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How to use Reels and TikTok trends for business
A trend is a format, sound or idea that lots of people use at the same time. Used well, it helps you reach a new audience fast; used badly, it makes a brand look silly or awkward. Here is where to find trends, when to join them and how to adapt them for a business.
Where to find trends
- The Reels tab — popular sounds show a growth indicator.
- TikTok Creative Center — stats on popular sounds, hashtags and formats.
- Competitors' and international brands' pages.
- Topic-specific Telegram channels — local memes and topics.
When to join
Trends are short-lived — often days to a few weeks. Join early and you get more reach; once everyone has done it, the trend looks stale.
How to adapt a trend to your brand
- Keep the format — the familiar sound, rhythm or shot structure.
- Change the meaning — make it about your product, your customers' lives or your process.
- Match your brand voice — a serious clinic and a youth café use the same joke differently.
- Add value — trend + a tip, or trend + a product demo.
Examples
| Business | Trend idea |
|---|---|
| Café | "How an order is made" to a popular sound |
| Education centre | The "student's expectation vs reality" format |
| Furniture store | A room makeover with a before/after transition |
| Car detailing | A rhythmic, fast-cut "cleaning process" |
When to skip a trend
- Trends tied to politics, tragedy or mocking someone.
- When your audience won't get it.
- When it doesn't fit your brand at all — forced attempts show.
Important: trending music and ads
A popular track may be fine in organic Reels, but you may not have the rights to use it in ads. Choose royalty-free music for ads — more in our video editing apps article.
Balancing trends and evergreen content
Trends bring reach, but sales usually come from consistent useful content. A practical split: about 20–30% trends, the rest from the content types in your content plan.
Conclusion
A trend is an accelerator, not a strategy. Join early, adapt the meaning to your brand and steer clear of questionable topics. To turn reach into sales, you need a strong hook and a clear offer — read our hooks article.
