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TikTok continues to grow in popularity. By 2024, an estimated 900 million users will be on the platform. With more consumers gathering on this channel and using it as a preferred search tool over Google, marketers are investing more time and money into it. Like any social platform, certain trends have developed on TikTok that can help marketers generate winning campaigns. Take a look at these TikTok trends to get the most out of the channel this year:

Creators will charge more for TikTok content

Since TikTok has grown in popularity over the years, it’s no surprise to see influencers charging more for TikTok content compared with static content. 

IZEA recently released The State of Influencer Earnings®, which shows the average cost for a TikTok video is $2,741. 

The chart below shows the average cost of content by platform. As you can see, TikTok is one of the more expensive options, behind Instagram Story and Twitch.

Video-based channels like YouTube, TikTok and Twitch are more expensive, according to the report, likely because videos are more time-consuming to create.  

Green screen effects are hot

TikTok rolled out its Green Screen feature right before COVID-19, and it has become a popular tool. TikTokers generally use the special effect to superimpose their “talking head” over an image or another video. 

TikTok influencer Tanara, for example, uses the green screen to offer her comedic comments on strange recipe videos.

If you haven’t tested the feature out yet, it’s time to add it to your to-do list. Check out TikTok’s short green screen tutorial to try it out. 

Expect more DITL (day in the life) videos to hit your feed 

Consumers have always been intrigued by behind-the-scenes access, and TikTokers have capitalized on the idea. Influencers often give followers a peek behind the camera, and the videos usually have high engagement. 

From SAHMs (stay-at-home moms) offering a glimpse of their chore-filled day to a college student’s first day back on campus, TikTok is teeming with intriguing DITL videos.  

DITL videos can make a good addition to your feed and offer a little variety. They’re fairly easy to shoot, too. 

More dancing

Dance challenges are still relevant on TikTok. There’s no shortage of people dancing in their PJs or showing off their moves in the streets. 

Dance challenges can be tough for brands to leverage, but it’s not impossible — especially if your brand has a mascot. 

Mucinex, a cold medication, used its mascot to create a #BeatTheZombieFunk dance challenge. Playing on the feeling of waking up like a zombie when you feel sick, the dance challenge was a hit, with 5.9B views. It sparked TikToks like this one from TikTok star Josette Pimenta.


The looks we got while filming this 🤣 #BeatTheZombieFunk #twitch #zombie #tiktok @lizzyrichyo DC: @twitchtok7 @allisonholkerboss @ellendegeneres

♬ #BeatTheZombieFunk - DJ Nightshift

More content will “share the love” 

In 2023, TikTokers will lean on positivity. 

TikTok released its expected trends for the year and says “sharing joy” is where it’s at. From self-care tips and motivational workouts to healthy recipes and family date night ideas, followers want to focus on the good. 

Whether you’re a brand or an influencer, plan uplifting campaigns that make your audience happy. 

Hashtags are the best way to connect with a niche

You don’t need to create content for the masses. TikTok is all about niche content. For instance, a shoe company could create a TikTok dance challenge that features fancy footwork, but a more effective campaign could be to focus on a specific type of shoe, like sneakers. There’s a niche audience of #sneakerheads that collect and wear athletic shoes. 

In 2023, pick a specific product or service, narrow your audience, and engage with followers in a new, more personalized way. 

To help followers find you, research niche hashtags that apply to your campaign and audience. 

Marketers will spend more on TikTok advertising

TikTok advertising will defy the spending odds in 2023, experts predict. While ad spending has dropped for other platforms like Facebook and Twitter, it is increasing on TikTok. Why? TikTok’s ads are cheaper, for starters, and when creators team up with brands, the ads are authentic and effective. 

TikTok’s ad revenue is estimated to hit $11 billion by 2024, up from $5.96 billion in 2022, according to Insider Intelligence.

While brands might be tightening their ad budget before a predicted economic slowdown, TikTok will likely remain a strong advertising partner for many companies — especially those with a younger audience.

TikTok might be the newest social media platform to join the digital landscape, but its growing popularity and ability to capture an audience make it a worthy investment for brands. Even if you’re new to the platform, the trends above should give you enough information to experiment with new campaigns.   

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