Top TikTok Trends for September 2025 and How Brands Can Use Them

TikTok is entering one of its most dynamic phases of 2025 this September, with viral challenges, trending sounds and new content formats driving massive visibility for brands. As autumn arrives, audiences are embracing cosy lifestyle content, productivity resets and socially conscious movements, creating a rich landscape for marketers to explore. These shifts give brands the perfect opportunity to align with cultural moments, strengthen engagement and expand reach on one of the fastest-moving platforms in social media.

Here’s your guide to the top TikTok trends dominating September 2025, complete with creative ideas to help your brand ride the wave.

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Viral Challenges to Watch

1. #AutumnCozyChallenge

TikTok users are sharing their favourite autumn routines – warm drinks, cosy outfits and self-care rituals.
Brand idea: Launch your own version of this challenge with micro influencers who embody the seasonal aesthetic, encouraging followers to feature your autumn-themed products or services.

2. #BackToRoutine

As summer ends, users highlight daily habits and productivity tips, blending motivation with self-care.
Brand idea: Share morning or work-from-home routines featuring your products, and collaborate with lifestyle creators for relatable, authentic content.

3. #SustainableSeptember

Eco-conscious TikTokers are showcasing sustainable lifestyle changes and spotlighting environmentally friendly brands.
Brand idea: Highlight your brand’s sustainability initiatives, or invite audiences to post eco-friendly swaps and habits using your products.

4. Dance and Food DIY Challenges

Simple dance routines and creative food prep videos, such as the viral “Espresso Dance Challenge”, continue to attract huge engagement.
Brand idea: Encourage customers and influencers to join in with accessible dances or food hacks tied to your brand story.

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Trending Sounds Driving Reach

In September 2025, popular TikTok sounds mix upbeat acoustic melodies with nostalgic remixes from the 90s and early 2000s, creating a warm and energetic backdrop for content.

Viral tracks like Sabrina Carpenter’s “Taste” and other trending audios are fuelling discoverability. Using these sounds early in your videos can increase the chances of appearing on the For You Page.

Case example: Pepper’s campaign for Wisdom Oral Care creatively paired trending audio with product demos, achieving viral reach and higher watch time.

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Content Formats Maximising Engagement

Mini-Series and Serialised Content

Multi-part videos encourage audiences to return, building loyalty and increasing time spent with your content.
Tip: Create seasonal mini-series sharing product tips, brand stories or autumn guides.

Behind-the-Scenes Storytelling

Audiences respond to authenticity. BTS content showing team culture, product creation or event prep helps humanise your brand.

Educational and How-To Videos

Quick, fun tutorials that teach something useful remain highly shareable. Showcase product use or lifestyle hacks paired with trending sounds.

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Amplifying Reach with Influencer Partnerships

Recent Pepper campaigns for brands such as Wisdom Oral Care and Oddbox highlight the power of combining viral TikTok trends with influencer storytelling. By pairing challenges, trending sounds and relatable content formats, these collaborations generated millions of views and meaningful engagement.

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TikTok Performance Benchmarks for September 2025

• Engagement: Smaller creators under 100K followers see engagement rates of around 7.5 percent, compared to mega influencers at 2.8 percent.
• Advertising: The average TikTok ad CTR is approximately 0.84 percent, with conversion rates near 0.46 percent.
• Audience growth: TikTok’s global user base is projected to reach 2.1 billion by the end of 2025, creating vast opportunities for brand discovery.

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Creative Campaign Ideas for September

• Launch a #SustainableSeptember challenge inviting eco-friendly tips with your sustainable products.
• Host a Back to Routine takeover with multiple influencers sharing daily rituals featuring your brand.
• Develop a cosy autumn mini-series using trending sounds to showcase your products in relatable contexts.
• Encourage UGC amplification with branded hashtags, mixing customer stories with influencer collaborations.

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Wrap-Up

September 2025’s TikTok trends give brands powerful ways to connect authentically with audiences. From viral challenges and trending sounds to educational content and influencer partnerships, the opportunities for visibility, engagement and conversions are stronger than ever.

For brands ready to launch campaigns aligned with real-time TikTok trends, Pepper offers influencer marketing services designed to maximise reach and impact.