TikTok, one of the most popular social media platforms, has just launched its annual trend forecast, the “TikTok What’s Next Report 2024”. The report is based on the preferences and activities of TikTok’s global community and outlines important insights and key trends that will shape the platform and its usage in the following year. TikTok had seen significant growth in 2023, characterized by creative content and a community that encourages authenticity.
However, the 2024 report highlights a change towards a concept called “Creative Bravery.” This term encompasses a blend of imagination, curiosity, courage and vulnerability, which are suggested to be essential for brands that want to grow their accounts and make a significant impact on the app. So, all the brands that will integrate this “Creative Bravery” into their content and strategies will develop more meaningful and deeper connections with their community.
TikTok’s Global Head of Business Marketing, Sofia Hernandez, emphasizes the significance of this shift. According to her, the current audience from TikTok, which now has over 1 billion regular users, will want more unconditional content in the future, which is different from the traditional narratives.
The report identifies new trends that will be essential for brands to understand. These trends are categorized into three parts, as the following: “Curiosity Peaked,” “Bridging the Trust Gap,” and “Storytelling Unhinged”.
In this article, we will learn more about the new trends of TikTok for 2024. Keep reading to find them out.
Curiosity peaked
TikTok’s report says its users are curious about new topics and experiences. For example, the platform found out that 44% of its users have considered TikTok with a particular outcome in mind, but they have been positively impacted by other discoveries they did not expect. This is why the report found out that TikTok users have a keen interest in new perspectives, and this ability to introduce users to unknown interests is a major benefit.
Users who want to take advantage of this trend can use hashtags created for discoveries and knowledge sharing, like #whattowatch, #tiktokfinds, and #curiosidades. Cultural diversity is also an important part highlighted in the report, becoming a trend called “Entertainment Without Borders.” For instance, 74% of the users have said that the platform helps them connect with people from other cultures and backgrounds.
A positive example of a brand using this trend is Clinique, which, in its UK campaign, relied on the concept of discovery. The brand teamed up with many creators and used TikTok’s Search Ads Toggle to present its latest product lines. The campaign was hugely successful, translating to a 51% increase in click-through rate and a 441% increase in conversion rate.
This trend shows the importance of personalized content that captures attention and aligns with the evolving and diverse interests of the TikTok community.
Storytelling unhinged
The second trend of TikTok for 2024, “Storytelling Unhinged,” reflects a departure from the conventional narrative structures. The trend will lead to an evolution in creator storytelling, which needs unpredictable tales that add flair. The trend also has a #delulu concept, representing a blend of manifestation and fantasy in the fandom culture. The report found that exciting and intriguing narrative structures can guide users past the first seconds, which will be a huge advantage.
Marketers should understand that finding new ways to shape a brand’s narrative and identity is always good. So, exploring different ways to contribute to existing conversations and even consider co-creation by adding comments and suggestions to subsequent videos will always be good.
An excellent example of this method is the IGG’s launch of a new game, “Viking Rise,” which has used this trend through interactive campaigns and innovative advertising formats, thus reaching a vast audience on TikTok. With this campaign, IGG reached 400 million users.
If you are a new user who wants to take advantage of all the benefits that TikTok brings, you need to use these trends, as with them, you can increase your following lists and reach more people. However, the following list can’t grow overnight, and you need to be patient. Or you can consider buying TikTok followers, as this service will increase your visibility and extend your reach.
Bridging the trust gap
The “Bridging the trust gap” emphasizes the growing need for transparent and authentic brand communication. Now, consumers are not looking only for brands that offer products but also for those who have clear values and contribute positively to society. An excellent example of this trend is the Indonesian childcare company MAKUKU, which experienced a massive increase in sales after engaging with TikTok creators.
By creating videos with a baby dancing in comfortable and no-leak diapers and bridging the gap between mother and baby communities, MAKUKU resulted in a 500% increase in sales, where 20 % of the new customers learned about the businesses from TikTok.
Creative bravery breaks through
The What’s Next report contains data analysis and comprehensive research that uses numerous methods to discover this vital information, including advanced analytics and online surveys. These studies are handled by the Global TikTok Marketing Science team and focus on data from 2022 and 2023 to offer forward-looking and relevant insights.
The TikTok What’s Next Report 2024 provides all users with a detailed roadmap for everyone who wants to succeed on the platform. By aligning with the new trends and embracing “Creative Bravery,” anyone can have a diverse audience and connect better with TikTok’s vast user base. This approach contributes to brand growth, improves the overall user experience, and shapes how the platform will look in 2024 and beyond.
TikTok is an important platform to consider, as it can bring huge advantages. With over 1 billion user base, the community of TikTok continues to increase year after year.
