The Role of Trends For Brands on TikTok
Watch our one-hour long masterclass with Nonsensical’s CCO Sam Gillies and Associate Creative Director Chloe Belchamber, as they break down the role trends play on TikTok and whether they deserve a place in your content strategy.
Trends remain one of the most powerful drivers of visibility and engagement on TikTok in 2026. But jumping on every trend isn’t the answer.
Knowing which trends matter, when to use them, and how to make them work for your brand is what separates the good from the cringe.
Watch the replay and check out our summary below.
Here are our key takeaways:
Use trends selectively
Treat trends as a small portion of output: the general rule of thumb is 10% trends and 90% original content.
Skip any trend that does not fit the existing tone, values, and content style of your brand.
Only participate when fast turnaround is achievable
Typically aim to publish within 24–72 hours of a trend rising.
If internal sign-off cannot happen fast enough, don’t bother participating – act fast or not at all.
Build distinctive brand assets into every trend
Add subtle but clear identifiers so the brand is remembered after scrolling:
- Recurring faces or characters
- A consistent setting
- A recognisable visual identity (labels, subtitles, colours)
- Uniforms, mascots, or other repeatable brand elements
- A consistent opening hook
Ensure the brand is identifiable without relying on a large logo in the content.
Optimise for memorability, not views
Use a simple check – if the content could be shared without anyone naming your brand, it is not distinctive enough.
Prioritise trend executions that reinforce what your brand is known for (product, service, or category association).
Avoid attracting the wrong audience
Avoid trends that bring in lots of people who are unlikely to care about your product or service.
Only use cultural moments when they make sense for the audience your brand needs, otherwise the account ends up with followers who expect the wrong kind of content.
Try to spot trends as early as possible
Scroll with intent in the same ‘Toks’ and niches your audience sits in. Follow creators, they are typically the ones who start trends.
Use tools to confirm momentum of trends:
- TikTok Creator Search Insights
- Check volume on sounds and hashtags:
- <1,000 videos: monitor
- 1,000–15,000 videos: workable window
- 50,000–100,000+ videos: often too late
Plan for predictable cultural moments
- Pre-plan ideas for known calendar events e.g award shows, April Fools, Met Gala, seasonal moments.
- Prepare content frameworks in advance, then tweak once shareable moments from the event have happened.
Maintain a trend bank and reusable assets
Keep a library of:
- Past formats that have worked
- B-roll, selfie photos, and simple clips
- Evergreen cultural references that return regularly
Use these formats to add in relevant text to fit the trend for example, so it’s easier to get out as soon as possible.
Use trends as discovery, not the full strategy
Ensure you adopt a original content that is strong enough to convert attention into recognition over time.
Treat trends as something you can test for creative ideas and reach a new audience, don’t rely on them to build your entire strategy.
Trends are for discovery, not identity.
Looking for more webinars on the best TikTok insight?
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About Nonsensical.
We’re a TikTok agency based in the UK who work across strategy, organic, influencer, paid and TikTok Shop.
You can find more TikTok insight from us in our Substack – The TikTok Sauce.
