TikTok subcultures businesses need to know about

What is a TikTok subculture? 

While the TikTok community has thrived on fun, shareable videos that provide instant entertainment, it’s also become a haven for a new breed of micro-influencers using the platform to promote their hobbies and interests to a niche audience. If your business hasn’t started using TikTok marketing, perhaps because you think the general Gen Z audience it attracts isn’t the perfect match, you might want to deep dive into the TikTok subcultures also calling the platform home.

Subculture is defined as ‘a community that shares a way of life, interest or custom that varies from that of the wider community’ and that’s no different on TikTok. TikTok subcultures are different to the mainstream offering of the platform, specializing in content that covers interests surprising to find on such a platform, including literature, parenting, even frogs. With 70% of TikTok users saying it gives them a sense of community, there is a real engagement that exists in these communities within communities, and genuine engagement is vital to successful influencer marketing campaigns.  

What are TikTok niches? 

TikTok niches are virtually endless — if there’s an interest, there’s likely a community. Many TikTok subcultures stem from aesthetic choices and the young audience at the platform's heart discovering their own unique styles. Others are about sharing valuable information about specific hobbies, such as fitness. Notably, these communities take pride in their interests, passions and developing a whole lifestyle around them. Even seemingly shallow niches interested in aesthetics have a core message of promoting a lifestyle that allows for greater happiness. Here are some TikTok community hubs you should be aware of: 

BookTok 

The side of TikTok reserved for bookworms, BookTok covers anything to do with books and literature, whether that’s reading them, writing them or just collecting them. BookTok doesn’t downplay the unique features that make TikTok so popular, though. Videos are short and engaging and a book’s story is made ‘aesthetic’ through related imagery and music.  

Cottagecore 

A unique style that stems from the romantic notion of living in the countryside, Cottagecore covers anything that gives a sense of country living. Think nature, sustainability, floral fashions, femininity and a hearty recipe or two. To connect with the Cottagecore crowd, you need to deliver on the vibes. Think cozy and rustic — if you sell furniture, get the shabby chic pieces up front and center. If you’re selling fashion, make a video showcasing your best Cottagecore pieces, in an appropriate setting of course (think wheat field or cottage).

WitchTok 

Goth for a new generation, WitchTok is reviving this timeless trend with a dose of self-care. More than dark clothes and black hair dye, WitchTok promotes holistic philosophies and other means of gaining control over a hectic life, including astrology and herbalism. Help your brand align to this aesthetic by embracing the new-age vibes: crystals, plants, draped fabrics in dark, lush colors. Empowerment and self-care are key to WitchTok, so it’s perfect for brands that specialize in skincare and health. 

Baddies  

A prime marketing opportunity for makeup and fashion brands, Baddies is a corner of TikTok that promotes the idea of total confidence, where makeup is war paint, and Baddies are out to conquer. To make yourself a Baddie brand, think like a Baddie. Show off your best products and do it with unfettered confidence. Own the hashtag and make sure your visuals support it by being as slick and stylish as possible. 

MomsofTikTok 

TikTok isn’t just a space for the kids — it also has a place for moms. Parents are a great audience when it comes to marketing things essential to a happy family life, such as home appliances or snacks. In fact, they’re over 50% more likely to post about them than non-parents. From parenting hacks to everyday tips, MomsofTikTok provides a perfect community for anyone raising a little one. To tap into the special place on TikTok reserved just for moms, think about your product from a mom’s perspective. Makeup? Make a tutorial for quick makeup for those busy school runs. Fashion? Showcase fashionable but functional mom style. Even something like a VPN has value to moms — it helps their little ones safely browse online.  

E-boy/E-girl 

Arguably far more than a TikTok subculture at this point, this style niche encompasses a whole lifestyle and touches on identity issues such as gender and rejection of mainstream beauty. If your brand can deliver on cute, creative, edgy style or just something that's a little different, there’s likely a TikTok E-boy or girl interested. Arguably, this is one of the subcultures that requires more than just a nice aesthetic if you want your brand to align. You’ll need to prove your values match — a bit different, creative and proud. Something brands could consider is creating content that shows their products as completely gender-free, or championing makeup looks for all genders and embracing the androgyny of this subculture.  

FitTok 

All about fitness, FitTok offers an alternative to the classic influencers on Instagram. More accessible and more real, FitTok isn’t about perfectly polished photos of washboard abs, but about getting involved regardless of your current physique. The core message of this TikTok community isn’t about hitting personal bests, so much as just being your personal best. Give the community a helping hand with workout videos, recipes, easy styling for going from the gym to the office — the opportunities are endless.  

DarkAcademia 

A touch of WitchTok, a dose of BookTok, and a dash of E-girl make for DarkAcademia, this TikTok subculture prizes the aesthetic of academia. Think leather-bound books, tweed and argyle sweaters. For your brand, tap into the things you do every fall to make everything seem a bit more cozy. If you’re showing off a product, consider styling it with books and fall leaves. If you’re doing makeup, then try a tutorial in a suitably cozy setting — dark, rich colors are a must.  

What is the most popular TikTok subculture? 

In as much as a subculture can be considered mainstream, the most well-known of all TikTok niches has to go to BookTok. Books on TikTok may not seem like a natural direction for the platform, but BookTok has been thriving, drawing billions of views. As well as making reading cool among a young audience, the TikTok subculture has also been described as one of the most wholesome parts of the internet, creating a safe place for users to enjoy shared interests without judgment.

Notably, the TikTok community has also made it so readers really do judge a book by its cover and is changing the way book covers are designed. Prizing aesthetics, publishing houses must now ensure their books grab their audience the second they appear on screen.  

Who are the most popular BookTok creators? 

BookTok is populated mostly by young female readers and this is reflected in the top TikTokers that post to this community.  

@Aymansbooks — approx. 70 million likes 

The profile of 21 year old Ayman Chaudhary, Aymansbooks is the most popular BookTok account, featuring book hauls, sketches and reviews. 

@Thebooksiveloved — approx. 24 million likes 

Featuring reviews and sketches, this profile run by Pauline Juan, also helps promote cheaper ways to read such as ebooks. 

@caitbooks — approx. 15 million likes 

Claiming to be one of the first founders of BookTok, Cait Jacobs features challenges, reviews and book hauls on her channel.   

@abbysbooks — approx. 32 million likes 

A 23 year old book enthusiast, Abby’s profile features reviews and challenges, as well as ways to create a whole ‘vibe’ when reading to make it an experience.

What do BookTokers do? 

Without exception, all BookTokers are genuinely passionate about books and everything to do with them. You may find this is far more than just reading them, but also collecting them, proudly displaying them or penning a novel. There are also challenges like holiday reading challenges and recommending books through some seemingly random trait like “it must have E in its title.” In short, BookTokers are about experiencing novels in every sense and really making the product (in this case, a novel) a part of their lives. If a book becomes a personal favorite it could even turn out to be something they consider lifechanging. In this way, BookTok can be incredibly powerful compared to traditional ways of marketing a novel.  

How are brands using BookTok? 

Brands are taking to BookTok to not only promote new releases, but older books gaining new resonance with a young audience. Publishing houses are jumping on new ways to promote books through the TikTok aesthetic, including making related playlists and sharing short interviews with the authors. There’s also the always popular social media competition to amp up hype for yet-to-be-released books.

TikTok is a two-way street — publishing houses can promote their books but users are free to share their opinions and thoughts. User-generated content can carry a book to the bestseller list in no time, and these publishers have been able to take advantage of this by inviting TikTokers to take over their profiles with their own content in time for a new release.

BookTok isn’t just for publishing houses though — the brick-and-mortar bookstore that is a haven for readers can also take advantage. Whether you work in a branch or run an independent store, creating a BookTok profile can give a glimpse into the world of books, a place where BookTokers all yearn to be. Share your staff recommendations for professional book-buying advice or tips on how to keep books displayed neatly. Plus, with a few aesthetic touches, your bookshelves might even be ranking among the DarkAcademia crowd, too.  

How has BookTok changed marketing? 

Retailers, journalists and more have taken key lessons from BookTok, most of which reflect the immediacy of TikTok communities. If a viewer is convinced to read a book, then many retailers make it easy to find it by creating ‘BookTok’ categories on their ecommerce store.

Journalists write articles that promote books based on current BookTok interest, and brick-and-mortar stores also create BookTok sections so people who may not read for leisure can make the easy transition from online to offline.

Overall, BookTok shows there should be no divide between personal, subjective enjoyment of a novel and a wider, online engagement with a community. People should be free to discuss their love of books and their genuine thoughts on any given novel, while brands should place value on and lend the spotlight to the people who make their books a success — the reader. 

What can affiliate advertisers learn from BookTok? 

For affiliate advertisers, the above are key lessons, too. Allow your influencer or affiliate marketer to shape a campaign in a way that is truly authentic to them and their community. Understand that for customers, a product is an experience, one that can make their lives easier or even hold priceless value.

Through sharing an authentic review, you can reach an audience of real people who want this experience for themselves. So, if you’re not already working with TikTok influencers, your brand may be missing out on adding a real human factor to your marketing efforts, as well as the opportunity to engage with pre-formed communities who can really champion your values. 

Get Started 

Awin, recent winner of an International Performance Marketing Award for its TikTok campaign with Etsy , has experience in running these campaigns in house, or in conjunction with our strategic partner Sellers Alley . As a result, Awin makes it easy to find a TikTok influencer who matches your brand. Find your ideal niche for influencer marketing and launch a campaign that brings a boost to your brand with Awin.