This year’s What’s Next Trend Report focuses on trends that show how the wants and needs of users are changing 2024revealing the strengths of TikTok, but also what is required for it success of brands on the platform.

In TikTok, it is pointed out in a platform announcement, the year 2023 was set by the life hacks, songs from the past and small businesses thriving as the community continued to create, build relationships and celebrate authenticity throughout the year. With this content is engaged an increasingly restless public, which seeks out new perspectives, communities and stories. The brandshas long been a welcome entrant, helping to shape trends every year.

The TikTok What’s Next Trend Report 2024, its fourth annual forecast, states that the TikTok community will spark a transformative mindset, which it calls Creative Bravery. Powered by a mixture curiosity, imagination, sensitivity and couragebrands that demonstrate Creative Bravery on TikTok will create deeper connections with the community.

Vanguard on TikTok, for brands, it means evolving from an occasional display of Creative Bravery to being part of their daily behavior and strategy. The brands that will be most successful will be the ones that regularly stimulate them world curiositiesthey will overturn traditional stories and deepen the relationship of trust with their audience, it is emphasized.

According to the announcement, there was a focus on the most reliable and durable trends, the sweet spot of what it calls the TikTok Trend Signals. Trend Signals are defined as content patterns that show emerging behaviors and interests that brands can leverage to inform their long-term content strategy.

These voltage signals can be divided into three categories:
– Curiosity Peaked
– Storytelling Unhinged
– Bridging the Trust Gap

Curiosity Peaked

People come to TikTok looking for much more than a “right answer.” Every curiosity and interest leads to relevant perspectives, uncharted discoveries and action in the real world thanks to the perfect combination of discovery and an active mindset. In fact, TikTokers are 1.8 times more likely to agree that TikTok introduces them to new topics they didn’t even know they liked.

Storytelling Unhinged

The endings of the stories start first. Multiple story arcs can occur simultaneously. Communities compose fictional celebrities and narratives. Against the backdrop of what often seems like an overwhelming reality, TikTokers have embraced a shared community of what has been dubbed #delulu, or illusory comfort. Rooted in fandom culture, #delulu is a combination of fantasy and manifestation – adopting a fake-it-till-you-make-it persona that audiences can tap into, and imagine their hopes, dreams or self-defined illusory realities, the release notes, noting that these are the most compelling narrative structures, taking viewers beyond the first few seconds and deeper into the story—ads intended to make users more curious make them watch 1.4 times longer.

Bridging the Trust Gap

There remains a growing trust gap between consumers and brands, challenging audiences to seek loyalty beyond a one-time sale, the release said. Also, consumers are looking for brands that will drive positive social change and transparency. Establishing clear brand trust and values ​​is non-negotiable. On TikTok, brands have an open line of communication with their consumers and community. In fact, the announcement highlights that after seeing an ad on TikTok, viewers trust the brand 41% more, are 31% more likely to be brand loyal, and are 33% more likely to say the brand best fits who they are. person (versus before they saw TikTok ads). This leads to action in real life as well as on the platform.

As noted in the release, the evidence is largely supported by data from the Global TikTok Marketing Science team gathered across multiple third-party commissioned research studies using mixed methods approaches, often including quantitative online surveys, exposure to stimuli in a virtual environment TikTok and/or advanced analytics. For this year’s What’s Next Trend Report, studies from 2022 and 2023 were used, which are more relevant, innovative and speak to the biggest trend forces at play in 2023 and 2024. Some of these research studies are so new that they world debut in this Report.