TRENDING: CHAOTIC EVIL COOKING
This trend of chaotic “evil cooking” videos with intense music and ‘evil’ text-to-speech voiceovers has taken over feeds for its unpredictable energy and captivating absurdity. The offbeat editing and over-the-top tone has stopped the scroll.
Brand opportunities
Lean into chaos and the unexpected. Experiment with unconventional formats, unexpected tone shifts, or deliberately exaggerated storytelling to convey your message in a fresh, attention-grabbing way that breaks away from traditional brand content.
SOMETIMES YOU GOTTA RECEIVE A TEXT FROM X AND MOVE ON
This trend has been dominating the FYP, with videos consistently gaining more than 100k views per post as users sharing their most unhinged text messages from their manager, partners or parents. The format typically uses a two-image carousel, where the second slide delivers the unexpected or funny reveal.
Brand opportunities
This format can easily be adapted for brands, showcasing a customer review, a funny message from a boss, or a relatable co-worker text. It’s a great opportunity to show off your brand personality and connect through humour.
“2025 IS GOING TO BE MY YEAR”
This trend is a funny, self-aware image carousel format where users reflect on their overly optimistic “2025 is going to be my year” declarations. Only to reveal the chaotic, unexpected things that derailed those plans.
Brand opportunities
Perfect to poke fun at your brand’s year in review, whether it’s highlighting actual wins or completely made-up scenarios. It’s a lighthearted way to show personality, lean into transparency, and connect with audiences through humour and relatability.
THE LYING GAME
This trend features a split-screen format or two participants facing away from each other as they try to guess who is lying. The tension builds as each person describes their object until one realises the other isn’t telling the truth.
Brand opportunities
Incorporate your product naturally within the game, for example, as one of the “objects” being described. It’s an engaging and playful way to feature your product while tapping into an interactive and conversation-driven trend or to show off office personalities.
WHO’S KILLING IT ON THE FEED?
INSTYLE’S SUMMER INTERN SERIES
InStyle Magazine continues to dominate the feed with their “Intern” TikTok series. It continues to nail the perfect blend of entertainment and brand storytelling with perfect integration into the magazine’s ethos with relatable moments. It’s shot like The Office, it uses popular creators as comedic “interns,” delivering sharp writing, relatable chaos, and genuine behind-the-scenes peeks at the magazine’s world. It feels like binge-worthy TV, each ‘episode’ has been hitting the high hundreds of thousands of views and a 15% engagement rate which just shows how it’s resonated.
Brand OpportunitiesWe’re seeing a rise in big-budget, high-production TikTok sitcoms, like the viral @roomiesroomiesroomies series. Brands lean into episodic storytelling and character-driven humour, that never actually directly sells. While it’s a larger investment, the payoff is huge: sustained audience engagement, strong character affinity, and shareable moments that live beyond a single post.
This format works best when there’s a defined “world” audiences want to peek into, where characters embody the brand’s tone while still feeling like real people. Episodes need to be tight, funny, and self-contained so casual viewers can drop in at any time. Done well, it’s not just an ad, it’s an ongoing show your audience looks forward to.
