Navigating TikTok’s Viral Content Landscape: Challenges and Opportunities for Digital Marketers

TikTok, the wildly popular short-form video platform, has taken the social media world by storm. For digital marketers, understanding the types of content that thrive on TikTok is crucial.

The platform already has a massive 1.2billion+1 audience. In this post, we’ll explore three key categories of TikTok content: viral dances, edutainment, and show clips. We’ll discuss the unique challenges that corporate bodies face in engaging with these trends.

1. Viral Dances: Captivating and Participatory

One of the defining characteristics of TikTok is its ability to turn dances into viral sensations. Users create and share choreographed routines set to popular songs. These often spark a dance challenge. The challenges spread like wildfire. They capture the attention of millions and create a sense of community participation. Digital marketers can tap into this phenomenon by incorporating dance challenges into their campaigns. However, it’s essential to maintain authenticity and align the content with the brand’s image and values.

Challenges for Corporate Engagement: Corporate bodies often struggle to authentically participate in viral dance trends. This is due to their association with individuality and organic creativity. It can be challenging to strike the right balance between promotional content and genuine community engagement. However, brands can leverage influencers or collaborate with popular TikTokers to bridge the gap and create content that resonates with the platform’s audience.

2. Edutainment: Informative and Engaging

TikTok isn’t just about entertainment; it also serves as a powerful platform for education and information sharing. The rise of “edutainment” has made complex topics more accessible. The platform is particular well suited to engaging, and shareable bite-sized videos. There is an incredible opportunity for brands to educate and inspire their audience in creative and informative ways.

Challenges for Corporate Engagement: While edutainment offers a vast potential for brands to share knowledge and expertise, it’s crucial to strike the right tone and maintain authenticity. Users on TikTok value genuine, relatable content, and corporate bodies must be careful not to come across as overly promotional. Building trust and credibility through informative content is key to successfully engaging with TikTok’s audience.

3. Show Clips: Amplifying Fan Communities

TikTok has become a go-to platform for fans to share their love for TV shows, movies, and other forms of media. Users create and share clips, reactions, theories, and fan art. In turn these foster vibrant communities centered around specific shows. Brands with media-related products or services can leverage this trend by creating TikTok content that resonates with these communities. Ideas can include, behind-the-scenes footage, exclusive interviews, or interactive challenges related to the content fans love.

Challenges for Corporate Engagement:

For corporates, the challenge is to strike a balance between promoting their own content and genuinely participating in fan communities. Brands should approach this space with respect for the community. They should focus on adding value rather than overwhelming users with overtly promotional content. Additionally, they should be aware that copyright and intellectual properties can be problem in this area particularly. Collaborating with influencers or partnering with popular shows can provide an opportunity for authentic engagement.


TikTok’s popularity continues to skyrocket. It presents both challenges and opportunities for digital marketers. Understanding the types of content that resonate with TikTok’s audience is vital. It can be challenging for corporate bodies to navigate the viral dance, edutainment, and show clip spaces. However, with the right approach, authenticity, and creativity, it is possible to create engaging content that aligns with brand values and captivates the TikTok community. By staying true to the platform’s spirit and collaborating with influencers or popular creators, brands can find their place in the popular rapidly growing platform

Footnotes and References

  1. TikTok Key Figures and Statistics in the UK and in the World-in-2022


  • Headline Photo based on Photo by Andrea Piacquadio:





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