For millions of people across the globe, these words form part of a bigger movement: culture, and it all starts on TikTok. So, for brands, the challenge isn't simply to follow trends but to embed themselves meaningfully within these cultural conversations. On a platform where creativity reigns, the brands that take risks and facilitate culture are the ones that thrive. Trends are a powerful driver of culture — just ask KFC, whose TikTok Ad Award-winning campaign turned viewers into advocates. TikTok provides a unique platform to supercharge engagement and achieve cultural relevance.

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Persons: Moo Deng, Nielsen, TikTok, Alex Whitlock Organizations: Finance, WARC, Peugeot, Burberry, KFC, Insider Studios Locations: TikTok