Based on first-hand data from the past year (October 2020-October 2021), a more comprehensive analysis of German site performance has been drawn, and categories that have grown significantly, categories that remain popular, and categories that are officially deemed worthy of special category of interest.

1. Automotive: Working towards a sustainable future

The development of the automotive industry often requires benchmarking the potential future needs of customers. With innovation as the core, automotive practitioners have been exploring future trends, and people always want to know where the road is.

This industry-wide foresight is also reflected on TikTok, where a variety of automotive trends continue to emerge, from existing designs to future concept cars and powertrain innovations.

In 2021, with climate change reaching another alarming level, the future of the automotive industry has become more prescient than ever. Perceptions of the category have also changed, with the current focus on making a green future a reality.

When choosing a car brand, most TikTok users believe sustainability is important. So while the “futuristic” content performed well, the more substantial and innovative content also sparked interest and drove further engagement. Professional brands in the industry entertain platform users with videos showcasing hybrid, electric and innovative concept vehicles, while there is also a lot of UGC content exploring personal vehicle ownership.

(Overall growth of automotive video in the past year)

In 2021, TikTok’s German user interest in the automotive category has grown strongly, with video views up 112% year-on-year and postings up 93%.

In addition to an increase in UGC and related video views, interactions with brands such as Smart, Ford, Hyundai, BMW, Mini and Mercedes also increased significantly. The bigger shift in this category is the growing focus on sustainability and electric vehicles, which underscores the significance of innovation without losing the fascination with all things new.

(Popular topics and corresponding views of automotive videos in the past year)

2. Food and Beverage: Be a healthy dieter

The platform is filled with content such as delicious food and drink making, cooked and freshly served from all corners of the diverse community. Discovery is a key factor behind the category’s popularity, with users craving inspiration and ingenuity and always ready to learn something new.

While the love of binge eating is “addictive” in food and beverages, we’re also seeing strong growth in content that supports easy recipes and healthy eating.

TikTok users flock to the platform to find new recipes and look to creators who can combine convenience, new flavors and freshness.

(Overall growth of food and beverage videos in the past year)

TikTok has grown in both monthly active users and time spent online. As an integral part of life and an area of interest for various sub-communities, the amount of food and drink video content is also growing. We saw a 114% year-over-year increase in video views and a 59% year-over-year increase in postings.

By 2021, we have seen different trends emerge in either category, including food and beverages also making their way into local markets. This has real implications for German brands and their products, as the local community is more eager than ever to capture these market trends.

(Popular topics and corresponding views of food and beverage videos in the past year)

3. Clothing accessories: let fashion flow

In 2021, the fashion concept of fluidity comes to life in many ways in the German fashion category on TikTok. The platform’s diverse community has no traditional constraints on fashion and self-expression, only limitless opportunities. We’ve seen a lot of fashion trends – everything from a mix of luxury, vintage, mass-market or DIY pieces, to flashbacks to 2000s fashion trends and gender-fluid style expressions.

The way to be a part of the fashion industry has also become more fluid, with users becoming creators and creators becoming fashion models and brand identity of all types. Brands are increasingly partnering with talent in their communities to express creativity and engage with them more meaningfully. TikTok users, creators and brands on the platform have literally reinvented what it means to be in fashion.

The fashion world has become more accessible on TikTok. Top-down communication is a thing of the past. Fashion is open and everyone can discover, participate and be inspired.

(Overall growth of clothing and accessories videos in the past year)

Fashion has grown into a content category on TikTok. On the one hand, the overall user base of the platform is expanding, and on the other hand, the interests of the platform community are diversifying. In Germany, we saw a 96% year-over-year increase in overall video views in the apparel and accessories category and a 66% increase in video postings.

The fluidity of fashion content and identity, and the combination of fashion trends break down the barriers of traditional fashion, allowing everyone to express their true self. Only when brands truly understand this shift will they be able to understand how to steer their audiences and get the desired marketing results.

(Top topics and corresponding views of clothing accessories videos in the past year)

4. Travel: discover new unknowns and explore new adventures

TikTok has spawned a new generation of local tour guides keen to discover unknown places in their homeland. From aspiring dreamers to seasoned locals, they show the world their expertise and the fun of their destination through authentic content.

TikTok is a travel content hub full of inspiration and useful information, where traditional travel content is reimagined as a TikTok trend. Travel content has grown rapidly as people around the world continue to share their experiences and find inspiration for their next adventure.

The desire to travel is stronger than ever.

According to a study by Booking.com, 66% of travelers surveyed globally believe that the past year’s coronavirus lockdown has made them more eager to travel.

(Overall growth of travel videos in the past year)

Last year, travel video views on TikTok in Germany increased by 140%, and the number of travel video postings increased by 106%. This shows that TikTok has become a travel destination for people to get travel inspiration!

Sustainable travel has grown in popularity among communities during the pandemic. Consumers are not only looking for sustainable ways to travel, but also brands that focus on sustainability. Domestic travel is also still popular, even more so than it was before the pandemic, with more people now interested in exploring the country they live in.

(Popular topics of travel videos in the past year and the corresponding number of views)

5. News and entertainment: the future of information

TikTok is full of joyous content that lifts the mood and spirit of its users. Community users are constantly sharing ideas, opinions, and sharing experiences with each other in various categories.

Platforms inspire creativity among users and creators.

In 2021, more serious educational topics, local community news, and global daily news coverage have all increased. But even these topics aren’t necessarily TikTok-related, if that’s not already entertaining and engaging. The creativity of users, brands and broadcasters is unrestricted, delivering messages in a fun TikTok-native way.

Thanks to its platform creativity and unique community vibe, TikTok has reached new heights of popularity by taking the combination of entertainment and education to a new level.

The educational and entertaining content on TikTok also comes from brands, creators and users, sparking interest and engagement in serious topics. Compared with other sections of the platform, the educational and entertaining news and entertainment videos provide a space for brands and people to express themselves and interact with the whole community.

(Overall growth of news and entertainment videos in the past year)

Although entertainment is still at the core of TikTok. But in 2021, news and educational content across different categories has grown significantly, with video views up 148% year-on-year and video postings up 69% year-on-year.

The platform is fun-centric, dull and boring. More and more “serious” brands and topics are emerging on the platform and connecting with the heightened curiosity of users.

(Popular topics of news and entertainment videos in the past year and the corresponding number of views)

(Source of screenshots in the text: TikTok Creative Center)