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 n 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.
🍍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 Ireland. 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 Ireland this year, we're predicting #FilipinoFood is on the rise.
🎧 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.
Some of the Irish authors driving #BookTok conversations include Sally Rooney, Colm Tobín, John Boyne while Irish BookTok Creators making waves include, Claire Wright, Caroline O’Donoghue and Joseph Murray
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 21 year old Camrin Watsin from Dublin, currently in top 10 charts. Other artists helping to put #happyhardcore back on the map include Billy Gillies, a Belfast-based DJ and Producer, and Hannah Laing, the self proclaimed 'Queen of Doof', the word she uses to describe her signature sound.
📸 Irish TikTok creators and trends to watch
Some of the trends we are seeing some significant growth in include, #irelandtravel (+35% increase in content); #irishhistory (x2 increase in views), and #irishfood (+66% increase in creations).
We continue to be inspired by our homegrown talent who share their unique experiences with the TikTok community. From history fans to comedians, these are our creators to watch over the next couple of months:
Joseph Murray (@j.f.murray) is an Irish author and TikTok creator with 92k+ followers, known for his literary humor and engaging content on BookTok. He uses his platform to promote his writing, including his debut novel, FLING, and his second book, HITCHED. His TikTok videos blend personal anecdotes with witty observations, making him a popular figure in the BookTok community.
Dr. Anthony Delaney (@anthonydelaneyhistory) is a historian who specialises in Irish and British history. His easily digestible videos cover everything from Irish nationalism to historical myths, making history accessible to both enthusiasts and casual learners alike.
Shannen ( @_greengal) is focused on reducing waste and saving money, her engaging content is packed with innovative tips and creative ideas. Whether you're looking to refresh your favorite shoes or adopt more sustainable habits, Shannen's videos offer fresh inspiration and actionable advice.
Manny (@emmanul_aaa) is an emerging voice in the fashion space on TikTok. Known for his stylish outfits and fashion tips, Manny’s videos often explore diverse looks and provide inspiration for his audience
Rachel Galvo (@rachel_galvo) is a Dublin-born TikTok creator and comedian known for her candid humor and relatable content. Her TikToks explores themes like dating, loneliness, and body image. Since giving up her day job earlier this year, her one-woman show, The Shite Feminist, ran the Edinburgh Fringe Festival and has recently sold out in Dublin.
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*Based on internal research and trends analysis conducted from February 2024 to July 2024
