Which TikTok Video Categories Are Seeing Major Audience Growth?

Certain TikTok categories have been blowing up this year, as data from Tubular Labs' recent H2 trends report reveals. Understanding categories experiencing significant growth can help both publishers and brands direct investments according to hop into trends that maximize reach.

• Beauty, already one of TikTok's top categories, is seeing 22% more viewership year-over-year as it surges past other popular categories like movies/TV, sports and food & drink.
• Music's popularity has also grown on TikTok, with views up 30% year-over-year – thanks in part to smart work by artists like Sabrina Carpenter, who've leveraged the platform to grow audience with various versions of their songs.
• Business & finance video views also jumped by 73% year-over-year as a burgeoning category on TikTok.