TikTok Trends: Retinol and Retro Brands a world of constant change, the TikTok audience seeks community and connection. Brands that show the right mix of creativity and bravery—what TikTok calls Creative Bravery—will be able to break through.

TikTok Trends: Retinol

In 2024, TikTok will see a growing shift towards community-led storytelling, with people exploring niche interests through loose-canon narratives that lack a traditional beginning, middle and end. This creates a space for authentic, evocative and unexpected content that sparks curiosity and engagement.

TikTok users are 1.8x more likely to agree that the platform introduces them to new topics they didn’t know they liked(1). This creates a unique opportunity for brands to leverage seasonal or cultural trends and drive engagement.

For example, cold medicine brand Mucinex has tapped into the “Too Sick to Be Sick” TikTok trend with a fun, relatable video that showcases the brand’s playful side. And makeup and beauty brands like Defyne Cosmetics often share transformation videos that highlight the impact of their products. Similarly, jewelry brand Classievu adds narration to their “Pack an Order With Me” videos to give viewers insight into the process of making each piece.

Lastly, the sped-up music remix trend is heating up on FYPs and is perfect for sharing a smooth moment or transition. Whether it’s a workout routine, a hair tutorial or even a cool bowling move—this trend can be used for just about any scenario. Check out the full 2024 TikTok Trends report to discover a wealth of new inspiration and ideas for your next creation.