16 Popular TikTok Trends To Watch in 2024

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As Gen Z’s favorite social network continues to grow in popularity, even among other generations, TikTok continues to be the source for trends that transcend the app. Every day, TikTok users flock to the social platform to see what’s hot in fashion, music, food, and pop culture. TikTok’s straightforward interface and unique algorithm create a revolving cycle of TikTok trends—some that fade quickly and others with staying power. 

For brands, catching the wave of a big TikTok video trend can translate to engagement, brand awareness, and even sales. But jumping on every trend isn’t a sound social media strategy. Getting it right is a tricky balance between catching a trend at its peak and putting a spin on it that’s clever and on brand.

Ahead, explore some of the top TikTok trends for ecommerce brands, with real examples of popular TikTok videos from other successful businesses. This article focuses on trend themes and evergreen hashtags to inspire your content through 2024.

What is a TikTok trend?

A TikTok trend is sound, dance, hashtag, challenge, topic, or video format that goes viral on the platform. This means it catches on among a large number of users during a specific period. A trend spawned by a single video will inspire other users to create content that uses the theme, hashtag, or trending sound with their own spin. Some trends fizzle out after a few weeks, while others become evergreen content formats on the app.

Trends have launched the careers of some of the app’s biggest creators. Being early to a trend can lead to millions of video views and a rise in a creator’s popularity. TikTok is driven by trends, and many of them are born on the platform before making their way onto other social networks and even into everyday life.

Why are trends important on TikTok?

“If I were to start a business now in 2024, I would fully lean into TikTok,” says KraveBeauty founder Liah Yoo. TikTok is the place to be if you’re a brand selling to younger Gen Z audiences. 

These trendsetters use the platform to start and propel the latest trends. Here’s why trends are important on TikTok: 

They signal wider trends in fashion and pop culture

Because of TikTok’s popularity among younger audiences and its focus on fashion, beauty, pop culture, and humor, the app often starts or propels online trends into real world trends. Creators in the DIY sphere drive trends in home décor (think #cottagecore) and popular films getting the TikTok treatment inspire fashion (consider #Barbiecore).

They influence trends on other platforms

Have you ever been scrolling X or Instagram only to see a video with a TikTok logo stamped in the corner? The best videos on TikTok often travel beyond the app, getting reshared on other social media apps. The TikTok format has also influenced how users create content for other platforms, including Instagram Reels. 

They offer opportunities for brands to reach audiences

Trends are a great way to gain exposure for brands. Jump on a trend with timely and relevant content that both understands the trend and ties it back to the brand. Brands that do this right can show the authenticity users on TikTok expect from the brands they love and follow.

How to find new TikTok trends

TikTok can feel random until you learn how to use it. TikTok’s algorithm surfaces video content in the For You page (FYP) based on a mix of trends and content relevant to each user’s habits and preferences. This is a great place to start, but there are other ways to discover what’s trending on TikTok today. 

Keep an eye on your For You page 

As you scroll through the FYP, you’ll see dozens of videos that the algorithm hopes you’ll engage with. The more you watch a video and engage with it (like, comment, follow, etc.), the more the algorithm learns what you like and what it thinks you want to see next.

The best way to discover what’s trending on TikTok is to spend time on the app and cultivate your own unique FYP. It won’t take long for you to see which trends are going viral—especially those that are aligned with your content preferences or industry.

Check out TikTok’s Discover page

One way to find out what’s trending is to head to the Discover page. This page will also be somewhat curated based on the content you’ve interacted with on your For You page. Creators can help boost their content by using the Discover page to look up which hashtags are currently trending and adding them to their videos.

Tap into TikTok’s Creative Center 

TikTok’s Creative Center is a source for all things trending. You can see what’s hot on TikTok across different countries and time periods and filter by hashtags, songs, creators, and videos.

Track trending songs

Sound is key to TikTok, and 88% of TikTok users say that sound is a critical part of the TikTok experience. Sounds and songs are often at the heart of viral memes and trends on the platform. In the Creative Center, toggle to Songs in the trending chart. Click Explore More to see this chart: 

From here, you can click into the analytics for a specific song to see interest over time:

Keep an eye on trending hashtags

Now toggle to Hashtags in the same chart. Here, you can filter by date range and industry (for example, Apparel and Accessories), then drill into a specific hashtag to see its interest over time. In these two examples, #summervibes is a popular hashtag that has been growing steadily over the past three months, whereas #earthday spiked in April, around Earth Day celebrations.

Follow popular creators and influencers 

Popular TikTok creators eventually will appear in your feed, as TikTok promotes popular videos within your For You page. You can also use Creative Center to find and follow users.

Toggle to Creators or TikTok Videos to discover these users. Following popular creators—especially those with audiences similar to your target customer—will help you identify trends as they emerge.

The TikTok trend cycle

TikTok has its own framework for measuring trends. Within it, the platform has categorized trends under three categories.

• Trend moments refer to short-term trends that gain traction quickly and either fizzle out at the same rate or become trend moments.
• Trend signals emerge when user behavior and content styles signal a new way to use TikTok, perhaps a format that spans multiple memes and topics. This is a longer-term trend format.
• Trend forces apply to large scale transformations in the way users behave on TikTok. These may be wider themes that grow steadily on TikTok over time.

3 TikTok trend forces for 2024

Each year, TikTok releases a trend report that captures the year’s top trends as well as its forecast for upcoming trends. For 2024, TikTok identified the following trend forces on the platform:

Curiosity peaked 

This trend force relates to TikTok’s prominence as a discovery tool—for products, trends, and topics. Unlike search engines, where users go to find a specific answer, TikTok is meant for rabbit holes and learning new perspectives. Brands that want to jump on this trend should create video content that sparks curiosity.

Storytelling unhinged

Storytelling is a critical tactic for brands that want to stand out in a crowded market. Consumer trends point to an expectation that brands are authentic and relatable. Storytelling on TikTok is a great way to humanize your brand. But stories are taking on a new life on TikTok, with new formats, diverse voices, and unexpected narrative structures. Get creative with your stories to capture the attention of today’s users.

Bridging the trust gap 

According to TikTok, users will trust a brand 108% more if they see an ad by that brand on the platform. But building trust isn’t just about putting out content. Brands should continue to build trust by engaging directly with customers and treating the platform as a communication channel. Get feedback and listen to your audience to improve your video content and build loyalty.

16 TikTok trends to inspire your next viral video

1. Get ready with me (GRWM)
2. #tiktokmademebuyit
3. Femininity and #coquette
4. Food challenges and #foodtok
5. Trending sounds
6. Self-growth, inner beauty, and #hopecore
7. Subcultures and communities
8. Delulu trend signal
9. TikTok challenges
10. Dance trends
11. Memes and pop culture trends
12. Fit check
13. ASMR
14. Nostalgia and retro trends
15. POV (point of view)
16. Pack an order with me

Not every TikTok challenge or meme will be a fit for your brand. But there are ways to put your own spin on TikTok trends that will help you make sales, grow your audience, and strengthen your brand’s presence.

TikTok is the birthplace of some of the internet’s most popular memes, style trends, influencers, and even food trends. Here are some of the app’s most evergreen trends to inspire your next TikTok video.

1. Get ready with me (GRWM) trend

This trend is an ongoing phenomenon used by makeup artists, beauty creators, and fashion influencers alike. Anyone can participate in this trend by inviting users into a morning routine or other process of getting ready for the day or an event. 

This is a great trend for beauty brands, especially if you can team up with an influencer to incorporate products into their routines. Here’s how OUAI tried this trend with a creator partner:

Other types of brands can put their spin on the trend, like this example from Yeti:

2. #tiktokmademebuyit 

TikTok is overflowing with creators showcasing products they’ve found and bought thanks to TikTok. Often, this content is tagged with the popular hashtag #tiktokmademebuyit.

Many small businesses use TikTok to advertise, and if a product goes viral through hype or positive product reviews, it can be a game changer. Using the hashtag for product videos can also help provide more visibility for your brand. Products that provide some kind of “life hack” or that strike a chord with Gen Z tend to take off under this trend.

This trend is also a great way to gather user-generated content for your brand as the hashtag often features gushing testimonials from real customers.

3. Femininity and #coquette

Among the broader themes predicted by TikTok in 2024, this trend revolves around femininity. Also known as the #coquette trend, this hashtag returns videos of girly moments featuring bows and pastels. This trend aligns with related fashion trends like the return of the ballet flat. 

Here’s how Knix jumped on the trend, featuring products from its collection:

4. Food challenges and #foodtok

Food challenges have long been a part of the TikTok content mix from the extreme spicy food challenge of 2023 to the more current rock paper scissors food challenge. While these challenges come and go quickly, one thing remains constant: #foodtok is a vibrant subculture of TikTok and users can’t get enough.

As a food brand, consider getting more niche with your hashtags if you can find trends that pertain to your products specifically. Here’s how Olipop used #drinktok to share this educational drink recipe post: 

5. Trending sounds

Sound will always drive memes and trends on TikTok, whether it’s driven by a big album release or Stitched from a trending video. Beat drops, sound clips from films, and popular songs can all go viral on the platform. 

Here are two brand examples using 2024 trending sounds. Sol De Janiero hopped on the #hellosharks trend, a format that used the Shark Tank theme song alongside a plea to the TV show’s hosts and investors. 

And, after the release of Taylor Swift’s latest album, the founder of XXL Scrunchie added her take to a Swiftie trend using the song lyrics, “I cry a lot, but I’m so productive.”

If you’d like to use a trending song or sound in your video content, follow these instructions:

1. From the mobile app, click into a video that uses the sound.
2. Tap the circle in the bottom right corner to see the sound.
3. Tap Add to Favorites to save the song for later or Use this sound to create content now. 

6. Self growth, inner beauty, and #hopecore

This year, TikTok is predicting trends pertaining to inner beauty and inner strength. This trend will see more video content around self growth, wellness, healing, and moments of self-transformation. Among these, the hashtag #hopecore is appearing more frequently. 

This wholesome trend is all about messages of hope and encouragement. Rather than a physical transformation, these focus on a spiritual glow up. Wellness and self-care brands can hop on this trend, featuring products in a genuine way.

7. Subcultures and niche communities

As with other social media platforms and sites like Reddit, TikTok has its own subcultures. Niche trends emerge across hashtags like #booktok, #foodtok, #filmtok, and #anime. 

Celebrities like Oprah are jumping on the #booktok trend, one of the most popular niche communities for 2024. Here’s her #booktok content celebrating LA independent bookstore Lost Books:

8. Delulu trend signal

Delulu, Gen Z slang for delusional, emerged as a mainstream term and trend on TikTok in 2023. And it’s not showing signs of slowing. TikTok identified #delulu as a trend spotlight for 2024. This trend refers to users posting overly optimistic takes on hopeless scenarios. “Delulu is the solulu,” as in “delusion is the solution,” is another term you may see attached to this trend. 

9. TikTok challenges

Challenges have long been part of social media content, inspiring some apps’ most memorable moments. As early as 2014, the ice bucket challenge took hold of Facebook, and YouTube’s controversial Kylie Jenner lip challenge raised safety concerns among parents in 2015. 

From lighthearted to downright dangerous, TikTok challenges pop up every day on the platform. Participating in these as a business means assessing if it’s appropriate for your brand. 

Here’s an example of a company’s take on a TikTok trend that aligns perfectly with the brand. A 2024 trend, sometimes called the Blue Monday trend or the punching trend, is a battle style trend that sees two people “fight” over opposing ideas or preferences. This is how activewear brand All Fenix tried the trend:

10. Dance trends

Dance routines and choreography have been at the core of the app’s video content since the beginning. Top influencers like Charli D’amelio and Addison Rae have built million-dollar careers on viral dance trends. While dances on the app move in and out of fashion quickly, they’re generally easy to participate in and businesses can find creative ways to add a brand spin.

Footwear brand Crocs took this one step further by partnering with Japanese dance troupe Avant Gardey to create dance content for its brand page:

11. Memes and pop culture trends

Pop culture hot takes thrive on TikTok and often become trends as others weigh in on the drama or become memed. Take 2024’s Kendrik Lamar and Drake beef, where users shared their explanations of the artists’ diss tracks. In early May, both #drake and #kendrik lamar topped the hashtag charts. By the next week, however, TikTok drama will move elsewhere.

As a business, using TikTok to stay on top of pop-culture trends can help you stay relevant and understand your audience’s preferences. Remember to only use trends and memes if they are the right tone and topic for your brand. And, be sure the trend is still active lest you appear out of touch.

Here’s how shoe brand Vessi used a popular clip from TV’s I Think You Should Leave to demonstrate product features: 

And in this video from Scrub Daddy, the brand took part in Jojo Siwa mania, using much-memed makeup from her latest album along with Jojo audio:

12. Fit check 

Want to show off your #OOTD (outfit of the day)? Post a fit check! Show off your sense of style and become a fashion inspiration by wearing something unique or putting your spin on what’s trending in the fashion space. This is a perfect trend for designers and clothing brands to reveal new collections. 

Other fashion trends have spun off this one, too. For example, Megababe founder Katie Sturino uses her platform to share outfit ideas and inspiration for plus-size bodies using the hashtag #supersizethelook.

13. ASMR

ASMR (autonomous sensory meridian response) trends continue to be popular on TikTok and other video platforms. This content serves as both entertainment and stress relief for those who find ASMR soothing. 

There are many ways to put a spin on this for your brand. For example, restaurant-quality Asian seasoning brand Omsom shared the satisfying noises of a team member sizzling up some spicy noodles.

Even pet food brands have jumped on the trend, like in this video from Spot & Tango:

14. Nostalgia and retro trends

Nostalgia is huge on TikTok, from recreating ’90s high school aesthetics to Gen Z kids gawking at their parents’ ’80s dance moves. Brands and creators alike share embarrassing or relatable nostalgic content about school days, emo trends, past fashion trends, old school music, and more. If it was popular 10, 20, or 30 years ago, it will definitely find an audience on the app. Decade-specific fashion trends like Y2K or ’60s-inspired makeup looks are also popular.

Here’s how Barbie added its flavor to the 90s blowout trend on TikTok in 2024:

15. POV (point of view) 

This long standing trend on TikTok includes videos that present a point of view that reflects a particular character or situation. For example, you might post a video from the POV of your strict parent, a nervous backseat driver, or a dog on a walk. These are usually humorous takes and can be adapted to any situation, making this trend ideal for brands looking to show personality. 

Here’s how Lululemon used the trend to showcase its new collection:

Bali Body took a humorous approach, even pairing the trend with another trending moment, Met Gala fashion: 

16. Pack an order with me 

TikTok users love watching small business owners pack orders on social media. These videos often have high design aesthetic and even ASMR qualities. Or they humanize a brand with a behind-the-scenes view of a frenzied fulfillment process.

For example, home décor business Tarta Gelatina shares order packing videos that highlight the brand’s attention to design and detail:

How to create a TikTok trend

One of the biggest trends of 2023 was the Grimace shake trend. This TikTok trend was brand-led by McDonald’s during the launch of its newest product: a purple milkshake named for one of its lovable mascots. But trends can be started by any TikTok user.

Starting a trend as a brand begins with understanding your audience. Start with topics they’re already engaging with and envision it through a brand lens. To take off as a trend, your content should have universal appeal and be flexible enough to be memed by anyone. 

TikTok’s own analysis has determined that every trend is made up of four elements: 

• A trend message
• Associated hashtags
• A sonic identity
• Visual narrative 

Here are some more tips for going viral on TikTok with your own branded trend:

• Consider challenges that include a unique branded hashtag and a catchy sound or song with pop culture appeal. 
• Challenges should be easy for users to participate in, such as an easy dance. Chipotle’s simple #guacdance was one of the most successful brand challenges on TikTok. 
• Partner with an influencer with an audience similar to your target customer. 
• Humor goes a long way on the platform. Create a trend that allows users to be silly and showcase their own sense of humor. 
• Tap into what’s current in popular culture. Can you start a branded trend based on a new album drop or controversial fashion trend?
• While selling on TikTok gets easier with the app’s own shopping features, your content shouldn’t be salesy—especially if you want it to go viral.
• Use editing tools to turn an original clip from your camera roll into a punchy video with slick transitions.
• Keep your video clip short and use text overlay to convey more information, especially if you pair it with a sound clip.

Use TikTok trends to boost views and grow your business

As TikTok trends come and go, pay attention to recurring themes, evergreen trends, and formats that stick around. These are some of the best ways to jump on trends without the risk of missing them altogether.

Staying on top of the latest TikTok trends, viral sounds, and challenges can be valuable as you learn what type of content works on the platform. As you develop your TikTok marketing strategy, continue to monitor how trends in your industry evolve and how your target audience reacts. 

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