TikTok trends report: October 2024

As we move into the heart of the golden quarter, TikTok continues to be a powerful platform for trends that capture attention and drive engagement.

October’s landscape is rich with creative opportunities for brands and creators alike to connect with audiences in meaningful, playful, and strategic ways. From high-contrast makeup tutorials to nostalgia-fueled dance trends and early holiday gift guides, there’s something for everyone to leverage and adapt.

This month’s report dives into the biggest TikTok trends, offering insights on why they’re booming and practical advice for how marketers and creators can use them to boost their performance. Let’s explore October’s top trends and discover how you can integrate them into your content strategy to captivate and inspire your audience.

1. Contrast makeup / fashion

Stats: High contrast makeup has surged with 5.51 million searches in the past week, marking a 398% daily increase. Medium contrast outfits followed suit, hitting 1.06 million weekly searches, up by 78% in the last day.

Why it’s trending: French makeup artist @alieenor has catapulted this trend with a viral video explaining the transformative power of understanding one’s contrast level, amassing 7 million views. This insight has spilled into fashion, where people are exploring outfits that play on contrast.

How to adapt:

• For beauty brands: Partner with creators to produce tutorial videos that showcase how to achieve high and medium contrast makeup looks using your products. Frame this as an essential makeup hack for visual impact.
• For fashion brands: Highlight how contrast can elevate a wardrobe with outfit pairings. Brief creators on outfit transitions or try-on hauls showing high contrast combinations, paired with tips for viewers.
• Industry example: Skincare brands could incorporate “before and after” posts, illustrating how skin preparation supports contrast makeup for an airbrushed effect.

@evalarosaxo which contrast you need next?ib: @Alieenor 🧡 PRODUCTS: • @Florasis Shop concealer palette • @Yepoda multi balm peach • @ILIA Beauty lip balm in memoir • @Charlotte Tilbury hollywood blush & glow palette • @PLOUISE blend away palette 2022 • @essence cosmetics gimme glow highlighter in 10 • @L’Oréal Paris lash paradise mascara in marron intense • iliabeauty lip oil in petals #contrastlevel #mediumcontrast #contrastmakeup #makeuphacks #makeuphackstutorial #makeup #makeuptutorial ♬ is there someone else? – 87 ℃

2. Wait dance trend

Stats: Searches for “wait trend” hit 761,000 in the last week, with a 34% increase over the past day. The associated sound has been featured in 531.4K videos, and #wait has 1.3 million posts.

Why it’s trending: This dance trend is simple, flexible, and fun, enabling creators to add personal twists. It’s a visual treat that keeps viewers hooked to watch how each person switches into their solo moves.

How to adapt:

• For fashion brands: Showcase new collections by having models or creators perform the dance in different pieces, switching outfits at key moments.
• For lifestyle brands: Use the audio as a hook to display product transitions, like various uses for a single item (e.g., multiple looks with one pair of shoes).
• Industry example: A food brand could use this trend for fun, showing a chef dancing while preparing a dish, transitioning to the final presentation at the song’s climax.

@thegr8khalidthey don’t love you like i love you 😔♬ maps – &lt3

3. Gift guides 🎁

Stats: “Gift Guides” received 732,000 searches in the last week. Specific searches such as “bf Christmas gift” (366K), “Sephora gift set” (968K), and “best friend Christmas gift” (805K) highlight early shopping habits.

Why it’s trending: With the holiday season approaching, gift guides become a go-to format for saving and sharing. Their informative and digestible nature keeps them circulating within the algorithm, making them a reliable engagement tool.

How to adapt:

• For creators: Create carousel posts that highlight curated gift ideas for different audiences (e.g., “Top 5 Gifts for Him”). Use video content showcasing products in use or haul videos with commentary.
• For brands: Sponsor gift guide series to secure product placement in these highly sought-after pieces. Brief creators to create themed segments like “Best Beauty Gifts Under £50” or “The Ultimate Christmas Surprise for Friends.”
• Industry example: A tech brand could feature a “Top Gadgets for the Holidays” video with playful, user-generated content showing product highlights and customer reactions.

@madisonwronowski what to buy for your friends bdays / random gifts / etc!🧁🧁🧁 everything is on my @Locker | Virtual Wishlist 💞#wishlist #giftguide #christmaswishlist #giftsforher ♬ original sound – Madison 🧁

4. The “But You Didn’t Have to Cut Me Off” trend

Stats: The song Somebody That You Used to Know by Gotye and Kimbra has returned as a viral hit, inspiring videos that leverage its emotional, nostalgic pull.

Why it’s trending: The iconic song has sparked a dance trend where participants take turns freezing and dancing, paired with dynamic jump cuts. Its recognisable intro draws viewers, keeping them engaged to see how each person “steals the show.”

How to adapt:

• For creative brands: Collaborate with creators to showcase product transitions or behind-the-scenes processes. Begin with a “frozen” setup, launching into action with the beat.
• For service-based brands: Showcase teamwork by having staff participate in a playful version of the dance, illustrating your team’s personality.
• Industry example: A fashion retailer could have stylists dance in different sections of the store, showcasing seasonal pieces in time with the song’s jump cuts.

@prejoye @♱ Kevss ♱ ♬ origineel geluid – CDK COMPANY

See you in November!

October’s TikTok trends are a blend of nostalgia, creativity, and early holiday excitement, providing a fertile ground for both creators and marketers to engage their audiences. By tapping into these trends—whether through visually striking contrast makeup and fashion, the fun and flexible Wait dance, evergreen gift guides, or the dynamic But You Didn’t Have to Cut Me Off challenge—brands can amplify their reach and deepen their connection with their communities.

As we head into the festive season, quick adaptation and innovative use of these trends will set brands apart and drive impactful engagement. Keep an eye on these insights to stay ahead of the game and continue boosting your content’s performance throughout the holiday period and beyond.

Be sure to check back for next month’s report for more trend-driven strategies and creative inspiration!