TikTok is one of the fastest growing social media platforms, with over 1.5 billion monthly active users worldwide in 2023 and more than 150 million in the U.S. as of early 2023 (source). The app allows users to create and share short videos, often set to music, ranging from 15 seconds to 3 minutes.
The variety of content on TikTok is vast, including dance trends, comedy sketches, life hacks, recipes, and more. Some of the most popular content types include lip-syncing and dancing videos, POV-style videos, reaction videos, duets, and hashtag challenges. While early viral trends were focused on dances and lip-syncing, TikTok has expanded far beyond just that as creators continue to innovate.
What makes content perform well on TikTok can vary, but often includes creativity, humor, brevity, interactivity, and tapping into current trends. Authenticity and personality also tend to connect more with viewers. This article will explore the diverse mix of content thriving on TikTok and provide tips for creating videos that engage audiences.
Short Videos
TikTok’s format is centered around short videos that are under 60 seconds in length. In fact, according to research, videos between 15 and 60 seconds tend to perform the best on the platform. Anything longer than that runs the risk of losing viewer’s attention. The short format lends itself to quick cuts, fast pacing, and condensed information delivery.
TikTok users are accustomed to getting their content and entertainment in bite-sized portions. They want to be amused, informed, or inspired in a minute or less. So creators have to pack a punch into a very condensed package. This often involves rapid-fire editing, engaging visuals, catchy audio, and straight-to-the-point messaging.
The short format requires creators to be highly selective about what they include. There’s no room for fluff or excess detail. Every second matters. This often pushes creators to focus on the most interesting, shocking, helpful, or succinct piece of info and build the video around that. Overall, the brevity and intensity of short videos makes them a perfect match for TikTok’s viral-craving audience.
Music and Trends
TikTok is well-known for showcasing popular songs and sounds that go viral on the platform. Users often create videos utilizing the same songs, audio clips, or effects to participate in trends and challenges. According to Wondershare, some of the most viral TikTok trends in 2022 involved dancing or lipsyncing to popular songs like “Jiggle Jiggle” by Duke & Jones and Louis Theroux or participating in dance challenges set to Megan Thee Stallion’s “Something For Thee Hotties.” TikTok’s discovery page highlights trending sounds and hashtags like #yearreview and #fooyou that users can leverage in their own videos to increase visibility and engage with what’s popular.
Jumping on current viral trends and challenges is a great way to create content that resonates with TikTok’s community. A Meltwater report notes that dance challenges, lip sync videos, and “oddly satisfying” trends dominated the platform in 2022. However, trends move quickly on TikTok so staying on top of emerging viral content allows creators to produce timely videos that entertain and engage viewers.
Humor
Funny, comedic videos thrive on TikTok. This platform lends itself well to short, amusing content that can elicit laughs and go viral quickly. Many top creators have found success through comedy sketches, jokes, funny situations, and other humorous content.
Sketch comedy is one of the most popular sub-niches in this genre. Creators make short, funny skits playing out various scenarios and characters. Satire and parody also work very well. Poking fun at pop culture trends, public figures, or societal tropes through exaggeration can be highly engaging.
Slapstick humor and physical comedy also tend to get high engagement. Funny facial expressions, wacky costumes and behavior, pranks, and amusing accidents capture viewers’ attention. Wry, sarcastic, and deadpan deliveries of jokes or amusing observations further showcase comedic talents.
Overall, laughter goes a long way on TikTok. Those who can consistently generate funny, entertaining content around humor and comedy can gain a large, loyal following.
Reaction Videos
Reaction videos have become extremely popular on TikTok. These videos show people reacting to and commenting on other videos, news stories, or memes. According to Wondershare, music videos are especially popular to react to since music is a dominant genre on platforms like YouTube.
Giving lively, funny, or insightful commentary on trending topics is key for an engaging reaction video. As noted by Riverside.fm, reaction videos allow creators to give their opinion on things people are already interested in and talking about. Choosing topics with an established audience can help reaction videos get more visibility.
You can also choose specific niches to focus your reactions on, like gaming or TV shows. As Detail suggests, picking a niche you’re passionate about and tailoring your content makes it easier to build a loyal audience.
Behind the Scenes
One popular type of content on TikTok is behind-the-scenes videos that give viewers an inside look at a profession, hobby, or someone’s personal life. These raw, unedited glimpses feel authentic and engaging to watch. As social media becomes more polished and curated, behind-the-scenes content allows creators to showcase a realer side of themselves.
For example, accounts like @davidattenborough and @zachking share fun behind-the-scenes looks at the filmmaking process. Other popular accounts showcase unexpected sneak peeks at jobs like @pilotbeth and @deltatakingoff. Even everyday people can film behind-the-scenes of daily routines like getting ready, cooking, or working out.
The key is providing fans exclusive access into something they normally wouldn’t see. Use captions to give context and insider information. Go beyond just documenting the process by adding personality through reactions, humor, or thoughtful narration. Viewers will feel like they’re part of the inner circle.
According to Hootsuite, “Give the people a little peek-a-boo into what you do with an intimate look into your office, factory, team meeting, production set, or anything behind the veil” (source)
How-To Videos
How-to and tutorial videos tend to perform very well on TikTok. These types of videos provide value to viewers by teaching them new skills or how to accomplish tasks step-by-step. According to blog.hootsuite.com, quick tutorials and how-to guides work particularly well. Popular topics include DIY projects, cooking, beauty tips, fashion and style advice.
Viewers appreciate when how-to videos are concise, easy to follow, and entertaining. Using text overlays, diagrams, or listings can help structure the steps. Showcasing the end result or final product is also recommended to demonstrate the outcome. Overall, high-quality how-to videos that teach viewers something useful in a fun way can gain a lot of engagement on TikTok.
Reviews
Product and experience reviews are very popular on TikTok. Users enjoy creating videos giving their thoughts on the latest products like tech gadgets, beauty items, toys, and more. According to TikTok’s Product Reviews channel, these types of videos have received over 373 million views. Reviewers will often show themselves unboxing products, demonstrating how they work, and providing their ratings and recommendations. This allows viewers to get a first-hand look at products before purchasing.
In addition to products, TikTok users also review their experiences with services, restaurants, destinations, and other experiences. These types of review videos allow creators to share fun stories and useful advice with their audience. Reviews on TikTok tend to feel more authentic and personal compared to reviews on some other platforms.
Beyond products and experiences, TikTok has become a popular platform for reviewing entertainment like movies, TV shows, books, video games, and more. Users share their uncensored opinions, funny commentary, and insights into the latest releases. This content helps viewers decide what to watch, play, or read next. According to TikTok’s Reviewing channel, these types of videos have received over 285 million views.
Niche-Specific
Tailoring content to a specific niche can be very effective on TikTok. Some popular niches include:
Gaming – TikTok is hugely popular among gamers. Creating content around specific games, doing walkthroughs and reviews, and even just reacting to gaming news can attract a dedicated following.
Pets – People love watching cute animal videos. Sharing funny or heartwarming moments with your pets is an easy way to get views and go viral.
Finance – Providing tips on budgeting, investing, side hustles, and more in short, engaging videos appeals to those interested in personal finance.
Cooking/Baking – Quick recipe videos and cooking hacks tend to do very well. You can build an audience based around specialized cuisines or baking techniques.
Fashion – Modeling outfits, reviewing styles, and sharing clothing hauls attracts fashionistas. Transition and outfit change videos are especially popular.
Tailoring your content to a specific niche allows you to attract a targeted audience. Leveraging trends and topics relevant to that niche helps increase engagement within that community.
Conclusion
In summary, some of the best types of content on TikTok include short videos, music and dance trends, humor and comedy, reaction videos, behind the scenes footage, how-to tutorials, product reviews, and niche-specific content. The platform is driven by sounds, effects, and hashtags that allow videos to be discovered by a wide audience. Understanding the TikTok algorithm and audience is key to creating videos that resonate and get engagement. The best strategy is to consistently post creative and entertaining videos, experiment with different formats and topics, and see what your followers respond to most.
The fast-paced nature of TikTok means creators have to grab attention quickly and capitalize on viral trends and sounds before they fade. While this can be challenging, it provides a constant opportunity for new creators to try out different styles and find what works for their brand and audience. With the right combination of trend awareness, experimentation, and persistence, any creator or brand can make an impact on TikTok.
