TikTok

Why TikTok’s Feel-good Content is Trending Right Now


By Kelsey Docherty

Published June 24, 2020

6 minute read

Feel-good content is filling up For You pages on TikTok and we’re loving it! But how can brands get involved in creating satisfyingly “too-good-to-watch-once” videos on the viral app? We chatted with Kelsey Docherty, TikTok brand consultant, aficionado, and video content pro to share her insights on the latest funny, satisfying, and all-around joyful trends

Feel-good content is filling up For You pages on TikTok and we’re loving it! But how can brands get involved in creating satisfyingly “too-good-to-watch-once” videos on the viral app?

We chatted with Kelsey Docherty, TikTok brand consultant, aficionado, and video content pro to share her insights on the latest funny, satisfying, and all-around joyful trends we’re seeing on the app this week

Stemming from Kelsey’s trend-watch series, TikTok Thursdays on Instagram, we’re going to check out what kind of content is making people smile and dive into how easy it is for your brand to try them out.

TikTok Trends Overview of the Week

As we learned last week, trending TikTok content is a reflection of current events, social movements, and generally speaking, what is going on in the world.

Thankfully, educational content is still trending, which is what we like to see on TikTok! Make sure to visit the trending hashtag #IndigenousPeoplesDay to learn important information and celebrate the incredible heritage and cultures of First Nations, Inuit, and Metis people.

Check out videos that detail why braids are so significant and suggestions of books to read by Indigenous authors.

But one new trend we’ve spotted in our feeds is the surge of feel-good and joyful content. Rooted in the simple pleasures, we’ve seen trending hashtags like #YogaFlow, #RollerSkating, #PlantLover, and #SelfCareRoutine.

It’s a great time to showcase a more personal, or behind-the-scenes look at your brand.

Think about a video demonstrating how your employees are practicing self-care during lockdown, or try out a team-building virtual yoga class for some team bonding.

Got an four-legged and fluffy colleague? Now’s the time to introduce them to your TikTok audience.

The best thing about this trend is that there are no rules. If you feel good about creating it and sharing it with you audience — chances are your audience is going to agree!

TikTok Trend of the Week

There is something to be said for “satisfyingly good” content on TikTok.

Last week, I had a video of a man throwing a giant rock into a pile of mud. It has over a million likes. Was it one of the most perplexing videos that popped up on my For You Page? Yes. Do I know why it garnered so much attention? Also yes.

It’s because satisfying content on TikTok is fun to watch. It’s why slime was such a big YouTube and Instagram trend for so long!

Let’s take a look at @stickyaustralia. They’re a candy artisan shop based out of Sydney, Australia. Their videos are simply clips of them making hard candy and I can’t stop watching them!

See what I mean!?

Another brand that does satisfying content so well is LanoLips (coincidentally, also Australian!). They are a beauty brand that specializes in hydrating creams and balms for dry skin.

From a brand standpoint, they’ve got a slight advantage because their product is organically satisfying to watch. Let’s take a look:

For your next TikTok post, try to see how you could incorporate some type of satisfying content — beautiful handwriting, the perfect coffee pour, and even vegetables sliced to perfection are all getting a space on the For You page.

If you’re stuck on visuals, think about ways to include satisfying audio into the mix (ASMR anyone!?). Take a look at how HypeBeast does it here:

Sign up for Later’s 10 Day TikTok Challenge and learn how to create perfectly optimized videos on the newest social sharing platform!

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Standout TikTok Brands of the Week

@SomeGoodNewsOfficial has been pumping out feel-good content on Instagram since March and they’ve also taken over TikTok. The concept was originally created by John Krasinski as a way to share positive news stories during the challenges of self-isolating and social distancing in COVID-19.

Their social channels are a constant source of inspiration, positivity, and feel-good stories that you’ll want to bring up in your next Zoom call with friends — and their TikTok channel is no exception.

TIP: As you can see with some of Some Good News’s latest posts, animals do really well on TikTok and are a constant source of feel-good content. If there is any way to incorporate animals into your next TikTok video, try it out!

Super simple content goes a long way for your audience on TikTok.

Creators to Watch

#1: @TabithaBrown, CEO of Joyful Content

When I think of joyful content, I immediately think of Tabitha Brown.

She has the most contagiously positive energy that radiates through your phone the minute you hear her voice.

Her content is a mix of educational content, including the most amazing recipes, to just general wisdom and advice, which all of us need a little more of in our lives.

Her most popular video on how to make guacamole, which has 2 million likes and has been shared over 60K times, is the perfect example of why her presence on the app is so magnetic. Let’s take a look:

Tabitha has so much feel-good content that she was even snapped up by Ellen Digital Network to be part of the ellentube family!

Her TikTok bio says it all: World’s Favorite Mom.

#2: @DadLifeJason, CEO of Serotonin

@DadLifeJason has almost half a million followers but deserves 10x that! His videos are filled with happiness through music. He’s often on his talk box, singing and dancing with his family.

It’s the kind of content that when you see it on your For You Page, you smile and pause for a second. It’s the type of interruption we all need during our endless bouts of scrolling.

#3: @ThePaperPat, CEO of Teaching Abroad

If you’re looking for some videos to brighten up your day, I’d highly recommend checking out @ThePaperPat.

He is currently in Japan teaching English to kids in kindergarten. Cue the “awws”.

He shows us how he interacts with his students, takes us on a tour of his city, and delivers such simple, enjoyable content about his experience as a teacher in Japan that’ll no doubt put a smile on your face.

Now time for your homework. Take a look at your content plan and ideate new ways to connect with your audience on TikTok and weave feel-good content into your next video — it’s easier than you think!

Looking to grow your brand on TikTok? Check out Later’s TikTok Workshop, where we’ll teach you everything from how to create viral videos to understanding the powerful TikTok algorithm.

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