At the end of 2023, TikTok released its TikTok's What's Next 2024 Trend Report, its annual predictions for the biggest trends and cultural moments for the year ahead. TikTok has now released the What's Next 2024: In Action, which will demonstrate how these trends grew and evolved through brand and creator success stories.

Insights and new trends:

Trend Force 1: Curiosity Peaked
Hyper-relevant, delightful, and useful content that piques every curiosity.

• Trend Signal 1: Serendipitous Scrolling
  • 2024 prediction: Discovery now thrives not just on data, but on immersive and dynamic entertainment inspired by creators and brands.
  • Now: TikTok creators instantly capture attention with exciting content such as unboxings and original recipes paired with rap lyrics. Their engaging content prompts viewers to comment, research, purchase, and create.
• Trend Signal 2: Entertainment Without Borders
  • 2024 prediction: Global camaraderie and communities with diverse interests are unlocking new channels for entertainment and influence.
  • Now: TikTok's global platform bridges geographical and generational gaps, for example grandkids posting videos with their grandparents, which highlights TikTok's cultural diversity and inclusivity.
• NEW Trend Signal 3: From Hi to Audi-lo
  • Whatʼs Happening: Licensing restrictions continue to be a barrier for brands wanting to use trending, high-quality sounds on TikTok.
  • What's Next: On TikTok, sound serves as a universal language connecting creators and brands worldwide. Artists remix tunes, creators share stories with music, and communities creatively remix audio, offering brands fresh ideas for engaging trends.

Trend Force 2: Storytelling Unhinged
On TikTok, the shift where everyone can have a voice has unleashed creativity for all, where diversity of voices, collaborative formats, and subject matters are flipping everything users know about traditional storytelling on its head.

• Trend Signal 1: Community-Fueled Storytelling
  • 2024 prediction: TikTok's collaborative spirit is reshaping story arcs with disruptive formats that surprise and engage audiences, inspiring them to join in the fun.
  • Now: Daily on TikTok, fresh creativity blooms from single videos or extensive series by creators. Stories evolve into spinoffs, mantras, and songs, enhanced by features like "reply with video," "duet," and "stitch," fostering rich, interactive narratives and continual creativity.
• Trend Signal 2: Stay Tru to the Delulu
  • 2024 prediction: TikTok audiences are building a shared community of delusional comfort to provide a spark of lightheartedness in an overwhelming reality.
  • Now: On TikTok, Delulu invites users to dream beyond reality with #luckygirl affirmations and imaginative filters. It's a daily escape that's sparked the emergence of #hopecore, embodying kindness and warmth through challenging times.
• NEW Trend Signal 3: TikTok on the Block
  • Whatʼs Happening: The IRL relatability of everyday individuals continues to reign supreme in TikTok content.
  • Whatʼs Next: Authentic interactions on TikTok between brands, creators, and audiences inspire real-time connections. From street interviews to community events and spontaneous challenges, everything feels genuine and creates excitement for a brand's next appearance.

Trend Force 3: Bridging the Trust Gap
Each campaign and organic piece of content is an opportunity to share, listen, and learn, building brand trust and values together to generate deeper loyalty on and off-platform.

• Trend Signal 1: Letʼs Talk, TikTok
  • 2024 prediction: Brands are building trust with their audience through relevant cultural lingo cultivated on TikTok.
  • Now: Initially focused on community-created language like "let him/her cook," this Signal has now gone global, involving creators and brands. Brands find inspiration in TikTok comments, responding directly or with videos. This has evolved "Let's Talk, TikTok" into "Let's Talk on TikTok," helping brands engage directly with audiences and other brands.
• Trend Signal 2: Trust the FYProcess
  • 2024 prediction: Trust on TikTok stems from the community’s openness to share and receive feedback, unlocking honest community conversations.
  • Now: Brands are using Trust the FYProcess for consumer engagement, listening to honest community reviews in real-time to develop new products.
• NEW Trend Signal 3: Brandship
  • Whatʼs Happening: Consumers are being more selective, cautious, and passionate about the brands they advocate for, and the brands that advocate for them.
  • What's Next: Brands build lasting customer loyalty by consistently showcasing their values in ongoing TikTok content, rather than relying on big campaigns alone.

For the full report and marketing strategy tips, visit tiktok.com.