The trend full of life lessons

“Back in the day” (for all my 28+ people), you might have doubted the big decisions in your life. Whether you should go on that far-away trip or what to do about love. But when you look back, you think at certain moments: “That was definitely a good choice.” And that is exactly what the newest TikTok trend taps into: the “In your 20s” trend.

The trend revolves around sharing life lessons, sometimes sentimental, sometimes humorous. TikTok creators talk about the choices that improved their lives, and the comments fill up with relatable stories. A good example: “In your 20s there will be a plane that takes you away from your hometown. It’s very important you get on that plane.”

What does this mean for marketers?

The trend is highly versatile, and brands have caught on. Fashion labels in particular are already jumping in. “In your 20s, there will be a jacket you can wear every day and to NFL games. It’s very important you buy that jacket.” In this way, they encourage viewers to make smart, practical choices, albeit with a touch of humor. Because the trend combines emotion, relatability, and storytelling, it drives high engagement and is easy for brands to adapt across different categories. In short, it’s a low-barrier format that marketers should definitely use. How would you apply it to your brand?