Tik-Tok is one of the fastest growing applications. Its popularity influenced other social networks – VK, Instagram, Odnoklassniki hastily began to implement similar functionality in their systems.

It is important to constantly monitor the development of Tik-Tok in order to understand how to advance in it in the face of constant changes in algorithms and trends. Also, observing the development of Tik-Tok, one can predict potential changes in other social networks that compete with him and prepare for them in advance.

Read also: Instagram Trends 2021

Top TikTok Trends 2021

What changes to expect in TT in 2021:

1. More tools for advertising and sales on Tik-Tok

In the summer of 2020, an advertising account was created (although it still does not work in all countries), then a Business Center for managing multiple business accounts and tracking advertising performance, and recently a Business Learning Center appeared with instructions and recommendations for placing ads on TikTok.

Also in late 2020, TikTok announced a partnership with Shopify, the leading e-commerce platform. Shopify stores will be able to run video ads on TikTok without leaving your TikTok account. Shopify has developed special templates that allow you to automatically generate promotional videos based on images and videos of products from your store.

Most likely, Tik-Tok will not be limited to a partnership with Shopify and in 2021 we will see more tools for advertising and sales through Tik-Tok.

2. More brands and advertisements

Obviously, such a large project as Tik-Tok needs to be monetized, so the site’s efforts are aimed at attracting new brands and advertisers.

An example of international brands that have entered Tik-Tok: Burberry, Dolce & Gabbana, Gucci, Pepsi, McDonald’s, NBA, Red Bull. Russian brands: WOS, Sberbank, Tvoe, Megafon, Yula, Pandao.

Also, Tik-Tok arranges collaborations with other companies to attract new brands. An example of such collaborations: cooperation with Sony Music Entertainment and OpenSlate, launch and promotion of brand challenges:

• #LetsFaceIt for L’Oreal;
• #ThatsWhatILike for Pepsi;
• #PlayWithLife for EA Games;
• #ScoobDance for Warner Bros.

3. More shared content

In September 2020, TikTok launched the Stitch feature, which allows you to use snippets of someone else’s content in your videos. There used to be only a Duet function. By the way, at the end of September 2020, Duets have new templates. Both features can help promote the video – the video description will indicate who the Duet or Stitch was made with, which can generate additional traffic or increase brand awareness.

What businesses and bloggers do is create engaging content so other users want to shoot Duet or Stitch on it.

4. More restrictions for minors

Tik-Tok tries to protect underage users from inappropriate content, despite the fact that there is already strict moderation for the video (for example, you can get a real video ban for a toy knife in the frame).

First, the social network launched the “Parental Controls” feature so that parents can link their account with the account of the child, remotely configure security settings and disable messages. Then users under 16 lost the ability to use private messages altogether. And already in 2021, the social network announced new restrictions: accounts of users under 16 will no longer appear in recommendations, Duet and Stitch functions will not be available for their videos, they will not be able to download videos to their gadgets, only their friends will be able to view and comment on videos of such users.

In parallel with this, Tik-Tok is developing a child version of the TikTok for Younger Users application with tougher moderation.

It is not entirely clear how exactly the real age of the audience is determined, because when creating an account, you can write any age, and outwardly the user can look older or younger. It is possible that there will be verification requirements or the social network will be limited to point bans.

These bans are also relevant for sellers of children’s goods and services. For example, by filming videos with other people’s underage children for advertising purposes, you risk that the video will not be included in the recommendations or it will be banned altogether. By the way, filming children in the frame without their parents nearby was previously prohibited, but now the social network’s policy regarding the safety of children’s personal data has become even stricter.

5. Active use of augmented reality technologies

Tik-Tok recently added a new effect that uses a LiDAR scanner (available on iPhone 12 Pro, iPhone 12 Pro Max, and iPad Pro). So far, TikTok and Snapchat are the only ones using this technology, although augmented reality is infiltrating other social networks (for example, Instagram has AR masks). In 2021, we will see even more augmented reality content, and brands will increasingly use AR / VR to engage customers.

6. Extend video duration

Tik-Tok started with short sticky rollers (up to 15 seconds), but is now moving towards increasing their duration. First, it was increased to 60 seconds, and at the end of 2020, the social network began testing video uploads up to 3 minutes. It is difficult to say how popular long videos will be among ordinary users, but for brands and experts this is an opportunity to fit more information into the video.

7. More educational content

At the end of May 2020, Tik-Tok announced the program #LearnOnTikTok to popularize educational content, and before that he organized a $ 50 million fund to support creators who create useful videos. Also, Tik-Tok began to cooperate with experts, educational institutions, public figures and the media and began to actively promote useful content – lessons, scientific experiments, motivational videos, tips. In 2021, such videos will be popular along with entertainment content.

For learning content, a separate Learn tab appears next to the Subscriptions and For You tabs. The new tab is not yet available in the RF.

8. More content on home activities

This is the “merit” not so much of Tik-Tok as of the pandemic – in the midst of the coronavirus restrictions, videos on the topic of how to do something yourself at home – how to organize a fitness room at home, how to cut your hair yourself, how to cook meals – became popular. As people were forced to stay at home, the topics of remote earnings, distance learning, and saving finances also became popular. It is not yet known when the world will return to its usual rhythm of life, so such videos will still be relevant in the near future.

9. Monetization

We have already written about this in SMM trends 2021 – social networks are fighting for authors, therefore we are interested in motivating content creators.

What is at the moment: gifts for coins in live broadcasts, sample testing of payments for displaying ads and a sticker for donations to non-profit organizations. Perhaps in 2021 we will see a full-fledged affiliate program with paid impressions and clicks on ads, as well as a donation sticker for authors.

10. More censorship

At the end of August 2020, Tik-Tok announced that they were developing new algorithms to protect users from content and people who incite hatred on social networks. Given the growing tension in the world, these measures are indeed necessary. The social network will block content with manifestations of intolerance on any grounds (racial, religious, gender, national, etc.), as well as remove authors of prohibited content, critics and haters (moreover, the decision to delete an account may be influenced by the offline activities of the account owner). Authors will be blocked for promoting ideas of superiority of some groups over others (for example, whites over people of color, men over women) and denial of violent tragedies such as the Holocaust and slavery. It will also be difficult to find content by keywords if they show signs of hate speech. The search will not return any results or will redirect the user to the community rules.

Conclusion: When creating content on Tik-Tok, make sure the video and description do not contain signs of hate speech. We also advise you to refrain from hating other users.

11. More socially important content

Tik-Tok encourages the creation of content that affects socially significant aspects of our lives. TT regularly launch social challenges with thematic hashtags and organize projects that call to make this world a little better.

Examples of:

• #SaveOurOceans – users had to make a video about what they are doing to protect the world’s oceans and why it is important (for example, they always clean up after themselves on the beach or minimize the use of plastic);
• #MarchForSisterhood in partnership with the Girls Who Code movement, the project aims to dispel the myth that technical specialties are exclusively the prerogative of men.
• #StayHome – a well-known hashtag urging to stay at home during quarantine.

By participating in such challenges or creating your own, you show (as a brand or blogger) that you are not indifferent to global problems. For companies, it’s a way to show target audiences that you share their values.

Conclusion

Most likely, the listed trends will not be the only ones in 2021. We are sure that Tik-Tok will delight us with new functions, which are still kept secret.

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