As a TikTok agency, we’ve seen some incredible trends and stand out moments happen on TikTok in 2023, which has seen an audience of more than 1 billion people regularly visit the platform to discover a sense of community and experience moments of surprise and delight.
From Girl Dinner to Roman Empire, Girl Math to Tube Girl, life hacks, throwback tracks and booming small businesses, the community continued to create, connect and celebrate authenticity in 2023.
So what’s next for 2024?
Based on current TikTok trends, user behaviour and TikTok What’s Next 2024 Trend Report, here are some predictions we have for TikTok in 2024, to help brands shape the year ahead.
Key Takeaways from TikTok’s Report
Trend force 1 – Curiosity peaked
TikTok users are 1.8 times more likely to agree that TikTok introduces them to new topics they weren’t even aware they liked.
This is a huge aspect for brands trying to educate and reach new audiences in 2024, where they can take this opportunity to create content that aligns with their audiences’ curiosities as well as needs.
Trend force 2 – Storytelling unhinged
Captivating narrative structures lead viewers beyond the first initial seconds – ads designed to pique curiosity, extend users watch time by 1.4x times.
TikTok has introduced new forms of storytelling that enables brands to create with audiences in a refreshing and inspiring way.
We often say that you have to leave everything you’ve learned about marketing at the door when it comes to TikTok, and that is evident when you see how creators tell stories on the platform – there is no beginning, middle or end structure and it’s completely unhinged.
The key here is brands need to embrace TikTok for what it is and let creators create in 2024!
Trend force 3 – Bridging the trust gap
TikTok provides brands with a direct channel to communicate with their consumers and community. Brands can efficiently utilise creators as effective conduits.
Every campaign and organic content piece becomes an avenue for sharing, listening, and learning, fostering brand trust and values collaboratively, ultimately cultivating a deeper loyalty both on and off the platform.
Users can instantly detect when content isn’t genuine – use TikTok as your opportunity to show the real and authentic side of your brand.
Other TikTok predictions for 2024
Growth of Short-form Video Content
Short-form videos have become the norm on TikTok, and this trend is likely to continue. Users appreciate the quick, digestible content, and it’s a format that lends itself well to viral challenges and trends.
Increased Use of AI and Creative Tools
The popularity of filters and effects on TikTok indicates a strong interest in AI-driven creativity.
In 2024, we might see more sophisticated AI tools integrated into the platform, enabling users to create even more engaging and unique content.
For example, TikTok is currently in the testing phase of introducing “AI song” – a new generative AI feature.
Some users are now being encouraged to explore the “AI Song” option, which allows users to generate unique music with AI creating a song for you based on text prompts within the app. It will be extremely interesting to see what comes from this in 2024!
Greater Influence of Music
Music has always been a key part of TikTok’s appeal, and this is likely to continue.
In 2024, we might see more collaboration between TikTok and the music industry, with in-app live performances or exclusive song releases.
Maximising User Engagement
TikTok’s algorithm favours content that encourages user interaction, such as comments, likes, and shares.
In 2024, we might see an increase in trends that are designed to maximise user engagement, such as interactive challenges or polls.
Greater Emphasis on Sustainability
As awareness about environmental issues grows, we can expect to see more content related to sustainability and eco-friendly practices on TikTok. This could include DIY upcycling projects, zero-waste living tips, or environmental activism advocacy.
Reminder, these are just predictions based on current trends and user behaviour.
The beauty of TikTok is that it’s a platform where trends can quickly emerge and evolve.
Stay tuned for updates as we continue to monitor and analyse trends on TikTok!
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