Irreplaceable Instinct
TrendSignal1: Reali-TEA
Fantasyisfading.In2026,audienceswillrealign throughthechaostoforgenewrealitiestogether.
TrendSignal2: CuriosityDetours
In2026,audienceswillseeknewrabbitholesof curiositythroughnewdoorsofdiscovery.
TrendSignal3: EmotionalROI
Impulsewilllosetointentionin2026asshoppers rewardthebrandsthatjustifythewhytobuy,first.
Audienceswillmovetoretraintheirirreplaceableinstinct withrealcuriosity,conviction,andcarethatconnectus. 01 02 03 04 05 2026TrendTheme: IrreplaceableInstinct
WhatʼsNext
Actionablenextstepstogetaheadofthis yearʼsbiggestshifts
Foreword
WhenwefirstintroducedTikTokʼstrendmethodology,SpeedsofCulture,in 2021,ourplatformwasalreadyrewritinghowtrendsmove.Ourcommunityʼs collectivecreativityspreadsignalsfasterthanever.Wedanced,weflopped, wemadetoomuchfetapasta,uncovered‘whotfdidImarryʼ,andcackled tryingtoassignmeaningto‘6,7ʼ.
Today,culturehasshiftedintoanewgear.Itʼslayered.It'squick.It'sshaped bypeoplechangingdirectionfast,andmarketersurgentlyneedthetoolsto stayontopofthesetrendsastheymanifestandevolveinrealtime.That's whywe'verolledoutnewAI-poweredtoolstohelpmarketersidentifyand capitaliseontrendsfaster,diggingintothestories,language,and behavioursthatconnectus.
Thisyearʼsreportlooksandfeelsdifferent.UsingTikTokʼsownsolutions,we analysedtrenddataandcollaboratedwithhumansgloballytounderstand howcultureisevolvinginrealtimeandwhereitʼsheadednext.Ithasanew name,anewdesign,andmoreanswersthanever.Weʼvedistilledinsights intothreekeyuserforecastsfortheyearahead,completewithmoreangles, acceleratedbyTikTokandbackedbydatanooneelsecanprovide.
Weʼrepullingbackthecurtainsomarketerscanusethesesametools year-roundtounlockinsightsforbrands,agencies,creators,andeventhe mostactiveTikTokcommentwarriors.
Let'sgetintoit!
CassieTaylor GlobalHeadofPlatform &TrendsMarketing
IrreplaceableInstinct
/ˌi(r)rəˈplāsəb(ə)lˈinstiNG(k)t/noun;whattechnologycanʼt replace:connection,curiosity,andpresence,evenwhenitʼsa littlemessy
In2025,wheneverythingfelt‘toomuchʼ,peoplefoundwaystocope suchasquietquitting,avoidingintensity,andrunningonautopilot.Butin 2026,audienceswillmoveawayfrompassivelivingtowardsactive creation,retrainingtheirirreplaceableinstinctwithrealcuriosity, conviction,andcarethatconnectsus.
ThisyearʼstrendsignalswerepoweredbyAI,thenshapedbyhuman instinct.Ourtoolshelpedussurfacepatternsacrosscountlessvideos, searches,comments,andcommunities.Butthemeaning,whatpeople careabout,wheretheirattentiongoes,andhowtheyspendtheirtight budgets,comesfromunderstandinghowourcommunityonTikTok actuallyfeels.We'rerebalancingourlives,navigatingeconomicchange, andenteringanotheryearofthe‘newnormalʼ.Andwearenʼtbacking down.Itisinthesemomentsofrealignmentthatwerediscoverwhat matters.TikTokiswherepeopleareexploringitallintruedepth.Thisis whereirreplaceableinstinctshowsupinrealtime.
Thatisourfocusthisyear:helpingmarketerssharpenwhatmakesthem human.TechlikeAIisnotareplacement,itisacreativeamplifier.When AIfuelsthedataandhumaninstinctsetsthedirection,creativitydoes notjustkeepupwithculture,itleadsit.
Shapedbypeople,poweredbyAI
IrreplaceableInstinct
ShapedbyPeople
Weturneddataintotrendsusinghumaninsight
Weusedourtoolstoanalysecountlesspiecesofcontent,comments,and searchqueries.Buttherealmagiccamefromthehumansbehindthedata andthecreativityonourplatform.Partneringwithbrilliantmindsaround theworld,wemappedthetrajectoryandvelocityoftodayʼstrendstobring youour2026predictions.
Howtograbour attention
Reali-TEA
Fantasyisfading.In2026, audienceswillrealign throughthechaostoforge newrealitiestogether.
Whatwe're curiousabout
CuriosityDetours
In2026,curiositybecomes thenewcurrencyas audiencesdivedeeperinto newjourneysofdiscovery.
PoweredbyAI
Thisyear
wemoved
Whatwespend ourmoneyon
EmotionalROI
Impulsewilllosetointention in2026asshoppersreward thebrandsthatjustifythe whytobuy,first.
fasterbyusingourowntools
LeveragingourownAI-poweredsolutions,TikTokOneInsightsSpotlightand TikTokMarketScope,wewereabletotestandvalidateourTikTokNext2026 trendhypothesesagainstreal-timedataandbrandinteractions.Wealso exploredhigh-performingcontentacrosspaidandorganicwithTikTokOne ContentSuite,thenworkshoppednewcampaignideaswithSymphonyCreative Studio.Withourfullsuiteofsolutions,marketerscanmovefromtrendinsightto creativitywithinminutes.
TikTokMarket Scope
First-partyanalytics platformthatturnsaudience behaviour,content performance,andmarket trendsintoactionable insights.Itunifiespaidand organicdatatoshowhow peoplediscover,talkabout, andbuyfrombrandson TikTok—helpingmarketers connectawarenessto conversioninrealtime.
TheTrendsShaping YourIndustryNow TurnOrganicTalk IntoStrategicContent
TikTokOne ContentSuite
TikTokOneContentSuite centralises alloftheorganiccontent thatmentionsyour brand—fromcreator marketingtoTikTokShop affiliateandearned media—intoasingle location,enablingyouto seamlesslyamplifygenuine user-generatedUGC contentasSparkAds.
MultiplyYour CreativeMomentum
Symphony CreativeStudio
OursuiteofgenerativeAI toolsisdesignedto unlockcreativepotential atscale.Insteadof repeatingthesame message,marketerscan tellitindifferentformats, toengageaudiences, preventcreativefatigue, anddrivenewbehaviour andsales.
IrreplaceableInstinct
Reali-TEA
Fantasyisfading.In2026,audiences willrealignthroughthechaostoforge newrealitiestogether.
HumanisingyourbrandgoesbeyondanAIavatarorchatbot.Itʼslistening, learning,andsharingrealstoriesthatspillthetea,allthedetails,onhowpeople actuallyfeel.TikTokaudienceshavemovedonfromromanticisinglifeto embracing#TheGreatLockIn.Weʼrenolongerbookingtripsbecauseweʼreonly inourtwentiesonce.Weʼrehittingourthirties,forties,andfifties(kudosto TikTokʼsgrowing#MakeupOver50family)andlearningescapismisnʼtenough. ItʼssharingJet2Holidayhorrorstories,chaotictriplore,andfindingcomfortin navigatinglifeʼschaostogetherthatwinsrelatabilityandresonance.Quiet quittinghasbecomeloudcracking:settingboundaries,protectingpeace,and chasingpassionsoutloud.Thesearethemomentsthatmakeuslaugh,reflect, andfeelhuman.TikTokiswherecreatorsandaudiencescelebratethehighsand embracethelowstogetherthroughhumour,community,andconnection.
WhatʼsDone #delulu #romanticising #digitalescapism
WhatʼsNext
KeywordspoweredbyTikTok
OneInsightsSpotlight
#lockedin648kposts
Fromstudytofitnessgoals,audiences aredeclaringa‘lockinʼ mindset,building tribesofaffirmationandaccountability.
#hygiene692kposts
Hearusout,weʼveseenasteadyincline increatorssharinghowtheylookandfeel goodbyturningtheireverydayshower intoaluxurymaintenanceritual.
#joblife235kposts
Thefreshiterationof#worklife5.2M posts),withmoreusersreturningtooffice ortakingonnon-traditionalcareerpaths, creatorsaresharingadayintheirwork livestosharenewperspectives.
InsightLearned
Audiencesareturningthe mundaneintoshared momentsofhumour, celebration,andrelatability.
Whatdoesthismean forbrands?
MarketerTakeaway
Whatpartofyourcreativecampaigncan flextomeetthecultural‘teaʼ?Useourtools tostaypluggedintoevolvinglanguageand aestheticsasyougetclosertolaunch.
GetStarted
Gowhererealconversationshappen. ToolslikeTikTokOneInsightsSpotlightand TikTokMarketScopetrackaudience sentimentinrealtime.Listen,thencreate contentthatreflectsitwithempathyandwit.
ProTip:Routinelycheck‘VerticalInsightsʼin TikTokMarketScopeforareal-timelook intothekeywords,hashtags,creators,and searchesinyourvertical.
SignalOne
ExploringTopFlavoursof
Reali-TEA
1.2X
MillennialandGenZusersexpectbrands tohavestrongcommunity,andare1.2x morelikelythanGenX+totryanew brandbecauseofitscommunity.
1.6X
CaseStudy
Flavours(emergingclubs)wereshapedby trackingkeywordandhashtaggrowthin TikTokOneInsightsSpotlightandTikTok MarketScope,revealingwhereaudience behavioursareheaded.
CultureForMe
TikTokhasbecomeitsownthirdculture,aspacewhere heritage,context,andcommunitycollidetocreate somethingbothsharedandnew.Here,identityexpands beyondtraditionaldemographics,shapedinsteadby interestsandintersectionality. #thirdculture#kwave#expat
ForcedtoLockIn
Asroutinesgetstretchedthin,audiencesrealign togetherbysharinghackstooutsmartmeetings,packed schedules,andtheSundayscaries,like@itssadjausing AdobeExpresstostaylockedinforthesemester. #sundayscaries#healingseason#corporatemaxxing
CommentReactStack
ATikTokcommentphotoreactisworthathousand words.Audiencesarebuildingtheircommentreact stacks,revivingmemesonTikTokwithsharedphotosof expressionsinsteadofwords.Thisisn'tjust engagement;it'screatingcultureinthecomments. #meme#photocomment
SecondAccountFound
Strategicbrandsandcreatorsarebreakingoutof one-dimensionalmouldsonTikTok,launchingnew accountstoshownewsides,likeImmiRamenʼssecond channelforstreetinterviewsaboutdefininghappiness, tiedbacktotheirmissionthroughramen.Itʼshumanto bemultifaceted.
#drafts#unselfishvlog#advice
Playground
Stayingtopofmindiseverythinginsnacking.Oreo nailedthisbyevolvingfromarecipehubintoa playfulTikTokclubhousewherefansjumpinto trends,commentculture,andevencross-brand ‘romanceʼrumours.FortheOreoxReeseʼscollab, theytappedintothejokeabout‘mergingʼwithyour bestfriend,lettingthecommunityshapethescript. Theresult:Oreoʼssecond-highestperforming TikTokpostof2025.
Source:OreoInternalData,Global,Dec2025
TikTokusersare1.6xmorelikelyto repurchasefrombrandswhenadsallow themtointeractwiththeadvertised brand(ex.commentsorco-creation) Source:TikTok
HIDDENGEMS CARMODS PLAYLIST
CURIOSITYDETOURS
CARGRWM ROADTRIP PLAYLIST
TrendSignalTwo
Curiosity Detours
In2026,curiositybecomesthenew currencyasaudiencesdivedeeperinto newjourneysofdiscovery.
Ourcommunitynoticedtheywerebecomingover-reliantontechtogetfromAto B,andmissingalltheexcitingdiscoverythatcanhappeninbetween.But behaviouronTikTokisshifting.Audiencesnowarrivewithintentionandleave withcuriosity,findingtrusted,unexpectedanswersthatsparknewrabbitholes. SearchingonTikTokislikeanoutingthatstartswithoneplanandunfoldsinto endlesssurprises.Youcomeforonething,andleavewith#datingtips, #cookinghacks,and#storytimesthatmakethejourneyricherandmorefun.Itʼs outwithrunningonautopilot,inwithscanningTikTokcommentsforanswers, searching‘mymakeuptypeʼ,andstayingtappedintowhateveryoneʼstalking about.Thebestpart?Thereʼsnosinglepathtoyourbrand,justcountless opportunitiesforaudiencestodiscoveryouthroughpersonalised recommendationsbuiltbyorganicaudienceinteraction,interest,andintent.
WhatʼsNext
63%
#whattowear #mymakeuptype #cookinghacks
searchersonTikToksayacentralreason forusingitasasearchplatformisthatthey discoverusefulthingsbeyondwhatthey weresearchingfor.
Source:TikTokMarketingScienceGlobalFutureof SearchStudy2025UK,DE,ESResults),conductedby WARC
Billionsof searches
happenonTikTokeveryday—up morethan40%fromlastyear.
Source:TikTokInternalData,Global2025
1in4TikTokusersstartsearchingwithin30 secondsofopeningtheapp. 1in4
Source:TikTokInternalData,US,asofJune2024
Whatdoesthismeanforbrands?
MarketerTakeaway
@CashApp CashAppspotlightsnichesmall businesspathsintheir‘HowI MakeMoneyʼseriesonTikTok.
Thisisnʼtaboutbroadeningyourappeal,butaboutshowingupmeaningfullyoutside yourcorecategory.UseTikToktoidentifysurprisingadjacentspaces,niche communities,orculturalmomentsthatnaturallyalignwithyourbrandidentity.
GetStarted
UseTikTokOneContentSuitetodigdeeperintoorganicbrandmentionsandseehow thecommunityreallytalksaboutyourbrand.Connectwithcreatorstoturnauthentic contentintopaidcampaigns,orusetheseinsightstocraftcreativethatspeaksthe audienceʼslanguage.
ProTip:UseTikTokOneContentSuiteasasourceforsearchinsights,itsurfacesup to44xmoreresultsthanmanualsearchonourplatform.
Source:TikTokDataScienceInternalAnalysis,April2024
FollowtheScent
HowTikTokMarketScopeMapsFragranceDiscovery
1.StartedwithTikTokMarketScope
Webeganbyanalysingtopglobal searchesinthebeautyverticalto understandwhatconsumersweremost curiousabout.
IdentifiedtheLeader ‘Perfumeʼemergedastheclear frontrunner,signallingastrongand growinginterestinfragrance.
ExpandedtheLens
Fromthere,weexaminedrelatedsearch termstouncoverthebroadermotivations anddiscoveryjourneybehindperfumeon TikTok.
BuiltContext
Thislayeredapproachallowedustomap notjustwhatusersweresearchingfor— butwhyandhowtheywereexploring scentdiscoveryontheplatform.
InsightLearned
Audiencesinterestedinperfumecanentertheirsearchthroughbooktok, skincare,andfirstdatepreparation.Setyourperfumebrandinthese contextstoconnectwithanaudienceactivelyexploringinyourcategory.
CaseStudy
FromBatteriestoBiases
DuracellʼsUnexpectedKPopConnection
Duracelldidnʼtjustfindfans—itfoundstans.Bytracing TikToksearchjourneys,thebranduncoveredan unexpectedconnectionbetweenitsbatteriesandthe KPopcommunity,whorelyonDuracelltopowerthe glowinglightsticksoftheirfavouriteidols.Whatstarted asanichediscoveryhasbecomeapowerfulnewgrowth audienceandatoppriorityfor2026.
“Acrossallmarkets,wegrew483%infollowergrowth, whichKPophasalargeparttoplayinthis.Findingan audienceandatrendwhereourbrandcould authenticallyengagehasbeenmassivelyrewarding.ˮ
ChristinaMiller ChiefSocialOfficerofVMLEMEA
EmotionalROI
Impulsewilllosetointentionin2026asshoppersrewardthebrands thatjustifythewhytobuy,first.
Consumersmaybecuttingbackon‘non-essentialsʼ,buttheyʼrealsoexpandingwhat countsasessential,andemotionsaredrivingthatline.Itʼsnolongerjustabout grabbingthecheapestshampooorbread;itʼsaboutrunningtoTikToktofindthe shampoothattrulyworksforyourhairtype,orturningbread-makingintoaritual thatsupportswellness.Purchasedecisionsareincreasinglypre-validated,with audiencesweighingemotionalROIjustasmuchasfinancialcost.Peoplemaygetthe datafromAI,buttheycometoTikTokforthehumanspark:thejoy,discovery,and delightofshoppingfromtheirfavouritetastemakersbeforetheyhit‘buyʼ.The‘whyto buyʼhasnevermatteredmore,andaudiencesaregravitatingtowardsbrandsand TikTokvoicesthatofferrealcontext,notjustasalespitch.
WhatʼsDone
#viralbuy #influencers
WhatʼsNext #tastemakers
AreyouaTastemaker?
FoundationalOrganic Audience
Whoisthecommunityyou wanttoserve,andhow canyouconsistentlyshow uptoproviderealvalue andearntheirtrust?
Tāstˌmākər;noun;apersonwhodecidesor influenceswhatisorwillbecometrendy
LeveragesToolsto Understandyour AudienceBetter
Areyouusingaudiencetools (ie:CreatorSearchInsights, TikTokNextTrendForecasts, TikTokOneInsightsSpotlight) andprogrammesCreator Community)touncoverwho yourfollowersreallyare,how theybuy,andwhattruly matterstothem?
Whatdoesthismeanforbrands?
MarketerTakeaway
Donʼtletthepressuretosellshow.Shoppersare redefiningwhatʼsessentialnotbyprice,butby meaning,joy,andbelonging.Justifyingthewhytobuy meansanchoringyourproductintheiridentity, community,andthemomentsthatbringthemjoy.
GetStarted
WithSymphonyCreativeStudio,youcanquicklyadapta singleassetacrosslanguages,formats,andstyles—so yourcreativemeetstheEmotionalROIofdifferent audiences.Ifyouraudienceisfeelingstressed,test ASMR-stylevisualhooks,cosygamingscenes,orvaried voiceoverstoseewhatresonatesmost.
Protip:Usethesefast,low-liftconceptstoinformand evolveyourbroadercreativestrategy.
Selectiveabout Partnerships
Areyoupartneringwith brandsandcreatorsthat genuinelyfityour lifestyle,content,and community,onesyouʼre proudandexcitedto represent?
TrendSignalThree
WhytoBuy=2(E²)+T
E²=Expanding Essentials
Essentialsfor TikTokaudiencesare centredaroundnew wellnessgoals
FOREXAMPLE
×OUT
Becauseit'scute
✓NEXT
Becauseitbringsmejoy
×OUT
2hrgymsesh
✓NEXT
Lifestylegym membershiptoworkout &workremotely
×OUT
Expensivegroup dinnertabs
✓NEXT
Themeddinnerparties athome
E²=Evidence Economy
TheTikTok commentsection istrustedfor communityreviews
FOREXAMPLE
×OUT ‘Viralʼ
✓NEXT ‘Day36ofusingthis productʼ
×OUT Stagedscenarios
✓NEXT Real-worldtesting
×OUT Copy&pastedclaims
✓NEXT
Crowdsourcingreviews fromcomments
MarketerTakeaway
CaseStudy
T=Tastemakers
Creatorsarewinning favourbyevolving storytellingbeyond impulsetactics +
FOREXAMPLE
×OUT ‘Hypeʼ
✓NEXT ‘Mostrecommendedʼ
×OUT Generallifestyle
✓NEXT Nicheseries
×OUT Highfollowercount
✓NEXT Highcomment engagement
JointheemotionalROImathclub.Youofferthewhybasedon theirnewrealities,thentheyʼllhandlethehowitallmakessense.
TheVintedEffect MakingSecond-HandShoppingShareable
ForitsUKSpringpush,VintedleveragedTikToktoturn second-handshoppingintoaculturalmomentwithits ‘NewAgainʼcampaign.Byinvitingcreatorstoshare authentictakesthroughaBrandedMission,461 creatorsproducedcontentthatwasamplifiedviapaid media,generating21M+impressions,1.1M engagements,and500K+interactionswiththe BrandedEffect.Thecampaignsuccessfully transformedaseasonalpushintoacommunity-driven conversation,provingthepowerofcreator-led storytellingtodriveawarenessandculturalrelevance.
TrainingYour IrreplaceableInstinct
Fantasyisfading.In2026, audienceswillrealign throughthechaostoforge newrealitiestogether.
GetStarted
Howwillyouunderstand theflavoursofaudiencesʼ newrealitiessoyoucan betterreflecthowtheyfeel today?
In2026,curiositybecomes thenewcurrencyas audiencesdivedeeperinto newjourneysofdiscovery.
GetStarted
Whatunexpectedpathsare audiencestakingto discoveryourbrand,and whatcanyouofferthat makestheirdetourworth stayingfor?
Inaction:Food&Beverageexample
Impulsewilllosetointention in2026asshoppersreward thebrandsthatjustifythe whytobuy,first.
GetStarted
Howisyourbrandproving itsreal,everydayvalue beyondprice,through meaning,proof,and tastemakers?
IdentifytoptrendinghashtagsinFood&Bev categoryfromTikTokMarketScope
Letʼstakeacloserlookat#booktok
Searchforvideosthatmentionbothyour brandand‘booktokʼfromtheTikTok communityinTikTokOneContentSuite
Exploreinspirationorinstantlyrequestad authorizationtosparkcreatorcontentintoads
2 ToExploration 3 ToStrategy 1 FromInsight
Generateavideoconceptinminuteswith SymphonyCreativeStudioTexttoVideofeature
Promptinput:Sceneofacosykitchenwith warmmorningtones,acat,book,andteaon thetable,withhandsopeningafresh croissantfromabag
TikTok Academy
Learnmoreabout ourtrendsand solutionswithour POVandCreate videoseries.
TikTok NextHub
Exploreourweb experiencefora moreinteractive lookatemerging trends.
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