TikTok has just unveiled its 2024 Trend Report, and we’re here to dissect it for you. The burning question on everyone’s mind is, ‘How can marketers stay ahead in a culture that’s always changing?’ 

In 2024, the key to Creative Bravery that resonates on TikTok is rooted in three significant shifts in user expectations: 

Curiosity Peaked 

Every curiosity and interest reaches its ‘peak’ on TikTok, leading to relevant perspectives, uncharted rabbit holes, and IRL action thanks to the perfect blend of passive discovery and an active mindset. 

1. Serendipitous Scrolling 

Discovery thrives on TikTok, where people constantly discover new hyper-specific interests and shareable obsessions that act as unanticipated inspo-fuel for the engaged community. 

2. Entertainment without Borders 

TikTok provides a platform for vicariously exploring cultures beyond your own, offering engaging and educational content that showcases how people worldwide go about their everyday lives. 

Storytelling Unhinged 

On TikTok, the shift toward giving everyone a voice has unleashed creativity for all, where a diversity of voices, collaborative formats, and subject matters is turning traditional storytelling on its head. 

1. Community-Fuelled Storytelling 

TikTok users are no longer passive consumers; instead, they actively keep conversations alive within the community through experimental story arcs and fresh creative hooks. 

2. Stay Tru to the Delulu 

‘Stay True to the Delulu’ fosters a shared community of delusional comfort and confidence. It serves as a space for audiences to imagine and inspire beyond the limits of today’s overwhelming reality. 

Bridging the trust gap 

Each campaign and organic piece of content presents an opportunity to share, listen, and learn, fostering brand trust and values collaboratively to cultivate deeper loyalty both on and off the platform. 

1: Let’s Talk, TikTok 

TikTok has genuinely transformed the universal language of our audience. It is redefining familiar words like luxury, clean, girl dinner, moulding them into new philosophies and aesthetics. 

2: Trust the FYProcess  

‘Trust the FYProcess’ involves building influential credibility at the source. It means being bold enough to be vulnerable and allowing audiences into the full process and story behind a brand. 

Breaking through on TikTok requires a shift from occasional displays of creativity to integrating it into daily behaviours and strategies. Embracing strategic risks and vulnerability has become the ultimate brand strategy. Leaning into micro insights and showcasing quirks can be your superpower for your brand or business.