I stay on top of TikTok trends by actively tracking the platform daily, I scroll through the For You Page, save trending sounds, and keep an eye on what types of transitions, filters, and hooks are performing well. I also follow key creators in the niches I work in (beauty, lifestyle, and wellness) to see how they adapt trends for brand content.

When incorporating trends into my content, I make sure to adapt them to the brand’s voice rather than copying them directly. For example, if a trending sound is popular, I’ll rewrite the caption and visuals so it speaks to the target audience’s pain points while still riding the momentum of the trend. This way, the content feels fresh, relevant, and native to TikTok, while staying authentic to the brand.

I also use tools like CapCut templates, TikTok’s Creative Center, and even AI idea generators to spark new approaches, ensuring I don’t just follow trends, but actually keep content creative and aligned with audience needs.

I’ve created several beauty-focused TikTok UGC videos, mostly around skincare routines and makeup products. My approach is always to keep it authentic and relatable, using casual, selfie-style filming rather than overly polished setups. I combine quick hooks like “This is my secret for glowing skin in 2 minutes” with showing the actual product in use, so the content feels natural and trustworthy.

One of my most successful beauty videos was a short skincare routine clip where I highlighted a single product and explained how it solved a common pain point. Instead of just listing benefits, I focused on how it made me feel — more confident and ready for the day. That video performed really well, getting strong engagement because viewers connected to the emotional side of the routine as much as the product itself.

What I’ve found is that beauty content resonates most when it feels like a friend’s recommendation, showing both the product and the real-life results in a way that’s honest and visually engaging.

One time I used emotions effectively was in a short lifestyle-style video around self-confidence and routine. Instead of just listing features of the product, I built the story around a feeling the audience could relate to:

“I used to feel frustrated and stuck every morning, but here’s the small change that made me feel confident again.”

By showing a before/after contrast and speaking directly to that emotional pain point, the content felt more like a personal story than an ad. It performed much better, more people watched to the end, left comments saying “this is me”, and engaged with the brand.

That experience taught me how important it is to connect on an emotional level first, tapping into feelings like frustration, hope, relief, or excitement, before ever talking about features.