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TikTok Trends B2B and B2C Marketers Should Watch in 2022

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TikTok Trends B2B and B2C Marketers Should Watch in 2022


According to Hubspot Blog Research, 44% of marketers currently leverage TikTok.

As the short-form video platform continues to grow, some brands are struggling to figure out where they fit in. In fact, a 2022 report by InVideo shows that around 50% of brands like Google and IKEA still aren’t leveraging the platform.

In this article, we’ll cover the top TikTok trends at a brand marketing level, how to find trends on the platform, and tips for joining them.

Top TikTok Trends

1. More businesses are exploring the platform.

According to HubSpot Blog Research, TikTok is the number one platform marketers are increasing their investments in for 2022.

For a long time, businesses didn’t take TikTok seriously. They saw it as a platform for Gen-Z to make short, funny videos.

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However, when its popularity (and user growth) peaked in 2020, businesses gave it a second look.

Today, marketers say it’s the fourth most effective social media platform behind Instagram, FB, and YouTube. That puts it ahead of established platforms like Twitter and Pinterest.

What makes TikTok special is its ability to build community. In fact, 78% of users agree that the best brands on TikTok are ones that work together with users, according to TikTok’s 2021 “What’s Next” report.

The report also found 67% of users feel inspired to shop even when they weren’t originally planning to.

Brands are starting to realize that while users may first go on the platform for funny videos, they stay for the authenticity and community building – which are great pillars for brand loyalty.

2. TikTok users are consuming less of other content.

What would you do with your audience’s undivided attention?

According to Kantar research, 46% of users engage with content on the platform without any other distractions.

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More specifically, 41% of Gen Z TikTok users say they listen to fewer podcasts after joining TikTok and 33% say they watch less TV.

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This is an incredible opportunity for social media marketers to capitalize on this attention to reel in their audience and drive more engagement.

3. Sounds are more important than hashtags.

On no other social media platform does sound play such a pivotal role.

88% of people on TikTok report that the sound on the platform is central to the overall app experience, according to TikTok’s “What’s Next” report.

The report also revealed that sounds saw 47% higher video view rates on 2021 from the “For You” page when compared to hashtags.

Furthermore, Invideo’s TikTok Brand Marketing Report found that 80% of the top videos had music, with upbeat songs being the most popular TikTok music choice by far.

With this in mind, brands should prioritize the use of sounds when posting on the platform. While hashtags are effective in helping you reach your target audience, choosing the right sound will likely be more effective.

How to Find TikTok Trends

1. The “Discover” Tab

One of the best ways to find trends on Tiktok is through the “Discover” tab.

tiktok discover tab to find trends

On this tab, you can scroll through popular sounds, hashtags, and topics along with a preview of the top videos within the category.

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tiktok discover tab to find trends

You can also see how many videos fall within that category, which gives you an insight into which trends are rising and which ones have already blown up.

2. The “For You” Page

TikTok’s “For You” page is like Instagram’s Explore page. It looks different for every user based on the content they engage with the most.

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With that said, it’s also where trending topics make their rounds.

tiktok for you page to find trends

If a video has hundreds of thousands of likes or views, it’s worth digging a bit to see if it’s related to a particular trend. Your first step should be checking the sound, located on the bottom left corner of the video.

tiktok for you page

Once you click on it, you’ll see the name of the song, the number of videos that use it, and scroll to see the videos that feature it. With all this information, you’ll know how popular a sound is and how other users are leveraging it.

3. The “Search” Tab

TikTok’s search tab is another great way to discover new trends.

Before you start typing in the search bar, TikTok auto-populates suggested searches based on trending topics.

tiktok search bar to find trends

All you have to do is then click on relevant searches and see what videos have been created surrounding these topics.

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4. The #TrendAlert Hashtag

Now, let’s say you leverage all the strategies mentioned above and you’re still struggling to identify trends.

Well, there are a ton of users on TikTok who are already on top of it. All you have to do is follow them or the hashtag #TrendAlert.

@strategisewithcare #socialmediamanageruk #trendalert #contentcreatortips #smallbusinesstips_ #trendpredictions #trendingnow #tiktoktips #trendalert2022 #contentideas ♬ original sound – Betelgeusethestar

As shown in the video, you can leverage this hashtag to discover new trends and how to use them.

How to Do TikTok Trends

1. Jump in early.

The thing about trends is that they come and go very quickly. If you don’t jump in early, you might miss the boat altogether.

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So, as soon as you identify a TikTok trend you want to participate in, start brainstorming some ideas.

Keep in mind that you don’t need fancy videography to succeed on the platform. Often, all it takes is some creative thinking, good lighting, some lip-syncing skills, and a phone.

Authenticity is essential on a platform like TikTok. If you keep that at the forefront, your odds of success are that much higher.

2. Find a relatable angle.

On TikTok, you only have up to three minutes to make an impression but a good chunk of videos that go viral are 30 seconds or less.

This means you have a short ramp-up period to get viewers to stop and watch your video. One way to do this? Create relatable content.

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@thelipbar I mean… it’s hard to resist our #fastface makeup system 😍 #thelipbar #easymakeup #vegan #vegancosmetics #fyp #foryou ♬ original sound – Makayla

Think about the challenges your audience faces on a day-to-day. That’s a great place to get inspiration from.

You can also get inspired by your competitors and the content they’re creating.

3. Know when to bow out.

Every day, there’s a new TikTok trend.

With this in mind, not every trend is worth joining in. This could be because it doesn’t align with your brand voice and values, or because you missed the boat.

Whatever the reason, avoid joining trends long after they’ve peaked. At that point, users may be over the trend and actively avoid it. It can also make your brand seem out of touch.

TikTok trends are always evolving. If you leverage the tools mentioned here, you can join the trends as they happen and reach an ever-growing audience.

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How to Use Product Synonyms to Build Use Case Awareness & Scale SEO

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How to Use Product Synonyms to Build Use Case Awareness & Scale SEO

The author’s views are entirely his or her own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz.

Let’s move back in time to your third grade English class — lesson of the day: synonyms.

Synonyms (not to be confused with cinnamon) are words that have a similar or the same meaning as another word.

But, you already know this. What you might not know is how synonyms help you build use case awareness.

It all comes down to talking about your product in multiple ways, all of which are useful to your target audience. By expanding the ways you talk about your product, you attract more users, which in return scales your SEO strategy by giving you more relevant keywords to rank for (ideally even with high purchase intent – yes please!)

In fact, by finding and targeting product synonyms, you can even tap into a new unique selling point for your target market.

Let’s find out product-led SEO with synonyms can slingshot your growth forward.

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What is the value of synonyms for SEO?

First off, using synonyms is a common SEO best practice recommended by Google.

SEO guru and webmaster trend analyst, John Mueller, explains how synonyms work, particularly in connection with search intent and context:

…especially when you’re looking at something like ‘edit video’ versus ‘video editor,’ the expectations from the user side are a little bit different. On the one hand you want to edit a video. On the other hand you might want to download a video editor. And it seems very similar but… the things that the users want there are slightly different.”

So, when it comes to using product synonyms to scale your SEO strategy, the key is to align user search intent with a product use case that helps them.

I’d like to highlight how well this works not just for e-commerce, but also B2B, because those are the businesses that often struggle the most with low product-related search volume, making it seem like SEO just isn’t worth it. To add to that, there’s often a gap between what your audience calls your product and what you call it internally, so this strategy ensures both angles are covered.

Do this over and over again and not only will it expand your brand awareness, but it’ll also take a niche product with low search volume and turn it into a lead and sale generator — all from compounding hundreds of thousands of organic monthly searches (or more, depending on the topic).

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Let’s go over some examples.

Examples of product synonyms for SEO

A use case (or a roadmap for how your audience will interact with a product) is a fantastic way to apply product synonyms. If people learn how they can use your product, the more likely they’ll feel it’s relevant to them. The more detailed the use case, the more personal it feels to the reader.

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Examples of product synonyms in e-commerce

Product synonyms for e-commerce are pretty straightforward. For example, “occasionwear,” “wedding guest wear,” and “party wear” are all product synonyms that can be found as focus keywords at a made-to-order men’s suits store.

An online sport store may use synonyms such as “tennis shoes,” “sneakers,” and “trainers” to capture all target markets, for different levels of athletic wear.

Now let’s put it into practice.

What product synonyms would you use for “webcam” and “Bluetooth headphones”?

Maybe, “streaming camera,” “e-meeting camera,” or “Zoom camera”?

For Bluetooth headphones, what about “impermeable headphones” or “running headphones”?

It’s all about the use case that matches the same search intent.

Examples of product synonyms in B2B

In B2B, use cases become even more relevant, because one of the most common questions in the buying cycle is: “Is this truly relevant for my particular business?”

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Take a look at these phrases:

  • Conversational AI chatbot

  • Customer support automation

  • Product recommendation software

  • Omnichannel engagement platform

Even though these have vastly different use cases and are semantically different, the technology used produces the same outcome as what each phrase describes. In fact, it’s actually the exact same product (in this case a chatbot), only described with a different phrase. 

The trick in this particular example is to talk about how the main product, the chatbot, relates to all the above phrases. Rinse and repeat and now you’ve gone from a niche product with limited search volume to HubSpot level organic traffic — all of which is highly relevant for your target audience.

How to find & rank for product synonyms

Finding synonym opportunities for products requires a deep understanding of the market and the search behavior of buyer personas. In other words, learn what your audience wants and explain how your product gives them that in multiple ways.

Understand your product use cases

Let’s start with your product use cases. Where should you begin?

First, compile all related brand themes and then build topic clusters based on that.

Let’s say you sell eco-friendly swimsuits for all types of bodies and your topic clusters focus on eco-friendliness and swimsuits per body type. All topic cluster pages are connected to the central brand themes and your products, but talked about from different angles.

In B2B, it’s common to cluster product use cases by industry or method. For example, the “conversational AI chatbot” mentioned earlier might target e-commerce managers, while “customer support automation” is a use case aimed at customer success. In the same way, “product recommendation software” grabs attention from a product team and an “omnichannel engagement platform” captures the marketing team.

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With only these few keywords, we’ve described how nearly an entire business benefits from using a chatbot — sales here we come!

Benchmark competitors

Aside from generally making note of words that are being used on their website, it’s helpful to perform a competitor keyword gap analysis. This helps you determine words they’re ranking for that you aren’t (yet), which helps inspire new use cases.

Moz Pro dashboard for ranking keywords

Understand the language of your audience

Do some research to see how your target audience refers to your products in their own words. Often in B2B there is a big gap between their descriptions and yours. Take note of the words, phrases, and any other insights pertaining to the language being used.

Some places to poke around include Slack communities, social media (especially LinkedIn), and Reddit. Don’t shy away from in-person events, too! When you talk like your audience talks, you’ll resonate with them because your products are simple to understand. Walk their walk, and talk their talk!

Pro tip: Talk to your customers on a regular basis! Ask to set up a 15 minute feedback session and record it. It’ll bring you massive insights about how they talk about and use your product.

If your business is big on social media, then social monitoring and listening tools will be crucial for compiling lots of information quickly. Social monitoring obtains information that has already happened in the past, while social listening keeps an ear out for current conversations about your brand. Hootsuite offers an extensive social monitoring tool to “dive deep beneath the surface”, while Talkwalker offers social listening so you can keep up in real time.

Review People Also Ask and related searches

Google SERP features are a treasure trove of synonym opportunities. If you’re looking for “shoes”, you’ll probably see people are also searching for “sneakers”, “tennis shoes”, etc. You can use this feature to understand user search intent (which will help you find more aligned synonyms) and ensure you create the right type of content based on what’s already ranking.

The People Also Ask feature is similar to the “related searches” at the bottom of the SERP, and you can also use this to curate synonyms. 

Last but not least, utilize the auto-complete feature that suggests what you might type in the search bar:

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Google search for

Pro tip: Use AlsoAsked to dig a bit deeper into the People Also Ask questions from your potential consumers, and export the data graphically and in bulk. Answer all those questions and that’s a clear path toward SEO scalability!

Do keyword research

Without keyword research, creating your content and optimizing for SEO is like throwing spaghetti at a wall and hoping that it sticks. Use a keyword research tool like Moz to find keywords based on use cases. This ensures the keywords are relevant, have search volume, and have relatively low competition. For a more in-depth guide on keyword research, be sure to check out this guide!

Once you’ve finished keyword research, turn the semantically-related keyword groups into clusters to create individual content pieces for each cluster. 

Differentiate keyword placement based on your site structure

All websites have core product pages, so the exact match of high-purchase-intent keywords should go on those to maximize the potential for sales.

Product synonyms that are semantically unrelated, but still have a relevant use case, can go in an area like the blog, where you can explain them more thoroughly and then link back to your core product pages to incentivize conversions.

To go back to the chatbot example, “conversational AI chatbot” works best on an evergreen product page, while “product recommendation software” might make more sense in the blog, because you’ve got to give some explanation about how the two are connected.

Let us wrap this up with a quick recap

First off: why use product synonyms? Synonyms for SEO increase the relevancy of your product pages for a specific search query. At the same time, they can also help you scale out content strategies in the future, thus strengthening your SEO game and brand awareness.

But never forget, first you must understand your product use cases. How do your customers use your product? How do they describe it? Go deep into this process to get those granular details. Look around to see what language your customers are using, scope out your competitors for inspiration, and do some extensive keyword research. Review the People Also Ask feature and related searches to gather more information and ensure you differentiate your keyword placement based on your specific site structure.

Now you’ve got the basics of using product synonyms to build use case awareness. Class dismissed!

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