If you’d like to see the full summary, it’s linked here. The TikTok What's Next 2024 Trend Report is a cumulation of all the genius at TikTok’s mix of what’s worked, what will continue to work and what’s predicted to trend.

TikTok stands out in 2024 as a hub of creativity and cultural shifts.

Delving into the trend report, we uncover the nuances of TikTok's trends and how brands can effectively harness them.

This is important to note, as this report was released for brands (more on this later).

It may give insight to creators and how they can ace their paid collaborations, or how to potentially create content more appealing to brands- but ultimately the report serves as a beacon for marketers.

Understanding TikTok’s Methodology

The report emphasises a methodology that distinguishes between fleeting fads and enduring trends.

It leverages data from global studies, focusing on innovations shaping the landscape in 2023 and 2024.

As the report states, “This report is heavily supported by data from the Global TikTok Marketing Science team,” underlining the importance of a data-driven approach in understanding TikTok’s dynamic environment.

Reminder: Don’t you dare do paid campaigns you can’t track in 2024!

Seriously!

Every time you do this, a brand manager throws a Dior lipstick in the bin. Stop it.

The Three Pillars of TikTok Trends

TikTok thrives on three core trends, each representing a unique aspect of user engagement.

Curiosity Peaked

This trend encapsulates the essence of discovery on TikTok.

The platform is a labyrinth of unexpected interests, with users often stumbling upon new and engaging content.

The report notes;

“Users are 1.8x more likely to agree that TikTok introduces them to new topics they didn't even know they liked.”

Brands can capitalise on this by creating content that surprises and engages users, tapping into their innate curiosity.

Storytelling Unhinged

Traditional storytelling is revamped on TikTok, embracing a more spontaneous and community-driven approach.

“The collaborative spirit of TikTok is reinventing typical story arcs”

For brands, this means venturing into uncharted territories of narrative creation, allowing the audience to play a pivotal role in shaping the story.

This is genius, because ultimately it drives audience engagement.

You want to create things people want to comment on, save to come back to, or share to a friend.

Bridging the Trust Gap

Authenticity and transparency are key in this trend.

“After seeing an ad on TikTok, 41% of viewers trust the brand more.”

This highlights the importance of genuine communication and building a rapport with the audience, moving beyond transactional interactions to establish deeper connections.

The case studies

Let’s see how this looks in action.

Clinique’s Targeted Strategy

Clinique’s campaign, rooted in the 'Curiosity Peaked' trend, leveraged TikTok’s search platform, leading to a 441% increase in conversion rate.

This success story underlines the effectiveness of aligning marketing strategies with the platform's unique user behavior.

IGG’s Interactive Approach with Viking Rise

Embracing 'Storytelling Unhinged,' IGG’s Viking Rise campaign utilised interactive elements and engaging narratives, resulting in over 5.1 billion views.

This case demonstrates the power of storytelling that encourages user participation and co-creation.

MAKUKU’s Trust-Building Efforts

In line with 'Bridging the Trust Gap,' MAKUKU’s collaboration with Indonesian TikTok creators focused on relatable messaging.

This approach led to a significant 500% increase in offline store sales, showcasing the impact of trust and authenticity in marketing strategies.

Luckily, they’ve given us an exercise to do on How to be braver in 2024.

Curiosity Peaked

Aspects like "Serendipitous Scrolling" and "Entertainment Without Borders."

It describes how discovery on TikTok goes beyond traditional search, offering a dynamic and immersive experience.

• What if you leaned into hyper-unique aspects of your brand to educate, entertain, and enrich the TikTok community?

• What's something that piqued your own curiosity on TikTok that you could tie your brand into?

• What's something specific you wish more consumers knew about your brand?

Storytelling Unhinged

Trends like "Community-Fueled Storytelling" and "Stay Tru to the Delulu" illustrate how TikTok is redefining narrative structures.

Brands are encouraged to participate in these new storytelling formats, tapping into the platform's creative potential.

• What if you took what's become 'expected' from your brand storytelling on TikTok and flipped that on its head?

• Are you mobilising your audience to collaborate with and shape your brand on TikTok?

• What's a brand-relevant universal and/or community truth that you can infuse 'delusional' energy into?

Bridging the trust gap

Concepts such as "Let’s Talk, TikTok" and "Trust the FYProcess" emphasise the importance of genuine engagement and credibility.

The report suggests that brands should focus on building influential credibility through openness and vulnerability.

• What if you established consistent actions with your TikTok community to cultivate trust beyond a single sale?

• How can you tie relevant TikTok lingo into your products and creative campaigns?

• What type of credible knowledge do you want your audience to come to you for?

This is more than a mere forecast; it’s a strategic toolkit for brands aiming to resonate with their TikTok audience and capture a wider audience.

In an era where user expectations are constantly evolving, this report highlights the need for creativity, flexibility, and authenticity.