Sure, we could tell you what the hottest TikTok hashtag trends and challenges are right now — but this article would be out of date by the time you finish reading it.
But we’ve got something even better for you: a 2026 TikTok trend report that’s all about the bigger picture.
Below, we rounded up 11 macro trends happening on TikTok for both brands and creators.
Key takeaways
- TikTok trends typically fall into three categories: format, meme, and audio. Creators either recreate a video format, riff on a meme, or build content around a viral sound.
- Experimentation is a must on TikTok. By testing different formats, editing styles, and hooks, brands can learn what actually resonates with their audience.
- TikTok is an up-and-coming search engine. 49% of consumers now use TikTok to look up answers and learn about new topics.
- TikTok is driving product discovery. 83% of consumers say they’ve discovered a new product on TikTok. Users can purchase directly from videos, livestreams, or creator storefronts.
- Creator partnerships unlock reach. Working with creators can help brands reach audiences in a way that feels natural to the platform.
What is a TikTok trend?
A TikTok trend is a style of video, sound, or idea that spreads quickly across the platform.
Instead of one viral video, a trend usually shows up as hundreds — or even thousands — of videos built around the same concept. One creator posts the idea, others start riffing on it, and suddenly your entire feed is filled with different versions.
Most TikTok trends fall into three main categories:
- Format trends: These are repeatable video formats, like POV storytelling, before-and-after transformations, and “Day in my life” videos.
- Meme trends: These are short-lived jokes or cultural references that people remix and reinterpret.
- Audio trend: This is when a song or sound bite takes off and creators start building videos around it.
Bonus: Get a free TikTok Growth Checklist from famous TikTok creator Tiffy Chen that shows you how to gain 1.6 million followers with only 3 studio lights and iMovie.
How to decide if a trend fits your brand
For brands, jumping on a trend should be a deliberate choice. Take a moment to evaluate whether the trend:
- Is brand-safe. Some trends rely on edgy humor, cultural references, or commentary that may not align with your brand values.
- Fits your brand voice. If participating would require a totally different tone or personality, it may feel forced to your audience.
- Is customizable. The best trend videos don’t just copy the format. They make it their own.
- Is still relevant. If your approval process takes a few weeks, the moment may fizzle out before you can hit “Publish.”
When a trend checks all the boxes above, it can help you reach new audiences and show some personality. If it doesn’t, it’s usually better to sit it out (but trust us, another trend is always around the corner).
TL;DR: Brands should decide whether to join a TikTok trend by evaluating whether it’s brand-safe, aligns with their brand voice, and is customizable.
6 of the most important TikTok trends for brands
Here are six TikTok trends brands should keep on their radar:
- TikTok content is creative and experimental
- TikTok is an up-and-coming search engine
- TikTok is a product discovery engine
- Organic and paid content are converging
- Creator partnerships unlock reach
- Success on TikTok goes beyond views
1. TikTok content is creative and experimental
TikTok prefers personality over polish. Unlike other platforms, TikTok content tends to perform best when it feels native, spontaneous, and — above all — human.
It’s no surprise that 78% of TikTok users watch the platform for funny, relatable, and entertaining content, according to our latest Social Trends Report.
Brands that aren’t afraid to experiment are more likely to find what resonates with their audience.
Why it matters
TikTok isn’t that forthcoming about what drives its algorithm, but one thing is widely understood: videos that keep people watching tend to get pushed to more people.
Metrics like watch time, completion rate, and repeat views all signal that people are enjoying your content. When those numbers are strong, TikTok is more likely to show the video to a wider audience.
The best way to improve those metrics is to experiment with different storytelling formats, editing styles, and hooks. Over time, you’ll start to see what resonates most with your audience.
How to use it
Teams can build experimentation into their TikTok strategy by:
- Testing out new editing features whenever they drop in the app
- Experimenting with different storytelling formats (tutorials, POV, before-and-after, and “day in the life”)
- Adding quick cuts, captions, and on-screen text
- Posting multiple variations of similar content to see what performs best
Example: Cash App
Cash App uses TikTok as a testing ground for creative ideas. Some videos feature quick street interviews, while others rely on skits or trending audio.
By experimenting with different formats, the brand can see what actually clicks with its audience.
Source: Cash App
Metric to watch
Average watch time and completion rate.
2. TikTok is an up-and-coming search engine
TikTok isn’t just a social media platform anymore. It’s quickly becoming a place people go to search for answers.
According to a 2026 Adobe report, 49% of consumers now use TikTok as a search engine, and 25% of Gen Z say it’s effective for finding information.
Source: Adobe
Instead of typing a question into Google, people are turning to TikTok for recommendations, product reviews, and answers to everyday questions. Sometimes they search directly in the app. Other times, the answer simply shows up while they’re scrolling their For You Page (FYP).
Why it matters
When people search on TikTok, they’re often closer to taking action — whether that’s trying a new recipe or researching a product.
That means TikTok videos can behave a lot like search-driven content. A well-optimized video can keep attracting viewers long after it’s published.
For brands, that opens the door to reaching people who may not follow your account but are actively looking for answers related to your industry.
This doesn’t mean traditional SEO is going anywhere. Most people still find businesses through classic search engines. But brands would be wise to start honing their social search optimization skills to make sure they’re reaching every potential customer.
How to use it
To make your content easier to find on TikTok, try:
- Including relevant keywords in captions and hashtags
- Answering common questions your audience searches for
- Saying key phrases out loud in the video (TikTok can index spoken words)
- Creating quick tutorials or explainers around common topics in your industry
Think of TikTok videos as short-form answers to the questions your audience is already asking.
Example: CapCut
CapCut’s TikTok account is packed with editing tips and tutorials that show users how to create specific video effects.
Many of the videos are evergreen, answering common questions like how to add captions, edit text overlays, or recreate popular effects.
Source: CapCut
Metric to watch
Long-term traffic gains.
3. TikTok is a product discovery engine
If you need proof that TikTok is a product discovery engine, look no further than the #TikTokMadeMeBuyIt hashtag. It now includes more than 30.5 million videos.
TikTok has become a powerful place for people to learn about products, see them in action, and decide whether they’re worth buying.
The data backs it up: 83% of consumers say they’ve discovered a new product on TikTok, and 70% have discovered a new brand.
Source: TikTok
Why it matters
TikTok is accelerating the path from discovery to purchase.
When viewers see a creator-led product review or recommendations, they can quickly move from discovery to decision.
That’s one reason influencer marketing plays such a big role in TikTok commerce. Research from Edelman reveals that 60% of consumers now trust what a creator says about a brand more than what the brand says about itself.
Features like TikTok Shop and TikTok Live make the journey from discovery to purchase even shorter. Users can now purchase directly from videos, livestreams, or creator storefronts without ever leaving the app.
Source: RugsUSA
For brands, this means TikTok isn’t just a top-of-funnel awareness channel anymore. It’s now part of the commerce funnel, too.
How to use it
Brands can turn TikTok discovery into sales by:
- Partnering with creators to review or demonstrate products
- Creating product demos or tutorials that show how a product works
- Using TikTok Shop to make products directly purchasable from videos
- Hosting a TikTok Live to demo products and answer questions in real time
Example: Aveeno
In this TikTok video, Aveeno walks viewers through a simple three-step skincare routine using its products. Because the video connects to Aveeno’s TikTok Shop, viewers can tap “Shop now” and purchase the products instantly.
The result: fewer steps between discovery and checkout.
Source: Aveeno
Metric to track
Click-through rate, product page visits, and conversion rate.
4. Organic and paid content are converging
On TikTok, organic content and paid promotion work together.
Many brands now treat organic posts as creative testing grounds. They publish content organically first, see what resonates, and then amplify the top-performing videos with paid promotion.
Formats like Spark Ads allow brands to boost existing TikTok posts (including creator content) while keeping the video native to the platform.
Source: MagicBrief
Why it matters
Social media advertising usually starts with a fully produced ad. On TikTok, the process happens in reverse.
Brands test ideas organically to see what lands. The videos that perform well can then be promoted to reach a much larger audience.
This approach helps teams spend ad budgets more strategically by putting money behind content that’s already performing well.
How to use it
Brands can connect their organic and paid strategies by:
- Posting organic TikTok content regularly to test ideas
- Identifying top-performing videos based on key metrics like watch time, shares, or engagement
- Amplifying successful posts with paid promotion
- Boosting creator content to extend its reach
This approach helps teams scale the content their audience already loves.
Example: HelloFresh
In this sponsored TikTok from HelloFresh, a creator shares why she recently started using the meal kit service again. The video includes her personal discount code and a clear call to action.
Because the video follows a creator-led format, it fits seamlessly into the For You feed.
Source: HelloFresh
Metric to watch
Cost per engagement and watch time on promoted videos.
5. Creator partnerships unlock reach
Creator partnerships have become a core strategy on TikTok.
It’s no surprise why: creators capture a large share of attention on TikTok. In fact, creators make up about half of the accounts U.S. TikTok users follow.
When brands collaborate with creators, they’re able to reach audiences in a way that feels more natural to the platform. These partnerships can take many forms, from sponsored videos and product demos to longer-term collaborations.
Source: valerietaiylorr
Why it matters
Creators bring credibility, personality, and a deep understanding of their audience. Their content often feels more natural and relatable than high-budget marketing campaigns.
For brands, partnering with creators opens the door to niche communities and conversations that are already happening on the platform.
How to use it
Brands can build stronger creator partnerships by:
- Giving creators the freedom to tell the story in their own voice
- Collaborating on tutorials, product demos, and behind-the-scenes content
- Testing one-off partnerships and longer-term relationships
Example: Microsoft
Microsoft partners with TikTok creators who already post about productivity, studying, and work habits.
In these sponsored videos, creators walk through how they use Microsoft 365 tools to plan assignments, track tasks, or manage their schedules.
Source: ellenparkk
Because this kind of content already lives on their channels, the partnership doesn’t feel like an ad interrupting the feed. It feels like another post in their usual routine.
And that’s the point: viewers get to see how the tools fit into real workflows, not just marketing copy.
Metric to watch
Engagement rate, shares, and follower growth from creator-driven campaigns.
6. Success on TikTok goes beyond views
Views are the most visible metric on TikTok, but they only tell part of the story.
More brands are looking beyond view counts to understand how their content drives engagement, discovery, and real business outcomes.
Why it matters
A video can rack up thousands or even millions of views and still feel like a drop in the bucket for your brand.
That’s why smart teams look beyond views. Metrics like watch time, shares, saves, and clicks show whether people are paying attention, sharing the content, or taking the next step. For enterprise teams, these signals help connect TikTok performance to broader marketing goals.
How to do it
Teams can evaluate TikTok performance by tracking metrics tied to three areas:
- Engagement quality, like watch time, retention, shares, and saves
- Discovery signals, like profile visits and follower growth
- Business outcomes, like link clicks, product page visits, and conversions
TikTok’s native analytics offer basic insights. But many teams use a social media management tool to get a more complete picture of performance.
For example, Hootsuite allows teams to:
- Compare performance across channels: See analytics from all your social platforms in one place and understand how content performs on TikTok versus other networks.
- Access more historical data: Hootsuite lets you analyze data beyond TikTok’s 365-day window.
- Create customizable reports: Build reports tailored to your stakeholders and reporting objectives.
- Visualize trends and insights: Data visualization tools help illustrate patterns and performance trends.
- Benchmark performance: Compare your TikTok metrics against industry peers.
Metric to watch
Metrics like watch time, shares, saves, and conversions reveal whether a video is actually resonating with viewers.
#1 for TikTok marketing
Schedule TikToks, answer comments, and show off your results in beautiful reports. It’s so easy.
5 of the most important TikTok trends for creators
If you’re a TikTok creator, here are five TikTok trends to watch:
- Creators are building personal brands
- Life transition storytelling is having a moment
- Content series keep audiences coming back
- Niche communities are thriving
- Entertainment-first content wins
1. Creators are building personal brands
Instead of posting random content, successful TikTok creators develop a recognizable voice, style, or area of expertise that becomes unmistakable to their audience.
Why it matters
Whether you’re known for cutting curly hair or finding cheap flights, having a clear focus makes it easier for viewers to understand what you offer and why they should hit “Follow.”
It also helps you connect faster with people looking for your type of content, helping you stand out in crowded feeds.
How to use it
Define what you want to be known for and build content around that theme. Whether you focus on hair tutorials, productivity hacks, or financial advice, consistency helps audiences remember your content.
Over time, that clear identity can also make it easier to attract brand partnerships.
Example: Alexis Nikole
TikTok creator Alexis Nikole built a large following by sharing videos about foraging and wild foods. By leaning into a specific interest and sharing it with personality and expertise, she turned a niche topic into a recognizable personal brand.
Source: alexisnikole
2. Life transition storytelling is having a moment
TikTok has become a space where creators document big life changes, career shifts, and new ways of doing things. From starting a side hustle to moving to a new city, many creators share honest stories about life transitions.
This type of content often blends storytelling with practical advice, giving viewers a glimpse into how someone else is navigating change.
Why it matters
Audiences are drawn to content that feels relatable and real. When creators share personal journeys, challenges, or lessons learned, it helps viewers imagine what similar changes might look like in their own lives.
These stories often spark conversations and encourage viewers to reflect on their own goals, routines, or habits.
How to use it
Share experiences that show how you’re learning, improving, or trying something new. Focus on honesty and practical takeaways that others can apply to their own lives.
Example: Madi Beumee
Creator Madi Beumee built an audience by documenting her life after moving to Boston. She takes her audience along as she explores new places around the city, sometimes with friends and sometimes on her own.
She also posts a popular weekly series highlighting things to do in Boston every week, giving viewers fun ideas for getting out.
Source: Madi Beumee
3. Content series keep audiences coming back
Many successful TikTok creators build recurring video series around a specific theme or challenge.
A content series can take many forms, from finding the best matcha in your city to testing different side hustles to see which one makes the most money.
Why it matters
A consistent series gives viewers a reason to come back for future videos. When audiences know a creator will post another installment, they’re more likely to follow along.
Plus, doing a video series can make content planning easier since you don’t have to scramble for last-minute video ideas.
How to use it
Think about topics that naturally lend themselves to multiple videos. To make the process easier, try batch filming several videos at once and scheduling them in advance. For example, you might post a new installment every Friday so viewers know when to expect the next video.
Example: SimplyNikkiB
Creator SimplyNikkiB recently kicked off a content series called Barely Better with the goal of testing 50 wellness habits in 2026. So far, she’s tried journaling, silent commuting, and other small lifestyle tweaks.
Since each video is part of an ongoing experiment, viewers have a reason to keep coming back for the next update.
Source: SimplyNikkiB
4. Niche communities are thriving
TikTok is made up of thousands of niche communities that center around specific interests or hobbies (#BookTok, anyone?). These tight-knit communities bring together creators and viewers who share the same passions.
Instead of trying to appeal to everyone, many successful creators focus on topics that resonate with a smaller group of people.
Why it matters
Niche communities tend to be highly engaged. When viewers feel like a creator speaks to their interests, they’re more likely to comment, share, and follow.
Focusing on a specific niche can also help TikTok’s algorithm identify the right audience for your content.
How to use it
Think about the communities you naturally connect with. Whether it’s travel, productivity, cooking, gaming, or personal finance, focusing on topics that speak to a specific group of viewers can help your content find its audience.
Example: #BookTok
The #BookTok community has become one of the most influential niches on TikTok. Creators share book recommendations, reviews, and reactions to their latest reads, helping certain titles go viral and even land on bestseller lists.
Source: katiewuwrites
5. Entertainment-first content wins
On TikTok, the For You Page is purely based on what you find entertaining on TikTok.
Successful creators often combine useful information with storytelling, humor, or engaging visuals to make their content enjoyable to watch.
Why it matters
TikTok’s algorithm prioritizes content that keeps people engaged. Videos that are entertaining tend to generate longer watch times, more shares, and more repeat views — all signals that help content reach a wider audience.
Even educational or informative videos tend to perform better when they’re delivered in an engaging way (in other words, your brand isn’t destined for lip-syncing videos or TikTok dance challenges).
How to use it
Focus on making your content both valuable and engaging. Strong hooks in the first few seconds, clear storytelling, and creative editing can help hold viewers’ attention.
Experiment with pacing, trending TikTok sounds, and visual storytelling to keep your viewers curious.
Example: Duolingo
No TikTok trends article would be complete without mentioning Duolingo.
Duolingo’s TikTok account is famous for its humorous videos featuring the brand’s green owl mascot. By leaning into absurd humor and chaotic vibes, the brand knows how to entertain its audience.
Source: Duolingo
FAQ: TikTok Trends
What are the top TikTok trends and how do they impact brand strategy?
They also show that TikTok is no longer just an entertainment app — it’s a place where people discover brands and make buying decisions.
How do TikTok trends evolve and what stats show their lifecycle?
TikTok trends usually start when a video gets strong engagement signals like high watch time, likes, comments, and shares. Those signals tell the algorithm people enjoy the content, so it shows the video to more users. As other creators recreate the format, sound, or idea, the trend spreads across the platform. Eventually engagement slows down and the trend fades (or evolves into a new variation).
What TikTok trend data should enterprises monitor for content planning?
Enterprises should look at both their own performance data and what’s trending across the platform. Internal metrics like watch time, completion rate, and shares show what resonates with your audience. At the same time, keeping an eye on trending sounds, hashtags, and video formats can help teams spot new content ideas.
How do TikTok trend engagement metrics differ by industry and audience?
TikTok engagement can vary widely depending on the industry and audience. For example, lifestyle content tends to generate more shares and comments, while educational or B2B content may lead to longer watch times. Understanding these patterns helps brands create content that matches how their audience prefers to engage.
What tools help teams track and act on TikTok trends in real time?
Tools like TikTok Creative Center and Hootsuite help teams track and act on new trends in real time. TikTok Creative Center highlights trending hashtags, sounds, and videos across the platform, while Hootsuite helps teams monitor their own performance, track emerging and viral trends, benchmark results against competitors, and adjust their TikTok strategy in real time.
Grow your TikTok presence alongside your other social channels using Hootsuite. Schedule and publish posts for the best times, engage your audience, and measure performance — all from one easy-to-use dashboard. Try it free today.
