Brands that nailed viral audio on TikTok & Instagram

Trending audio is still that girl when it comes to reach on TikTok and Instagram.

But (and it’s a big but) using trending audio doesn’t automatically mean your content will perform.

With so many brands jumping on TikTok trends and Instagram Reels audio, it’s easy to assume that copying a format will lead to views. In reality, most trend-based content falls flat.

Why?

Because the best-performing videos don’t just follow a trend, they adapt it to their audience.

That’s also where community-led marketing comes in. The goal isn’t just to reach more people it’s to create content your community actually connects with.

Below are real examples of brands and creators using trending audio on TikTok and Instagram and what social media teams can learn from them.

TikTok

CJ’s Italian Ice And Custard

This is what it looks like when a local business gets trending audio right.

What they did well:

• The product is still the star (the trend supports it, not the other way around)
• It feels like you’re actually in the shop
• The format is easy to repeat (huge win for consistency)
• Caption has personality without trying too hard

What you can learn:
You don’t need to “go viral.” You need content your community recognizes and enjoys seeing again.

Marie

This is one of those trends that works because it’s simple and executed really well.

What she nailed:

• Every clip hits the beat (so satisfying!!)
• Each shot adds something new
• The colours and visuals are super cohesive
• It feels personal, not performative

What you can learn:
You don’t need a complex concept to succeed with TikTok trends. A clear idea, strong execution, and consistency can go a long way – especially when your content feels human.

Twanny1

A pilot dancing with a Dr Pepper? Yes please!

What they nailed:

• The trend fits naturally into the creator’s world
• The humour actually lands
• The product placement feels effortless

What you can learn:
Trends should feel like they belong in your content, not like they were forced in. The more natural it feels, the more your audience will engage with it.

Instagram

Papa Johns

A classic example of a brand hopping on a trend without overthinking it.

What works:

• The product is still front and centre
• The tone matches what you expect from them
• It’s simple (and that’s why it works)

What you can learn:
You don’t need to reinvent every Instagram trend. Showing up consistently with content that feels like your brand is often more effective than trying to go viral.

Blancandcocontent

This one immediately calls out its audience: people planning a wedding.

What works:

• Super niche (in a good way)
• Shows real work/portfolio, not just “content”
• Attracts the right community

What you can learn:
The more specific your content is, the more likely it is to attract the right community.

Bubble

If a trend is nostalgic, you already have people’s attention.

What works:

• Instant recognition (hello, nostalgia my old friend)
• A clear connection between the sound and the product
• Creative execution without overcomplicating it

What you can learn from them:
When a trending sound already has emotional pull, your job is to connect it to your brand in a way that feels natural. 

Using trending audio is just the start 

Trending audio helps your content travel further, but it’s not what makes people stick around.

The brands winning on TikTok and Instagram are the ones creating content their audience recognizes, relates to, and wants to engage with again and again.

Because while trends bring people in, community is what makes them stay.

Pro tips for Reel and TikTok audio trends

Using trending audio can give your content a boost – but it’s not a magic fix. Strong social strategy will always matter more than any single sound.

Here are a few ways to make trending audio work for you:

Add your own spin

Instead of recreating a trend shot-for-shot, adapt it to your product, your team, or your industry. That’s what makes your version memorable.

Choose audio that fits your brand voice

Not every trending sound will feel right for your brand, and that’s okay. Skipping trends that don’t align with your tone helps keep your content cohesive and recognizable.

Focus on content quality first

A trending soundtrack can help good content travel further. But it won’t fix weak visuals, unclear messaging, or inconsistent posting.

Be mindful of copyright and business usage

Some of the most popular sounds are restricted to personal accounts. Always check that a sound is available for commercial use before building a campaign around it.

FAQs

How to find trending reels?

Look for the arrow icon next to a sound, which signals it’s gaining traction. You can also tap into the audio to see how often it’s been used. If you’re seeing the same sound repeatedly in your niche, it’s likely trending.

How can I find the most popular trending sounds on TikTok?

Check the TikTok Creative Center, scroll your For You Page, and tap into sounds to track their growth. If a sound keeps showing up, it’s usually gaining momentum.

Is trending audio copyrighted?

Yes, most trending audio is copyrighted. Business accounts are limited to approved sounds, so always check usage rights before posting.

Does using trending audio actually work?

It can. Trending audio can improve reach and discoverability, but it works best when paired with strong visuals, clear messaging, and content your audience actually cares about.

What are the rules for using music on TikTok?

Personal accounts can use most sounds, while business accounts must use audio from TikTok’s Commercial Music Library. Brands should always stick to cleared audio.

How many seconds of a song can I use to avoid copyright  

There’s no “safe” number of seconds. Even short clips can be flagged. What matters is whether you have the rights to use the audio, not how long it is.

Stay up-to-date with Instagram and TikTok trending audio  

Social media audio trends move fast. A sound can go from niche to overused in a matter of days, which makes timing just as important as creativity.

That’s why we maintain a weekly roundup of trending TikTok and Instagram audio, complete with links you can use right away.

And if you’d rather have trends delivered to you, you can subscribe to the HeyOrca Brief, our daily social media newsletter covering platform updates, trends, and creator insights.

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