TikTok released its annual trend forecast, identifying three behavioral shifts expected to shape creator and marketing strategies in 2026, based on analysis using the platform’s AI-powered analytics tools combined with human interpretation of user data. The report, titled “TikTok Next 2026: Irreplaceable Instinct,” presents findings derived from TikTok One Insight Spotlight, TikTok Market Scope, TikTok One Content Suite, and Symphony Creative Studio.

Move Away from Escapism Toward Reality-Based Content

The first trend signal, termed “Reali-TEA,” identifies audiences moving from romanticized content toward what TikTok characterizes as “loud cracking: setting boundaries, protecting peace, and chasing passions out loud.” The report states users have transitioned from “romanticizing life to embracing what TikTok describes as ‘The Great Lock-In’ mindset.”

TikTok data show emerging hashtags, including #lockedin (648,000 posts), #hygiene (692,000 posts), and #joblife (235,000 posts). The platform notes users are sharing “Jet2Holiday horror stories, chaotic trip lore, and finding comfort in navigating life’s chaos together.”

The report identifies several sub-trends within this category, including “Culture For Me,” which TikTok describes as “a space where heritage, context, and community collide to create something both shared and new.” Additional patterns include “Comment React Stack,” in which users build engagement through photo reactions rather than text responses, and “Second Account Found,” which refers to brands and creators launching additional accounts to present different perspectives.

Research cited in the report indicates that Millennial and Gen Z users are 1.5 times more likely than Gen X+ to expect brands to have a strong community and are 1.5x more likely to try new brands because of it, according to the TikTok Marketing Science Global Long-Term Value of a TikTok User Study 2025, conducted by Kantar.

Search Behavior Drives Discovery Beyond Initial Intent

The second trend signal, “Curiosity Detours,” examines how users discover content and brands through search. TikTok reports that billions of searches occur daily on the platform, representing more than 40 percent growth from the previous year. According to TikTok Internal Data from June 2024, one in four users begins searching within 30 seconds of opening the application.

“Two in three searchers on TikTok say a central reason for using it as a search platform is that they discover useful things beyond what they were searching for,” according to the TikTok Marketing Science Global Future of Search Study 2025, conducted by WARC.

The report presents a case study analyzing search patterns in the beauty vertical, where “perfume” emerged as a leading search term, with related queries including “booktok,” “skincare,” “first date ideas,” and “first date topics.” TikTok notes this analysis used Market Scope to identify “not just what users were searching for – but why and how they were exploring scent discovery on the platform.”

A case study featuring Duracell illustrates the commercial application of search pattern analysis. Christina Miller, Chief Social Officer of VML EMEA (Europe, Middle East and Africa), stated: “Across all markets we grew 483% in follower growth, which KPop has a large part to play in this, finding an audience and a trend where our brand could authentically engage has been massively rewarding.” The brand identified connections between its batteries and K-pop community members who use Duracell products to power light sticks.

Intentional Purchasing Replaces Impulse Buying

The third trend signal, “Emotional ROI,” addresses consumer purchasing behavior. TikTok’s analysis suggests shoppers are “weighing emotional ROI just as much as financial cost” and making “prevalidated” purchase decisions.

The report states consumers are “expanding what counts as essential, and emotions are driving that line.” According to TikTok, users search for products that align with specific needs rather than selecting based solely on price, such as “find the shampoo that truly works for your hair type, or turning bread-making into a ritual that supports wellness.”

TikTok identifies three factors in what it terms the “Why to Buy” equation: “Expanding Essentials,” centered on wellness goals; “Evidence Economy,” where comment sections provide community reviews; and “Tastemakers,” representing creators who provide product context beyond promotional content.

A case study from Ashley Canada demonstrated the application of this trend, using “TikTok-first content to highlight furniture in authentic home settings.” The campaign achieved a 191 percent higher website return on ad spend than standard campaigns, a 58 percent lower cost per acquisition, and a 533 percent increase in add-to-cart rate.

Image credits: TikTok
The full report is available here

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