In the ever-evolving world of social media marketing, TikTok has emerged as a dominant platform for short-form video content. With its massive user base and viral potential, TikTok presents a unique opportunity for content creators, businesses, and entrepreneurs to reach and engage with a wide audience. However, to achieve success on this platform, one must navigate the delicate balance between riding the wave of trending content and creating original, standout content. In this blog post, we will delve into the secrets of TikTok marketing, exploring the dynamics between trending content and original content, and providing insights into how to leverage both effectively.

The Importance of Short-Form Video Content

Before we dive into the specifics, let’s first understand why short-form video content holds such significance in the realm of content marketing. With attention spans getting shorter and users’ desire for quick and easily digestible content growing, short-form videos offer a powerful way to captivate and engage an audience. Platforms like TikTok have capitalized on this trend by providing an immersive and addictive experience where users can consume an endless stream of bite-sized videos. Now, let’s uncover the secrets of TikTok marketing by exploring the debate between trending content and original content.

Trending Content: Harnessing the Power of Trends

Trends on TikTok are a force to be reckoned with. They possess the ability to propel your content to new heights and attract a broader audience. When we refer to trending content, we are specifically discussing trends with a sound or action that users incorporate into their videos. These trends are often characterized by short sounds, ranging from dialogue snippets to catchy melodies. By utilizing these trending sounds and adding your unique twist to them, you can make your content relevant and participatory. There are several advantages to embracing trending content:

  • Growth and Discoverability: Trends are a powerful way to attract new followers and expand your reach. By aligning with popular trends, you tap into a vast audience actively searching for and engaging with that particular trend.
  • Personality Showcase: TikTok’s culture encourages authenticity and showcases your personality. Embracing trends gives you the opportunity to infuse your content with a lighthearted, playful side, allowing your audience to connect with you on a more personal level.
  • Relatability: One of the key tenets of successful marketing is relatability. By participating in trends, you can create content that resonates with your audience’s experiences, making them feel seen and understood. This connection builds a stronger bond and increases the likelihood of continued engagement.
  • Strategic Promotion: Strategic use of trends can help promote your products, offers, or events. By creatively integrating your brand message into trendy content, you can effectively capture your audience’s attention and persuade them to take action.

Original Content: The Power of Unique Perspectives

While trending content may be enticing, it is essential not to overlook the value of original content on TikTok. Original content refers to content that stems from your own ideas and unique voice. Creating content that stands out and breaks away from the crowd is crucial for long-term success. Here’s why original content matters:

  • Innovation and Creativity: All trends originate from original ideas. By focusing on creating original content, you have the power to innovate and contribute to the ever-evolving landscape of TikTok trends. This creativity sets you apart from competitors and attracts attention from users seeking fresh and exciting content.
  • Establishing Authority: Original content helps establish your authority and expertise in your niche. By providing valuable, informative, or entertaining content that is unique to your perspective, you position yourself as a thought leader and a go-to source for your audience.
  • Building Series and Momentum: Original content lends itself well to creating series, where you delve deep into a particular topic or subject. By delivering juicy, high-quality content in a series format, you keep your audience engaged and eager for more.
  • Balance and Consistency: It is crucial to strike the right balance between trending content and original content. Overreliance on trends or solely focusing on original content can have unintended consequences. Strive for a content strategy that incorporates both elements to maintain authenticity, boost engagement, and prevent your profile from becoming one-dimensional.

The Art of Balance

Finding the perfect balance between trending content and original content is crucial for success on TikTok. Striking this balance will vary depending on your goals, niche, and target audience. Here are some actionable tips to help you achieve the ideal equilibrium:

  • Define Your Strategy: Understand your brand, your target audience, and your objectives. Determine how much emphasis you want to place on trending content versus original content.
  • Participate Intentionally: Do not blindly follow every trend that surfaces on TikTok. Be selective and purposeful in embracing trends that align with your brand and resonate with your audience.
  • Showcase Your Unique Perspective: Even when participating in trends, infuse your content with your unique voice and perspective. Be consistent in your brand identity, ensuring that viewers recognize you amidst the crowd.
  • Experiment and Innovate: Push the boundaries of original content by experimenting with various formats, styles, and approaches. Keep your finger on the pulse of emerging trends, ready to add your creative touch to the next big thing.
  • Stay Authentic: While it is essential to adapt to trends and tap into their potential, never sacrifice your authenticity. Stay true to your brand values and ensure that trending content aligns with your overall content strategy.


TikTok marketing offers vast opportunities for content creators, businesses, and entrepreneurs, but harnessing its power requires navigating the dynamics between trending content and original content. Both elements hold significant value and serve different purposes within your content strategy. Understanding the intricacies and finding the right balance is key to success on TikTok.

Remember, trends attract attention, grow your audience, and provide a platform to showcase your personality. However, original content is the foundation of innovation, consistency, and establishing your authority. By embracing both aspects, you can leverage the power of TikTok marketing to captivate and engage your audience, ultimately driving success for your brand or business. So, hop on board the TikTok bandwagon, embrace the trends, while maintaining your unique voice and perspective, and unlock the full potential of this vibrant platform.

About Wave Wyld

Wave Wyld is a TikTok marketing and trends expert featured in places like Business Insider, The Guardian, Yahoo News, Yahoo Finance, and Bloomberg. She also helps out businesses to help make them grow and make more impact through the power of short form video content.

Wave Wyld is a video marketing expert who shares best practices for increasing viewership and building an audience. With their expertise in video marketing strategies, Wave Wyld aims to empower others with the knowledge and tools needed to succeed in the digital realm.