It is the social media platform that likes to see itself as being on the cutting edge of the latest youth culture and setting the latest trends for others to follow. But across music, television and observations on British daily life, something more familiar is trending on TikTok – a new generation of nostalgia.
Music and TV from the 2000s are being rediscovered by gen X and ageing millennials, as well as being discovered for the first time by gen Z. Use of the #noughties nostalgia hashtag is up 36% on last year across entertainment content – while the era is also enjoying a revival in fashion.
