From hit dance trends to hilarious challenges, TikTok dominated 2024 with content that not only captivated global audiences but also influenced pop culture. With over 1 billion active users, the platform continued to foster fresh creators, such as the viral Costco Guys, into the spotlight.

This article explores the biggest TikTok trends of the year, highlighting their influence on industries such as dance, fashion, food, music, and more — offering valuable insights for marketers and content creators.

Here at Kapwing, we conducted an original study with dozens of content creators and viewers to learn more about what trends went the most viral. In this article, we'll reveal the results and cover the history of the year's top trends.

Table of Contents

• 13) BookTok: Driving Sales for Authors
• 12) #POV: Viral Video Trend for Influencers
• 11) Unfortunately, I Did Not Get Selected for the Olympics
• 10) Candy Salad: TikTok Food Trend
• 9) Cucumber Salad: Jumping on a Creative Trend
• 8) Golden Retriever Energy: Personifying Your Brand
• 7) TikTok Made Me Buy It: Boosting Product Visibility
• 6) Brat Summer & The Apple Dance
• 5) Interpretive Dancing: Attempting TikTok Challenges as a Team
• 4) Man in Finance: Adopting TikTok Trends as a Business
• 3) Suspect Running Challenge: Unleash Your Creative Side
• 2) Get Ready with Me: An Essential for Beauty and Fashion Influencers
• 1) Very Demure, Very Mindful

13) BookTok: Driving Sales for Authors

BookTok is a corner of TikTok where creators share books they've recently read, offering reviews and recommendations to their audience. With over 42 million posts under the #BookTok hashtag, it has become a major influencer, sparking viral trends and driving book sales. As a result, BookTok continues to shape the literary landscape and generate buzz for new and classic reads alike.

For new authors, it's an easy and cost-effective social media marketing tool that is only going to continue to grow in 2025. First-time author J.F.K Sandham told Kapwing how Booktok helped him publicize the launch of his new fantasy novels:

"Booktok is a great place for authors to find readers. I post content on there both through my publisher, The Elderworld, and my personal account. We target people who like dark fantasy and Booktok really helped me publicize the launch of my novel, with people finding my content through the For You Page. Be warned, it is a very competitive space, but worth the effort."

12) #POV: Viral Video Trend for Influencers

POV, or "point of view," videos offer viewers a first-person glimpse into another person’s experience. The #POV hashtag boasts over 78 million posts, cementing its status as one of TikTok’s biggest trends of the year.

The #POV TikTok trend is popular primarily due to its simplicity. Any creator can easily join the trend by recording a task or routine from their perspective and adding creative text overlays to tell a story or add humor. It became a particularly popular method of showcasing a "day in the life" in under 15 seconds, used by influencers, comedians, educators, and even brand marketing teams.

To make a POV video, use this POV Video template or add a text overlay on your video in Instagram or TikTok. If using a third-party video editor, we recommend the Montserrat font to get as close to the default Tiktok font as possible. To make the text more readable, add a black stroke around the text.

Unlike TikTok trends that come and go over 1-2 months, the trend has cemented itself as something of a cornerstone style on the app. 71% of respondents in the TikTok Trends Survey by Kapwing said that #pov was the top TikTok hashtag that they saw in 2024.

11) Unfortunately, I Did Not Get Selected for the Olympics

With the Paris Olympics dominating the global spotlight in 2024, memes surrounding the event took off, most notably the "I did not get selected for the Olympics" video trend along with the iconic Yusuf Dikec shooting meme.

This trend featured creators sharing funny moments where they showcased their own less-than-Olympic-worthy performances, poking fun at themselves. Some creators also made montages of sports fails and falls with the same caption, getting millions of views as these moments went viral.

The trend gained so much momentum that Olympian gymnast Suni Lee even joined in, posting a parody of herself making a mistake during the games with the caption, "unfortunately I was selected for the Olympics."

When trends reach this level of popularity, drawing in celebrities or public figures, it’s a clear sign for content teams to get involved while engagement is still high. Most respondents (70%) in the Kapwing TikTok Trends survey had seen at least one "I Was Not Selected for the Olympics" video in 2024.

These videos were published with the modified version of "Star Spangled Banner," the USA national anthem, as background audio. Creators would sometimes loop the video clip twice, once in regular speed and once in slow motion. Make your own "I was not selected for the Olympics" video using this template.

10) Candy Salad: TikTok Food Trend

The "Candy Salad" trend took TikTok by storm with its simplicity and creativity. All you need is a group of friends, a variety of candy, and a bowl. Position your camera behind an empty bowl, and have participants stand in a line, holding something they will pour into the salad. Each person explains what they're adding to the salad and pour their favorite sweets into the bowl, creating a colorful and chaotic "salad" that’s perfect for sharing.

Inspired by the popularity of this viral TikTok trend, several offshoot trends and accounts began, including a content creator named Jermee, who keeps the genre alive with inventive takes on what can qualify as a "salad." 73% of respondents in the TikTok Trends survey by Kapwing had seen at least one Candy Salad video during the year.

9) Cucumber Salad: Jumping on a Creative Trend

Coming as a surprise to most, 2024 became the year of salads on TikTok, with multiple food trends centered on this simple dish. The hashtag #CucumberSalad generated over 1 million posts as users shared, recreated, and modified unique recipes across TikTok.

The trend began with Logan Moffitt, who shocked viewers by turning an entire cucumber into a salad, sparking massive engagement. Moffitt, with nearly 7 million followers, helped spark a wave of cucumber salad videos, showing how influencers can transform simple ideas into viral phenomena.

To capitalize on trends like this, content marketers should stay alert to emerging themes that resonate with their audience. Look out for unexpected trends — like the cucumber salad trend — as they can create opportunities for engagement.

Marketers should act fast: spot viral hashtags, find ways to make the trend relevant to your brand, and create unique content to join the conversation. Collaborating with influencers in these niches can also boost reach and credibility. By staying flexible and ready to experiment, you can create high-engagement content in less time.

8) Golden Retriever Energy: Personifying Your Brand

The "Golden Retriever Energy" trend gained momentum in 2024, referring to people who exude a bubbly, energetic, and lighthearted personality. TikTok creators quickly adopted this concept, sharing examples of their partners, friends, or even pets who fit the description, offering an inside look at their personalities.

For content marketers, this trend is an excellent way to personify your brand by providing behind-the-scenes context. You can incorporate "golden retriever energy" by showcasing the friendly, approachable side of your team or brand. Whether it's highlighting an employee's warm, relatable personality or showcasing a product in a fun and lighthearted way, this trend emphasizes the importance of making your brand feel personable and connected to your audience.

Even though the trend is winding down as the year closes, it serves as a reminder for marketers to stay agile and continuously evaluate emerging trends that can personify their brand’s identity. Think about how you can use emerging trends to enhance your brand’s voice and create authentic, engaging connections with your audience.

7) TikTok Made Me Buy It: Boosting Product Visibility

In 2024, TikTok continued to hold tight control as a major driver of product trends. The platform's influence is undeniable. According to TikTok:

81% of TikTok users who made a Back to School purchase said the platform played a role in purchases/gifts bought.

The secret lies in the platform's creator-drive economy, where users are encouraged to share their favorite finds. Posting a product you love could secure you a spot in the next viral product trend. The hashtag #TikTokMadeMeBuyIt has amassed over 12 million posts, connecting viewers with trending items and fueling the hunt for the next must-have product.

This trend has transformed advertising on TikTok, with brands increasingly turning to influencer partnerships to authentically engage their audiences and drive sales.

Sponsored content seamlessly blends into the platform, providing a relatable and engaging way to showcase products. By partnering with creators who align with their target demographics, marketers can effectively enhance product visibility and foster stronger engagement among key audiences.

6) Brat Summer & The Apple Dance

TikTok’s love affair with music and dance trends flourished in 2024, with Charli XCX’s song Apple emerging as a cultural phenomenon. The track inspired the “Apple Dance,” a choreography that spread like wildfire under the hashtag #BratSummer, celebrating confidence and independence.

This trend wasn’t just about dancing; it embodied a lifestyle. Users embraced their "brat era" by showcasing bold, carefree attitudes in their videos, blending personal expression with Charli XCX's empowering music.

For many, this era lives on, and it is not too late to make a brat video to jump in on the trend or generate a Brat meme template from the iconic album cover.

5) Interpretive Dancing: Attempting TikTok Challenges as a Team

The "interpretive dancing" trend gained momentum after a viral dance video captured TikTok’s attention. Creators started making interpretive dance videos, featuring dramatic, expressive movements set to the song Laterals.

The interpretive dancing craze grew so popular that even major brands joined in, adding their own creative spins to connect with audiences. If you’re looking for inspiration, learning how marketing teams can adopt the interpretive dance trend could be your next step to going viral.

4) Man in Finance: Adopting TikTok Trends as a Business

The "Man in Finance" trend took off in April 2024 when creator @girl_on_couch released a satirical video featuring the lyrics: "I'm looking for a man in finance, trust fund, 6'5", blue eyes." This catchy audio quickly gained traction, with TikTok users remixing, reenacting, and parodying the original video. The universal appeal of the sound attracted both individual creators and marketing teams, who saw an opportunity to create trend-based content.

Brands cleverly adapted this trend by creating their own edits. Some highlighted their employees, while others spotlighted brand ambassadors, athletes, or actors, using the audio to make fun, relatable content. These adaptations allowed companies to ride the trend’s popularity while subtly engagingly promoting their message.

Brands can make a version of this viral audio that aligns with their message and that their audience would relate to.

3) Suspect Running Challenge: Unleash Your Creative Side

As 2024 came to a close, the #SuspectChallenge emerged as a popular favorite on TikTok. To make a suspect challenge video, creators team up to call out "suspect" descriptions of each other that are sarcastic, mocking, or funny. From joking about unique habits or embarrassing secrets, the uniqueness of each video led to the challenge gaining large popularity.

Of all the TikTok "Challenges" included in Kapwing's 2024 TikTok survey, the Suspect Running challenge was the most viral. 80% of respondents had seen at least one Suspect Running video on TikTok by the end of the year.

By the end of 2024, the viral #SuspectChallenge trend remained popular, with over 65,000 posts under the hashtag. However, as the year wraps up, new viral TikTok challenges will soon take its place.

2) Get Ready with Me: An Essential for Beauty and Fashion Influencers

The "Get Ready With Me" (#grwm) trend took off in 2024, with nearly 15 million posts on the hashtag. Its popularity stems from how easy it is to participate: creators simply film themselves getting ready, whether applying makeup or putting together an outfit for a special event.

What sets these videos apart is the storytelling behind the looks. Creators often highlight unique features of their outfits or describe the distinctiveness of the event they’re attending. This trend offers a creative way to combine personal expression with fashion and beauty. For example, a creator might share the origin of a vintage accessory or explain their preparation for an event. These details add depth and relatability, making “Get Ready With Me” videos both engaging and highly shareable on TikTok.

The GRWM videos are more of an evergreen format than a trend. More than any other trend in the list, TikTok viewers said in Kapwing's 2024 survey that the GRWM or "Day in the Life" videos more than any other trend in the list. 94% of survey respondents had seen at least one Get Ready with Me TikTok in 2024.

For marketing teams, the #grwm trend emphasizes the value of authenticity and storytelling. Brands can adopt this format by showcasing behind-the-scenes content, such as preparing for a product launch or styling items from a new collection. Adding narrative layers, like sharing the story behind a product or its design, creates a personal connection with the audience, making the content feel more genuine and engaging.

Other Popular Dance Trend Videos

Dance videos are a major part of TikTok culture, with new trends emerging regularly. While it's common for dance routines to go viral, they often fade quickly. However, several dances in 2024 continued to capture large attention. Here are a few honorable mentions that stood out:

• When I Dip You Dip We Dip
• Tell Your Girlfriend
• Wait, They Don't Love You Like I Love You
• Espresso
• Good Graces
• HOTTOGO
• 4 generations TikTok dance

1) Very Demure, Very Mindful

With over 850,000 posts using the hashtag #demure, the "very demure" trend captivated nearly everyone on TikTok in 2024. It began with a post by Jools Lebron, which amassed over 50 million views, sparking a wave of similar videos.

In Kapwing's 2024 TikTok Trends survey, 82% of respondents said they saw a "Very Demure, Very Mindful" video on TikTok in 2024

It was the most commonly seen entertainment trend above Brat Summer, In the Clurb, and I was not selected for the Olympics, each of which 70-72% of respondents had seen.

The “Very Demure, Very Mindful” trend involved users showcasing lifestyle traits that were both modest and stylish. Whether parodied or replicated in the same spirit as Jools Lebron’s original post, countless other creators joined in, helping it become one of the biggest trends of the year. So much so, the trend’s influence even led Dictionary.com to name "demure" their Word of the Year for 2024.

Conclusion

Staying adaptable to trends is essential, especially on TikTok, where trends evolve rapidly. Tools like Kapwing make it easier to remix popular content while adding your brand’s personal touch. Whether you’re joining a viral audio clip, participating in a challenge, or using a trending hashtag, creating professional, on-brand content helps you connect with your audience and stand out in the crowd.

Thanks for reading our top TikTok trends of 2024! This list was made off of data on top meme templates from the year on Kapwing, analysis from TikTok's trending page, and a survey of ~25 creators in December 2024.