TikTok's fleeting "demure" trend might feel like a distant memory (so August 2024, right?), but there’s still plenty to unpack… and actionable lessons to take away for your brand, especially before the holiday season really kicks in! 

In her insightful SuperSummit session, Ankita Mehta Shodhan from TikTok broke down how brands can leverage TikTok trends strategically by understanding their different types:

• Nano trends ("trend moments"): Lasting hours to days, these trends are sparked by viral videos or sound clips. Brands that act quickly can create authentic, timely content.

• Micro trends ("trend signals"): These trends build over weeks or months, often growing in niche communities before going mainstream. They’re perfect for brands looking to engage specific audiences with on-point messaging.

• Macro trends ("trend forces"): Spanning months to years, these trends influence broader cultural movements, shaping strategies that create deeper, long-lasting audience connections (think about the "skinfluencer" movement!).

The key takeaway: 

The demure trend fizzled out quickly because many brands jumped on board without considering if it aligned with their identity. As Ankita pointed out, data-backed analysis is crucial for tracking trends and avoiding oversaturation. Knowing when (and if) to engage is what makes a trend strategy feel authentic.

 “TikTok trends are all about timing. Miss it, and you miss the moment.” – Ankita Mehta Shodhan

 Rewatch Ankita’s session here to see examples of how brands like Aerie and eos Products successfully leveraged Nano and Micro trends.

Let’s discuss! How is your team preparing for TikTok trends ahead of the holidays? Share your strategies below.