Amy Mullin

In TikTok’s dynamic universe, trends are not just fleeting moments, they are evolving narratives. As we step into the new year, it’s essential to understand the intricacies of TikTok’s trend ecosystem, divided into:

  • Moments: These are the creative sparks that quickly catch fire on TikTok, ranging from popular sounds to trending hashtags. Short-lived yet impactful, Moments typically last for days to weeks.
  • Signals: With a lifespan of months to a few years, Signals represent new content patterns shaping emerging behaviours and interests. Think of them as the evolving narratives within specific categories, like the latest being the hard 75 challenge’.
  • Forces: Forces have a lasting impact, transforming behaviours on a large scale over several years.

In this blog, the spotlight will be on the Forces and Signals that are set to define the TikTok landscape in 2024.

Paving the way for Creative Bravery

In 2023, TikTok ignited a content revolution, inspiring creators to break barriers. Now, in 2024, the stage is set for Creative Bravery—a transformative trend driven by curiosity, imagination, vulnerability, and courage.

Beyond a trend, it’s a call for creators to infuse boldness into daily routines, forging deeper connections with their followers and unveiling profound revelations. Brace yourself for a TikTok revolution where Creative Bravery dominates, promising a year of breakthroughs and imaginative triumphs.

TikTok offers marketers the platform and resources to keep up with these cultural shifts, empowering them to craft compelling, trendsetting content.

By joining the TikTok community, marketers can actively shape culture alongside this vibrant platform. It’s not just about following trends; it’s about adding your voice to the ever-evolving tapestry of cultural expression. Redefine your brand narrative and be part of the TikTok movement.

Exploring TikTok Forces

Force #1: Curiosity unleashed

TikTok transforms curiosity into a thrilling journey of discovery. It’s not just about finding the right answer; it’s about exploring uncharted territories, gaining fresh perspectives, and taking real-life action.

In fact, according to TikTok Marketing Science, users are 1.8x more likely to discover new interests they didn’t know they liked.

Signals within this Force

‘Serendipitous Scrolling’ is the trend’s first Signal. TikTok becomes a hub for hyper-specific interests and shareable obsessions, inspiring action within the community. Everlasting hashtags like ‘#newfinds’ and ‘#tiktoktaughtme’ showcase the platform’s power to spark inspiration and break the mould of traditional search outcomes.

The second key Signal, ‘Entertainment Without Borders,’ sees trends breaking geographical boundaries. TikTok connects cultures globally, offering engaging content that spans sports, food, fashion, travel, and beauty.

The platform fosters global friendships and diverse communities, with 74% of users feeling connected to people from different backgrounds. Brands can tap into this cultural tapestry by showcasing their uniqueness and bonding with a diverse audience effectively.

In this ever-evolving TikTok landscape, marketers have the opportunity to ignite action within their audience’s discovery journey. By crafting content that resonates with interests and embracing cultural diversity, brands can create meaningful connections and influence in unprecedented ways.

Force #2: The art of storytelling

Experience storytelling like never before as TikTok reshapes the narrative landscape. Stories now kick off with their endings, and multiple plotlines run concurrently, leaving users captivated by unpredictability and flair.

Communities are crafting fictional celebrities and narratives, turning traditional storytelling on its head. According to TikTok Marketing Science, intriguing narrative structures not only hook viewers but keep them watching 1.4x longer.

Signals within this Force

Witness the key Signals of storytelling unfold with ‘Community-fuelled Storytelling.’ On TikTok, users aren’t just passive viewers; they actively engage with the community, experimenting with new storylines and creative ideas.

Marketers are urged to let the community shape their brand’s identity and story, fostering co-creation and joining ongoing conversations.

Another storytelling Signal emerges with ‘Stay Tru to the Delulu,’ a mindset and storytelling style born from fandom culture.

‘#delulu’, a mix of fantasy and self-belief, allows audiences to indulge in a ‘fake it till you make it’ persona. Take, for example, the viral success of ‘Tube Girl’ (A.K.A Sabrina Bahsoon), confidently dancing on London’s busy underground, amassing almost 800,000 followers.

Marketers are encouraged to infuse a touch of playful delulu fun, focusing on joy, confidence, and comfort to create relatable connections with their audience.

Force #3: Fostering trust and bridging the gap on TikTok

In a world where consumers seek more than fleeting transactions, this Force tackles the evolving landscape of trust-building between brands and their audiences.

Beyond mere sales, consumers desire positive change and transparency, demanding that brands strive to build trust and values. On TikTok, the platform becomes the ultimate space for brands to engage directly with their audience, utilising creators as shortcuts to authenticity.

The impact of this trust-building effort is evident, with TikTok brands gaining stronger consumer trust and influence. According to a TikTok Study, after seeing an ad on TikTok, 41% of viewers trust the brand more, 31% are more likely to be loyal, and 33% find the brand a good fit for who they are as a person.

Signals within this Force

The first key Signal in bridging the trust gap is ‘Let’s Talk, TikTok,’ where the platform transforms common language and familiar terms, giving them fresh meanings and styles.

Brands gain trust by incorporating culturally relevant slang, using phrases from TikTok to connect with their audience. Turning on comments in TikTok ads further amplifies brand trust, with viewers trusting the brand 1.5x more.

The second trend Signal, ‘Trust the FYProcess,’ encourages brands to establish credibility from the start by embracing openness and vulnerability.

In a world where authenticity reigns supreme, TikTok becomes the catalyst for brands to not just sell but to listen, laugh, and create alongside their audience.

Marketers are advised to connect authentically with their audience by nurturing relationships with creators who genuinely resonate with the brand, fostering relatability and influence within the community.

It’s time to join the TikTok revolution

TikTok is not just a social platform; it’s a cultural catalyst, inviting brands to reshape, inspire curiosity, and build enduring connections in the year ahead.

Seize the opportunity to captivate and connect with audiences like never before. Talk to our social media experts today and start making content that turns your brand into a TikTok sensation.

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