TikTok remains one of the most powerful platforms brands can leverage in 2026.
With 1.59 billion global users and rapid growth projected, TikTok continues to shape culture and consumer behavior at scale. But winning attention on the platform means staying ahead of fast-moving trends and, of course, showing up with content that feels native.
Not sure what the hottest TikTok trends of 2026 are? No worries. In this blog post, we’ll walk you through 6 TikTok trends you need to know — and how to use them in your own TikTok strategy.
Let’s jump right in!
Trend 1: The Rise of “Quiet Flex” and Soft Luxury Aesthetics
Loud, flashy content is out 🙅🏻. In 2026, TikTok is obsessed with the “quiet flex” — a softer, more aspirational aesthetic that’s all about calmness, confidence, and intentionality. Think cozy lighting, neutral color palettes, clean spaces, and less screaming and shouting. And TikTok dancing…
Alo Yoga nails this trend. Their TikToks showcase serene stretches, minimalist studio shots, and morning rituals that ooze understated luxury. Nothing is overproduced, but everything feels elevated.
If your brand leans into similar luxury aesthetics or minimalistic vibes, this is a trend worth jumping on.
Trend 2: Companion Content: Co-watching, Co-studying, Co-building
One of the most unexpected TikTok trends of 2026? People want company — even through their screens. Companion-style videos are everywhere: “study with me,” “get ready with me,” “eat dinner with me,” and even “work a 9–5 with me” formats are pulling huge engagement. These videos simulate shared routines and offer low-pressure content people can keep on in the background while doing their own thing.
Notion (a productivity tool) is tapping into this with creator partnerships that blend productivity content and real-time use of the app. From “Sunday planning” sessions to creating your own study guides, Notion is making practical videos that don’t push the product. Instead, they invite you into a vibe.
If you’re a product brand, this is your opportunity to showcase your product in context. All you have to do is make it feel like the viewer is doing something with you, not watching from the outside.
Trend 3: Creator Commerce 2.0: Drops, Collabs, and Co-ownership
In 2026, TikTok continues to rise as a creator e-commerce platform. And no, it’s not just affiliate links — it’s full-blown collaborations, exclusive drops, and co-branded collections.
A standout example is Starface, which partnered with a TikTok creator, typicalpat, to launch a limited-edition pimple patch set. The product design reflected her aesthetic, and the campaign felt more like fan culture than traditional marketing.
For marketers, this is your signal to rethink your influencer strategy. Instead of hiring creators to push products, consider how they can help shape them.
Trend 4: Transparency For The Win
Audiences in 2026 are tired of overly polished brand personas. What’s gaining traction now is transparency:
- Showing the real work
- The rough drafts
- People behind your brand
Whether it’s how your product was made or what went wrong in the process, real talk builds trust and makes your brand more relatable.
Medik8 (a skincare brand) has leaned into this by sharing behind-the-scenes clips from product development, warehouse tours, and unfiltered team moments. Their TikToks often feature employees speaking directly to the camera, walking viewers through packaging decisions, or answering customer feedback. Guess what? Their fans love it! 😍
Trend 5: Lo-Fi, One-take Content Is Outperforming Studio-quality Shoots
In 2026, the best-performing TikTok videos often look like they were filmed in 15 minutes (and sometimes they were). Lo-fi, unpolished content is resonating more than studio-grade productions because it feels real, relatable, and native to the platform.
Chamberlain Coffee nails this with handheld, one-take videos that feel like casual check-ins from a friend. Whether it’s Emma showing off a new mug or a creator making cold brew in their kitchen, the vibe is always unfiltered and approachable.
For marketers, this is permission to stop overproducing. Lean into simple formats, personality-led clips, and moments that feel spontaneous!
Trend 6: Point-of-view (POV)
The POV format came in hot in 2025 and shows no signs of slowing down in 2026. What started as a way for creators to play characters has become a powerful tool for storytelling, humor, and product demos. Now, brands are using POVs to highlight relatable moments, customer experiences, and even behind-the-scenes perspectives.
Ryanair (an Irish airline) has mastered this trend. Their TikTok account frequently uses a satirical POV style, like “POV: The toilets after we add more seats”, pairing snarky captions with the airline’s signature snappy humor. It’s scrappy, self-aware, and wildly viral.
POV is a super flexible format. Use it to tap into shared experiences, show off your product in context, or poke fun at yourself.
FAQs
Posting 2 to 3 times a day can work, but it’s not required for success. In 2026, TikTok prioritizes relevance and engagement over sheer volume. For most brands, posting 3–5 high-quality videos per week is more sustainable and effective. The key is consistency and testing. If you can maintain quality at higher volume, great. If not, focus on fewer posts that feel native, timely, and trend-aligned rather than forcing daily output.
Start with TikTok’s For You Page, which surfaces trends in real time. Pay close attention to recurring sounds, formats, captions, and visual styles. The TikTok Creative Center is also a valuable resource for tracking trending hashtags, songs, and ads by region. Beyond tools, follow creators in your niche and monitor comments and duets. Trends often appear there before they go mainstream, giving brands a head start.
The most popular TikTok content feels authentic, entertaining, and platform-native. Lo-fi videos, POV formats, behind-the-scenes clips, companion content, and trend-driven posts consistently perform well. Educational content also thrives when it’s concise and personality-led. The winning formula is simple: content that blends entertainment with relatability and shows real people, real moments, or real value.
Ready to Test Out These Trends?
TikTok is one of the best platforms to be on in 2026. It’s safe to say it’s where many social media trends are born. From aesthetic shifts to co-created campaigns, TikTok continues to shape how people engage with content as well as how they discover brands.
But keeping up with these trends is only half the challenge. The other half is getting your content created, approved, and published quickly enough to stay relevant. This is where Gain comes in.
Built for agencies and marketing teams, Gain helps you streamline every part of the TikTok content approval workflow. Create and preview your TikTok videos, collaborate with your team, collect feedback, and get client approvals in one place. Once your content has been approved, Gain schedules and publishes it automatically for you. Simple as that!
Try Gain for free today (no credit card required)!
