TikTok – What’s Next in 2024: In Action

At the end of 2023, TikTok released its What’s Next 2024 Trend Report – annual predictions for the biggest trends and cultural moments of the coming year. Now that we’re well into the year, they’ve released What’s Next 2024: In Action, an updated report that shows how these trends emerged and evolved through success stories from brands and creators.

The TikTok community continues to ignite the transformative mindset TikTok calls Creative Bravery. Driven by a mix of curiosity, imagination, vulnerability, and courage, brands have demonstrated how Creative Bravery on TikTok can build deeper community connections. Breaking through on TikTok requires moving from occasional displays of Creative Bravery to everyday behaviors and strategies.

The What’s Next 2024 trends examined popular behaviors observed over time. As the trends we track expand and evolve, we can always look for new ways they come to life both on TikTok and in culture. These trend signals can last for months and even years, and this year TikTok is excited to introduce three new bonus trends. Marketers can use these additional trends as a foundation for their content.

For this report, TikTok focused on how our macro trend forces (“Curiosity Peaked,” “Storytelling Unhinged,” and “Bridging the Trust Gap”) evolved throughout the year and highlighted new bonus trends that have since spread across the platform.

What’s Next in 2024: In Action – Bonus Trends

1) From Hi to Audi-Lo

As one of the core pillars of our platform, sound on TikTok is a universal language that connects its global audience with creators and brands alike. From emerging artists putting their own style on familiar tunes to bold creators using music to share their stories and inspire action, TikTok users have found creative ways to experiment with music and sound. TikTok also has communities remixing premium audio in lo-fi ways, giving sounds unexpected, often comical twists and giving brands fresh ideas on how to get in on trending moments.

Hulu harnessed the power of sound when they enlisted the master of rap recaps, creator @mrgrandeofficial, to reveal what was trending #NewOnHulu this past March.

2) TikTok on the block

Unfiltered, real-world interactions between brands, creators and their audiences can foster inspiration and connection in real time. From street interviews, community events, retail pop-ups to impromptu challenges, nothing is “over the top” for our audience. Brands share these candid, personal conversations with the broader TikTok community, sparking conversations and building consumer anticipation for how, where and with whom the brand will appear next.

Joe & The Juice took their mascot duties to a new level by sending “Tuna” and “’Cado” to London to promote their fan-favorite Tunacado sandwich and speak to customers face-to-face throughout the city.

Brand spirit

Brands build lasting customer loyalty by consistently delivering content that reflects their brand values ​​between eye-catching campaigns. For brands across all industries, TikTok is the platform to build, connect, and reinforce the values ​​your audience cares about. Through an always-engaging strategy, brands can signal to their audiences what makes them unique, from developing reusable packaging to highlighting beauty diversity, and more.

Refillable skincare products? Yes, please. Kiehl’s lives up to its brand (and target audience!) values ​​by showing its customers how they can reduce waste by reusing their product packaging.