At Code3, we’re constantly analyzing what’s working across the platform, identifying the shifts that drive engagement and conversion. Here’s what creative trends we are seeing right now, and more importantly, how marketers can use these creative insights to stand out.
1. Real > Polished
The best TikTok ads don’t look like ads. Raw, lo-fi, and creator-led content consistently outperforms high-production video. The key? Feeling real. Handheld footage, quick cuts, and casual tone build instant trust and relatability.
Why it Works: TikTok is built on authenticity. Users scroll for entertainment, not advertisements, and anything overly produced stands out for the wrong reasons.
Tip for Brands: The best news? You don’t need a big budget: just a strong hook and a human voice. Think less about perfect lighting and more about how to make your content feel like it belongs in someone’s feed.
2. Education Meets Entertainment
“Edutainment” has becoming a defining format on TikTok and is dominating feeds. From skincare routines that explain ingredients to finance creators breaking down savings hacks, users love learning something new while being entertained.
What’s Driving it: Audiences are looking for value and personality in equal measure. They want creators who make them laugh and teach them something useful.
Tip for Brands: Identify what your audience wants to learn, and then teach it in your own unique style. Whether it’s a quick tutorial, product demo, or myth-busting moment, make sure it’s fast-paced, energetic, and rooted in your brand’s expertise.
3. Sound Drives Success
Music is still the heartbeat of TikTok. A well-chosen track can turn a simple clip into a viral hit. From trending tracks to voiceovers, and nostalgic sound bites, audio cues create motion and rhythm that keep viewers watching.
Why it Matters: TikTok’s algorithm favors videos that align with popular sounds and encourage engagement through duets, remixes, and reactions.
Tip for Marketers: Experiment with TikTok’s Commercial Music Library to find sounds that match your brand tone and pacing. Even voiceovers and sound bites like the now-popular “storytime” narration format can drive recall and relatability.
4. Creator Collabs That Feel Real
TikTok thrives on creator-led storytelling. But authenticity is the different between success and a scroll past. 77% of TikTok users stop and shop when they see products in their feed, but only when the partnership feels natural and genuine.
The Strategic Key: Let creators lead. Instead of handing them a script, give them creative freedom to present your product in their own voice and style. The best results come when creators integrate products naturally into their daily content, whether it’s a “get ready with me,” a reaction video, or a casual conversation.
Pro Tip: Focus on long-term relationships with creators who align with your audience and values, not just one-off campaigns.
5. Remix, Don’t Repeat
Trend-chasing is out. Remixing is in. The best-performing brands on TikTok don’t just jump on every viral sound or moment: they reinterpret them. They find creative ways to tie cultural moments back to their own story, tone, product and audience. If it doesn’t feel authentic, skip it. It’s better to build original moments that inspire engagement than to blend into the noise. Example: Instead of mimicking a viral skit, a brand might recreate the format with a clever twist that highlights a product benefit or customer insight.
TikTok’s creative trends all point to one thing: authenticity wins. The brands thriving right now are those that that act fast, stay flexible, and create for the culture, not just around it. Success on TikTok isn’t about being the loudest or flashiest; it’s about showing up with purpose, creativity, and a genuine connection to your audience. As the platform continues to evolve, the brands that stay nimble, human, and inspired by what’s happening in real time will continue to lead the conversation.