Latest trend report from TikTok

In 2023, TikTok users stepped outside the box and changed how we create and consume content by daring to create content that evokes emotions in the viewer. An increasing number of users are creating content as it has become easier to be creative on the platform through TikTok’s various video tools. This has resulted in an endless amount of relevant content for all TikTok followers.

The trend report highlights questions about what drives those who grow and evolve, and what holds others back. Succeeding on TikTok doesn’t have to be so complicated, but it can feel like a tough climb if you've never tried before.

In 2024, the TikTok community embraced a new mindset focused on creative courage. While people have previously talked about being bold in their creativity, TikTok has truly shown us what courage means. By mixing curiosity, imagination, and vulnerability with creativity, TikTok is building a stronger community and showing what people value in their feeds.

On TikTok, users aren’t just looking for one right answer. Here, your curiosity leads to new interests, perspectives, and real actions. TikTok offers the perfect combination of passive discovery and an active willingness to learn, making it easier than ever to uncover something new.

TikTok has opened up our creative abilities and raised the bar for both users and brands. And that’s exactly what the industry needs now. To succeed on TikTok, brands must make creativity a core part of their marketing strategy. It’s essential to take risks and show vulnerability to create a winning concept and go viral. By using small insights and daring to be unique, you can turn it into your superpower. The trend of Innovative Courage on TikTok sparks global curiosity, shifts traditional narratives, and builds trust between brands and their audience.

TikTok helps marketers create trendy and successful content by offering resources that keep pace with the culture. The TikTok community has become a major leader, and brands are invited to shape the culture alongside them. Those who dare to create freely will not only survive but thrive.

On TikTok, discovery and curiosity flourish. Users constantly uncover new and specific interests and are eager to share their passions. Users turn to TikTok to find more than just one “right answer.” Every curiosity and interest reaches its peak here, leading to new perspectives and unexplored deep dives.

Popular hashtags like #newfinds and #tiktoktaughtme demonstrate how TikTok helps users evolve and learn new things. Traditional search results provide answers based solely on data, while TikTok lets creativity and community lead the way.

The report shows that 44% of users have visited TikTok with a specific goal but discovered something entirely different that they didn’t expect. The report also highlights that users are 1.8 times more likely to agree that TikTok introduces them to new topics they didn’t even know they liked.

In October 2023, TikTok launched a new search function, “Search Ads Toggle,” allowing brands to display ads in the platform’s search results. The ads are automatically created based on existing In-Feed Ads and appear next to organic results based on relevant searches. This gives brands a chance to reach users with high purchase intent. A study shows that 70% of campaigns with Search Ads Toggle enabled perform better, thanks to more effective conversions from search ads. TikTok has thus become a key place for discovering new brands and products.

TikTok makes the world feel smaller by making the global feel local. Users are open to learning and exploring new perspectives, and popular trends cross geographical boundaries. This allows users to experience different cultures through engaging content that shows how people around the world live their everyday lives.

TikTok builds bridges between categories like sports, food, fashion, travel, and beauty, creating bigger and more meaningful moments than ever before.

74% of users feel that TikTok connects them with people from different cultures, and 67% say they have learned a lot about other people and cultures on the platform.

Captivating storytelling formats lead viewers beyond the first few seconds, and ads that aim to spark users’ curiosity get them to watch 1.4 times longer.

There is a growing trust gap between consumers and brands today. Users are looking for more than just a one-time purchase; they also want brands to contribute to positive change in society and be transparent in their relationship with consumers. It’s crucial for brands to have clear values and be trustworthy.

TikTok provides brands with the opportunity for open communication with their consumers and community. Brands can also use creators (influencers) to create shortcuts to the target audience. Every campaign and organic content allows for sharing, listening, and learning, building trust and shared values to create deeper loyalty both on and off the platform.

After seeing an ad on TikTok, viewers trust the brand 41% more and are 31% more likely to be loyal to it.

By building trust and shared values, brands can create deeper loyalty, both on the platform and in real life.