EXCLUSIVE: WGSN’s New TikTok Analytics Tool Assesses How Brands Can Best Leverage Viral Trends

For those wondering which TikTok trends are worth investing in and which aren’t — WGSN now has a tool for that.

The trend forecasting company is introducing TikTok Analytics, a proprietary tool which aims to identify the origins and trajectory of viral trends, as well as how brands can best leverage their momentum.

“Whatever is happening on TikTok is often part of a macro-trend or a consumer shift that has already been playing out,” said Clare Varga, director of beauty at WGSN, pointing to January’s fleeting “mob wife” trend as one example; signs that the look’s characteristic fur coat and matte makeup components would gain popularity emerged months prior to the coining of the term “mob wife,” she said.

“TikTok does move fast, but the trends themselves are probably not moving quite as quickly as people think,” Varga continued. “TikTok Analytics can slow that TikTok cycle down, and show a trend in slow motion — from where it emerged, why it’s happening, what it’s looking like and where it’s going next.”

With the tool, WGSN aims to advise how a trend can be leveraged both in the short-term and the long-term.

“In pushing content or promoting a launch, we can see which keywords will best help it resonate,” said Varga, adding that “cleansing oil,” “collagen-boosting” and “glass skin” were among January’s and February’s #skintok heavy hitters.

“We can also see, based on content, where a consumer is in that cycle — whether they’re in the tutorial stage, or if they are looking at recommendations because they’re ready to buy a product,” Varga said.

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