Few apps cycle through trends as quickly as TikTok. I spend endless hours scrolling through the app, and it feels like every other day, a new trending sound, topic, song, or challenge is going viral.<\/p>\n\n
It can be hard to keep up, and I say this as a content creator and marketer whose job is to stay in tune with the latest happenings on social media.<\/p>\n
<\/a><\/p>\n Fortunately, I and a few other creators are savvy enough to see what TikTok trends are coming to the forefront in 2025.<\/p>\n So, if you\u2018re curious about what trends to look out for and what it could take to go viral on the app this year, you\u2019ve come to the right blog. Here are some TikTok predictions for 2025 based on our survey data, content creators, and social media marketing experts.<\/p>\n TikTok content trends are popular types of videos or themes that spread like wildfire across the platform as new creators stitch, duet, or adapt the content to their own story. It may have started with TikTok dances, but now trends can take any form, using music, sounds, challenges, memes and other types of inspiration.<\/p>\n You\u2019ll learn more about some of the trends below, where I talk about the Susi Pesto and Pepe Prawn trends. One of the most famous, as I just mentioned, is TikTok\u2019s dance challenges, where people film themselves dancing to a specific audio clip \u2014 sometimes it\u2019s great. And sometimes? It\u2019s downright hilarious.<\/p>\n TikTok content trends often seem to emerge randomly \u2014 and surprising things gain popularity. The more specific a TikTok trend, the shorter its staying power.<\/p>\n For example, if people are using a specific sound and format for their videos, it\u2019s less likely to stick around for months on end than if it\u2019s a simple text overlay. The Fancy Like Dance featured a song by Walker Hayes called \u201cFancy Like\u201d and a specific dance:<\/p>\n While it had a lot of staying power, eventually, it fizzled out as new trends arose.<\/p>\n On the other hand, the POV (point of view) trend isn\u2019t likely to go anywhere. It\u2019s simple, with a text overlay of \u201cPOV: [whatever the viewpoint is]\u201d sitting on top of images or a video, like this:<\/p>\n As I\u2019ve mentioned, there are lots of ways that TikTok Trends get started \u2014 and generally, the simpler it is, the faster it spreads. Here are three of the most common ways I\u2019ve seen them emerge:<\/p>\n Organically:<\/strong> A single creator might post an idea, sound, or format that resonates with others. <\/p>\n Trending Sounds:<\/strong> Once someone uses a sound in a particular way \u2014 often just a clip of a song with text overlays or dramatic skits, people join in. <\/p>\n Real-World Relevance:<\/strong> Depending on what\u2019s going on in the world, specific cultural references may turn into big-time trends. <\/p>\n Once people start seeing more than a handful of creators picking up on a trend, the trends go viral extremely quickly, and we start to see widespread adoption from all kinds of different creators.<\/p>\n The more you see and engage with a particular trend, the more videos like it you\u2019ll see. And as certain types of videos get more popular, they collectively start to get shown more.<\/p>\n Next, you may start to see trends evolve with new twists and changes. Fancy Like hit its peak when it became a commercial featuring TikTokers:<\/p>\n Once things hit the big time\u2014 or when they\u2019re simply everywhere, people stop watching every single one, and the next trend starts to rise.<\/p>\n However, just because a trend is on the downswing, it doesn\u2019t mean it\u2019s gone forever. One of my favorite TikTok content trends is the Grace Kelly song \u2014 while it petered out a few years ago, the tune is hauntingly beautiful and catchy.<\/p>\n It was a simple trend. People sing all different types of harmonies to the same set of lyrics, layering them on top of each other: \u201cI could be brown. I could be blue. I could be violet sky. I could be hurtful. I could be purple. I could be anything you like.\u201d<\/p>\n Then, as the Grace Kelly trend slowed down, Ryan Reynolds and Will Farrell breathed new life into it before the trend sunsetted itself:<\/p>\n Fun fact: I still seek out this audio, watch this video, and smile.<\/p>\n In the section below on predictions, I\u2019m sharing some of the trends the experts I spoke with are expecting to see in 2025 and beyond. But before you dive right in, there are a few things you should know and do so you can make the most of TikTok content trends.<\/p>\n Pay attention to trendsetters in your niche, as they often spot and create trends early. But remember, it\u2019s not just about your space. It\u2019s also about trends from other corners of TikTok that show up on your target audience\u2019s FYP (For You Page \u2014 the content TikTok\u2019s algorithm feeds you).<\/p>\n TikTok is fun \u2014 and to succeed with it, you can\u2019t take it too seriously.<\/p>\n By that, I mean err on the side of playful (keeping in mind #6 below) and try lots of things. You never know what combination might be magic for you. Sometimes, it\u2019s about timing. Sometimes, it\u2019s about trends, and sometimes, it\u2019s just about luck.<\/p>\n Yes, timing is everything on TikTok, but you don\u2019t have to go big or go home. Simply showing up and engaging consistently works. Things you don\u2019t expect to go viral might take off, and things that you think are boring might just be the ticket to the big time.<\/p>\n I\u2019ve already talked about the unpredictability of TikTok, but haven\u2019t yet touched on how quickly you\u2019ll need to act to capitalize on content trends.<\/p>\n As Durga Kudumula, Head of Growth Marketing at Designity<\/a>, says:<\/p>\n \u201cTikTok trends move fast, and staying relevant requires speed, creativity, and strong relationships with creators. Brands need to monitor trends, adapt quickly, and collaborate with creators to ensure their participation feels genuine. It\u2019s not just about copying what\u2019s popular but aligning trends with your brand story in a way that resonates.\u201d<\/p>\n Sure, I\u2019ve seen some trends stick around for a while, like the Susi Pesto trend or the Pepe Prawn trend, surprising people with their shelf life.<\/p>\n Other times, trends only last a few weeks. So, if you want to jump on the bandwagon, you can\u2019t afford to wait for weeks and weeks of hemming and hawing.<\/p>\n If you work with or for a brand, I recommend setting clear ground rules about what you can run with, as well as boundaries and guidelines for what you can \u2014 and can\u2019t \u2014 post. The last thing you want is to get into hot water with leadership because you acted without approval. You also don\u2019t want to be so far behind the trend that your content gets lost in the ether.<\/p>\n The best part of growing your audience on TikTok is engaging in the comment section. Sure, there\u2019s some negative stuff, but that\u2019s really where the magic happens. Yet, so often, I see brands dropping post after post and not responding to their people. If you need help with this, HubSpot\u2019s social media management software might come in handy \u2014 try it here.<\/a><\/p>\n Before we go any further, let\u2019s address the elephant in the room. The legal challenges TikTok continues to face in the US mean that if the app becomes illegal, creators will need a backup plan.<\/p>\n While there is some discussion around whether it can be used on devices where it\u2019s already downloaded, it\u2019s reasonable to assume that it will become less and less prevalent. Several creators I follow, including Under the Desk News<\/a>, are making backup plans and creating accounts on YouTube, Instagram, and Substack.<\/p>\n Truth be told, even if everything works out for TikTok, it\u2019s always a good idea to have a backup plan, whether that means backup TikTok accounts or accounts on other platforms. In fact, it\u2019s something I always recommend to clients. You never know when something is going to happen.<\/p>\n However, even if TikTok does go the way of the dodo bird (\ud83d\ude2d say it isn\u2019t so!), I do believe these trends will continue with regard to other short-form video content<\/a>. So read up and get ready to slay your TikTok (and Reels and Shorts) videos!<\/p>\n It\u2018s well known that TikTok is one of the most popular apps among Gen Z. In fact, 63% of Gen Z social media users report using TikTok in the last 4 weeks, according to Statista.<\/p>\n It\u2019s also no secret that Gen Z consumers crave authenticity and relatability in their media.<\/p>\n Don’t believe me? A recent survey shows that 82% of Gen Z consumers would trust brands more if they used authentic images of real customers in their advertisements.<\/p>\n Content creator and data analyst Sundas Khalid<\/a> says Gen Z’s preference for authentic content will fuel the content that gets the most attention on TikTok.<\/p>\n \u201cI expect storytelling, authenticity, and spontaneity to be the key themes,\u201d she explains.<\/p>\n Khalid says, \u201cRelatability was a big theme in past years, and people found value in finding people they could relate to \u2014 but I think it was overextended to the point where it lost authenticity.\u201d<\/p>\n She predicts relatability will still be valuable to TikTok audiences moving forward, but not if the creator or brand seems too keen on coming off as relatable to audiences.<\/p>\n \u201cPeople would still want to relate but only if it\u2018s authentic and doesn\u2019t seem like \u2018trying too hard,\u2019\u201d Khalid explains. \u201cBeing unique without being relatable will be more accepted and encouraged on the platform.\u201d<\/p>\n Some of TikTok’s biggest stars grew their platforms by showcasing their real, authentic personalities. Perhaps the most compelling example is Keith Lee, one of my favorite TikTok content creators.<\/p>\n Lee rose to fame by doing food reviews of local, independent, and family-owned restaurants in his hometown of Las Vegas.<\/p>\n His unique on-camera presence, honest reviews, and acts of kindness helped him stand out. It also grew his TikTok following to 15 million and earned collaborations with celebrities like Kevin Hart and brands like Chipotle.<\/p>\n Recently, Lee went to several cities across the country to review restaurants, and, on some occasions, there were mishaps in filming and unexpected turns of events.<\/p>\n Instead of shying away from these issues or pretending they didn’t happen, he would share honest stories about what happened behind closed doors and why some restaurants received poor ratings.<\/p>\n His authenticity helped legitimize his reviews and build trust with his audience. Authenticity can do the same for your brand on TikTok.<\/p>\n For years, Google was my go-to when I needed information on almost any topic.<\/p>\n While I still rely heavily on the classic search engine, I’m starting to use TikTok to gain insight on everything from pop culture updates to breaking news to how-to tutorials.<\/p>\n And I’m not the only one. A recent study found that 40% of consumers use TikTok for informative content. So, it makes sense that creators like Jon Youshaei<\/a> predict education content will shine on the platform in years to come.<\/p>\n \u201cCreating educational content will become even more important to going viral on TikTok because of the platform’s rise as a search engine,\u201c he says. \u201dFor years, TikTok has been where the For You Page is dominated by trends, pop culture, and memes.”<\/p>\n However, Youshaei<\/a> says the tide is shifting as more people turn to TikTok to search for tutorials, recipes, and specific questions.<\/p>\n \u201cThere will be a rise in creators who can create content that provides answers, which is much easier to monetize and create a sustainable business around,\u201d he explains.<\/p>\n For example, TikTok content creator mndiaye_97<\/a> has over 16 million followers and is known for posting humorous but educational videos on animal behavior and wildlife.<\/p>\n In addition to amassing millions of followers, Mndiaye97 content has also snagged collaborations with BBC Earth and PBS. On average, his videos gain at least 1 million views and more than 100,000 likes. Some videos have as many as 20 million views.<\/p>\n Professional chef Cassie Yeung has over 3 million followers on the app and is known for showing her followers how to cook simple yet delicious dishes at home.<\/p>\n Her videos receive anywhere between 1 million to 10 million views or more on the platform.<\/p>\n Both creators provide helpful or interesting information in a friendly and casual way.<\/p>\n Mndiaye97 sprinkles every video with hyperbolic jokes and memes, and Yeung ends every video with \u201cFirst bite, bestie,\u201d followed by a genuine reaction to her meals.<\/p>\n So, consider posting educational videos, but you don’t have to take the approach of a monotone lecturer. Have fun and give helpful information to your followers in a unique way that suits your brand.<\/p>\n \u201cI think you\u2018re going to see more content created by AI. I think it\u2019s going to get to a point where every other content you see on the app is AI-generated in some way,\u201d says content creator Chris Dillon.<\/p>\n And I don\u2018t think that\u2019s a far-fetched prediction. Nowadays, I often come across videos on TikTok that are entirely AI-generated or heavily rely on AI.<\/p>\n For example, one of the most popular styles of short-form videos is \u201cWhich Room\/House\/Place Would You Choose?\u201d<\/p>\n These videos will feature AI-generated photos of aesthetically pleasing bedrooms, landscapes, and homes and ask users which they would choose to live or relax in \u2014 many of them wrack up millions of views and tons of engagement.<\/p>\n The Spongebob R&B covers popping up on the app is an equally popular but slightly more unhinged trend.<\/p>\n In these videos, creators use AI to manipulate the voices of cast members in Spongebob Squarepants to make the characters sing popular R&B songs by artists like Jasmine Sullivan or Keisha Cole.<\/p>\n Note: <\/strong>While the Spongebob trend is popular, it has raised many questions surrounding the ethics of using actors\u2019 voices to say or do things they usually wouldn\u2019t.<\/p>\n Though I wouldn’t look to the Spongebob covers for inspiration in your next TikTok campaign (remember: ethics), I can attest that AI can be an excellent tool for generating short-form videos efficiently and quickly.<\/p>\n Just look at the video I made below, using only AI tools.<\/p>\n \u201cEventually, AI-generated content will feel stale and become oversaturated on the platform \u2014 to the point that authenticity will become even more important,\u201d Dillon warns.<\/p>\n With that in mind, I suggest using AI as more of an assistive tool and being wary of becoming overly reliant on it to generate content meant to connect with your audience.<\/p>\n A page that strikes the right balance would be Jeremy the Manager on TikTok. The TikTok account follows a cat named Jeremy who lives (and \u201cworks\u201d) at Citipups, a pet store in New York.<\/p>\n Employees at the business use a British voice to give the cat the personality of a cranky manager who intimidates his coworkers. The voice is AI-generated, but the employees create the dialogue and skits.<\/p>\n The voice is put over actual footage of Jeremy the cat hanging out around the store. In this example, AI is used for humor and doesn’t take away from the personality and authenticity of the content.<\/p>\n Of course, I’m both a content creator and a chronic TikTok scroller, so I figure I should put in my own two cents. I predict videos giving recommendations will see a massive boom in the coming year.<\/p>\n Remember what Youshaei said about consumers using TikTok as a search engine?<\/p>\n That includes searching for recommendations. For instance, one of my favorite communities on TikTok is #booktok.<\/p>\n On the #booktok hashtag, creators recommend classic upcoming books for fans of horror, comedy, romance, and more.<\/p>\n So, consider creating content that recommends useful products and services to your consumers. You can also collaborate with an influencer so they can recommend your brand to their audience.<\/p>\n And trust me, there are definitely consumers who will buy a product or service after seeing a recommendation on Tiktok. According to the platform, 50% of TikTok users<\/a> have bought something after seeing it on TikTok LIVE.<\/p>\n Furthermore, 78% of TikTok users<\/a> have purchased a product after seeing it featured in TikTok creator content.<\/p>\n Finally, let’s not forget that TikTok is especially popular among Gen Z consumers, and 33%<\/a> of that demographic purchased a product from an influencer-founded brand in the past year.<\/p>\n People like to laugh. So, it makes sense that videos that lean into the fun factor will be more likely to get more engagement. It might mean videos with sarcasm, pranks, and downright silliness.<\/p>\n Here\u2019s the catch \u2014 each creator will have to decide what level of playfulness is right for them \u2014 and it\u2019s going to be important to hit just the right tone<\/em>.<\/p>\n Too far down the sarcasm route, and it can be seen as tone-deaf or not funny. Too silly? It can be seen as not serious and unreliable. As for pranks, they can feel mean.<\/p>\n So you\u2019ve got to get it right. Unfortunately, by playing it safe, people might bet a watered-down version of what you want to share.<\/p>\n A few creators and brands that do it well?<\/p>\n Ryanair<\/a> has some over-the-top videos designed to make people laugh, like this one:<\/p>\n Chipotle<\/a> uses a blend of humor, fun, and really great food shots, making use of TikTok\u2019s video and slideshow features, like this one<\/a>.<\/p>\n The bottom line? Striking the right tone of humor for your brand is one of the most important TikTok content trends moving forward.<\/p>\n While this may seem tied closely to the 6th trend on this list, self-deprecating humor and poking fun is a trend and vibe all on its own.<\/p>\n It\u2019s not just making fun of yourself or not taking yourself too seriously. It\u2019s also about poking fun at your industry.<\/p>\n Real estate TikTokers do an amazing job of playing around and getting away from the serious.<\/p>\n Like indianahomegirls<\/a>:<\/p>\n Then there\u2019s Starbucks<\/a>, which nails poking fun at how seriously we take our coffee. The entire channel is gold, but I particularly giggled at this one:<\/p>\n Consider partnering with influencers to build trust with consumers on the app.<\/p>\n Micro-influencers with 10,000 to 100,000 followers build deep relationships and communities with their viewers. They often yield more success for marketers than if they were to work with celebrities or macro-influencers.<\/p>\n Over the last few years, influencer marketing emerged as a key trend in the marketing industry. More specifically, marketers were leveraging and benefiting from small-scale influencers with audiences smaller than 100k.<\/p>\n Here\u2019s how that changed in the past 12 months. While in 2023, 64% worked with micro-influencers<\/a>, in 2024, we saw that number rise even further to nearly 68%. Even more interesting? Just under 23% of marketers working with influencers chose nano-influencers,<\/em> or people with fewer than 10k subscribers.<\/p>\n It makes sense \u2014 are you more likely to buy based on a friend\u2019s recommendation or a huge, polished production? I\u2019m always going to trust the person I see as real.<\/p>\n I think it\u2019s more than reasonable to predict that niche influencer marketing will become an increasingly important TikTok content trend.<\/p>\n Thinking about going beyond influencers to capitalize on TikTok ads? HubSpot has an integration that helps you seamlessly capture leads.<\/a><\/p>\n Or check out this video on setting up a TikTok Shop:<\/p>\n There\u2019s a TikTok creator who I love following \u2014 dadchats<\/a>. Everything he posts is real, and generally speaking, hysterical. He\u2019s a fantastic storyteller and shares snippets from his home life, his kids\u2019 antics, and anecdotes from his career as an attorney.<\/p>\n Worth noting, he also often breaks down legal concepts and shares them from an educational perspective to help people understand.<\/p>\n But that\u2019s not where the grit comes from \u2014 there is rarely polish to his videos, and that adds to the charm and relatability:<\/p>\n Extreme closeups of his face to emphasize a point In a world where AI is starting to take over, it\u2019s refreshing to see creators focused on being real. Brands that can take advantage of this TikTok content trend will continue to build trust \u2014 and potentially at a more accelerated rate than brands that exclusively focus on high-production-value, polished content.<\/p>\n A whopping 67% of marketers surveyed said they plan to maintain or increase their investment in TikTok! So, I think it\u2019s safe to say we\u2019ll see more brands showing up in increasingly creative ways on TikTok to connect with their audiences.<\/p>\n \u201cTikTok is evolving beyond just mindless entertainment to also be about business. It\u2019s becoming a more full-featured platform, catering to a wide variety of businesses and tastes,\u201d says marketing expert Haley Gray, founder of In2itive Biz Solutions<\/a>.<\/p>\n What will that look like? Well, that\u2019s anyone\u2019s guess. If TikTok content trends are anything, they\u2019re unpredictable.<\/p>\n Remember when the Susi Pesto trend took over TikTok in late 2023 and well into 2024?<\/p>\n Suzi Vidal posted a video of her pesto recipe saying \u201cCall me crazy if you want, but I\u2019ve never liked store bought pesto.\u201d<\/p>\n From there, thousands of people stitched the first few minutes and shared their crazy stories \u2014 that had nothing<\/em> to do with pesto.<\/p>\n While I didn\u2019t see brands getting in on that action, there could have been, and I missed it. Regardless, there will continue to be similar opportunities \u2014 and you can bet that brands will be ready to jump in!<\/p>\nWhat is a content trend on TikTok?<\/strong><\/h2>\n
Understanding the TikTok Content Trends Cycle<\/h2>\n
How TikTok Content Trends Emerge<\/h3>\n
When Trends Gain Traction and Peak<\/h3>\n
When Trends Fizzle Out and Resurge<\/h3>\n
How Your Brand Can Capitalize on TikTok Content Trends<\/h2>\n
Follow creators in your space.<\/h3>\n
Have fun with it!<\/h3>\n
Be consistent.<\/h3>\n
Adapt quickly.<\/h3>\n
Set ground rules.<\/h3>\n
Engage, engage, engage.<\/h3>\n
TikTok Content Trend Predictions for 2025<\/strong><\/h2>\n
1. Back Up Plan<\/strong><\/h3>\n
2. Authenticity<\/strong><\/h3>\n
3. Educational Content<\/strong><\/h3>\n
4. More AI-Generated Content<\/strong><\/h3>\n
5. Recommendations<\/strong><\/h3>\n
6. Striking the Right Balance of Silly<\/h3>\n
7. Poking Fun<\/h3>\n
8. Niche Influencers<\/h3>\n
9. Less Polish, More Grit<\/h3>\n
\n Different coffee cups (often filled to the brim and somehow never spilling)
\n Videos shot lying on a pillow of his dog\u2019s face, in his car, and other non-traditional video backgrounds. <\/p>\n10. More Brands, More Creativity<\/h3>\n
11. Personal Storytelling<\/h3>\n