Signal Review & New Insights: TikTok Niches
The Signal: In March this year, just as shelter-in-place orders forced billions of people indoors, we reported on a growing number of niche topics that were emerging on TikTok (examples below). We also highlighted opportunities in TikTok-adjacent products and services, such as ring lights for selfies (a term that had more than 450k searches/month at the time).
Since Then: Only 2 months have passed since we reported on this trend, and in that time TikTok and its niches have exploded — again. In the US alone, the number of unique mobile visitors 18 years and older skyrocketed by 36% from 28.8m in March to 39.2m in April. Many big name brands have jumped on the bandwagon (see these 21 inspirational TikTok marketing strategies).
Here’s how a few of the niche topics we reported on have grown:
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Don’t press snooze on this opportunity: sleep supplements
The signal: As meditation becomes mainstream, people may be surprised to find that searches for sleep apps double their meditation counterpart. As people invest in getting a better night’s rest, there’s opportunity abound, including physical products like weighted blankets or premium PJs, supplements, popular insomnia drugs having their patents expire, companies paying their employees to sleep better, marketing for sleep specialists, or online sleep education (ex: sleep apnea test has 27k searches per month).
The alternative milk market is getting frothy
The signal: As more people wave goodbye to dairy, alternative milk is slowly taking over; it has already cornered 13% of the market. With the exception of soy milk, all of the alt-milks have been on the up, with some of the newer entrants including hemp milk and pea milk. Other alt-products are getting attention, including cashew cheese, with 18100 searches per month.
Capitalizing on the Airpods market, making more money than Shopify
The signal: Since killing the headphone jack, Apple has graced the world with AirPods, which did an estimated 60m units in 2019. That means AirPods alone are bringing in approx ~$10b in revenue, more than Twitter, Shopify, or Spotify, to name a few popular tech giants. Opportunity lies in Apple opening up SiriOS or the wave of iPhone accessories (including cases, cleaning kits, hooks, and keychains) which have shown “hockey stick” growth alongside their hardware predecessor.
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