How to approach TikTok in 2026: trends & insights

No longer just endless scrolling, but a search for value: TikTok is evolving into a space where entertainment becomes discovery and a pursuit of authentic connection.

In response to the rise of AI-generated content — often surreal in nature — we are witnessing a shift in user behaviour: a more conscious consumption, driven by the need for sincere and deeply human content.

The report reveals that:

• TikTok as a search engine: the platform is officially replacing traditional search engines for younger generations, who use it to find practical answers and personalised tutorials.
• The TikTok audience is more mature: the 25–34 age segment has become the dominant one globally, marking TikTok’s transition into a leading platform for Millennials and beyond.
• Users value authentic, spontaneous content — at times deliberately “cringe”. The shift is clear: less “perfect”, reality-distant content, and more room for sincere, imperfect narratives that reflect users’ true everyday lives.

What will you find inside the report?

• Strategic guidelines for creating relevant content, with a focus on the Luxury market.
• Analysis of the 2026 Macro-Trends: an immersion into new cultural directions, from the decline of the “Brainrot” aesthetic to the rise of a slower, more conscious and deeply human form of storytelling.
• Brand inspiration: a curated selection of examples showing how some brands are already turning community listening into coherent, high-impact narratives.