TikTok has turned songs into No. 1 hits, birthed micro-trends and cultural movements and created a shared lexicon of jingles, phrases and vignettes among its 1.2 billion users, 70 per cent of whom are Gen Z, according to the video platform.

Here, Vogue Business will share weekly trend insights using exclusive data from TikTok with commentary from some of the platform’s leading creators.

2025

November

It’s tiiiiiiiiiiiime. As Christmas draws nearer, #MariahCarey has been teasing her return throughout November, and TikTok users are here for the ride. Many in the US are already sharing content of Carey as they enter the holiday season this Thanksgiving.

TikTok content

Spirituality is surging among young consumers, as they turn to celestial and spiritual forces in crazy times. Peop

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