The TikTok Trends Digest: Bestie Check

Whether it's Batman & Robin, Tom & Jerry or Duolingo & Dua Lipa, we all love best friendships. On TikTok, we're seeing bestie content reach its peak, with a boost in videos featuring work BFFs, cute couples, unexpected duos and more.

This type of content showcases a relatable side of users' lives and helps foster feelings of companionship and connection among users and brands alike. Want to learn more about this trend and how your brand can leverage it to connect with audiences? Scroll down, besties!

Trend Signal Spotlight: Community-fuelled storytelling

Communities are at the heart of TikTok, with audiences revelling in the opportunity to showcase and witness realistic and relatable aspects of users' day-to-day lives. From tongue-in-check videos and origin stories to father-daughter bants and fortuitous everyday moments, bestie content offers another lens through which audiences can relate to each other. The celebration of friendship takes this connection to another level, enabling the platform to act as a digital window that informs and enhances relationships both on and offline.

This type of content takes many forms: we also saw it in Reesa Teesa's 'Who TF Did I Marry' series, with this intimate, gossip-type content making audiences feel like they're on FaceTime to their best friends.

Brands that participate in this type of community-fuelled storytelling add a more human element to their content by bringing an element of IRL connection to the digital sphere, thereby strengthening relationships with their audiences. Beauty brand Refy took this to the next level by taking members of its community on a branded trip to Mallorca – this real-life experience was then scaled and brought online to the platform where the rest of the community could participate and feel even more connected to the brand.

Brand take: How Glow For It leveraged TikTok trends

These examples of bestie content from beauty brand Glow For It perfectly shows how brands can showcase the real people behind their content with humour, grace and authenticity.

Why it works: Glow For It's videos focus on the human element of the brand, enabling them to really connect with users and build a loyal and committed audience.

Make TikTok trends your own

Here's how you can make these TikTok trends your own:

Game-changing resources are just a click away

Dive into our Creative Centre or the TikTok Creative Exchange to learn how to take your content further. And for more on how you can use trends to service full-funnel marketing objectives, sign up for our newsletter.

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