A new report from Billion Dollar Boy (BDB), a global creative agency, reveals insights into the lifecycle of TikTok trends and provides strategies for brands to engage with these viral phenomena effectively. “Finding Success with TikTok Trends” introduces the “Trend-Centric Marketing” concept, which involves quick interpretation and adaptation of trending narratives. The analysts argue this approach allows brands to join relevant community conversations and embed themselves within the community fabric.

According to the research, 71% of users agree that the biggest trends start on TikTok. The report also states that 61% of users like brands better when creating or participating in a platform trend.

BDB outlines a framework for understanding TikTok trends, categorizing them into three types:

1. Trend Moments: Short-lived trends lasting a few days to weeks.
2. Trend Signals: Trends representing evolving user behaviors, lasting months to years.
3. Trend Forces: Significant community trends representing cultural shifts, lasting up to several years.

The report identifies a typical trend lifecycle, progressing through stages of origin, replication, mass appeal, splintering, dissipation, and graduation. It suggests that the prime time for brands to engage with a trend is during the replication stage or as it approaches mass appeal.

The analysts emphasize the importance of timing in trend engagement, advising brands to aim to be first movers or prioritize creativity if they can’t be first. The study warns against joining trends that are already splintering or fading.

When it comes to successful trend activation, the research highlights three key components:

1. Systems for Activation: A predefined internal system ready to act on relevant trends.
2. Established Trend Voice: A predetermined approach to trends, saving decision-making time.
3. Creator Trust: Working with pre-onboarded creators who understand the brand deeply.

The report introduces five “trend identities” that brands can adopt:

1. The Facilitator: Offering resources to support trend originators.
2. The Commenter: Acknowledging cultural moments without direct engagement.
3. The Partaker: Participating in existing trends with a unique brand twist.
4. The Integrator: Incorporating trend concepts into existing content strategies.
5. The Extender: Creating fresh content that amplifies or challenges the original trend.

The study emphasizes the importance of creator collaboration, noting that 77% of TikTok creators trust the platform for posting content. 58% of TikTok users are more likely to trust brands after learning about them from TikTok creators than in-feed ads.

Billion Dollar Boy’s research presents data on the performance benefits of trend engagement. It states that ads leveraging TikTok trends are 1.5 times more likely to hook a user compared to those that don’t. Additionally, 64% of users have reportedly bought something because it was trending.

The analysis also notes that 43% of users try something or go somewhere new after seeing it on TikTok, and trends-driven purchase journeys yield 1.5 times greater spending. The full report is available here.