TikTok trends in early 2026 are doing something interesting: they’re looping nostalgia, humor, and self-aware chaos into formats that feel personal but scale beautifully for brands. January, especially in the US market, is when audiences are reflective, impulsive, and oddly motivated all at once. That’s a sweet spot for consumer brands.
This blog breaks down 10 trending TikTok formats that are already gaining traction in January 2026. For each trend, you’ll find what it is, which consumer brands it works best for, how to execute it without looking try-hard, and the trending audio to use directly on TikTok.
1. The 2016 Throwback Trend (Carousel + Video Nostalgia)
Creators are revisiting their 2016 era: old selfies, blurry mirror pics, early iPhone camera chaos either as TikTok carousels or short-form videos. The emotional hook is nostalgia mixed with glow-up energy.
Best suited for:
Fashion brands, beauty brands, lifestyle brands, phone accessories, footwear, skincare, fitness, personal care, youth-focused consumer brands.
How brands should use this trend:
Brands can recreate their own “2016 version” versus “2026 version.” Show old packaging, earlier product versions, brand aesthetics, or even mock recreations if the brand didn’t exist in 2016. This works exceptionally well when paired with transformation-style edits or soft humor.
2. Bruno Mars Viral Audio: I just might
A Bruno Mars audio is being widely used for “day in my life,” fit checks, casual carousels, and aesthetic routines. It feels smooth, confident, and lifestyle-coded.
@georgiapublicspam ive used viagogo before and it was fine but its still a scary experience.. #brunomars #viagogo #concert
♬ I Just Might – Bruno Mars
Best suited for:
Fashion, athleisure, footwear, grooming, skincare, coffee brands, wellness, accessories.
How brands should use this trend:
Show real usage. A warehouse morning, outfit selection, packing orders, barista routines, skincare prep: keep it human. This audio rewards clean visuals and subtle branding.
3. “C’mon, You’ve Got to Believe Me” Audio Trend
This audio is used to convince, persuade, or sarcastically “prove” a point. Creators attach POVs where trust is tested or exaggerated.
@dakb0b Obviously Heated Rivalry right now but there’s been many. #heatedrivalry #tvshows #friends #fyp
♬ original sound – user
Best suited for:
Beauty, skincare, food & beverage, supplements, gadgets, DTC brands, problem-solving consumer products.
How brands should use this trend:
Show skepticism first, then payoff. Start with doubt (“this won’t work”) and end with visible results. It’s perfect for before-after, demo-style content without being salesy.
4. “Here We’re Again” Audio Trend
This sound is used to describe being stuck in the same situation again often unwillingly, humorously, or with mild frustration.
@avalahey Wouldn’t have it any other way!! We miss each other!!!😭 #dcc #nflcheerleader #dallascowboys #trending @Madie K @Marissa Phillips
♬ original sound – Rezzy
Best suited for:
Food delivery, snacks, coffee brands, fashion basics, subscription products, beauty refills, everyday-use items.
How brands should use this trend:
Lean into repetition. Late-night snacking again. Re-buying the same product again. Wearing the same outfit again. Repetition becomes the joke and the proof of product loyalty.
5. Witchy Spell Audio with POV Storytelling
An eerie, chant-like audio that sounds like witches casting spells. Creators overlay POV text about situations, desires, or ironic “manifestations.
@we.do.social if you see this please like
♬ original sound – Diaries of an opera ghost
Best suited for:
Beauty, fragrance, candles, skincare, astrology-adjacent brands, fashion, aesthetic lifestyle brands.
How brands should use this trend:
Frame products as “accidentally magical.” Don’t overexplain. Let visuals do the work. Minimal text, strong mood, slightly ironic tone performs best.
6. “I Said I’d Quit… But Here I Am” Audio trend
Creators joke about claiming they’d quit something, only to be right back doing it. The humor is self-awareness.
@mayanaandjarrell It’s not what it looks like #foryou #relatable #couple
♬ original sound – novazsx
Best suited for
Coffee, fast food, snacks, beauty products, fashion shopping, fitness accessories, impulse-buy brands.
How brands should use this trend:
Call out the habit honestly. “I said I’d stop buying lip balms.” Cut to: buying another one. This trend works because it mirrors real consumer behavior.
7. “Over My Rich Hot Dead Body” Dialogue Trend
A two-part dialogue audio used for dramatic refusal. It’s sarcastic, exaggerated, and very TikTok-native
@diaryofasalesgirl this audio hahahaha but fr never seek advice from anyone u wouldn’t trade places with
♬ original sound – ˖ . ݁hvfx✮⋆˙
Best suited for:
Luxury-lite brands, fashion, beauty, accessories, lifestyle brands with a bold personality.
How brands should use this trend:
Apply it to brand values. “Apologize for overpricing?” “Over my rich hot dead body.” Confidence sells herebut only if it matches the brand tone.
8. Pepper Spray → Makeup Setting Spray Comedy Trend
A staged robbery scene where, instead of pepper spray, someone uses a makeup setting spray turning the robber glam instead of incapacitated.
@julieanneppardd skeeter and otis return #skeeter #otis #yourfavrednecks #fyppp @TheOnlyRyan @Gabbi
♬ Nookie – Limp Bizkit
Best suited for:
Makeup, beauty tools, skincare, cosmetic brands with humor-driven positioning.
How brands should use this trend:
Execution matters. Keep it obviously staged and lighthearted. The punchline should be visual, fast, and brand-forward without feeling like an ad.
Here’s the trending audio for you.
9. “I Know I Should Sleep But…” Idea Execution Audio
This audio captures the moment when creativity overrides logic. Creators rush to execute ideas before they forget them.
@thriftyphoebe Another diy project complete 🪞🪩✨ #diyproject #mirrorwall #mirror
♬ Voices In My Head x Freaks x Love Parade – ACINA
Best suited for:
Creator brands, stationery, tech accessories, productivity tools, notebooks, lifestyle brands.
How brands should use this trend:
Show behind-the-scenes ideation. Late-night edits, sketching, packing orders, testing products. It humanizes the brand brain.
10. “I Asked the Universe for a Sign” Cloud POV Trend
Creators claim they asked the universe for a sign, then interpret cloud shapes or visuals as answers. It’s whimsical and lightly ironic.
@waynemazda The sign is loud and CLEAR! Come to Wayne Mazda for a test drive today! ☁️ #waynemazda #dealershiphumor #signs #funny #viral
♬ original sound – Karolina Geits
Best suited for:
Fashion, beauty, lifestyle, wellness, decor, spiritual-adjacent consumer brands.
How brands should use this trend:
Overlay product visuals as the “sign.” Keep it subtle and aesthetic. Overdoing the joke kills the magic.
Final Thoughts: Why These TikTok Trends Matter for Consumer Brands
January 2026 TikTok trends aren’t about perfection. They’re about recognition. When a consumer sees your content and thinks, “That’s literally me,” the algorithm follows.
Brands that win aren’t chasing virality blindly. They’re adapting trends to their voice, their audience, and their product reality. Use these trends as frameworks, not scripts. TikTok rewards originality layered on familiarity.
This is Part 1. More formats, niche-specific executions, and performance-driven variations are coming next. The algorithm never sleeps even when creators should.