TikTok and Instagram Trends Shaping Culture in 2025
The Digital Pulse of 2025 Culture
In 2025, TikTok and Instagram are more than just apps—they’re engines driving global culture, connecting millions over shared moments, niche passions, and viral creativity. The lines between online and offline worlds blur as trends born in social feeds ripple into fashion, language, activism, and even business. From wellness movements to meme-fueled humor, these platforms are shaping not just what we consume, but how we express ourselves and relate to one another.
The Rise of Self-Growth and #Hopecore Movements
TikTok’s biggest trend this year centers on self-growth, inner beauty, and the viral #hopecore hashtag. Users are sharing stories of personal transformation, self-care routines, and hopeful affirmations, fostering a digital space for healing and positivity. These videos move away from superficial makeovers, focusing instead on emotional wellbeing and uplifting messages. The result? A new social norm that celebrates vulnerability, resilience, and genuine connection—reshaping how young people talk about mental health and personal progress1.
Subcultures and Niche Communities Flourish
Both TikTok and Instagram are home to vibrant subcultures. Whether it’s #BookTok, #FoodTok, or anime lovers, users find community in shared interests. These micro-communities offer a space for deep dives into favorite topics, creating trends that often spill into mainstream culture. For example, #BookTok has influenced bestseller lists, while food creators set new culinary crazes. Instagram’s longer carousel posts and interactive features help these groups showcase expertise and build loyal followings1.
Long-Form Content Makes a Comeback
After years of short, snappy videos dominating feeds, long-form content is now trending. Creators are producing extended vlogs, in-depth commentaries, and multi-part storytelling, often using trending audio as a hook. This shift gives audiences more substance and fosters deeper engagement. On both TikTok and Instagram, users are spending more time with creators, exploring nuanced topics and personal journeys, while brands experiment with richer narratives to stand out in a crowded space2.
Memes and Humor: The Universal Language
Video memes are thriving, especially on Instagram Reels. Brands remix trending audio and popular formats, adding a humorous twist to everyday moments and pop culture references. The “photo we posted vs. the conversation we had” meme is a prime example, showing how companies can keep things light and relatable while still aligning with their values. This approach humanizes brands and strengthens bonds with followers, making humor a powerful tool for engagement3.
Delulu: Optimistic Escapism Goes Mainstream
The Delulu trend—Gen Z’s playful take on being “delusional” with optimism—continues to gain traction on TikTok. Users share wildly hopeful scenarios with the phrase “delulu is the solulu,” celebrating the power of belief even in unlikely situations. This trend has sparked a wave of lighthearted content, encouraging people to dream big and laugh at life’s unpredictability1.
Authenticity Over Perfection
Social media managers and everyday users are stepping in front of the camera, replacing polished actors with real voices. On Instagram, this move toward authenticity builds trust and relatability. Brands are adapting by loosening creative guidelines, experimenting with content that pushes boundaries and sometimes even contradicts established brand personas. Audiences respond positively to these genuine interactions, driving higher engagement and setting a new standard for digital storytelling35.
Nostalgia and Sentimental Trends
A wave of nostalgia is sweeping through TikTok and Instagram. Users are revisiting childhood memories, classic styles, and sentimental themes. The “I’ll be there” TikTok trend, for example, pairs heartfelt monologues with personal visuals, blending sincerity and humor in a way that resonates deeply. This return to nostalgia taps into universal feelings, helping people connect across generations4.
Generative AI and Content Experimentation
AI-driven content creation is transforming how trends emerge and spread. From automated video editing to personalized recommendations, creators are leveraging AI tools for experimentation and agility. Brands are encouraged to push creative boundaries, often breaking from traditional marketing playbooks to delight and surprise audiences. This shift toward innovation is celebrated, with adventurous teams seeing positive impact on engagement and reach5.
How Trends Shape Real-World Culture
The influence of TikTok and Instagram now extends far beyond the screen. Trends launched on these platforms spark new slang, inspire fashion lines, and even impact political movements. Viral challenges promote community action, while creators raise awareness about social issues through entertaining yet meaningful content. As audiences embrace authenticity, optimism, and creative experimentation, these platforms shape the values and voices of the next generation.