TikTok Trends for January 2026 and How Brands Can Use Them

January is one of the most important months on TikTok.

Audiences are resetting habits, exploring new interests, and spending more time discovering content that feels useful, honest, or motivating. At the same time, TikTok’s algorithm in 2026 is rewarding consistency, community interaction, and formats that keep people coming back, not just one-off viral moments.

This means TikTok trends in January 2026 are less about random dance crazes and more about repeatable content systems brands can actually build around.

Here is what is trending, why it works, and how brands should use it.

The Big Shift on TikTok in 2026

TikTok in 2026 prioritises three things above almost everything else:

• Retention across multiple videos
• Deep interaction like comments, saves, shares, and replays
• Content that feels real, specific, and human

As a result, trends are increasingly built around series, storytelling, and community-driven humour rather than polished, standalone clips.

Brands that understand this shift stop chasing trends and start using them strategically.

Below are the key TikTok trends shaping January 2026, with practical guidance on how brands should use each one.

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1. “Say Your Stupid Line” Trend

This is one of the strongest engagement trends carrying into January 2026.

The format uses a viral audio where creators lip-sync to the line “Come on Superman, say your stupid line,” then hard-cut to on-screen text revealing a painfully familiar phrase their niche hears all the time.

Why it works is simple. Recognition drives comments.

How brands should use it:

• Call out common excuses, habits, or phrases in your category
• Keep the punchline short and readable
• Lean into self-awareness rather than selling

Examples:

• Fitness brands: “I’ll start after January”
• Finance brands: “I’ll check my bank account later”
• Beauty brands: “I don’t need another serum”
• B2B brands: “Let’s circle back next quarter”

This trend is ideal for reach, comments, and community warmth. It performs best when brands feel in on the joke rather than above it.

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2. Educational Micro-Series

Educational micro-series are dominating January because TikTok is heavily rewarding return viewers and binge behaviour.

These are clearly numbered 3 to 5 part series such as “Episode 1 of 5” or “Day 1 of 7,” usually focused on a transformation, skill, or outcome.

How brands should use it:

• Break one core topic into small, snackable lessons
• Use consistent framing and numbering
• Pin the first video and build a playlist

Best use cases include:

• Product education
• Thought leadership
• Fitness, finance, skincare, and SaaS onboarding

The biggest mistake brands make is posting just one video. The power comes from commitment.

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3. Problem to Solution Storytelling

Problem-solution content remains one of the highest-performing formats on TikTok, especially when paired with TikTok Shop.

These videos hook viewers in the first three seconds with a clear pain point, then immediately show the fix.

How brands should use it:

• Lead with the problem, not the product
• Show the product or service early but naturally
• Keep the explanation simple and visual

Examples:

• “This is why your makeup never lasts”
• “Why your ads are not converting”
• “The mistake ruining your morning routine”

This format works because it mirrors how people now search on TikTok.

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4. Day in the Life and Behind the Scenes

Behind-the-scenes content continues to outperform polished ads in January 2026, especially when it is niche and specific.

Audiences want to see how things actually work.

How brands should use it:

• Show real routines, not highlight reels
• Focus on one role, process, or day
• Keep production minimal and natural

This works well for:

• Small businesses
• Founders and teams
• Creators and service brands

Humanising the brand builds trust faster than scripted campaigns.

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5. Carousel Before-and-After Format

TikTok’s photo carousel format is quietly becoming a strong performer again.

A popular structure includes:

• Slide one showing a goal or starting point
• Slide two with a cinematic “directed by” screen
• Slide three revealing the result

How brands should use it:

• Show transformations or progress
• Highlight launches or milestones
• Use strong captions to guide the story

This format encourages swiping, which increases session time and engagement.

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6. Community-Choice Content

Community-choice content is rising because TikTok is prioritising deep interaction.

These videos ask viewers to decide something in the comments.

How brands should use it:

• Let the audience vote on options
• Ask them to choose the next product, colour, or idea
• Follow up with a results video

This turns passive viewers into active participants and builds loyalty over time.

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7. Comment Reply Videos

Replying to comments with videos is one of the simplest growth levers on TikTok in 2026.

How brands should use it:

• Respond to genuine questions or strong opinions
• Highlight common objections or FAQs
• Keep replies short and conversational

This signals relevance to the algorithm and makes audiences feel seen.

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8. AI-Assisted Creation With a Human Face

AI is now baked into TikTok creation, but authenticity still wins.

Brands are using AI for image-to-video demos, text-to-video explainers, and visual concepts, then layering in a human voiceover or face.

How brands should use it:

• Use AI to speed up production and testing
• Keep a human presence for trust
• Avoid fully automated, generic videos

AI should support experimentation, not replace personality.

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9. GRWM (Get Ready With Me)

GRWM remains a strong evergreen format, especially in January when routines reset.

How brands should use it:

• Anchor the video around a routine
• Let the product appear naturally
• Focus on personality and storytelling

This works well for beauty, fashion, wellness, and lifestyle brands.

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10. #tiktokmademebuyit Content

Product discovery remains one of TikTok’s biggest drivers of revenue.

How brands should use it:

• Lean into honest reviews and testing
• Partner with UGC creators, not just polished influencers
• Encourage “I tested it so you don’t have to” angles

Trust drives conversion more than hype.

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11. “I Beat the Final Boss” Trend

This trend frames achievements as dramatic wins.

How brands should use it:

• Celebrate launches, milestones, or transformations
• Use humour or exaggeration
• Tie the win back to effort or consistency

It works especially well for progress-based storytelling.

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12. Dance Challenge Remixes

Dance challenges still exist, but pure choreography is less effective.

How brands should use it:

• Pair dances with humour or a reveal
• Use transitions or storytelling
• Avoid forcing brand messaging

These work best as lightweight reach plays.

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13. #hopecore Content

Positive, motivational content is resonating strongly going into January.

How brands should use it:

• Share uplifting stories or progress
• Focus on growth, effort, and optimism
• Avoid clichés and forced inspiration

This content performs well for saves and shares.

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14. Live Shopping Moments

Live shopping continues to grow, especially in beauty, home, and tech.

How brands should use it:

• Run limited-time offers
• Bundle products
• Promote TikTok-only drops

Live formats work best when they feel interactive rather than salesy.

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How Brands Should Approach January 2026 Overall

The biggest mistake brands make is chasing every trend.

A stronger approach is to:

• Pick one or two core formats
• Commit for the full month
• Build content systems, not one-offs
• Focus on comments, saves, and shares over likes

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The Real Opportunity on TikTok in 2026

TikTok trends are not just entertainment. They are signals.

They show you how people want to learn, laugh, shop, and connect right now. In January 2026, the brands that win are not the ones chasing every new sound, but the ones building repeatable systems that turn trends into momentum.

When your content feels human, timely, and genuinely useful, the algorithm tends to follow.

If your team is struggling to find the resource, time, or headspace to stay on top of fast-moving TikTok trends while still delivering consistent results, you are not alone.

This is exactly where the right support makes the biggest difference.

Get in touch to explore how a trend-led, system-driven TikTok strategy can help your brand show up consistently, confidently, and ahead of the curve in 2026.