The year TikTok brought communities together, made trends go viral, and showed brands how creativity and connection drive engagement.
2020 was a year like no other, and TikTok emerged as a hub for creativity, connection, and joy. From global challenges like the pandemic to social movements and cultural shifts, TikTok became the platform where communities came together to inspire, entertain, and support each other. For brands looking to understand what resonates with audiences on the platform, TikTok’s Year on TikTok: Top 100 provides valuable insights.
Viral Moments That Defined the Year
Some videos weren’t just viral—they became cultural touchpoints. From Bella Poarch’s iconic M to the B to viral trends like pancake cereal and carrot bacon, TikTok users created moments that entertained millions while launching careers and building community. Key takeaways for brands: authentic, creative, and shareable content can create cultural relevance quickly.
Trends, Hashtags, and Challenges
TikTok’s trends moved fast in 2020, showing how a single video or sound can inspire global participation. Hashtags like #BlindingLights, #BoredInTheHouse, and #TimeWarpScan demonstrate the power of shared content to engage audiences. Brands can harness trends to join conversations—but timing and context are key.
@allisonholkerboss MADDOX had to join in 🤣 #blindinglightschallenge #blindinglights @twitchtok7 #thebosshouse
Rising Stars and Influential Creators
Creators are TikTok’s heartbeat. 2020 highlighted creators like Charli D’Amelio, Tabitha Brown, and Bella Poarch, who leveraged the platform to grow their audiences and inspire engagement. For brands, collaborating with creators can amplify reach, build authenticity, and connect with niche communities.
@bellapoarch “Meow” -Gary🐌
Voices of Change
TikTok was not just entertainment—it was a platform for impact. Creators like @drleslie, @taylorcassidyj, and @nabela used their presence to raise awareness, advocate for communities, and educate audiences. For brands, supporting meaningful conversations can reinforce values and strengthen loyalty.
Celebrities on TikTok
Even celebrities embraced TikTok in 2020, from Jason Derulo to Lizzo. They connected with fans authentically, reminding brands that relatability and human connection matter—even at the top tier of fame.
@jasonderulo Happy birthday @addisonre 🕺🏾💃🏻
Music That Shaped TikTok
Songs like Savage Love, Say So, and The Box illustrate how TikTok can turn music into a cultural phenomenon. For brands, audio and sound are not just background—they’re key tools to enhance content and create memorable experiences.
Food, Style, and Lifestyle Trends
TikTok became a classroom and inspiration board. From pancake cereal to skincare routines, fashion transformations, and home cooking hacks, users shared ideas that blended entertainment with utility. Brands can leverage these trends by creating content that’s both helpful and engaging.
@sagethrifthauls mini pancake cereal! what do you want to see next? #pancakecereal #foryou #quarantine #summer #viral #obx #bridgerton #pancakes #goodvibes #aesthetic
Niche Communities
TikTok’s strength lies in its micro-communities. #CottageCore, #PlantTok, #TheatreKids, and #AnimeTikTok show that no matter how specific an interest is, there’s an audience waiting. Brands can target these communities with tailored content to reach highly engaged users.
@sundriedbirdseed Idk if any of you will see this bc the algorithm’s being funny but thank you so much for the love this year 💛 #cottagecore #2020rewind #countryside
Product Features That Drove Engagement
TikTok’s creative tools—Duet, Stitch, Green Screen, Voiceover, and Donation Stickers—enable users to express themselves in limitless ways. Brands should understand these features to make campaigns interactive, collaborative, and highly shareable.
Key Takeaways for Brands
TikTok in 2020 taught us that connection, creativity, and community are at the center of engagement. For marketers:
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Be authentic: Audiences respond to real, relatable content.
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Follow trends strategically: Join conversations with relevance and timing.
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Collaborate with creators: Amplify reach and authenticity.
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Tap into niche communities: Highly engaged, specific audiences are key.
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Use platform tools creatively: Features like Duet and Stitch boost participation.
2020 proved that TikTok is more than just a platform—it’s a cultural engine. Brands that understand the platform’s dynamics and community values can engage audiences meaningfully and turn participation into results.
