25 June 2024

Trending on TikTok: Micro Communities

0 min read
Trending on TikTok: Micro Communities
Ashley  HynesWritten ByAshley Hynes

Ashley is an independent contractor at Propeller, responsible for supporting the Project and Account Management teams with client work.

With over 1 billion videos being viewed on TikTok every day, it’s no wonder brands are flocking to the social media app to expand their customer base. A study in November 2023 found that there are more than 500 million businesses and countless small businesses available on the platform.

Captivating billions of users with original content ranging from dance challenges, food and recipe videos, travel tips, and more, there is truly a niche for every viewer. Or should we say micro community? In this article, Propeller discusses the rise of micro communities on TikTok and how they can be leveraged for brand domination on the platform. 

The Rise of Micro Communities

A fairly recent development on Tik Tok is something known as micro communities. These are groups of highly engaged users who create and consume content focused around a specific theme or niche. There are thousands of micro communities across TikTok, with more popping up in every different industry and area daily. Some of these micro communities include MoneyTok: focusing on financial advice and tips, DIYTok: dedicated to DIY projects and hacks and BookTok: highlighting top books and literature. There are also a large number of broader categories across Tik Tok such as dance, cooking, beauty and makeup, travel & sports, and health and fitness and more that encompass many different micro-communities within their broader community such as YogaTok, SoloTravelTok, and VeganTok.

Why Niche Communities Matter for Brands

So what makes micro communities important? They present a massive marketing opportunity for brands by allowing companies to gain a deeper insight into user behaviour and emerging trends. All the while providing brands the means to connect with their target audience or ideal consumers on a much more personal level.

How Can Brands Leverage These Niche Communities

Companies can leverage these niche audiences and communities by utilising the following 3 tips and tricks.

1)    Firstly, brands can use micro communities to hone in on their target audience or ideal consumer and target them with a laser like focus. By understanding these micro communities and the users that participate in and are a part of them, brands will be better able to identify the interests and pain points of their ideal consumers and tailor their messaging and content directly to their needs

2)    Secondly, brands can take this knowledge and information and use it to craft content that resonates with and engages their target audience. Researching relevant hashtags within the micro community to ensure increased discoverability and personalised content will allow brands to remain on top.

3)    Finally, brands can capitalise on emerging trends and ideas within these micro communities. Additionally, within these micro communities brands may also be able to identify and partner with micro influencers to help create UGC, strengthen their bond and ties with consumers, and engage your target audience.

The Power of Connection

Micro communities offer brands something truly special – the power of connection. By engaging with comments, participating in challenges, and responding to trends, you can build genuine relationships with your target audience. This fosters a sense of community and loyalty, turning viewers into brand advocates.

While you may be reaching a smaller audience, these consumers are more likely to be highly engaged and interested in what your brand may have to offer.

In summary…

This is your sign to ditch the traditional marketing playbook and dive headfirst into the vibrant world of TikTok and its lucrative trends. Embrace the micro-communities, unleash your creativity, and forge authentic connections. After all, in the age of TikTok, it’s not just about the product – it’s about building a community around your brand.

Need help with content creation or strategy? Contact us today and see how Propeller can help.


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