Four ways the TikTok community is reimagining entertainment

Entertainment used to be a one-way street. We sat in front of screens, taking things in from behind an unbroken fourth wall. The story only went one way, with one main character and one ending.

But entertainment has been undergoing a major shift. On TikTok, we've moved into a new dimension, where being part of the show is part of the fun. Anyone can step into any story and sprinkle in their own magic. Plot twists and deviations are welcome—the more offbeat, the better.

Led by a thriving and diverse global community of creators, entertainment has found a new home on TikTok, fueled by sound, colour, creativity and joy. Thanks to the uplifting and supportive nature of the community, 3 in 4 users say that TikTok is a place where people can express themselves openly.¹ And thanks to a range of in-app editing tools and effects, TikTok users are limited only by their imaginations.

Let's take a dive into four major ways that TikTok users have been rewriting what entertainment looks and feels like. We'll look at their impact on storytelling, music, food, and the phenomenon of "satisfying" content. We'll hear from content creators and business owners that found their niche by sharing glimpses into their worlds, and also share some tips for making a home for your brand in this new entertainment space.

Grab your popcorn and let's explore! 🍿

1. Everyone's the main character🕺

TikTok users love finding creative ways to share true life experiences,ideas and reenactments — the more lo-fi, the better. These small windows into other people's joyful moments are realer than reality TV.

Sometimes it's as simple as someone sitting at home, sharing a story or opinion as though on a video call to a friend. Other times you'll see dramatic reenactments of real-life events, brought to life with low-effort props and costumes (a towel on the head is a widely-accepted stand-in for a wig). Random thoughts and relatable experiences are acted out as micro-sitcoms.

Creativity and humour are valued over polished execution, and the Green Screen effect provides endless backdrops to the storytelling.

Meet @yourboymoyo

Known for his casually comedic, think-out-loud style of videos, Moyo is a creator with 1.5 million followers on TikTok. He first downloaded the app out of curiosity when he was bored during lockdown. He wasn't expecting to spend much time on it—let alone for it to become his career—but his sense of humour resonated with the community, and soon he was a top creator with a growing community of fans.

Moyo's breakout viral video was a simple thought that he had:How terrifying is it that we only know 5 percent of what's in the ocean?Using the in-app Green Screen feature to showcase his web searches of deep-sea creatures to hilarious effect, the video struck a relatable chord with viewers, racking up over 15 million views, and launching him into the spotlight as a creator.

Watch the video to hear about Moyo's experience, and what makes TikTok different to any other platform he's used.

Storytelling For Business

Think about how to make content interactive: whether it's responding to someone else's TikTok, or deciding what to post, remember that interaction maximizes your mileage. And don't take it too seriously—silliness thrives on TikTok. It's a safe space to be goofy and spontaneous.

• Stuck for ideas? Check out our 6 storytelling frameworks to get started.

2. The whole world has turned up the volume 🔈

On TikTok, music is a living, breathing, organic thing: you might hum a tune or rap a few bars, and wake up the next day to a chart-worthy backing track.Everyone's invited to the party, and there's no limit to the directions a piece of music can take. With endless creative collaborations come endless possibilities.

The #ForYou Playlist 

Fueled by TikTok trends, these hot new tracks shot to the top of the charts. Click each link to explore how the community has used these sounds!

•  Beggin' - Måneskin- 10.2M videos

• Stay - The Kid LAROI & Justin Bieber- 8.6M videos

• The Magic Bomb - Hoàng Read- 5.9M videos

• Own Brand Freestyle - FelixThe1st- 5.6M videos

• Alors on Danse - Stromae- 4.9M videos

• Kiss Me More (feat. SZA) - Doja Cat- 2.4M videos

• good 4 u - Olivia Rodrigo- 2.3M videos

• TWINNEM - Coi Leray- 2.3M videos

• Montero - Lil Nas X - 2.2M videos

• Just for Me - PinkPantheress- 2.1M videos

• abcdefu- GAYLE - 1.9M videos

Golden Oldies 

Not only focused on what's new, the TikTok community has unearthed these older gems for the world to enjoy again.

• Rasputin - Boney M.[1978]

• Da Ya Think I'm Sexy? - Rod Stewart [1978]

• Dreams - Fleetwood Mac [1977]

• Oh No - Kreepa [The Shangri-La's, 1965]

• Bongo cha-cha-cha - Caterina Valente  [1960]

• Put Your Head on My Shoulder - Giulia Di Nicolantonio[Paul Anka, 1959]

• Wellerman - Nathan Evans [1860–1870]

Sound For Business

Sound is a crucial part of your marketing toolkit—don't underestimate or underuse it! The speed at which sound travels on TikTok means that a catchy tune or a meme-able soundtrack has the power to put your brand in front of a much bigger audience and become part of culture.

• Explore royalty-free tracks for commercial use in our Audio Library

3. We find joy in #oddlysatisfying places✨

You may think entertainment is all about storytelling, and you'd be almost right. But you'd be leaving out a crucial—and wildly popular—genre of content, where the narrative arc is not even invited to the party. We're talking about the phenomenon of "oddly satisfying" content. It existed before, but on TikTok it has taken on a new life.

This content comprises sounds, visual stimuli and sensory experiences that come together just right. It can range from the slightly mundane—like colors mixing in a can of paint—to the slightly absurd, like the sizzle of hot lava pouring onto a steak or smooth, frictionless slices through a block of foam. Cleaning is a popular genre, in particular pools and carpets. Similarly, #fridgeorganizationwas the breakout kitchen trend of 2021—with 4.7 million views in the first week of 2021, it reached a peak of 22 million views by August.²

Satisfy your curiosity

Want to know what all the fuss is about? Sit back, relax, and enjoy the strangely satisfying videos on these popular hashtags:

#oddlysatisfying- 56B views

#asmr- 239B views

#satisfying- 182B views

#relax- 21B views

#satisfyingsounds- 3.2B views

Meet @goldrushvinyl

Taking root in an effort to satisfy the viewer's ears, eyes, and brain, satisfying content has come alive and taken off through TikTok's sound-on short-video format.

Gold Rush Vinyl is a woman-owned vinyl record pressing plant in Austin, Texas. Raising the bar for the industry, GRV creates high-quality and consumer-focused records with the fastest turnaround time on the market.

Founder and CEO Caren Kelleher was looking for a new way to expose her small business to bigger channels and clients.

Marketing intern Grace understood the assignment: play to the colors, sounds and textures—the #satisfying and #asmr aspects—of vinyl pressing.

"Welcome to Vinyl Pressing TikTok," Grace captioned the first video. "Stay as long as you like." It was a hit, and subsequent videos showing the vinyl-pressing process crossed the million-view mark and put this small business on the map around the world.

Watch the video to hear Caren and Grace's perspectives on building a community for their business on TikTok.

Satisfying For Business

Sometimes it pays to think outside the box. Take a look at your product or business through fresh eyes: are there colors, sounds, or behind-the-scenes processes that could give viewers that oddly-satisfied feeling?

• Don't think you need colorful vinyl beads to succeed—your business might be more interesting than you think! The TikTok community has been know to flock to videos of jewelry submerged in cleaning fluid, carpet being repaired, and even fake tan being exfoliated.

3. #FoodTok is the cooking show you can taste 🌮

We used to watch shows to see people cook. Now anyone can be part of the show. Tune in and start channel-surfing: see a tasty-looking recipe? You're only taps away from posting your own rendition.

In fact, the TikTok community's drive to participate is so strong—and the pull of viral recipes so irresistible—that the impact can be felt in grocery stores around the world. Had trouble finding feta cheese earlier this year? You're not alone—one viral recipe reportedly led to shortages around the world as TikTok users rushed out to buy and try.

More recently, a video featuring a simple leftover lunch took TikTok by storm and made #salmonrice the recipe du jour. The video has racked up 80 million views and counting, spawning variations from TikTok users to suit every taste—including plenty of versions without salmon and without rice.

The TikTok Cookbook

Explore the videos on a hashtag to see how different users interpreted each recipe—you're bound to find a version you love!

#tortillatrend- 4.7B views

#pancakecereal- 1.6B views

#fetapasta- 1.1B views

#pastachips - 1B views

#bakedoats - 968M views

#naturescereal- 940M views

#salmonrice - 791M views

#pestoeggs - 240M views

Meet @izolas

Glenn and Lori Poole are the proud owners of Izola's, a southern soul food kitchen located in Hinesville, Georgia.

After being introduced to TikTok by their son in December 2019, the pair began posting videos of the hearty food available in the buffet-style restaurant. A video of a staff member introducing the dishes on offer that day reached 900,000 views on TikTok and caught the attention of the Atlanta Journal-Constitution, a major news station in the area. 

From there, Izola's fanbase snowballed to over 100,000 followers on TikTok. People began traveling from all over just to try their famed cooking—and TikTok users from all over the world commented that they wished they could travel to the restaurant. 

For a small-town eatery to reach a global audience through their shared love of food was a testament to the power of TikTok for connecting communities and celebrating authenticity.

Watch the video to hear about Glenn and Lori's experience in their own words. 

Food For Business

If you're in the F&B space, you're in luck. While TikTok may be more closely associated with music consumption, there’s a huge appetite for food and recipe-style content, which has the potential to be more impactful than traditional food TV due to the interactive nature of the app. The TikTok community loves to watch food made up close and enjoyed, and to pick up tips along the way.

• Try adding a fun voiceover to a dish or recipe, and encourage viewers to use the sound to post their own versions. You can add voiceovers in the TikTok app after filming your video—just tap the Voiceover 🎙button on the right hand of the editing screen.

Entertain and be entertained

For users and brands alike, TikTok's community represents a joyful place to discover and be discovered. Nielsen found that users feel energized, motivated, confident and entertained when spending time on TikTok.¹ In another study from Kantar, 7 out of 10 respondents agreed that ads on TikTok are enjoyable.³

By exploring trending hashtags and sounds on TikTok, you can get a sense of emerging trends—and carve out a niche for your brand with entertainment that connects. 📺

Sources

1. Nielsen Authenticity Study (2020), commissioned by TikTok

2. TikTok Internal Data

3. Kantar Ad Performance Study (2021), commissioned by TikTok