TikTok, a social media platform widely recognized for its role in shaping contemporary youth culture and pioneering new trends, is currently witnessing a significant surge in nostalgic content. Across music, television, and observations of British daily life, a wave of retro appreciation is captivating users, with content from the 2000s, and even earlier, being rediscovered by Gen X and ageing millennials, while simultaneously being discovered for the first time by Gen Z.

This fondness for the past is particularly evident in the embrace of 'noughties' culture. The use of the #noughties nostalgia hashtag has increased by 36% over the past year in entertainment content alone. This revival extends beyond digital content, influencing current fashion trends as well. It signifies a broader cultural moment where the turn of the millennium is viewed with renewed interest and affection.

Television shows from the 2000s are experiencing a remarkable renaissance on the platform. For instance, 'Sex and the City,' which originally aired from 1999 to 2004, has been featured in 108,000 TikTok videos, with the volume of related content doubling in the last year. 'Gossip Girl' (2007-2012) boasts 1.2 million videos, while 'Gilmore Girls' (2000-2007) has 1 million associated videos. 'Vampire Diaries,' which concluded its eight-year run in 2017, is one of the most discussed series, with 2 million videos. The UK drama 'Skins,' which first aired in 2007 and depicted the lives of teenagers in Bristol, has also garnered significant attention, with 1.6 million posts globally.

Lily Hall, a programs and insights manager at TikTok UK, Ireland and Nordics, commented on this phenomenon: “We’re seeing a really big fondness for 90s and noughties across all key content categories. It obviously remains massive in fashion and beauty, and we’re continuously seeing older music, TV shows and films resurface as users are finding that comfort and escapism in the past. Older series are currently amongst the most popular on the platform. You’ve got this new generation rediscovering older TV shows, and an older generation resharing their old favourites.”

The nostalgia wave also incorporates a specific British cultural element dubbed “Britcore.” Creators are sharing content related to 2000s British fashion and lifestyle, childhood memories including toys and stores like Toys R Us, and discontinued snacks such as pink and white mice sweets and Cadbury’s Animal Crackers, evoking a collective sense of a bygone era.

Crime drama from past decades is also finding a larger audience on TikTok, with a 70% increase in associated videos over the last twelve months. The success of shows like 'Adolescence' has spurred content analyzing its production techniques, such as how it was filmed in a single shot, leading to 76,000 videos under its hashtag. Viewers are also rediscovering other crime dramas like 'Code of Silence' and 'Kin'.

In the realm of music, this retro trend has led to the rediscovery of tracks like Imogen Heap's 'Headlock,' released in 2005, and Jessie J's 'Price Tag' from 2011. However, one of the most unexpected musical comebacks is Connie Francis' song 'Pretty Little Baby.' Recorded 64 years ago and originally released as a B-side, the track has been embraced by a new generation on TikTok.

The impact of 'Pretty Little Baby' has been substantial, with the song going viral and featuring in over 20 million video creations. This resurgence prompted Connie Francis, now 87, to join TikTok herself. The song's newfound popularity comes 65 years after Francis became the first woman to top the Billboard Hot 100 chart. According to TikTok, 'Pretty Little Baby' is often used as a soundtrack for wholesome content revolving around family and pets. Celebrities such as Nara Smith, Kylie Jenner, and Kim Kardashian have also participated in this viral trend.

Sheema Siddiq, an artists partnerships manager at TikTok, explained the platform's dynamic relationship with music: “This is a reminder that the TikTok community doesn’t care about genre or age. It doesn’t matter if the song was released a month ago or decades ago. What matters is whether the community can be creative with it.”

Ultimately, the prevalence of nostalgic content underscores TikTok's unique ability to not only set future trends but also to resurrect and recontextualize cultural artifacts from the past, offering them to new generations and fostering a shared sense of discovery and remembrance across different age groups.