Shop in the US, TikTok is expanding into e-commerce, giving users a new way to shop without leaving the app. The new revenue stream for brands and creators shows how TikTok saw an opportunity and turned it into a new feature, just like with TikTok Music.

TikTok’s immense influence on all areas of the internet makes the brand one of our Change Makers for 2023.

How you can spark change

TikTok is showing us how trends are influencing consumer buying behavior. Even if your brand doesn’t have a social media presence on TikTok, you need to keep an eye on the trends, or you might miss out on valuable marketing opportunities. 

Want to find out more about Brandwatch?

View our previous list of Change Makers (H1 2023)

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