630.0k183.8k35221.1k32.60%
Food trends
Pumpkin Spice Latte on TikTok: What People Are Saying
Pumpkin spice lattes are fall’s spectacle: viral stunts win views; seasonal drops perform, while café hunts earn engagement but remain low reach.
Last 4 weeks
-19%
Google searches vs 20 Jul to 10 Sep
Total social media mentions
~81K
TikTok, last 12 months
Views
~190M
on posts about this trend
Best post this month
270K
views · watch it ↗
Search, last 12 monthsPeaks in Aug
What people post about
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 8.8%.
Post this
Three ideas built from the angles, formats and hooks that work for this trend.
1
See an example · 1.5M views ↗
Local PSL map tour
Start face-first, then quick slides: map pins, storefronts, sips, and captions on vibe and spice. End pointing to your city list.
Slideshow or carouselEmotional Trigger hookCafe finds
See an example · 1.5M views ↗2
See an example · 610K views ↗
Fall menu is back
Open with an overjoyed sip, then rapid tabletop closeups of returning PSL and fall items; end by stating when and where available.
Product showcase or unboxingShock hookFall menu returns
See an example · 610K views ↗3
Copycat iced PSL, fast
Show the finished cup first, then step cuts: pumpkin sauce stir, espresso pour, milk, ice, and foam; close with face-first sip.
Tutorial or demoDemonstration hookAt-home PSL
How to post it
Tutorial or demo dominates at 34% of posts. Vlog or day in the life earns the best engagement (10.1%).
Do more of this
- Slideshow or carousel22.1%3% of posts
- Emotional Trigger hook19.6%4% of posts
- Product showcase or unboxing14.1%6% of posts
Skip this
- Voiceover with b-roll3.3%4% of posts
- Demonstration hook6.9%3% of posts
- Transformation Promise hook7.2%9% of posts
Median engagement rate; this trend averages 8.8%.
Posts to learn from
The posts that beat this trend's engagement, and how they were made.
OtherTrending Format hook
Talking headRelatability hook
666.8k190.8k89310.7k30.40%
Talking headRelatability hook
522.3k119.8k68232.7k29.30%
Slideshow or carouselRelatability hook
1.5M307.1k67560.6k24.60%
Vlog or day in the lifeRelatability hook
609.2k129.8k1.1k10.4k23.20%
Talking headEmotional Trigger hook
755.0k158.1k1184.6k21.60%
Who to work with
TheGoddessBoys@beingadp23Mviews
Patrick McGee@patrickmcgee6214Mviews
In Bloom Bakery@inbloombakery3.4Mviews
cozycal🍂🕯️🤎@cozy_calendar3Mviews
Astrid 🪽@astrid_verzul1.9MviewsBrands in the conversation
Starbucks
27 posts
Dunkin'
8 posts
Nescafé
6 posts
Coffee mate
3 posts
KitchenAid
2 posts
Target
2 posts
Ninja
2 posts
Great Value
2 posts
What people ask
Where to get it1
- Do you guys have the pumpkins white latte?
Searched on Google
Why is Starbucks pumpkin spice latte so popular?
On TikTok, creators report that seasonal PSL drops perform and playful Starbucks PSL transformations grab views, with PSL humor sparking standout interaction.
What is a pumpkin spice latte?
On TikTok, creators present the Pumpkin Spice Latte as a fall ritual and seasonal café item, with posts covering return dates, where to try it, and how to make it.
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