Social Media

What You Can Expect from TikTok in 2022

Josh Edwards
min read
What You Can Expect from TikTok in 2022

When it comes to social media, TikTok was the big winner of 2021 (and 2020). It’s the app that everyone’s talking about, startling the likes of much more mature players such as YouTube and Instagram. 

In 2022, it shows no signs of slowing down. So, just what can you expect to see from TikTok this year?

More users

Perhaps the most unsurprising and nailed-on guarantee for TikTok in 2022 is that there will be a further increase in users. It doesn’t take a rocket scientist to figure this one out. Having already enjoyed a 40.8% growth in 2021, Insider Intelligence recently predicted that TikTok will become the third most-used social media app behind Instagram and Facebook. They expect the platform to receive up to 755 million monthly active  users.

The scary thing for competitors such as Instagram is that TikTok is just getting started. It’s predicted that by 2024, the app will share 25% of total social media users. Is it any wonder that IG Reels and YouTube Shorts have been launched to counter this growth?

Ad spending will increase

We all know how this works by now, right? First comes the increase in users and popularity, closely followed by the money. Where there is attention, there is value, and TikTok has this in bucket-loads. 

According to a The State of Mobile 2021 report by App Annie, people using Android phones in the United States spent more time on TikTok per month (24.5 hours) than YouTube (22 hours). That is a lot of eyeballs on the platform and we expect to see marketing money begin to tap into that advertising opportunity. Whether it’s traditional media or other social channels, expect to see more marketing campaigns with bigger budgets on the platform this year.

More brands will be signing up

As more users flock to the platform, expect to see more and more brands signing up, too. As a brand, you always want to be where your audience is. TikTok may have been sneered and laughed at a few years ago, but it’s now time to take things seriously. If a brand can build a real audience on TikTok with a successful marketing strategy, that’s going to pay off massively. 

@theoreoofficial We’re taking over the last Blockbuster in honor of your favorite ‘07 cakey snack coming back 🤯 #oreocakesters #oreotok ♬ original sound - OREO

More in-app purchase options

Having a presence on TikTok could  pay off for your brand as the growth of in-app purchasing continues. In 2021, it’s estimated by Visa that one in four online purchases were made via social media platforms, and we expect to see that market share increase. Social apps want to keep people on their platforms for as long as possible, so allowing purchases in-app just makes sense. As a brand, the easier and more streamlined you can make the purchasing experience, the more sales you’ll see.

Expect to see TikTok expand in-app commerce in a huge way. They’ve already struck partnerships with Shopify and Walmart in 2021.

Video length will increase

While TikTok originally championed the short-form content template that is now seen everywhere on other platforms such as IG Reels and YouTube Shorts, we think longer-form videos may start to make a comeback. In 2021, TikTok pushed the limit to 3 minutes—a huge mark up from the original 60 seconds. Meanwhile, IG Reels increased to 60 seconds. 

Ultimately, the longer you can keep people watching, the better. More watch time on the app is more time to advertize, so expect to see longer-form content steadily increasing on TikTok this year. We think 5 and 10-minute videos could be coming!

New features 

There are some features we don’t know about and can’t predict for 2022 because social media moves so fast. There’s no doubt that TikTok will have a few tricks up its sleeve. As we head into the new year, there are a few features that are currently being pushed:

Video reply on comments 

TikTok understands its user base and knows what they want. Just take a look at what they said about video replies on comments:

“There's nothing quite like the connection between creators and their fans. So often, that connection forms in a video's comments section, where viewers can share jokes, offer commentary, ask questions and ultimately build community with other users. What better way to respond to comments than with a video that offers more context, answers questions, and explains all the details in uniquely TikTok ways?”

Clearly, TikTok is looking to increase and encourage engagement on its platform, and replying to comments with a video is a great way to do it. It’s a no-brainer to start utilizing this feature in 2022.


Again, this is all about TikTok creating more engagement and interaction between different users. With the “Stitch” feature, you can trim a clip from someone else's video and use it in yours—pretty handy if you’re looking to jump in on a viral bandwagon.( For tips and techniques, check out How To Stitch Video on TikTok.) We expect this feature to fan the flames of viral hits—something TikTok is exceptionally good at already.

Tipping for livestreams

Much like the Super Stickers feature on YouTube and the Tip Jar feature on Twitter, expect to see an option for tipping creators on TikTok in 2022. If people enjoy your videos and livestreams, they can now send a few dollars your way!

Improved editing options

While most TikTok editors probably use software such as Adobe Premiere Pro to edit their videos, we think that TikTok’s built-in editing suite is going to become even more impressive this year. Expect to see a flurry of new features that make it easier and better than ever to edit in-app.

More brand partnerships

TikTok is the no.1 hot property right now, and we expect to see that reflected in some of the brand deals and partnerships that emerge throughout the year. 

Trends to tap into

Undoubtedly, there will be new trends and viral hits to tap into throughout 2022, but if we had to nail down the most popular types of videos, these would be our go-to options:

  • Trending dances
  • Edgy humor
  • Glow-ups
  • Seamless transitions and edits
  • Showing vulnerability
  • Asking for interaction
  • Videos with family
  • Referencing pop culture
  • Documenting and vlogging—“day in the life” style
  • Cater to niches
  • Behind the scenes footage

Wrapping up

It’s going to be another huge year for TikTok. The platform is growing from strength to strength and has every other competitor seriously concerned. If you’re still “umming and ahhing”, now is the time to commit. 2022 may well be your last chance to get onboard and make it big before organic reach declines. 


Need help with your TIkTok strategy? UNUM is your best tool for planning, creating, and executing beautiful social media feeds and stories. Signup today for a free account and stay tuned for more TikTok updates.


[Header image by Amanda Vick on Unsplash]

January 10, 2022

About the author

Josh Edwards

Josh Edwards

Josh is an accomplished filmmaker, industry writing veteran, and storyteller based in Indonesia (by way of the UK). He’s really passionate about travel and documents adventures and stories through his films.

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