Based on the first-hand data of the past year, it draws a more comprehensive analysis of the performance of the European market, and lists the video categories that have grown significantly on the platform and the categories that officials consider to be worthy of special attention.

1. Clothing accessories: make full use of wardrobe space

TikTok users seek authenticity, and they recognize the importance of making a positive impression on the platform.

The platform has also expanded into an open encyclopedia where users can share tips and experiences for reusing old clothing and giving their clothes a new lease of life, shopping in a more sustainable way, and most importantly, through clothing Improve your sense of self.

Concepts such as #BonPlan in France or #Sweing in Europe were born out of the perception that updating the wardrobe doesn’t have to be expensive.

It’s no coincidence that this ideological innovation happened on TikTok, because the platform itself pursues sustainability and experimentation, and also has a strong sense of breaking stereotypes. Users in the TikTok community look out for each other, respect each other, and are more inclined to show support for creators and their content. This sense of community giving creators a certain level of authority and trust is one of the reasons the platform is so unique. Brands also recognize the importance of making a positive impression on the community and increase their brand value by offering help. For example, reward users of this channel audience with specific shopping offers.

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

The clothing accessories category has been one of the platform’s users’ favorites over the past year, with a 107% increase in video views.

On TikTok, people are actively engaging in conversations and eager to share content, which also led to a 76% increase in video creation. As far as the more popular topics in the category are concerned, the items and product reviews that users like bring the brand to life.

(Top topics and views of clothing accessories videos on TikTok Europe in the past year)

Case Analysis

Brands need to leverage the credibility and creativity of platforms and creators to rethink new ways to promote their flagship products and share new content, such as behind-the-scenes revelations. These video formats also illustrate how brands can unleash the limitless possibilities of their products. The #TikTokMadeMeBuyIt phenomenon has helped all kinds of products move into new marketing channels: from books to jeans to countless others. People can even see #TikTokMadeMeBuyIt signs in stores, thinking it’s a symbol of quality and brand credibility. That’s why brands should leverage TikTok’s platform tools and ecosystem to tell their stories and keep resonating with their audiences.

2. Beauty and personal care: the collision of beauty and health

On TikTok, the concepts of beauty and health go hand in hand. It is no coincidence that in the field of beauty and personal care, rejecting the traditional standards and norms of the past, this platform recreates the positivity, diversity and inclusiveness of today’s appearance aesthetics and continues to break down stereotypes.

In addition, people have been quarantined at home for a longer period of time in the past year, and the makeup and skin care procedures have also been enriched and improved through new rituals and new products, creating unprecedented business opportunities for the market. TikTok plays an important role in brand discovery.

Products go through the ” For You” page, while creators create and spread trends by creating authentic connections with their followers. Trends emerging on the platform are even reflected in the marketplace beyond the boundaries of TikTok, ultimately helping to shape and define new cultural trends.

Beauty products in #TikTokMadeMeBuyIt are often out of stock due to platform traffic, such as Peter Thomas Roth’s and Maybelline’s Sky High mascara.

(Overall growth of beauty and personal care videos on TikTok Europe in the past year)

Over the past year, video viewing has increased by 94% year-on-year, while user engagement has also increased, and video creation has increased by 41%.

Popular topics include articles users like, hair tutorials, and product reviews. Hair care as the protagonist is favored. Meanwhile, hair care isn’t just limited to beauty tips, and we’re also seeing a lot of experimental content inspiring TikTok users to be who they are and unleash their creativity. In addition to hair care, nail care and fragrance are also popular categories.

(Top topics and views of beauty and personal care videos on TikTok Europe in the past year)

Beauty and personal care videos will continue to grow in 2021 and take on new meanings, especially as a highlight of authenticity. The success of this category is largely due to the acceptance of its community users. On TikTok, users have a safe space to express their true selves without being judged, daring to drive new topics, which helps normalize their differences. The two key points of creativity and self-expression are highly reflected in the beauty care category, and people find that being themselves brings confidence.

Brands can leverage different types of content to connect with their audiences in different ways. In addition, creators and industry insiders can also be the authoritative voice for brand recommendations.

3. Tourism: Discover the unknown journey around you

Whether traveling domestically or internationally, with TikTok’s steady stream of travel videos still stimulating users’ senses, people are increasingly eager to travel again and share experiences with each other.

(Overall growth of travel videos on TikTok Europe in the past year)

TikTok’s monthly active users and time spent online on the platform are growing. As an indispensable and important part of life, the content of tourism continues to grow. In the past year, TikTok has seen a 160% increase in videos produced in the travel vertical, showing how inspiring the platform’s travel community is for users.

The two hashtags #soundofnature and #cottagecore have also gained a lot of attention on TikTok. During the epidemic, as people pay more and more attention to the importance of the earth and climate change, sustainable travel has become more and more frequently mentioned by users.

(Travel topics and views on TikTok Europe in the past year)

4. Food & Beverages: Food Trends

TikTok users share recipes, exchange tips, and impart habits and experiences with one another. Platforms have found that recommendations play a vital role in the popularity of such content. TikTok users always want to learn something new, easily recreate it and apply it to their lives.

TikTok has truly reshaped the food and beverage category with community trends. We’ve seen supermarkets put together product portfolios based on popular TikTok recipes, and restaurants adjust their marketing and products to satisfy user cravings.

(Overall growth of food and drink videos on TikTok Europe in the past year)

TikTok’s monthly active users and time spent online on the platform are growing. As an integral part of life, the number of videos of food content has grown, spanning various sub-communities. We saw a 106% year-on-year increase in video views and a 56% year-on-year increase in releases in key EU markets.

The TikTok trend is now also increasingly spreading to all corners of the EU market. This shows that the platform’s local community is more eager than ever to capture new food trends and create their own variations using local brands and products.

(Hot topics and views of food and beverages on TikTok Europe in the past year)

A brand’s trend perception should be “always on,” capitalizing on key trends in a timely manner, placing the brand at the center of people’s memory, and making it easier for brands and products to be top of mind for consumers. Brands that follow food trends at the right time are more likely to be praised and welcomed by users. At the same time, collaborating with creators can also help expand and sustain local trends and enhance the relevance of their products in their local communities.

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