The relationship between TikTok trends and Google Search patterns may be more symbiotic than meets the eye.
For its new “Life Cycle of a Trend” report, Spate analyzed 2 million beauty-related Google keywords and 60 million TikTok videos in order to assess the relationship between the two platforms, and how marketers can best harness each.
The report found that, over a three-year period, 75 percent of TikTok views and Google Search keywords were “similar” to “very similar.” Within that segment, seasonal trends — like shimmer body lotion and Halloween nails — had the highest similarity, while sustained trends — such as Moxi Laser and cat-eye lashes — also demonstrated cross-platform convergence.
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According to Spate cofounder Olivier Zimmer, seasonal trends are also more likely to spike on Google Search first, a sign that “consumers research on Google before taking to TikTok to share their results and techniques.”
To that end, there is an opportunity for brands to “address consumers in this research phase,” even before a product or service becomes TikTok’s trend du jour, Zimmer said. “Our recommendation is to promote products relevant to seasonal trends and looks on Google Search first, and follow up with a robust content strategy for TikTok closer to the actual holiday or seasonal event.”
Sunscreen sticks are one such popular seasonal trend, garnering roughly 26,800 monthly average Google searches and 421,800 weekly TikTok views. Each summer for the last three years, Google Searches for sunscreen sticks have peaked just before TikTok views, often alongside brands Beauty of Joseon and Shiseido.
Hair wax sticks, which are a sustained trend, have seen significant interest on both platforms since 2020, garnering an average 34,400 monthly Google searches and 1.2 million weekly TikTok views. Interest isn’t as volatile as with sunscreen sticks, though when hair wax sticks do surge, sometimes TikTok momentum precedes Google searches, unlike with seasonal trends.
“An understanding of popular aesthetics — the macro trends in this case — through rising trends is essential,” said Zimmer, pointing to the ever-buzzy “latte makeup” as one example of a rising trend that capitalizes on long-loved stylistic staples: a bronzy complexion and brown makeup accents. “Innovating through new names and application techniques is a great way to breathe new life into the classics.”
The report can be viewed in full on spate.com.