With a 4% increase in Canadian users over the past year (from 27% in 2022 to 31% in 2023), TikTok shows the strongest growth among major web platforms. Its appeal is not limited to Generation Z (60% have an account), as revealed by the DGTL report from Léger, which showed significant interest from Millennials (45%) and Generation X (22%). We asked Jessica Bolduc, social media manager, to break down the latest content trends on TikTok.
- The “Double Life” Trend
Let’s start with the most recent trend, linked to the release of Despicable Me 4. Set to the song Double Life, the trend asks, “Who will you be tonight?” referencing Gru’s dual identity (villain at night, exemplary father by day).
“This trend invites TikTokers to reveal their ‘true identity’ behind their social media profiles,” Jessica Bolduc explains, noting that the hashtag #DoubleLife is commonly used.
- The “POV” (Point of View)
This trend is humorous and revolves around the initial setup of the “point of view” in a video. It can be compared to an improv scenario, like “POV: me receiving a gift I didn’t ask for” or “POV: someone waiting for the bus in -20 degrees.”
The person filming then acts out the situation. “POV has been trending for months and will likely continue to be popular,” predicts Jessica Bolduc.
- The “GRWM” (Get Ready With Me)
GRWM videos are used by TikTok or Instagram users to discuss a topic while going through their morning routine.
“The videos are set in a comedic tone,” says Bolduc. “Creators humorously apply makeup, claiming they’re in a rush but still want to talk to their audience.”
- Challenges
Challenges of all kinds remain popular on TikTok.
“From dance, cooking, or user interaction challenges, they’re still trending,” notes Bolduc. “However, some dangerous challenges have also emerged, highlighting the importance of educating young users.”
- Pop Culture-Inspired Trends
Many trends are sparked by popular audio clips from movies or TV series, as seen with Double Life. “We can expect similar trends with upcoming popular content on Netflix,” says Bolduc, mentioning Emily in Paris and Wednesday, which are expected to inspire new trends when their next seasons release.
Virality Isn’t the Only Goal
As a social media manager, Jessica Bolduc stresses that brands don’t need to follow trends at all costs.
“There’s no point in having 10,000 followers who are mostly 30-year-old men from Australia if my target audience is 25-year-old women from Quebec,” Bolduc illustrates. “Brands must consider factors like audience fit and ask themselves: will this trend resonate with my audience or potential clients? If the answer is no, it’s best to skip that type of content.”
