TikTokEvery day, millions of people come to TikTok to share their creativity and discover something new. This unique community, build connections and spark conversations, driving unique trends that riff on pop-culture.
Whether you've had a #brat summer or been very #demure and #mindful (or both!), whether you've immersed yourself into the #Romantasy and #Enemiestolovers fandoms #BookTok, or made a whole #cucumbersalad, TikTok continues to be a place where creativity is bringing people together.
Today we're unveiling TikTok Trending, our sneak peak into some the trends that are already growing in app, from food and gaming, to literature and core aesthetics.
TikTok has long been a barometer for what's hot and what's not, so here are just some of the areas to keep an eye on as we look ahead to Autumn.
🍁 Autumn Aesthetic
#Brat summer is officially over (according to Charli XCX herself) which means it's time for falling leaves and cosy cardigans to bring in the Autumn season. On TikTok, we're seeing an outdoorsy core start to emerge, introducing the Pacific Northwest aesthetic or #PNW - which has already generated over 2 millions posts on TikTok. Inspired by film and TV series such as Twin Peaks and Twilight, Pacific Northwest all about the rain, fog and forests you come across on the North West Coast of the US. For fashion, think Patagonia fleeces, Birkenstocks, flannel shirts and hiking shoes.
Pop icon Sade is also having another well deserved moment. The Nigerian-British singer released her seminal debut album, Diamond Life, in 1984, celebrating its 40th anniversary this July. We've even seen icons like Kelly Rowland and Kim Kardashian wearing vintage Sade T-shirts, and searches for #sadeaesthetic have been increasing on TikTok.
🇬🇧 #BritishCore
We've had a brilliant summer of sport and music in 2024. From the England team making it all the way to the final at the Euros, to Team GB's and ParalympicsGB's success in Paris, this year has given us a reason to come together and embrace #Britishcore. More recently, the world was taken over by the return of #Britpop, after the long-awaited #Oasis reunion, it's no surprised this 90s aesthetic is on the rise. #Britishcore embraces everything, from cult UK style, to local history. And it's not just a growing trend we're seeing in the UK. Across the pond, they also embracing the Best of British, including filming humorous content of themselves seeing key British landmarks for the first time and even iconic US band The Killers playing Mr Brightside straight after England winning a game at the Euros.
🍍Filipino Feasts
The #FoodTok community continues to provide inspiration, and the latest trend is something that we can all get behind! We've seen a growing interest in #FilipinoFood, currently ranking ninth out of the top ten international cuisines for TikTok users in the UK. Creators such as @perezfamily181 and @itspatherb have been shining a light on this delicious cuisine, from sharing popular recipes such as chicken inasal to testing out the best Filipino food and drink destinations. With Filipino restaurants expanding across the UK this year, we're predicting #FilipinoFood is on the rise.
It's not just about trending cuisine on #FoodTok though, but tupperware tech. Fuelled by #snackbox purchases, people are sharing the many ways that they prep and pack their snackboxes, adding fun ASMR elements into the mix. It's safe to say we're sold on this genius way to organise, mix, and match your favourite treats!
🎧 Home comforts - desk scaping to cozy gaming
The days are starting to get shorter and with summer coming to an end, the TikTok community is preparing by making the most of the great indoors. Enter #cozygaming, which relates to video games designed to be relaxing and meditative that make players feel comfortable and safe. Including games like Animal Crossing and Stardew Valley, they feature activities like farming and gathering, with cute characters, pastel colors, and cheerful music - count us in! Creators are sharing how they're upgrading their home office and ensuring that they have a good place to study, which has seen a new trend emerge: desk scaping - the art of creating aesthetic home working spaces that serve a purpose. People have been sharing step by step accounts of how they like to set up their office space through hashtags including #desksetup, #desktour and #deskdecor, resulting in some beautiful finished looks.
📚 #BookTok
This year continues to be a huge one for books lovers on the platform. Authors Lisa Jewell and Talia Hibbert have continued to dominate bookshelves after winning big at the TikTok Book Awards in July. Holly Jackson and Alice Oseman have also taken off on TikTok with their books being adapted to the small screen; A Good Girls Guide to Murder was adapted by the BBC in July, while the next series of Heartstopper will land in October. Romance keeps its crown as the biggest #BookTok genre, and we're seeing a growing number of more niche sub-genres within the category. #Forcedproximity and #grumpysunshine books focus on two characters changing their minds about each other, while #billionaireromance is all about rich love interests. We're even starting to see sports based romance like #hockeyromancebooks emerge - the limits do not exist when it comes to creativity on #BookTok!
📀 #Happyhardcore
Originally born out of the 90s hardcore rave and tech scenes, #happyhardcore is making a comeback. Characterised by up tempo tracks and thumping beats, it provides a sure-fire dopamine hit to any avid fans. Leading the way in this genre is Hannah Laing, the self proclaimed 'Queen of Doof', the word she uses to describe her signature sound. Hannah has had an amazing journey, leaving her day job as a dental nurse two years ago, going on to headline her first London show in March and win the highly coveted BBC1 Radio 1's Breakthrough Artist in February. Other artists helping to put #happyhardcore back on the map include Billy Gillies, a Belfast-based DJ and Producer, and Camrin Watsin and Bl3ss, whose Tiesto sampled track Kisses has been steadily generating views on TikTok.
📸 TikTok Creators to watch
We continue to be inspired by our homegrown talent who share their unique experiences with the TikTok community. From a history girlies to jacket potato vendors, these are our creators to watch over the next couple of months:
@thehistorygossip The self proclaimed gossip of #HistoryTok, Katie's account answers all those unusual questions about history that you might not have thought of - whether it's how fish and chips originated or why Victorian women grew their hair so long. She's also set to release her debut book, The History Gossip, later this year.
@zeewhatidid Zainab is a presenter who has been wowing followers with her interviews with the stars - Zendaya, Nicola Coughlan, Joseph Quinn and Lupita Nyong’o are just some of the famous faces she's spoken to over the past year. If that wasn't enough, she's also an artist, sharing her amazing creations on TikTok.
@philc84 Want to explore film locations around London, or check out whisky tasting in Edinburgh during the Fringe? Phil's account is all about chronicling the best of the British Isles - from those popular destinations that we know and love, to those which are a bit more off the beaten track.
@jpreads6 Featuring interviews with authors such as Jacqueline Crooks and recommendations including the best Black British releases to look out for, John-Paul's page is perfect for literary aficionados or those who just want to explore more of #BookTok. And it hasn't gone unnoticed; John-Paul was crowned BookTok Rising Star Creator at the TikTok Book Awards UK and Ireland 2024.
@emmaxwinder Emma's content celebrates fashion that's bold, fun and with a distinct 1970s flare. She's also started to share interviews on TikTok that she's conducted - highlights include Paris Fashion Week, the Met Gala and London Fashion Week.
@thespudbrothers Siblings Jacob and Harley became viral sensations earlier this year for their famous baked potatoes in Preston, Lancashire. Not have they been sharing their drool worthy spud combinations on TikTok, but the customers who have travelled far and wide to their truck, including from the USA and Australia.
New to TikTok and want to learn more about #Trending? Getting involved couldn’t be easier, simply download the app for free via the Apple App Store, Google Play or Amazon.
*Based on internal research and trends analysis conducted from February 2024 to July 2024
