TikTok, the social video app launched in 2016, has taken the world by storm, especially in the United States. With its rise to popularity, it’s become a pivotal platform for businesses to tap into, especially when targeting the Gen Z demographic. As of 2022, approximately 41% of users in the U.S. engaged with TikTok, with a staggering 67% of users aged 18 to 19 on the platform [1]. So let’s look at some Gen Z Tik Tok Trends.


Understanding Gen Z

Why Gen Z Loves TikTok

Gen Z, a generation known for its values, behaviors, and preferences, has found a home on TikTok. The platform’s short-form video content, coupled with its algorithm that caters to individual preferences, resonates deeply with this demographic. But why?

  • Instant Gratification: Gen Z has grown up in a digital age where information is at their fingertips. TikTok’s quick videos provide instant entertainment or knowledge.
  • Creative Expression: The platform offers a space for Gen Z to express themselves, be it through dance, art, or other forms of content.


Top Gen Z TikTok Trends

Viral Challenges and Their Impact

From dance challenges to viral pranks, TikTok is the birthplace of many internet trends. These challenges offer businesses a unique opportunity to engage with a vast audience in a fun and interactive way.


Music and Dance Trends

Music is the heartbeat of TikTok. Leveraging popular songs or creating brand-specific jingles can catapult a business into TikTok fame.


Niche Communities

From #BookTok to #StudyTok, niche communities thrive on TikTok. For businesses, this means a chance to target specific audiences with tailored content.


Aesthetic Trends

Cottagecore, Dark Academia, and other aesthetics have found their spotlight on TikTok. Brands can tap into these trends to appeal to specific segments of the Gen Z population.


Brands Winning on TikTok

Success Stories

Several brands have successfully harnessed the power of TikTok to engage with Gen Z. By leveraging trends, collaborating with influencers, or even starting their own challenges, these brands have seen significant growth in engagement and sales.


Strategies for Success

The key lies in authenticity, understanding the platform’s unique culture, and being willing to take risks.


Tips for Brands and Creators

  • The Power of Authenticity: Gen Z values authenticity. Brands that are genuine in their approach are more likely to resonate with this audience.
  • Collaboration is Key: Working with TikTok influencers can help brands reach a wider audience. These influencers understand the platform and can guide brands in creating engaging content.
  • Stay Updated: TikTok trends change rapidly. Brands need to stay updated to remain relevant.


Challenges and Considerations

  • The Fast-Paced Nature of TikTok: While the rapid pace of TikTok can be a boon, it’s also a challenge. Trends come and go quickly, and brands need to be agile to keep up.
  • Content Appropriateness: Brands need to be mindful of the content they create or endorse, ensuring it aligns with their values and is appropriate for the platform.



TikTok is more than just a passing trend; it’s a cultural phenomenon, especially among Gen Z. For American small business owners, understanding and leveraging Gen Z TikTok trends can be the key to unlocking a vast and engaged audience. The future is digital, and TikTok is leading the way.



[1] Statista, Distribution of TikTok users in the United States in 2022 by age group:

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