1.6M440.6k3.2k13.3k28.60%
Health & Wellness trends
Night Routine on TikTok: What People Are Saying
Night routines are comfort theater: cozy, seasonal vibes and honest comedowns hook viewers; generic GRWMs and overt promos under-engage.
Last 4 weeks
-3%
Google searches vs 20 Jul to 13 Sep
Views
~160M
on posts about this trend
Best post this month
2.6M
views · watch it ↗
Search, last 12 months
What people post about
Emotional calm3% of posts17.9% above averageNot brand-safe
Opening engages well, few people post it. Proven engages and reaches. Emerging only a few posts so far, too early to judge. Crowded lots of posts, weak engagement. Skip low on both. Engagement = median rate, this trend averages 12.2%.
Post this
Three ideas built from the angles, formats and hooks that work for this trend.
1
See an example · 6.5M views ↗
Full-moon Cozy Night In
Voiceover seasonal shots: candle, bath, comfy loungewear, nostalgic rewatch, warm drink, then lights out with bedside essentials laid out.
Voiceover with b-rollStory Opening hookCozy nights
See an example · 6.5M views ↗2
Timestamped 5 to 9 Reset
Text cards over ASMR clips: minute-by-minute tidy, prep tomorrow’s bag, light snack, set out supplements, skincare tray, pajamas folded, lights dimmed.
Text on screen onlyRelatability hookEvening reset
3
Post-Shift Wind-Down Vlog
Show commute door drop, quick tidy, shower cutaways, tea kettle, soft socks, journaling corner, bedside stack of products, then lights click.
Vlog or day in the lifeRelatability hookAfter-work wind-down
How to post it
Vlog or day in the life dominates at 49% of posts.
Do more of this
- Voiceover with b-roll18.5%9% of posts
- Relatability hook13.3%69% of posts
- Vlog or day in the life13.0%49% of posts
Skip this
- Tutorial or demo7.8%9% of posts
- Transformation Promise hook8.1%7% of posts
- Talking head8.7%12% of posts
Median engagement rate; this trend averages 12.2%.
Posts to learn from
The posts that beat this trend's engagement, and how they were made.
Vlog or day in the lifeRelatability hook
Talking headRelatability hook
1.0M254.5k17411.2k26.60%
Voiceover with b-rollRelatability hook
6.5M1.5M3.5k106.4k24.80%
Vlog or day in the lifeQuestion hook
2.0M426.2k65519.7k22.30%
Vlog or day in the lifeTransformation Promise hook
2.0M423.8k4.0k10.5k21.90%
Vlog or day in the lifeRelatability hook
554.8k107.8k5721.9k19.90%
Who to work with
Elaina@elainamich18Mviews
chris@chrustal9.7Mviews
zohra@zohrastacey8.9Mviews
claire elisabeth@claire.elis8.5Mviews
Sydney Schiffer@sydneyschiffer8.3MviewsBrands in the conversation
medicube global
17 posts
Dove
16 posts
La Roche-Posay
14 posts
Kérastase
12 posts
Caudalie
10 posts
Anua
9 posts
Gisou
9 posts
SKIN1004
8 posts
What people ask
What is it3
- What are your bedtime must dos??
- what’s your bedtime ritual look like?
- What does it look like after you shower?
How to use it2
- But what else do you do with a frozen banana?
- how do i make an aesthetic night time routine video when my routine is acne cream, rubbing lotion on my feet, making a nest in my bed and jorkin' it…
Timeline and results1
- What time do you go to sleep?
Does it work1
- But why the toners?
Searched on Google
How to have a better night routine?
Creators show simple, ordered wind-downs: arrive home, shower, basic hygiene, face care, cozy setup, then bed, often with voiceover b-roll. Products appearing include Dove, La Roche-Posay, Kérastase, Caudalie, Anua, Gisou, SKIN1004, and medicube global.
What is the best skin routine at night?
Creators share nighttime face routines using cleanser and layered skincare in a set order, filmed in everyday bathrooms. Brands shown include La Roche-Posay, Caudalie, Anua, SKIN1004, medicube global, and Dove.
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