A new study from Publicis Groupe APAC and TikTok has found that TikTok trends move at extraordinary speed, with the median trend lifespan now just five days. Only 27% of TikTok trends sustain relevance beyond two weeks, which means that by the time many brands spot, approve and produce content around a trend, the moment may already have passed.
However, the research also shows that not all trends disappear quickly. The ones that last tend to share three characteristics: they tap into a shared human emotion, they are easy to remix, and they are created with creators rather than dictated by brands.
This is an important distinction for advertisers. TikTok is not a traditional broadcast channel where brands can simply push out a message and expect it to land. The trends that travel furthest are often built around simple formats: visual templates, adaptable sounds, easy actions or repeatable mechanics. In other words, formats travel better than messages.
For brands, this means success is less about chasing every trending moment and more about creating ideas that people can participate in. A brand does not always need to “own” the conversation. Often, the stronger role is to create the conditions for audiences and creators to make the idea their own.
Creative freedom is also critical. Creators are powerful because audiences trust their voice, so brands need to set clear guardrails rather than hand over rigid scripts. On TikTok especially, over-polished or over-controlled content can feel out of place. Creator-led ideas are more likely to feel native to the platform, and more likely to be remixed by others.
Implications for Ireland
For Ireland, this reinforces the need to think about TikTok trends through both a global and local lens. A trend may travel quickly across markets, but it still needs to make sense within Irish culture to feel credible.
Irish humour, language, local occasions, communities and everyday behaviours can all shape whether a trend feels natural or forced. The opportunity is not simply to copy what is trending elsewhere, but to adapt the format in a way that feels relevant to Irish audiences.
This is particularly important because trends move faster than many campaign approval processes. If a brand wants to engage with TikTok culture in Ireland, it needs the ability to respond quickly, while still staying true to its tone of voice and brand guidelines.
What this means for Irish advertisers
For Irish advertisers, the key learning is that TikTok rewards participation over perfection. Brands should focus less on chasing every trend once it is already peaking, and more on building simple, creator-led formats that are emotionally relatable, easy to remix and locally relevant. For many brands, the opportunity may not be to produce more content, but to produce content that is more adaptable.
This also reinforces a key point from Core’s Digital Trends report: fit beats fame. The most effective creator is not always the biggest one, but the one who genuinely aligns with the audience, the brand and the cultural moment. On TikTok, that alignment matters because creator content needs to feel native, credible and easy for others to build on.
TikTok trends may have a five-day shelf life, but strong formats can last longer when they are built for remixing, creator collaboration and local relevance. For Irish advertisers, the priority should be to build ideas people can participate in, not just messages they are expected to watch.
FAQs about TikTok trends for brands
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TikTok trends have a median lifespan of five days, while only 27% remain relevant beyond two weeks, according to research by Publicis Groupe APAC and TikTok. These findings highlight how quickly trends can lose momentum. Brands need to recognise relevant opportunities early and respond while audiences are still actively participating. Read more about the research.
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Brands should look for TikTok trends that match their audience, brand personality and marketing objectives. TikTok's Creative Center allows marketers to explore trending hashtags, songs, creators and videos. These insights can help identify relevant opportunities, but brands should also consider whether they can contribute something meaningful rather than simply copying popular content.
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Brands can respond more quickly by establishing clear content guidelines, approval processes and responsibilities before a trend emerges. Having flexible creative templates and working closely with creators can also make content production more efficient. This allows marketing teams to react to relevant trends without compromising brand identity or waiting for lengthy campaign approvals.
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Brands can measure TikTok trend-based content using metrics such as video views, engagement, shares, comments and audience retention. Where relevant, website traffic and conversions can also be tracked. TikTok's analytics tools provide insights into content performance, helping marketers assess whether participation in a trend supported their campaign objectives.
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No, brands should prioritise TikTok trends that are relevant to their audience and consistent with their identity. A trend's popularity alone does not make it suitable for every business. Marketers should consider the cultural context, audience expectations and whether the brand can participate naturally before creating content around a viral moment.
Sources
Publicis Groupe APAC and TikTok: Globalisation of TikTok Trends: How Culture Travels, Transforms and Connects – https://warc.com/feed/47-of-tiktok-trends-fade-within-five-days-191da172bad64d8e8f96f205e164c6b7
Marketing-Interactive: Only a fraction of TikTok trends last beyond two weeks, Publicis Groupe finds -https://www.marketing-interactive.com/only-a-fraction-of-tiktok-trends-last-beyond-two-weeks-publicis-groupe-finds