The ultimate list of TikTok trends for Gen Z marketing (updated: June 2025)

TikTok is no longer just a place for dance challenges and memes—it’s Gen Z’s cultural barometer, shopping guide, and search engine rolled into one.

As of 2025, the platform boasts 1.59 billion monthly users, with nearly half (45%) falling in the Gen Z demographic (ages 10–25). That makes it a must-watch—and must-understand—platform for any brand trying to stay relevant.

But beyond raw reach, TikTok’s real power lies in its trends. These bite-sized, viral moments reflect what Gen Z cares about right now: authenticity, humor, identity, and a break from traditional advertising.

As a Gen Z user myself, I rarely start with Google when I’m searching for something new. Whether it’s product reviews, how-tos, travel tips, or even life advice, TikTok is where I go first. The results are visual, personal, and—most importantly—real. That behavior isn’t unique to me. It’s fast becoming the norm, and it’s reshaping how brands need to show up online.

This article explores TikTok’s evolution into a discovery engine, the behavioral patterns driving Gen Z’s engagement, and the top 2025 trends shaping what—and how—brands should market.

Short on time?

Here’s a table of contents for quick access:

• Why TikTok trends are a brand visibility goldmine
• The real Gen Z vibe: what they want from content
• 16 TikTok trends Gen Z is loving in 2025 (and what brands can do)
• How to engage without being “brand cringe”
• Who’s doing it right? Brand examples to learn from
• Tools to track what’s next
• Final thoughts

Gen Z consumer trends and key insights for 2024 success

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ContentGripPatrecia Meliana

Why TikTok trends are a brand visibility goldmine

TikTok’s trend ecosystem moves fast—but when brands catch the wave at the right time, the payoff can be massive. One reason is the platform’s virality loop. Videos don't just go viral once—they get rediscovered in algorithmic bursts. This gives brands multiple shots at visibility from a single post.

It’s also beating other platforms on ROI. In the beauty sector, TikTok ads have been shown to outperform Facebook ads by 1.4x . Why? TikTok’s content feels native. It blends into users’ feeds in a way that traditional ads can’t.

And now, with Gen Z ditching Google in favor of TikTok and ChatGPT for product searches, visual-first discovery is becoming the new SEO. A survey by Resolve found that 53% of Gen Z now go to TikTok, Reddit, or YouTube before Google when seeking information .

The real Gen Z vibe: what they want from content

Gen Z’s preferences aren’t a mystery—but they’re often misunderstood. Here are the themes behind the trends:

• Real > Perfect: They want authenticity over polish. 40% favor relatable creators for product recs over brand accounts.
• Entertain, then sell: Ads that feel like ads get ignored. Content needs to be fun or emotionally engaging first.
• Identity = Power: Trends that let Gen Z express themselves (like “main character energy” or soft launches) resonate deeply.

These behavioral themes explain why trends like #DeInfluencing, silent reaction duets, and GRWM-villain-arc mashups are exploding in 2025.

Gen Z trends 2025: Y2K, self-care, and digital identity

Mental health, meme culture, and gaming tribes—marketers need to explore what Gen Z’s actually want this 2025.

ContentGripPatrecia Meliana

16 TikTok trends Gen Z is loving in 2025 (and what brands can do)

Here’s your marketer’s cheat sheet to what’s hot—and how to use it:

1. Corecore Aesthetic

Corecore is a TikTok editing style where multiple photos, videos, memes, headlines, and so on are blended into one video while a music or audio clip plays in the background. It's a form of visual poetry meant to evoke certain emotions, often highlighting societal issues or personal introspection.

Hashtag: #Corecore

Example: @jovynn style edits

Why it’s hot: Emotionally-charged video montages that reflect existential angst, social commentary, or personal introspection.

Brand opportunity: Ideal for cause-driven campaigns or brands targeting mental wellness, activism, or emotional storytelling (e.g., nonprofits, lifestyle apps).

2. AI-Generated Characters and Stories

In 2025, AI content has officially become mainstream on TikTok. From talking pets to AI-generated characters, creators are leveraging artificial intelligence to produce engaging and innovative content that captivates audiences.

Hashtag: #AIcontent #AItok

Example: AI pets or deepfaked characters giving advice

Why it’s hot: Blending creativity and tech, this trend fuels innovation with humor and surprise.

Brand opportunity: Tech brands, SaaS tools, or entertainment platforms can tap into this with branded filters or co-created AI characters.

3. Hyper-Realistic Food ASMR

Creators are blending the visual appeal of hyper-realistic food with the soothing sounds of ASMR. This trend includes content like slime cooking kits that resemble real food, offering a satisfying sensory experience.

Hashtag: #FoodASMR #SlimeFood #ASMR

Example: Slime sushi kits, fake egg recipes

Why it’s hot: Combines visual satisfaction with soothing audio—pure dopamine.

Brand opportunity: Perfect for snack brands, kitchenware, or even toy brands. Think playful, multisensory experiences.

4. Gen Alpha vs. Millennials Skits

Humorous skits highlighting the differences between Gen Alpha and Millennials are gaining popularity. These videos often showcase contrasting behaviors, preferences, and technological fluency between the two generations.

Hashtag: #GenAlphaVsMillennials

Example: POV skits with exaggerated generational traits

Why it’s hot: Humor meets identity—Gen Z loves poking fun at both older and younger generations.

Brand opportunity: Great for edtech, gaming, or nostalgia-driven products bridging generations.

5. Silent Reaction Duets

Instead of verbal commentary, creators use facial expressions and body language to react to other videos. This non-verbal communication adds a layer of humor and relatability.

Hashtag: #SilentReaction #DuetTikTok

Example: Expressive face reacts silently to cringe or news

Why it’s hot: Non-verbal reactions = universal appeal + meme potential.

Brand opportunity: Campaigns where body language speaks louder than words—ideal for fashion, fitness, or emotion-based ads.

6. The Rise of “NicheTok” Communities

TikTok is seeing a surge in niche communities where users connect over specific interests, from rare hobbies to specialized professions. Brands are tapping into these micro-communities to foster authentic engagement. 

Hashtag: varies (e.g., #BookTok, #PlantTok, #CleanTok)

Example: Deep dives into specific hobbies or professions

Why it’s hot: Gen Z craves belonging and authenticity in tight-knit online spaces.

Brand opportunity: Micro-influencer collabs for niche products—e.g., cookware for #HomeChefTok or planners for #StudyTok.

7. Becca Bloom’s “Silent Rich” Aesthetic

Becca Bloom, a prominent figure in the #RichTok community, showcases a luxurious lifestyle with a subtle, understated approach. Her content emphasizes elegance without overt displays of wealth, resonating with audiences seeking aspirational yet relatable content.

Hashtag: #SilentRich #RichTok

Example: Becca Bloom's understated luxury life

Why it’s hot: Quiet luxury > flashy flexing; Gen Z prefers soft power.

Brand opportunity: Fashion, jewelry, and luxury brands can lean into subtle storytelling and minimalism.

8. Old Tech Revival

Gen Z is embracing technology from the early 2000s, such as flip phones and analog devices, as a form of digital detox and nostalgia. This trend reflects a desire to disconnect from constant digital engagement and appreciate simpler technologies.

Hashtag: #FlipPhone

xample: Vlogs using 2000s-era camcorders

Why it’s hot: Nostalgia meets digital detox—Gen Z loves going offline, ironically.

Brand opportunity: Tech accessories, retro fashion, or minimalist wellness brands can ride this anti-modern vibe.

9. Home Café Trend

In response to rising coffee prices, Gen Z has popularized the "home café" trend on TikTok, turning personal kitchens into charming, budget-friendly coffee shops.

Hashtag: #HomeCafe

Example: Iced lattes in aesthetic glassware at home

Why it’s hot: Economic, cozy, and creatively satisfying.

Brand opportunity: Coffee brands, kitchen tools, or home decor can easily plug into this aesthetic lifestyle.

10. De-Influencing

A trend where Gen Z creators advise their followers on what not to buy, promoting mindful consumption and challenging overconsumption. This movement emphasizes authenticity and encourages audiences to make informed purchasing decisions.

Hashtag: #DeInfluencing

Example: TikTokers saying “don’t buy this” and why

Why it’s hot: Gen Z respects honesty more than hype.

Brand opportunity: Ethical brands or sustainable alternatives can shine through “anti-haul” culture.

11. Micro-Challenges (#5to9routine)

These are short, daily routines or challenges that promote productivity and self-improvement outside the traditional 9-to-5 workday. The #5to9routine, for instance, showcases how individuals utilize their time before or after work to pursue personal goals.

Hashtag: #5to9routine #MiniChallenge

Example: Early morning or post-work productivity clips

Why it’s hot: Blends hustle culture with self-care and control over daily life.

Brand opportunity: Wellness, productivity, and personal development brands should get in here with sponsored challenges.

12. Canon Event Memes

A meme format where users share pivotal or formative experiences in their lives, often humorous or relatable, labeling them as "canon events" that shaped who they are today.

Hashtag: #CanonEvent

Example: "Watching my friend date a red flag guy... Canon event."

Why it’s hot: Humor meets trauma dumping in the most relatable way.

Brand opportunity: Relatable brands (dating apps, snacks, even insurtech!) can go viral with the right wink.

13. “Tube Girl” Confidence Movement

Inspired by a London TikToker filming herself dancing on public transit, this trend celebrates shameless self-confidence and public authenticity. It aligns with Gen Z's push toward unfiltered self-expression, especially in awkward or unexpected spaces.

Hashtag: #TubeGirl

Example: Dancing confidently on public transport

Why it’s hot: Celebrates bold, shameless self-expression.

Brand opportunity: Fashion, fitness, or confidence-building platforms can own this space.

14. GRWM With a Twist

GRWM continues but now includes hyper-niche themes like “GRWM to cry in the bathroom at work” or “GRWM for my villain arc.”. Shows how Gen Z continues to evolve traditional content formats with self-deprecating humor and emotional candor.

Hashtag: #GRWM

Example: “GRWM to spiral emotionally”

Why it’s hot: Blending beauty routines with emotional storytelling.

Brand opportunity: Beauty, mental wellness, or DTC brands that don’t mind leaning into realness.

15. Everything Shower Routines

An offshoot of lifestyle TikTok where creators glamorize extensive, multi-step personal care routines. Opportunity for beauty/wellness brands to plug in authentically.

Hashtag: #EverythingShower

Example: 20-step routines with spa music and product links

Why it’s hot: The ultimate “treat yourself” energy.

Brand opportunity: Beauty and self-care brands—this is your calling card.

16. TikTok as a Search Engine

Already mentioned in your outline, but worth tying directly to trends like “TikTok BookTok,” “TikTok TravelTok,” “TikTok Recs,” etc. Signals a new way users approach content discovery and decision-making (e.g., “TikTok made me try it”).

Hashtag: #TikTokMadeMeBuyIt, #TikTokRecs, #BookTok, etc.

Example: “Where to eat in Tokyo” or “best budget camera”

Why it’s hot: Visual-first, peer-led discovery is overtaking Google.

Brand opportunity: SEO is shifting—marketers must optimize for TikTok search behavior with searchable, recommendation-style content.

17. Soft Launch Relationship Content

Gen Z is embracing vague, almost anonymous glimpses into their dating life—e.g., a blurry hand, a half-cropped dinner photo. Represents a trend toward controlled vulnerability and aesthetic curation.

Hashtag: #SoftLaunch

Example: Cropped hand pics, muted dinner shots, cropped mirror selfies

Why it’s hot: Romance in the age of ambiguity—Gen Z loves teasing without oversharing.

Brand opportunity: Dating apps, lifestyle products, and photography tools can ride this aesthetic subtly.

How to engage without being “brand cringe”

To avoid becoming a TikTok cautionary tale, follow these key rules:

• Don’t force it: If a trend doesn’t match your brand voice, skip it.
• Co-create: Partner with creators who live on the app and know its language.
• Use the authenticity checklist: Is the content relatable? Does it feel real? Is a trusted creator involved?

Gen Z can smell a scripted brand campaign from a mile away. What works is transparency, creativity, and a willingness to take risks.

Who's doing it right? Brand examples to learn from

• Duolingo: Its owl mascot does chaotic comedy, blending trend-savvy content with brand voice.

• Scrub Daddy: Turned sponges into memeable content gold with offbeat humor.

• Ryanair: Used Gen Z filters and blunt captions to make airline content unexpectedly fun.

What they have in common? They act like creators, not advertisers—and it’s working.

Tools to track what's next

Trend cycles on TikTok move fast. Here’s how to stay ahead:

• TrendTok: Spots emerging trends early.
• Pentos: Tracks TikTok video performance and engagement.
• TikTok Creative Center: Your go-to for trending hashtags and content.
• TikTok’s AI Insight Spotlight: Uses predictive analytics to flag rising behaviors .

Final thoughts: trends are culture, not a marketing tactic

Here’s the bottom line: Gen Z doesn’t want traditional ads.

They want content that feels like culture. TikTok is not just another social channel—it’s a living, breathing space where humor, values, and identity collide.

Marketers need to stay human, agile, and brave enough to test new formats.

Follow the trends not just to go viral—but to stay relevant.

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