TikTok has never just reflected culture, it’s helped shape it. Looking ahead in 2026, the platform’s latest Trend Report makes one thing clear, trends aren’t neat or predictable anymore. They move fast, overlap, and are driven by how people actually think, feel and behave online.
Using TikTok’s ‘Speeds of Culture’ approach and its newest AI insight tools, this year’s report introduces a new theme – irreplaceable instinct.
As automation and algorithms continue to ramp up, TikTok’s message to brands is simple. The things that really matter can’t be automated. Curiosity, connection, emotion and being genuinely present still lead the way, and TikTok users are 1.5x more likely to try a new brand because of community connection.
Instead of breaking trends down into rigid categories, the report highlights three key shifts that will shape how people create content, discover brands and make buying decisions in the year ahead.
So, here’s what marketers need to know.
Trend 1: Reali-TEA. Fantasy is fading.
After years of escapism, romanticising routines and “delulu” optimism, TikTok audiences are grounding themselves in reality. In 2026, culture shifts away from polished fantasy towards shared truth, humour and emotional honesty.
This is where ‘Reali-TEA’ comes in. From chaotic travel stories and workplace confessions to “lock-in” routines and everyday maintenance rituals, creators are turning the mundane into moments of connection. Quiet quitting has become loud boundary-setting. Comment sections are just as important as the content itself, with photo reactions and meme replies becoming cultural shorthand.
TikTok reports that Millennial and Gen Z users are 1.5x more likely than older audiences to engage with brands that build genuine community, while comment-driven content continues to outperform polished, one-way messaging.
Creator-led formats that invite conversation from comment reactions to photo replies are also driving stronger engagement, with TikTok users 1.6x more likely to repurchase from brands that encourage interaction.
What does this trend mean for brands?
Relatability now outperforms aspiration. Humanising your brand isn’t about AI avatars or scripted perfection, it’s about listening, responding and showing up in real conversations.
Brands that understand the language, humour and emotional context of their audience will earn trust and relevance.
Trend 2: Curiosity detours. Discovery over autopilot.
TikTok is no longer just a place to be entertained, it’s where people actively search, research and fall down discovery rabbit holes. In 2026, curiosity becomes a form of currency.
1 in 4 users now start searching within 30 seconds of opening the app. Search on TikTok isn’t transactional, it’s exploratory, social and deeply influenced by creators and comments. Audiences might arrive looking for one thing, but they stay for unexpected answers, niche expertise and community insight. TikTok search is increasingly intuitive and exploratory, shaped by comments, creators and cultural crossover rather than rigid keywords.
From beauty searches that lead into #BookTok, to fragrance discovery via dating advice or skincare routines, there’s no longer a single path to brand discovery.
What does this trend mean for brands?
Success on TikTok isn’t about owning one category, it’s about showing up meaningfully in adjacent spaces.
Brands that understand how their audience ‘wanders’ will unlock new growth. Using TikTok’s insight tools to track organic conversation and search behaviour is key to spotting these detours early.
Trend 3: Emotional ROI. The ‘why to buy’ era.
As budgets tighten, impulse buying is giving way to intentional spending. But value isn’t just about price, it’s emotional.
TikTok users are redefining what counts as “essential”, prioritising products that bring joy, identity, comfort or community.
Shopping decisions are increasingly pre-validated through creators, comment sections and long-term testing rather than viral hype.
Enter the rise of the tastemaker. These are creators who influence not through reach, but through trust, depth and consistency.
TikTok users are significantly more likely to repurchase from brands that invite co-creation or conversation, reinforcing the shift from impulse to intention.
What does this trend mean for brands?
The pressure to sell is a turn-off. Instead, brands need to justify the why to buy through storytelling, proof and cultural relevance.
Emotional ROI comes from meaning, not messaging. Brands that empower creators and communities to lead the conversation will outperform those that push polished sales narratives.
Powered by AI, shaped by people.
A key takeaway from TikTok’s 2026 report is that AI isn’t replacing creativity. it’s accelerating it. TikTok’s ecosystem of tools, from Market Scope to Symphony Creative Studio, enables brands to move from insight to execution quickly, with TikTok’s content and insight tools surfacing up to 44x more relevant trend signals than manual platform searches.
But the direction still comes from people.
When data fuels insight and human instinct sets the course, creativity doesn’t just keep up with culture, it leads it.
Our thoughts
TikTok’s 2026 Trend Report makes one thing clear, the platform isn’t about surface-level trends anymore, it’s about cultural depth, human insight, and meaningful connection.
As experts in social and creative strategy, we see that the biggest opportunity for brands is not chasing every viral moment, but understanding what audiences feel, value and explore, then showing up authentically in those spaces.
The brands that will win in 2026 are the ones that listen harder, react faster, and stay human. Those that combine insight, creativity and empathy will turn trends into impact, not just content.
If you’re looking to translate TikTok trends into real brand results, our team of social media specialists can help. From scroll-stopping content to performance-driven campaigns, we turn cultural insight into strategies that work.
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About the author
Niamh Conneely | Junior Account Manager
With experience across beauty, lifestyle, and tech, working with both B2B and B2C brands, Niamh is passionate about all things social and loves turning strategy into engaging campaigns.
