All Reports
Deep-dive TikTok analysis and trend reports
#TravelTok
Fall 2025
TravelTok is a vibrant community on TikTok dedicated to sharing travel-related content, including cinematic videos, budget tips, and destination recommendations. The report reveals that community members typically range from 18 to 35 years old, predominantly female, and often reside in urban areas while pursuing higher education or early career opportunities. They express a strong affinity for adventure, cultural exploration, and personal growth, fostering a creative and supportive environment. Engagement patterns highlight popular content formats such as Routine, Tag-Along, and Lists, indicating a mainstream presence with broad visibility and moderate internal circulation, reflecting the community's overall health.
View Report#StudyTok
Fall 2025
StudyTok is a TikTok community focused on providing motivation and resources for students, featuring content such as study tips, note-taking techniques, and live study sessions. The report reveals that the community primarily consists of students aged 16 to 25, predominantly female, who seek organization and personal growth. Engagement patterns highlight a preference for content formats like Tag-Along, Routine, and Vlog, fostering a collaborative atmosphere. While the community exhibits moderate visibility, its internal circulation remains limited, indicating a need for enhanced interaction among members. Overall, StudyTok reflects a supportive environment centered on academic success and shared learning
View Report#FinTok
Fall 2025
FinTok is a TikTok community centered on finance, investing, and wealth creation, where members share advice on stocks, cryptocurrency, and financial planning. The report reveals that the community primarily consists of individuals aged 20 to 40, predominantly male, with a focus on financial literacy and a growth mindset. Content types include routine financial tips, challenges, and tag-along experiences, fostering engagement through shared learning. While the community maintains a niche presence with limited external visibility, it exhibits active internal circulation, indicating a healthy exchange of ideas and support among members who are ambitious and proactive in their financial pursuits.
View Report#Clean Beauty
Fall 2025
Clean Beauty is a niche within the BeautyTok community that emphasizes products with non-toxic, ethically sourced, and environmentally friendly ingredients. This report reveals that the Clean Beauty community primarily consists of predominantly female members aged 18 to 35, often residing in urban areas and holding at least a college degree. Members value sustainability, health, and ethical practices, expressing creativity and authenticity through beauty and self-care routines. The report identifies key content formats, including routine, tag-along, and get ready with me videos, while noting moderate visibility and limited internal circulation as indicators of community health.
View Report#CleanTok
Fall 2025
CleanTok is a TikTok community focused on cleaning hacks, organization, and product recommendations, often showcasing 'before and after' transformations. The report reveals that the community is characterized by a predominantly female membership, aged 25 to 45, who typically value cleanliness, organization, and efficiency. Content types include Tag-Along, Routine, and Challenges, fostering engagement through shared experiences and tips. The community exhibits a strong identity centered on home improvement and creativity, while demonstrating motivation and resourcefulness. With broad visibility and moderate internal circulation, CleanTok serves as a vibrant space for members to connect and share their
View Report#BudgetTok
Fall 2025
BudgetTok is a TikTok community centered on personal finance, where members share practical tips for budgeting, saving money, and smart spending habits. The report reveals that the community primarily consists of women aged 25 to 40, often mothers, who value financial literacy and prioritize family well-being. Content types include routine advice, tag-along experiences, and haul videos, fostering a supportive environment. Engagement patterns indicate active internal circulation, reflecting a strong sense of community despite limited visibility. Overall, BudgetTok serves as a resourceful platform for members to exchange knowledge and encourage one another in their financial journeys.
View Report#BookTok
Fall 2025
BookTok is a vibrant community on TikTok where readers and authors share book recommendations, reviews, and emotional reactions, significantly influencing publishing sales. The report reveals that the community primarily consists of members aged 18-30, often female, and typically located in urban areas with a college education. Members value creativity, self-expression, and connection, fostering a lifestyle centered around reading and storytelling. Engagement patterns include diverse content types such as Routine, Tag-Along, and Commentary, reflecting the community's enthusiasm and openness. While BookTok has limited visibility externally, its active internal circulation indicates a healthy and engaged community
View Report#GLP1
Fall 2025
GLP1 is a TikTok community centered around discussions and experiences related to GLP-1 medications, primarily focusing on weight loss journeys. The report reveals that this community is characterized by a predominantly female demographic, aged 25-45, who prioritize health, wellness, and personal growth. Members actively share their experiences through content formats such as Routine, Tag-Along, and Commentary, fostering a supportive environment that emphasizes body positivity and holistic well-being. Despite its niche status and limited visibility, the community demonstrates strong internal circulation, indicating a healthy level of engagement among its members.
View Report#Clip Culture
Fall 2025
Clip Culture on TikTok refers to the widespread practice of extracting, sharing, and remixing short video segments from longer content such as livestreams, sports broadcasts, gaming sessions, anime, and films. These clips often capture highlights, dramatic moments, or humorous exchanges and circulate rapidly across TikTok’s interest-based feeds. The culture includes both user-generated uploads and creator-driven compilations, supported by editing tools and platform features that make clipping accessible. Within TikTok, clip culture spans multiple communities, including sports fans, gamers, anime enthusiasts, and meme creators, each using short video segments as their primary mode of engagement.
View Report#ASMR Culture
Fall 2025
ASMR, or autonomous sensory meridian response, refers to the tingling, calming sensation some individuals experience in response to specific auditory or visual triggers such as tapping, chewing, or whispering. On TikTok, ASMR has grown into a wide-ranging cultural phenomenon that spans food, objects, roleplay, and bodily care. Content creators produce highly stylized videos designed to maximize sensory appeal, often emphasizing exaggerated sounds or close-up visuals. The format has expanded beyond relaxation, becoming entertainment in its own right and shaping consumption across categories from beauty to food. ASMR’s broad adoption demonstrates its evolution from a niche internet genre into a mainstream cultural driver on social platforms.
View Report#Mukbang Culture
Fall 2025
Mukbang is short for “eating broadcast,” a term that started in South Korea. In these videos, people film themselves eating meals, sometimes huge amounts of food, while viewers watch for entertainment. On TikTok, mukbang has become a popular type of content because it combines spectacle, sound, and a feeling of personal connection with the creator. Brands see opportunities here because the format naturally showcases food, packaging, and even the experience of eating together.
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